9 Reasons Your Hospitality Business Needs Social Media
Everybody’s doing it.
Hanging out on social media, that is.
Are you?
You should be hanging, and hanging a lot. In the U.S. alone, 72% of all adults use social media. Nearly three-quarters of all the grown-ups in the country--and more than three-quarters of its college graduates, who tend to have more disposable income--flock to Facebook, Twitter, Instagram, or Youtube almost every day.
This audience can have a tremendous impact on your business, but if you still need more convincing here are some other
1. It’s where the Millennials (and Gen X-ers and Y-ers) are
The Pew Research Center’s latest data reveals that 90% of adults ages 18-29 use at least one social media platform, and that number dips only slightly to 82% for adults ages 30-49. Those numbers add up to a sizeable audience who like to travel, dine out, AND share their experiences with friends via social media. You’re missing out on if you’re not active across a few different platforms. Get thee to a device and sign up for Facebook, stat!
2. word. of. mouth
Word-of-mouth has long been a staple in the hospitality industry, and now it can travel further and faster than ever before. Someone from the other side of the globe could mention a positive experience about your hotel in a Facebook group, and others in that group are going to look where for more information about your property? (Hint: they’re NOT leaving Facebook!)
3.reviews, reviews, reviews
Nearly 3 in 4 customers rely on Facebook reviews and images to make dining decisions. Facebook users can post reviews directly on your restaurant or hotel’s page. The more traffic to your page, the possibility of more traffic to your door.
4. it’s all about image (AKA you control your own narrative)
Yes, I know. You’re now thinking, “what if that word-of-mouth post or formal review aren’t good? What then?”
The answer is simple: you control your own narrative. If a negative review shows up, you respond, in your best customer service, “what can I do to make this right for you?” voice, just as you would if a guest came to you with the concern during their stay.
Additionally, your social media accounts allow you to show off the best of your property or restaurant. Hired a new (and world-renowned) chef? Show her off on Facebook. Your hotel has the best sunset views on the west coast? That’s Instagram-worthy, chief. Get on that, pronto.
5. the mobile factor
While social media seems like a modern phenomenon, the use of smartphones is an even greater one. MDG Advertising reports that 85% of all consumers use their phones to book travel and tourism activities, from hotels to sightseeing and restaurants. Most of these consumers are bringing their phones with them on vacation, to snap photos and record memories. Having a social media presence increases your likelihood of being tagged in your guests photos and posts, which increases...well, I think you’re starting to get the picture here.
6. it’s a 24/7/365 marketing tool
Someone, somewhere in the world is awake right now and researching your property. You always want to be there for your guests, and social media allows you to be there for potential guests, too, every day, at all hours. Social media is never off, and your property’s profile could be working for you 24/7. Make it work hard.
7. showcase your brand (show ‘em what ya got)
Do you niche? It’s a question you should ask yourself, and then use your social media pages and post to highlight your answers.
Is your restaurant on the waterfront, making it a stunning location for wedding photography? Does your hotel successfully host conventions, family reunions, or other events? Play up those strengths on your social media pages. Post lots of pictures, find groups you can join to promote your property (but be sure to follow group rules!) and interact with potential guests by answering questions they may have.
8. your competition is already there (and maybe even killin’ it)
In the 2019 Restaurant Success Report, a survey of 1,000 restaurant owners, only 3% of restaurants reported not using any form of social media for advertising and marketing. The other 97% are on at least one social platform, with a majority utilizing at least two.
Hotels large and small know that having a unique, engaging social media presence fills the rooms. Four Seasons Hotels and Resorts boasts one of the most gorgeous Instagram feeds in the business, posting a blend of its own content and that of its guests. The Hotel Villa Honegg, located high in the Swiss Alps, has only 23 rooms but boasts over 200,000 highly engaged followers who come for the stunning views offered by the hotel on its Instagram feed.
9. customer care can increase your revenue
In hospitality, the bottom line is king. Sincerely interacting with guests (or potential guests) on social media creates a welcoming digital atmosphere. Further, if a guest has a criticism or concern, thank them for their feedback, and invite them to contact you via private message or email so that you can specifically address their problem. This creates the perception of genuine concern for all of your guests (which we already know you have, but this shows the public how you feel.) Nurturing current relationships creates opportunities for new ones. And that’s what this business is all abou
In the comments, please share your experiences with social media. Is it fun for you? Tiring? Confusing? All of the above? After reading this, are you going to try a new platform, or give up altogether? (Please don’t!)
READY FOR MORE?
Ready to take a deep dive into your social media planning and execution? I offer social media management services, to assist you in planning, posting, and interacting on your social media accounts so you have time to do what you do best: take excellent care of your guests. Contact me for details or to schedule a discovery call!