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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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.