How to Use Social Media to Drive Your Rewards Program
By Peter Brooke Founder, Blue Interactive Agency | January 31, 2016
Hotels of all sizes are finding success using social media to drive their rewards program. The challenges you face as you build your hotel reward program - establishing great perks, creating an easy path to earn extra reward points, and introducing your program to guests - can all be achieved using the right social media strategies. Learn how to employ the best social media strategies to drive engagement and increase enrollment in your hotel's loyalty rewards program, from setting up a social media-powered referral program to establishing VIP social media accounts, using social concierge accounts to improve your hotel's reputation, and more.
Loyalty influence has grown increasingly difficult for hotels to build in recent years. Results from Google's 2014 Travel Study indicate that even business travelers, once hotels' most loyal adherents, are finding their hotel rewards programs less than inspiring. A full 41% of the business travelers surveyed said they were less likely to plan their business travel based on loyalty programs or points than in the previous year. And that same study found that more than half of travelers in all categories (business, leisure, and affluent) state they would be willing to switch to a different hotel loyalty plan that offered them better perks or easier paths to earning rewards.
To reestablish brand loyalty from their guests, hotels need to make their reward programs more relevant, present, and appealing to travelers. Only then will you be able to reclaim wandering guests and attract new, loyal customers. Social media provides the perfect vehicle to accomplish this. Once you learn how to fully utilize social media to drive your rewards program, you can start regaining the loyalty influence that is so essential for your hotel's success.
There are a number of challenges you face as you work to build up your hotel rewards program. You need to provide your members with valuable perks that they won't be willing to pass up. You need to give members an easy path to earn extra reward points so they don't feel like they're working so hard for rewards that they'd rather defect to a competitor's loyalty program. And lastly, you need to gain wide exposure for your hotel rewards program so you can increase guest participation and gain a significant following for your loyalty strategies.
Make it Easy for Your Members to Earn Reward Points
When you're dealing with business travelers who spend more nights in your hotel than they do at their home, it's easy to ensure they remain engaged with your rewards program. With leisure and business travelers who only have an occasional hotel stay, maintaining engagement is a bit more difficult.
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