Developing Social Media Strategies That Keep Customers Coming Back

By Nicholas Pardon President & Chief Executive Officer, The Discoverer Network | February 03, 2019

It may seem simple, but the most effective way to create a solid social media strategy that engages current, past and prospective hotel guests in a meaningful way is to understand why people follow you.

When talking about resorts or hotels, social media is a logical platform to showcase the best your property has to offer. Strong visual content has the power to inspire your followers by allowing them to envision themselves at your property, creating an emotional connection that's difficult to achieve through other platforms.

Knowing your why can work the same for any hotel, whether business, family-oriented, resort or something else entirely. In many ways, this is a tried and true data-play: it's about understanding your primary audience.

Unfortunately, instead of truly understanding and finding their why, marketers in the hospitality industry often look for other social media accounts they can mimic and copy. But in doing so, they won't see the same success as those that ask themselves these key questions:

1. Why are people staying at their property?

2. What would motivate someone to follow them on social media (i.e. what value is the brand providing)?

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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.