Richfield Hospitality Blog

Managing Social Media Marketing

October 17, 2014

Last month at an annual Richfield conference we discussed how to use social media to promote your hotel, and we wanted to share a few of the most notable points:

The shift from desktop to mobile is happening across all industries, especially in the hospitality industry, where mobile is seeing a 35% increase and desktop is seeing a 10.3% decrease in page views (according to HeBS Digital).  Not only is this leading to consumers booking on mobile but it is also leading to consumers interacting socially more often and faster than ever.   Now more than ever, it is becoming extremely important to share the digital voice platform with your customers.  The hotelier’s role is simply to host a great experience. Let the customers host the conversation with pictures, videos and comments. Of course letting your customers control your social voice can be risky. That is why it is imperative that you respond to comments.  This puts the power back into your hands by showing the customers you are listening and care about their options.

Along with the transition to mobile another major trend is simplicity.  Hotels need to make booking a room easy and straightforward.  Booking widgets are a great tool, especially on mobile.  Utilizing a widget can help reduce the amount of clicks, making it easier for your customers to reserve rooms, which will lead to better conversions. Keeping things simple also means reducing the amount of offers shown on mobile. Choose a few of your best offers that will be relevant to people on the go.

Finally, you cannot just manage social media independently from your other marketing strategies. Your strategies need to be part of a multi-media campaign that all convey the same message and tone.  Using emails, SEO, SEM, banner ads, and social media promoted posts should all be part of your campaign, because the average traveler is searching 21.6 websites before making a booking, and the more presence you have the more likely your hotel will get booked.

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