The Impact of Social Media on Hospitality

Social media is tearing up traditional notions behind marketing and sales across all industries. Nowhere has this been more dramatic than in the hospitality and service sectors.

The arrival of Social Media does not mean that you should completely abandon traditional channels. But, now that you have created the awareness, what do you do with it? Have you delivered the service that guests are demanding? How do you continue to engage guests, build the relationships, and ultimately deliver on the promise your hotel was founded on? Brands can no longer simply display a brochure and dictate a price. They need to go beyond traditional channels to find and leverage brand evangelists and buzz agents, because those that love your hotel and keep coming back will tell everyone about your brand online.

The hotel industry has had to adapt to a number of changes brought about by all these changes in recent years, which have seen a transference of power from brand to consumer. Social media meant a shift in how people discover, read, and share news, information, and content. Customers are better informed: sites like Tripadvisor and Airbnb have given consumers choice and left them more knowledgeable about their options. Consumers are also more empowered, holding influence over businesses with the ability to send a single tweet that could reach thousands of people. With all the talk of Twitter, Facebook, LinkedIn, YouTube, Flickr, the downfall of most newspapers, and a down economy, it's no wonder hotels have had to adapt their approach to marketing, to engage with and attract more guests.

Today, consumers are actively seeking information in these channels and if you don't pay attention to them, all your hard work in traditional channels can quickly be undone. 93 percent of Americans expect the companies they do business with to have a social media presence - and that includes hotels.

Social Media is no longer an option, if you want to survive in business, it’s crucial!! Hotels should consider social media as a natural extension of the hotel's website, keeping its web content fresh and original for search positioning and connecting its audience. It also provides a great way to test your messages, spur conversation, hear what your guests are saying, get your audience engaged, and meet future guests. With the right strategy, hotels on social media are better placed to adapt to the changing landscape and just like with your traditional branding, advertising, and public relations, you must have a consistent social media voice and leave a lasting impression.

To learn more about how some of our clients have used Social Media Marketing, contact us here: or call us: (305) 807 9313