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Social Media – A must for all Hospitality Businesses

From the hospitality industry perspective social media is an important channel for operators to listen to their clients. Social media needs to be actively manage to control the story customers are given making effective social media important for all hospitality businesses.

As the sector becomes even more competitive hospitality operators need to grow revenue and enhance their point of difference – Airbnb, Hotels.com, Wotif & Pubrooms are all providing new sales channels for accommodation – as there is presently a surplus. Rooms are becoming like Uber cars, increasingly accessible to individuals on demand.

The rise of “Überisation” is more than just releasing a businesses unused capacity, a big part of it is also the ratings system. Even without the ratings system a bad user experience can have disproportionate impacts on revenue. Everything a venue does – good or bad – is immediately reported on Facebook and becomes public knowledge.

Current facts show: Every 28 seconds an Australian bar, hotel or restaurant is tagged on Instagram. 71% of consumers make purchasing decisions based on discoveries on social media, 53% of consumers prefer to engage with hospitality businesses on social media rather than by phone – BUT the gap is largest when we consider less than 45% of bars, hotels and restaurants engage with social media users! This can be solved by having a dedicated staffer to assist customers in social media monitoring and education.

As hospitality professionals we would do well to adopt this effective social media strategy in order to grow our businesses revenue and enhance our point of difference. As the number of people using social media continues to grow and social sales tools evolve, social networks will become increasingly important for product search and ecommerce.

The time is right to align your social marketing and sales goals.