Should Your Hotel Be Using FourSquare: A Look at the Numbers

by Keith DeVey, Social Media Manager, Milestone Internet Marketing

In the last couple of months, our social media team has noticed more and more clients asking about FourSquare.  A lot of these requests are probably spurred by the recent Foursquare announcement in August allowing businesses to have their own branded pages to acquire followers, leave tips, and even check in places.

Below you can see a screenshot of Milestone’s Foursquare business page:

Foursquare business page for Milestone Internet Marketing

A couple great features of this page include:

  1. Custom branded banner – drive brand awareness
  2. Rich description of business – help associate keywords with your brand
  3. Links to your brands websites and social channels – build incoming links to your site
  4. Tips left on other foursquare business pages – Foursquare users may socially discover your account when they read one of your public tips left about local restaurants, tourist attractions, etc.
  5. List of followers – Gain an audience

Switching gears from the custom business pages, let’s look at some actual engagement numbers. A TechCrunch article published in January of this year gave us some insight into Foursquare numbers.  The article mentioned that Foursquare has grown 3,400 percent in terms of check-ins and has over 6 million users.  These are pretty powerful numbers…but are people actually checking in to our client’s hotels?

Hotel check-ins in 2010 vs. 2011

  • Nick Hotel average  Foursquare check-ins per day from 1/1/2010 to 10/6/2010… 2.3
  • Nick Hotel average Foursquare check-ins per day from 1/1/2011 to 10/6/2011… 5.1
  • Liberty Hotel average Foursquare check-ins per day from 1/1/2010 to 10/6/2010… 5.5
  • Liberty Hotel average Foursquare check-ins per day from 1/1/2011 to 10/6/2011… 11.7

In both these scenarios, we see that daily check-ins have more than doubled year over year at both properties.

When we looked at the overall trend for all our clients on Foursquare, we have seen the amount of daily check-ins has increased. With more and more users checking in on Foursquare, it is important to reward them with some sort of check-in special (like savings on a future booking, drink coupon, room upgrade, etc.).  These users are already socially active, so if they obtain a great check-in deal, they are likely to share a link to your website through a tweet or Facebook post.

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