How Hotels Can Ruin Their Online Presence
With over 57% of travel arrangements (around 150 million) being made online, impeccable online and social media presence is essential.
Despite this, some companies seem determined to dissuade potential customers with a poor online profile.
How they can ruin their presence?
The key platforms for hotels to keep an eye on are social media channels and review or booking platforms like TripAdvisor and Bookings. It’s unheard of to not monitor these sites, but surprisingly, many hotels do not use, or hardly use, social media.
Social Media, in its simplest terms, gives your hotel an online brand and increases the number of people who see your hotel. You can also use it to target exactly who you want with advertising. When so many bookings are made online, why wouldn’t you use social?
Arguably worse than not using social media, you could set up social media feeds, but never post on them. This makes any business look like they’ve gone bust. So if you’re going to use social media, make sure you post 3-5 times per week at the very least, and make sure your channels are fully branded in order to look fantastic. Post content which is appealing and useful for those who might come to stay in your hotel (‘content is king’, after all).
Responding to feedback unprofessionally (regardless of how unfair it is), or not responding at all, is also a damaging influence. Make sure you reply to all comments, tweets and posts.
Why do hotels not use Social Media correctly?
The answer to this question is usually either time or money. For smaller hotels, budgets can be tight, in which case social media may be seen as less important than, say, website development or simply employee salaries. In hotels of all sizes, marketing employees simply don’t have time to spend hours each day on social media. It’s important, but often over-looked.
How can Hotels use Social correctly?
For a Hotel on Social Media, image is important. You should, therefore, be using Instagram and Pinterest – two picture-based platforms. These should be used in addition to the standard Facebook, Twitter and LinkedIn accounts. Ideally, a YouTube account will give your online and social presence a great boost.
Don’t forget to post on the right channels, on the right day, and at the right time. Oh, and make sure you use the correct typology and use of emojis or hashtags to convey your brand correctly. With successful social media, there’s a lot to remember!
On top of all this, put in the time for engagement work, content creation, and additional incentives like contests and paid campaigns.