The Ups and Downs of Hotels on Social Media
By Brandon Dennis VP of Marketing, Cloudbeds.com | February 23, 2014
The general mood among hotel marketers is that social media is past its prime. It had its heyday a few years ago, but has proven itself to not be a valuable marketing channel. It's understandable why some might feel that way, as it is hard to get social media to work well for your hotel. In fact, most hotels fail at social media, and get little traffic or bookings from social media. That said, there is plenty of opportunity in social media that fails to convert due to strategy and execution, rather than the nature of social media.
Not only do most hotels get an infinitesimally small percentage of their website traffic from social media, but social media visitors convert less often into actual paid guests. Between December 2013 and January 2014, only 24% of visitors from social media were interested enough in booking a room at a hotel to click-through to the booking engine. Compare that to 33% for mobile and 34% for web.
This demonstrates that hoteliers can do a better job convincing social media visitors, by changing their marketing messaging to suit that particular channel.
We need to tackle this issue from two angles: first, we need to increase traffic from social media by approaching social media appropriately; second, once we get guests to our hotel websites, we need to market to them in a way that they respond well to, by optimizing our message to appeal to social media users.
Part One: Increasing Social Media Traffic
Keep it Consistent