Calculating Your Hotel Social Media ROI: What Are You Really Getting Out of It?

By Patrick Ahler Partner & Vice President of Marketing, Lights On Digital | February 25, 2018

77% of marketers are utilizing at least one form of social media, and hotels are no exception. It can be difficult, however, to track how much profit you can return to your property from the effort and expense you put into your social media pages, which is your ROI (return on investment).

According to a survey conducted by Convenience and Convert, 41% of businesses have no clue as to the value of their social media activity. From failure to track the analytics, to not utilizing measurement tools, businesses remain in the dark with respect to their social media ROI accounting.

Is Social Media Advertising Appropriate for My Hotel?

It is important to initially note that social media activity is more impactful on higher star properties with amenities that appeal to those seeking leisurely accommodations in competitive locations. Typically, a budget motel on a remote highway is not likely to benefit much.

Additionally, social media success relies heavily upon a reasonable advertising budget that utilizes quality media content including professionally produced video and images. If you doubt the value of video, consider that it is projected to claim over 80% of all web traffic by next year and adding a video to your landing page can boost click-through rates by over 200%.

Best Tools For Tracking Social Media ROI

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Eco-Friendly Practices: Corporate Social Responsibility

The hotel industry has undertaken a long-term effort to build more responsible and socially conscious businesses. What began with small efforts to reduce waste - such as paperless checkouts and refillable soap dispensers - has evolved into an international movement toward implementing sustainable development practices. In addition to establishing themselves as good corporate citizens, adopting eco-friendly practices is sound business for hotels. According to a recent report from Deloitte, 95% of business travelers believe the hotel industry should be undertaking “green” initiatives, and Millennials are twice as likely to support brands with strong management of environmental and social issues. Given these conclusions, hotels are continuing to innovate in the areas of environmental sustainability. For example, one leading hotel chain has designed special elevators that collect kinetic energy from the moving lift and in the process, they have reduced their energy consumption by 50%  over conventional elevators. Also, they installed an advanced air conditioning system which employs a magnetic mechanical system that makes them more energy efficient. Other hotels are installing Intelligent Building Systems which monitor and control temperatures in rooms, common areas and swimming pools, as well as ventilation and cold water systems. Some hotels are installing Electric Vehicle charging stations, planting rooftop gardens, implementing stringent recycling programs, and insisting on the use of biodegradable materials. Another trend is the creation of Green Teams within a hotel's operation that are tasked to implement earth-friendly practices and manage budgets for green projects. Some hotels have even gone so far as to curtail or eliminate room service, believing that keeping the kitchen open 24/7 isn't terribly sustainable. The May issue of the Hotel Business Review will document what some hotels are doing to integrate sustainable practices into their operations and how they are benefiting from them.