Social media is becoming increasingly popular among active and solvent people, including millennials. It is a great opportunity for promoting businesses, including hotels and travel agencies. Companies can use a variety of mechanisms to not only communicate with potential clients, but also sell your services more effectively.
The topic was discussed at length at the American Hotel Owners Association's annual convention, with social media experts talking about ways hotels can actively market themselves on social media, Hotel Management reports.
Experts believe that Facebook is the place to start. Meanwhile, Instagram, which Facebook acquired in 2012, has about 800 million users, and the younger generation prefers this platform for communication.
Darlene Rondeau, Digital Marketing Expert, clarified that before starting promotion in social networks, it is necessary to clearly define the target groups: "Who are your clients? How old are they? Understand the consumer, and then decide which social channels should be included in the work. Don't be everything to everyone. Find your niche."
However, the expert clarified that social media is not intended for direct income generation, but should be used as a medium for communication, exchange of opinions, display of photos, and presentation of the hotel.
"Tell your stories on social networks, share photos, not pure advertising. Let your subscribers have memories and impressions," she added. Darlene Rondeau.
According to her, 87 percent of so-called "millennials" come to social media for inspiration and research.
“In a 100-room hotel with 60 percent occupancy, this category of guests typically represents 31,000 people per year,” she calculated.
Jason Lee, senior director of online product development at marketing company Travel Media Group, in turn, outlined a method for successful promotion in social networks.
“Claim your social media page and optimize it. Clarify who exactly from the staff will control the page, and do not expand the number of trusted people too much. Create your community and support it. Communicate with representatives of this community more often. Social media is active and reactive. People will comment on your posts if they are interesting. By the way, it is very important to respond to comments. And finally, move towards the goal consistently. As soon as you have created a dynamic social community, there are ways to influence potential customers and help them make a purchasing decision in your favor,” the expert noted.
What else is important?
As the old saying goes, "A picture is worth a thousand words." This is even more true on social media. Make sure the photos are high resolution and quality, and convey positive information about your product.
Highlight the most advantageous areas of the hotel for the photo shoot. Don't forget to not just focus on your hotel, either. Send photos of surrounding attractions and points of interest. This will make the hotel even more accessible.
Number of reviews and the "degree" of positivity in them is of great importance. Clients will immediately see if your hotel has few reviews and will doubt the purchase. Choose reviews from your guests. In fact, a quality 3-4 star hotel with 100 reviews may be perceived better than a "five" with five reviews.
Up-to-date information about the hotel and its services is essential. The more recent the review you provide, the better.
If reviews are posted, especially negative ones, make sure your staff responds to them.A hotel can gain a loyal customer by being open.
Customers who complain about a hotel (especially if the complaints are untrue) are unlikely to return. Worse, they will tell others about their negative experience. However, when they receive a response, such a customer will feel partially “consoled” knowing that their review has been responded to.
Source: trn-news.ru