With social media such a key element of marketing, it’s no surprise that the industry is seeing a growing movement toward “social hospitality.” What does this mean, exactly? It’s a practice put into play now that the majority of hotels are using social media in order to turn social dialogue into data! Hotels are increasingly seeking out technologies and tools that allow them to measure and manage social activity for their reputation management. SkyTouch Technology has compiled a few of the key factors fueling this trend and we share a forecast below of how social hospitality will impact the technology and hospitality landscape moving forward:
The stats on social media:
- More than 90% of hotels actively use Facebook
- Approximately 78% of hotels use Twitter
- Pinterest is the third most popular sharing channel among social media users
- Instagram is one of the fastest growing marketing tools for hotel chains because 60 percent of its user base comes from outside the United States
- Sixty-three percent of Facebook users, 57% of Instagram users, and 46% of Twitter users are daily visitors of each site
The growing popularity of these social media channels has presented the hospitality industry with unique, new challenges and opportunities. While the myriad of online platforms give hoteliers a direct window into what guests are seeing, saying, and feeling about their properties, they also must be prepared to respond to posts across channels quickly and effectively, or risk viral customer complaints.
Real-time reputation management
As guests use social media channels to post reviews, share images, and spread word of mouth about their experiences, hotels must have resources in place to mine, monitor and respond to the chatter. Hospitality Technology calls today’s social hospitality climate a “social-sphere” of two-way dialogue. Hotels must be poised to capture feedback in “real time” and respond quickly in order to meet guest needs and demands. It is truly a mobile-first environment and hotels must not underestimate that responsiveness is integral to maintaining a positive reputation.
Forecast: social hospitality toolkit
As hotels strive to manage social activity, vendors will be at-the-ready to share new tools and technologies designed to make their jobs easier. What’s coming to market? Revenue technology management tools that help hotels build loyalty and manage volumes of big data. SkyTouch also anticipates the rise of social loyalty programs, where hotels will reward guests for social media activity highlighting their brands. Social Reputation Management (SRM) tools such as Digimind and Brand Karma will also be in high demand to help hoteliers more efficiently monitor and respond to posts made about their properties across various online platforms.
Full service, turnkey social media management solutions will be in greater demand as the time required to monitor and respond to multiple social networks becomes more cumbersome. Hospitality Social Media Management services such as those offered by DFW-based All Things Hospitality can help keep your fans engaged and ensure you have consistent, timely messages.
Social media will remain a powerful marketing tool for the hospitality industry for the foreseeable future. Fortunately, the forecast looks quite positive for hoteliers who are ready to embrace the industry wave of social hospitality in order to engage with guests, further their brand recognition, and yield greater ROI.by