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.

Richfield Mentioned in Hotel Management’s ‘Social Media 2.0′ Article

June 12, 2012

11 Jun, 2012

By: Gina LaVecchia Ragone

Hotel and Motel Management

More than any other industry, consumers’ decisions regarding travel are influenced by the Web, and more specifically, social media. If a hotel property is not proactively managing its online presence, it does so at its own peril.

One of the biggest mistakes hotel operations make in this digital age is living in denial—that is, ignoring the impact that new communication channels have on their businesses. Bill Linehan, CMO for Richfield Hospitality and CMO and COO of its sister company Sceptre Hospitality Resources, said, “If you show me a property that’s ailing, that’s not meeting their fair market share, I can guarantee they have a lousy online presence.” (more…)

Social media and hospitality recruitment: What is all the buzz about?

November 8, 2011

By: Rose Patterson, Corporate Director of Human Resources at Richfield Hospitality

Social media is not a fad, it is here to stay and it is transforming not only the way we do business but also the way we recruit talent.  Our success in attracting top talent relies on how well we use the tools available through social media and how we market ourselves in those channels. (more…)

Social Media & the Hospitality Industry

November 23, 2010

 By Gabrielle Lerner, Feasibility Director at Richfield Hospitality

The growing importance and seemingly reliance on technology had me wondering what role social networking played in the hospitality industry. One cannot argue with the research and studies that speak to this growing phenomenon. Sheraton Hotels & Resorts released a new survey conducted by STUDYLOGIC, that showed over 60% of participants use social media to stay connected to friends and family while traveling. Overall, survey respondents ranked social media somewhere near air and water as a must-have in their lives. Four-fifths of respondents said they access social networking sites throughout the day, while 39 percent said they “could not live without” social media sites. One-third of respondents said they log in multiple times each hour while one fifth of respondents say that they check social networking sites multiple times throughout the day while traveling. (more…)