Calculating Your 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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Coming up in January 2019...

Mobile Technology: The Future is Now

Mobile Technology continues to advance at a relentless pace and the hotel industry continues to adapt. Hotel guests have shown a strong preference for mobile self-service - from checking-in/out at a hotel kiosk, to ordering room service, making dinner reservations, booking spa treatments, and managing laundry/dry cleaning services. And they also enjoy the convenience of paying for these services with smart phone mobile payments. In addition, some hotels have adopted a “concierge in your pocket” concept. Through a proprietary hotel app, guests can access useful information such as local entertainment venues, tourist attractions, event calendars, and medical facilities and services. In-room entertainment continues to be a key factor, as guests insist on the capacity to plug in their own mobile devices to customize their entertainment choices. Mobile technology also allows for greater marketing opportunities. For example, many hotels have adopted the use of “push notifications” - sending promotions, discounts and special event messages to guests based on their property location, purchase history, profiles, etc. Near field communication (NFC) technology is also being utilized to support applications such as opening room doors, earning loyalty points, renting a bike, accessing a rental car, and more. Finally, some hotels have adopted more futuristic technology. Robots are in use that have the ability to move between floors to deliver room service requests for all kinds of items - food, beverages, towels, toothbrushes, chargers and snacks. And infrared scanners are being used by housekeeping staff that can detect body heat within a room, alerting staff that the room is occupied and they should come back at a later time. The January Hotel Business Review will report on what some hotels are doing to maximize their opportunities in this exciting mobile technology space.