In the world of advertising, we all like to pride ourselves on being techie and up on trends. We all want to be “in the know” on the latest targeting practices, new social platforms and what’s going on with this elusive Generation Z. That said, none of this matters if you can’t apply it to your clients’ industries.
Working with a number of hospitality clients, we jumped at the opportunity to attend the Hilton Worldwide Social Media Roadshow. While we know the ins & outs and dos & don’ts of social media, we were excited to hear from an industry leader like Hilton on how they manage their social media programs with their properties.
Here are just a few of the things we took away:
- Your social media presence should start with review sites. TripAdvisor comes first. Respond to 100% of negative reviews. It doesn’t matter how much content you’re posting on your other social channels.; if you’re not getting good reviews, guests aren’t going to book with you.
- Guests are willing to pay more for a higher-rated hotel. This goes along with the importance of review sites. Properties that respond to more than 50% of reviews increase their likelihood of receiving a booking by 24%.
- Tell guests about the experience, not just the property. Let’s face it: 9 times out of 10, guests aren’t traveling just to stay at your beautiful property. They’re traveling for the experience! They want to see the sights, taste the local grub and experience everything your city or destination has to offer. Be sure that your social content reflects this. Telling guests that you offer a delicious continental breakfast, free wi-fi and pet-friendly rooms is great. Just don’t forget to share local photos, attractions and event details, too.
- Social media actually matters. As marketers, this seems like a no brainer. However, when you’re managing and operating a hotel, social media may seem like an afterthought. 52% of travelers were so influenced by social media that they changed their original travel plans. This is a huge opportunity for properties to engage guests and bring in potential room nights.
- “Your online hospitality is a direct reflection of your offline hospitality.” This is perhaps my favorite takeaway. In the hospitality industry more so than any other, friendliness and a welcoming attitude have to carry through to your social platforms. Guests need to feel that connection even before they check-in.