Why Social Media Is the Go-To Tool for Hotel Marketing

By Nick Ovanessoff Chief Experience Officer, A Lucky Find | June 24, 2018

We are living in a time of innovation. As the hotel industry changes we, as individuals, brands and corporations must adapt. While there is always a time and place for print advertisements, TV spots and face-to-face networking, society is becoming digitized and so must our marketing efforts. In today's highly-mobile and global society, social media is the go-to tool for hotel marketing.

Why Social Media Works

First, and maybe the most obvious, is that it allows us to COMMUNICATE. Visual communication and engagement with your target audience on a regular basis is key. Consumers and businesses have become accustomed to receiving information visually – text vs. voicemail, video vs. copy. Whether it is Instagram, Facebook or LinkedIn, people are looking for new and engaging content, so using those platforms to communicate your brand message is essential.

  • It Establishes CONNECTIONS

Social media helps consumers build authentic emotional connections to your brand. It also offers an easily attainable way to highlight upcoming events, learn about your guests' experience and keep an ear to the ground for travel trends, wants and needs. In addition, social influencers have emerged on the scene and are influencing consumer behavior more so than ever before. Like it or not, those same influencers can help create those genuine connections with the brand, so engaging with them and sharing their content can further propel the hotel brand.

  • It Allows Us To Easily CONSUME

We are constantly on-the-go, so being able to consume content through our handheld devices means that it is easy to reach your audience and consistently engage with them. Think about it – Twitter allows for 140 characters, so a brand must be able to share a story, provoke or persuade a customer quickly, usually while they are busy doing other things.

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Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.