WTM: Why social media should be like a party
The average single hotel property now has 10,000 reviews on 50 websites and to read all of these reviews would typically take 25 days, according to an Internet consultancy.
Jakob Riegger, managing director of Munich-based consultancy TrustYou, speaking at a social media seminar at WTM, estimated that a small hotel chain would attract enough reviews to provide 300 days’ reading.
He said hoteliers should use online reviews to their advantage and actually ask guests for them.
“It is actually very valuable. The response rate is very high, unlike if you leave cards in the room. International hotels get 10-15 times more reviews directly from their own guests than on online travel agencies and review sites.â€
These reviews could then be collated and the good and bad points acted upon, he said.
Riegger said tourism authorities were increasingly using reviews to determine star ratings, with Switzerland and Germany already taking them into account.
Debbie Hindle, managing director of public relations company Four BGB, said social media was “the best possible customer research tool you will ever have in the worldâ€.
She said it prompted “huge retention and advocacyâ€, was valuable in natural searches and was an excellent reward and sales channel.
Hindle said VisitBritain’s use of Facebook was an excellent example of how to attract interest.
“It’s bit like a party, it engages and rewards fans.â€
Hindle said she disagreed with the idea that people did not want to buy in a social media environment, but added: “Social needs to be social, you have to listen to what they are saying, respond and then give extra value in order to convert.â€
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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