5 Takeaways from Hotel Social Media All-Stars

EHL Editorial Team | 10 Nov, 2016

It’s hard to track the success of your social media strategy when there are plenty of numbers to judge from. Counting the followers, likes and shares might seem useful to measure a company’s health, but is it all about the numbers?

Following our first blog article with insights on L.I.K.E. Hospitality Consulting report “12 Luxury Brands: A Social Media Presence Overview” we have understood the power of pertinent social media strategies. This time, we get inspiration from the listed #socialmediaallstars2016 to learn the best ways to implement these tactics. An overview of hospitality brands leading the social media space proves that there is a lot more at stake than just the quantity of followers. Here are our 5 major takeaways:

Most brands have established their preferred social media for promotion based on people’s favorites such as Facebook, Twitter and Instagram. However, to exploit a social media strategy’s full potential, hoteliers must focus on reaching their specific clientele, rather than basing decisions on general preferences. By comparing the strength of an account’s presence to its respective amount of followers, it has been found that large efforts put into popular platforms (namely Flickr, Pinterest and Google+) are not entirely worthy, given their poor potential to reach the right people.

The main purpose of a property account is to get people to feel like you are providing them with unique value. Remember that customers will associate your brand with the whole travel experience, so make use of social media tools to prevent them from feeling bored within and outside the hotel. Managers must aim to have a short selection for property accounts (ideally not more than four platforms) in order to build personalized connections with a high degree of responsiveness. After all, we know that quality trumps quantity.

Brand accounts are very powerful, they reach one third of cumulated followers. Consequently, they have an important long-term objective: loyalty. In order to be successful, these accounts should make customers feel emotionally attached to their brands through storytelling.  By expanding and optimizing a brand strategy throughout all the platforms that customer value (maybe up to 8 platforms), hotels can increase visibility and create a meaningful engagement.

Consistency plays an important role in increasing the amount of average followers. Unfortunately, many hotels fail to maintain a coherent brand appearance across property and brand accounts alike. Alternately, those brands with visible social media strategies can deliberately choose for each platform to be uniformly present or absent throughout all their different accounts, transmitting a clearly defined identity.

As the digital world gets more competitive, it is important to study the growth and declines of different platforms and analyse their ability to convert online reach into future prospects. After this first study it was already revealed that some platforms such as Google+, have limited potential as follower-generating networks, while other less traditional media like Linkedin, Youtube, Whatsapp and Snapchat have been underrated for different important engagement purposes.

Digesting so many tactics and numbers is not an easy task, no wonder the digital world sounds so overwhelming. “But it’s not too late to get started!” states  Mr. Fritz Dickamp, EHL Alumni, and managing director at L.I.K.E. Hospitality Consulting, “there are more than enough innovative and digital ways to not only interact with your guests, but also to learn their desires and wants and create improved customer experiences."

Author: Ana Sofía Acuña - EHL Bachelor Student 


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