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.

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Coming up in February 2019...

Social Media: Getting Personal

There Social media platforms have revolutionized the hotel industry. Popular sites such as Facebook, Twitter, Pinterest, Instagram, Snapchat, YouTube and Tumblr now account for 2.3 billion active users, and this phenomenon has forever transformed how businesses interact with consumers. Given that social media allows for two-way communication between businesses and consumers, the emphasis of any marketing strategy must be to positively and personally engage the customer, and there are innumerable ways to accomplish that goal. One popular strategy is to encourage hotel guests to create their own personal content - typically videos and photos -which can be shared via their personal social media networks, reaching a sizeable audience. In addition, geo-locational tags and brand hashtags can be embedded in such posts which allow them to be found via metadata searches, substantially enlarging their scope. Influencer marketing is another prevalent social media strategy. Some hotels are paying popular social media stars and bloggers to endorse their brand on social media platforms. These kinds of endorsements generally elicit a strong response because the influencers are perceived as being trustworthy by their followers, and because an influencer's followers are likely to share similar psychographic and demographic traits. Travel review sites have also become vitally important in reputation management. Travelers consistently use social media to express pleasure or frustration about their guest experiences, so it is essential that every review be attended to personally. Assuming the responsibility to address and correct customer service concerns quickly is a way to mitigate complaints and to build brand loyalty. Plus, whether reviews are favorable or unfavorable, they are a vital source of information to managers about a hotel's operational performance.  The February Hotel Business Review will document what some hotels are doing to effectively incorporate social media strategies into their businesses.