5 Reasons Your Hotel Should Engage with Social Media Reviews

By Benjamin Jost Co-Founder & CEO, TrustYou | February 04, 2018

Facebook has been ranked the #1 site used for travel inspiration, and in 2017, Facebook continued to be the most widely used social media site. Twitter has 317 million monthly users and there are 500 million tweets sent every day. 75% of Instagram users take action, such as visiting a website, from an ad on the platform.

Social media allows hoteliers to put their business in front of potential guests and to communicate with travelers and/or guests, in the easiest way possible. But it comes with certain challenges, too. The most common example is with reviews. While most are great, the occasional bad review can halt your positive marketing to a stop. However, if managed the right way, engaging with social media reviews can increase bookings and even influence direct hotel revenues.

Among all the reasons for engaging with social media reviews, five of the most important reasons are:

  1. To Attract New Guests
  2. To Enhance Remarketing Efforts
  3. To Improve Your Online Reputation
  4. To Keep Up with Trends
  5. To Influence the Influencers

In this article, we will discuss these five reasons more in depth, and provide concrete actions that hotels can take to win business across all facets of social media.

1. Attract New Guests by Adding Social Reviews on Your Website

The number one goal of any hotel marketing team is to convert. Even better, it is ideal for that conversion to happen directly through a hotel's own website, rather than paying a distribution cost to an OTA. Hotels can use social media and reviews to do just this.

Choose a Social Network!

The social network you are looking for is not available.

Close

Hotel Newswire Headlines Feed  

Sherri Merbach
Matt Schwartz
Eugenio Pirri
Stephanie Hilger
Dennis Rizzo
Brandon Billings
Bruce Seigel
Dean Minett
Robert M. O'Halloran
Suzanne McIntosh
Coming up in April 2019...

Guest Service: A Culture of YES

In a recent global consumers report, 97% of the participants said that customer service is a major factor in their loyalty to a brand, and 76% said they view customer service as the true test of how much a company values them. And since there is no industry more reliant on customer satisfaction than the hotel industry, managers must be unrelenting in their determination to hire, train and empower the very best people, and to create a culture of exceptional customer service within their organization. Of course, this begins with hiring the right people. There are people who are naturally service-oriented; people who are warm, empathetic, enthusiastic, pleasant, thoughtful and optimistic; people who take pride in their ability to solve problems for the hotel guests they are serving. Then, those same employees must be empowered to solve problems using their own judgment, without having to track down a manager to do it. This is how seamless problem solving and conflict resolution are achieved in guest service. This willingness to empower employees is part of creating a Culture of Yes within an organization.  The goal is to create an environment in which everyone is striving to say “Yes”, rather than figuring out ways to say, “No”. It is essential that this attitude be instilled in all frontline, customer-facing, employees. Finally, in order to ensure that the hotel can generate a consistent level of performance across a wide variety of situations, management must also put in place well-defined systems and standards, and then educate their employees about them. Every employee must be aware of and responsible for every standard that applies in their department. The April issue of the Hotel Business Review will document what some leading hotels are doing to cultivate and manage guest satisfaction in their operations.