February FOCUS: Social Media

February, 2023

Social Media: Tailor Made Content

Social media has evolved into an indispensable medium for the hospitality industry. It has forever altered how hotels communicate with their customers and it has redefined how advertising and marketing are conducted. Currently, the biggest social media platforms are Facebook, Twitter, LinkedIn, Pinterest, Instagram, Snapchat, YouTube and TikTok. Each has their own appeal and demographic. In order to reach the users of an individual social media platform, it is necessary for hotels to tailor their content to each platform's audience. For example, LinkedIn is more business-oriented so content might be directed to conference organizers, meeting planners, travel agencies, etc. Facebook has a more mature user base so they might be looking for family vacation packages, cultural experiences, or recreational sightseeing trips.  TikTok is popular with a younger audience who might want to know about concerts, sporting events, and gaming competitions, while Pinterest and Instagram focus on exquisite visuals and aesthetics. The February Hotel Business Review will document how some hotels are successfully integrating social media strategies into their operations.

This month's feature articles...

Sophie Madgewick

Every social media platform requires a different strategy. As we emerge from the other end of the TikTok-ification, as seen this summer, and it's more important than ever to remember the differences between social channels and tailor your content to suit each. READ MORE

Nora Minichino

Social media can help hotels remain relevant, maintain sales, and build relationships with current and future guests. Hoteliers must lay a strong marketing foundation to deliver the right message, to the proper audience, on the correct channels, while allocating operational resources to keep up with trends and demands. What are the necessary elements to laying that foundation for a successful social presence? READ MORE

Robert  O'Halloran

Social media is a necessary channel for the hospitality industry. Food and beverage operations, marketing, tourism business efforts and of course, lodging operations. Knowledge of social media is necessary to utilize specific platforms effectively and optimally. The choices are broad and attract different market segments for each sector of hospitality. This article will examine social media practices and applications for businesses and their guests. This article will also discuss social media in educational settings. READ MORE

Priscilla Balcaceres

Most hotels have questions about social media. From what part in the marketing funnel social media plays to what to post, social media is a marketing tactic mired in misunderstanding. But it doesn't need to be that difficult. Recognizing the role social media plays, creating a posting strategy, and understanding key performance indicators will help you to implement a more effective social media effort to drive qualified traffic to your website. READ MORE

Kara Freedman

Gone are the days where social media is a second thought in hospitality. After the COVID-19 pandemic, guests interact with hotels and make travel decisions differently. Social platforms allow hotels to connect with guests, answer questions quickly, and provide information and offerings relevant to their trip. Used correctly, social media can influence a guest to choose your property over another. READ MORE

Michael Goldrich

Social media is a valuable tool for increasing brand awareness for hotels, but it's just the first step. These platforms can help hotels effectively engage with customers and understand their needs. However, hotels also need to expand this strategy to their direct channels by providing a seamless transition from social media to the hotel's website with a personalized website experience. READ MORE

Cessie Cerrato

Social media has grown into a multibillion-dollar industry - one that has changed the way hotels reach new audiences and engage their guests. As the landscape has evolved over the years, so has the way that hotels use social media to market and sell their businesses. From utilizing each platform for its strengths to tailoring their content strategies, hospitality professionals have quickly become adept at using social media to leave their mark on consumers. READ MORE

Terrie O'Hanlon

With more than 3.9 billion users on social networks across the globe, it's no secret that social media and travel review sites are highly influential in travel decisions. Even one rating point or reputation point can affect ADR and RevPAR across the board. Hotels that ensure Zero Disappointment can stay one step ahead of their competition, receive five-star reviews, and increase revenue just by understanding the impact of reputation and focusing on creating exceptional experiences for their guests. READ MORE

Samantha Markiewicz

While emerging social media platforms like TikTok, BeReal, and even Instagram's product of Instagram Stories prioritize genuine, in-the-moment content, hotels can feel challenged to post digital content – particularly videos – that look and feel as realistic as the content that performs best on these mediums. Given the consumer shift toward realistic content and less staged moments, hotels must shift their social media storytelling to keep up and continue earning digital word-of-mouth marketing buzz. READ MORE

Siobhan Fajayan

Social media has changed the way hotels interact with their customers and approach marketing tactics, and in order to authentically connect with audiences, hotels must now tailor their content to users of specific target demographics and platforms. Keep reading to learn more about how Edgewood Tahoe Resort, a luxury hotel in South Lake Tahoe, successfully incorporated social media strategies into their operations. READ MORE

Allison Boccamazzo

Today's travelers not only want to see a star rating before booking; they want to really know a hotel, and it doesn't get realer than social media. How your brand engages and interacts online will say everything potential guests need to know. Whether you're starting from scratch, middling in the social stratosphere, or consider yourself a pro, you can benefit from the information in this guide for hotels. READ MORE

Dee Dee Dochen

Anyone who has gone through a company or leadership change knows that the elements of transition that get the most attention typically center around logistics. But how transitions are communicated can make all the difference between reputation preservation and reputation damage. Whether facing an imminent transition or foreseeing one in the future, the right time to plan is now. READ MORE

Kirk Pederson

There's a lot of attention on new technology and futuristic encounters, but what travelers are craving at present are "in the now" experiences and authentic travel. This demand offers a wide range of new opportunities for the travel and hospitality space to grow, making this an exciting time to be in the industry. READ MORE

Calvin Tilokee

Social Media has become a critical part of marketing any business, and hotels are no different. Over 4 Billion people worldwide are currently active on social media with that number set to rise to over 7 Billion in the next 4 years. More importantly, over 52% of users discover new brands through the use of their social media platforms. In this article, we will discuss how to effectively integrate social media into your marketing strategy, build an engaged audience, and turn them into paying guests. READ MORE

Coming up in March 2023...

Hotel Human Resources: The Great Resignation

Hotels have always struggled with the task of attracting and retaining qualified employees. At any given moment, hotels are consistently understaffed which makes providing quality guest services a persistent challenge. Additionally, as a consequence of the pandemic, there has been a mass exodus of workers who left their employers and haven't returned. This phenomenon has become known as the Great Resignation. In one month alone last year, over 900,000 employees left hospitality jobs, affecting all areas of operations including frontline workers,  restaurant and housekeeping staff, and hotel management. To overcome these challenges, Human Resource departments are implementing a variety of solutions. First, they are reassessing their wage and benefits guidelines in an effort to become more competitive. They are also leveraging digital technology to attract and retain talent, and to improve the employee experience. The goal is to centralize communications, enhance employee engagement, empower independent decision-making, and expand educational opportunities. The March Hotel Business Review will explore what some HR professionals are doing to address these critical employment issues in their respective departments.