Social Media Trends Impacting your Hotel in 2018

By Gaurav Varma Product Marketing Manager, Milestone Inc. | February 11, 2018

Social media is the natural extension of your business. It helps you to engage with your target audience to inspire real-life conversations. Social media is particularly engaging and with the increasing mobile penetration user engagement is only going to increase. More and more businesses including hotels are trying to connect with audiences on social media to establish a meaningful relationship to become a partner of choice.

1. Social Networking Remains Popular

Social media penetration is increasing year over year. Per Statista in 2017, 71% of internet users are also social media users with future projections showing no signs of slowing down. In 2016, more than 81% of the US had a social media profile. For many people social media is now their primary source of news and information, elevating it to more than just entertainment. With increased digital connectivity, around the clock access to smartphones and the lower cost of data, social media is now a way of life.

Mobile devices occupy a center stage role to enhance user experience. Location based services and Apps, near me searches such as Google Now, Foursquare, Uber and AirBnB are now solving a range of customer problems and delivering experiences in the here and now. Most social networks have launched mobile specific apps to cater to the on the go user making social media seamless in one's lives. Thus, it's important for your hotel to actively include social channels in your marketing mix.

Action Points for Your Team:

  • Make social media marketing part of your 2018 digital marketing road map
  • Find talent within your company or hire a professional agency
  • Start by auditing your existing digital assets (vs competition) to know where you stand

2. Bet on Video

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Coming up in March 2019...

Human Resources: An Era of Transition

Traditionally, the human resource department administers five key areas within a hotel operation - compliance, compensation and benefits, organizational dynamics, selection and retention, and training and development. However, HR professionals are also presently involved in culture-building activities, as well as implementing new employee on-boarding practices and engagement initiatives. As a result, HR professionals have been elevated to senior leadership status, creating value and profit within their organization. Still, they continue to face some intractable issues, including a shrinking talent pool and the need to recruit top-notch employees who are empowered to provide outstanding customer service. In order to attract top-tier talent, one option is to take advantage of recruitment opportunities offered through colleges and universities, especially if they have a hospitality major. This pool of prospective employees is likely to be better educated and more enthusiastic than walk-in hires. Also, once hired, there could be additional training and development opportunities that stem from an association with a college or university. Continuing education courses, business conferences, seminars and online instruction - all can be a valuable source of employee development opportunities. In addition to meeting recruitment demands in the present, HR professionals must also be forward-thinking, anticipating the skills that will be needed in the future to meet guest expectations. One such skill that is becoming increasingly valued is “resilience”, the ability to “go with the flow” and not become overwhelmed by the disruptive influences  of change and reinvention. In an era of transition—new technologies, expanding markets, consolidation of brands and businesses, and modifications in people's values and lifestyles - the capacity to remain flexible, nimble and resilient is a valuable skill to possess. The March Hotel Business Review will examine some of the strategies that HR professionals are employing to ensure that their hotel operations continue to thrive.