Finding and Engaging Target Guests on Social Media

By Tim Sullivan Chief Sales and Marketing Officer, Cendyn | February 18, 2018

With so many options, and so much growth potential, targeting guests on social media should be a top priority for every company in the hospitality field. The challenge becomes how to efficiently and effectively get your message across to current and prospective guests, inspiring customer loyalty while driving revenue growth.

Know Your Platforms

Seven in ten Americans use social media, and nearly 90% of internet users in the US have a Facebook profile, with three-quarters of Facebook users checking their profiles at least once a day. Because of its universality, Facebook has become a valuable reference tool for finding recommendations from friends and family, with a strong word-of-mouth component and powerful advertising reach.

With its compelling visual nature, Instagram has also become an important channel for hotels, and it dominates when it comes to interactions with followers, boasting the highest engagement rate of any social platform. The number of companies using Instagram for marketing has doubled in the past year, topping more than 70%, and 80% of users follow their favorite brands on the platform. It has evolved into a very strong platform where we can directly attribute measurable revenue growth to targeted campaigns.

Snapchat is a newer platform, and though we haven't seen much revenue that we can directly attribute to it, the user engagement level is very high. The channel reaches 41% of 18-34 year olds, with over 400 million snaps sent every day, and 55% of users report following brands on Snapchat. The targeted advertising we're doing on that platform is following a similar trend to what we saw in the beginning with Instagram, where we weren't getting much direct response, but a lot of engagement on the content. We're doing additional testing, and the platform itself is making heavy investments to better support brands and businesses.

It's All About The Data

/ SLIDES
Choose a Social Network!

The social network you are looking for is not available.

Close

Hotel Newswire Headlines Feed  

Eileen McDargh
Terence Ronson
Brandon Billings
Suzanne McIntosh
Sherri Merbach
Sridhar Laveti
Matt Schwartz
Kathleen Hayn
Stephanie Hilger
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.