Hotels embrace social media as guests become online “friends”

We are all aware that the way consumers interact with the web has changed. No longer is the Internet simply a marketplace or tool for gathering information, rather today consumers are going online to build and maintain relationships through social networking. According to Google, by 2012, networking on social media sites will be the second-most-popular online activity, overtaking shopping and surpassing communication and entertainment.

Of course this interaction isn’t confined to the individual, rather businesses are quickly realizing the measurable influence social media has alongside traditional methods of driving traffic to a website as Facebook fan page updates become searchable using Google updates. So how has the hotel industry – one which has been perceived as traditionally behind the curve when it comes to online engagement – been embracing social media engagement opportunities?

The reality is that hoteliers are now using social media applications like Facebook and Twitter as free marketing channels to increase brand awareness, connect with new audiences, boost website traffic, augment multimedia campaigns and build stronger relationships with target audiences. This watching, waiting and ready to participate audience should be considered something of a godsend for hoteliers. Indeed, by embracing the very places where past, present and future guests are spending an increasing amount of their time, hoteliers can really enhance their relationships with guests and use the channel to build a loyal client base.
Social media applications enable consumers to engage with and find out more about not only the hotel brand, but the property, surrounding area and even local climate. While the social media channel helps optimization and revenue, it should mainly focus on brand loyalty and affinity. It provides the opportunity to open and build positive communication channels with potential customers, forming personal bonds with them, rather than just focusing on the one directional “sell”.
In fact, capitalizing on the sense of community that social networking engenders is one of the most important aspects of an online hotel strategy. Through regular, relevant communication, hoteliers can build consumer excitement around the destination and potential activities during the vacation and allow guests to reminisce after they have checked out – thus prolonging the experience.
Joie de Vivre, who recently won TRAVELCLICK’s eMarketer of the Year award, is a great example of a hotel that has been exemplary in using social networking to grow its business. From its “Five Little Words” contest on Facebook to a “Sowing the Seeds of Love” earth-friendly Valentine’s package, the company has evolved social networking into a true booking channel. Their “Twitter Tuesday” and “Facebook Friday” campaigns delivered more than 1,000 room nights and expanded an already loyal community to over 10,000 fans and followers.
The value of social networking sites lies in their capacity to build brand awareness and a community of interest around a hotel. As they proliferate, not only do they enhance brand visibility they also provide a high volume of links to hotel websites, increasing SEO rankings and boosting website traffic. This is their ultimate and immediate ROI.