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.

Web Versus Social

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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.