In 2013, the amount of time people spent on digital media overtook that spent watching television. And although online review channels, such as TripAdvisor, are gaining in popularity, people still prefer to receive recommendations from people they know – social media channels give travelers the best of both worlds. In a recent study commissioned by Facebook, Deloitte concluded with the following findings:
With digital channels ranking second only to friend and family as a source for travel ideas, hotels can utilize the traffic and trust these social channels offer. As travelers use social media throughout their customer journey – from inspiration to research and trip planning; while on property and after their vacation – hotels now have the opportunity to capture their target audience’s attention in multiple stages of the consumer purchase flow.
As social media or digital channels continue to grow in terms of consumer usage and marketing power, hotels need to switch their perception of these avenues as social channels and start treating these as sophisticated business avenues. To do that, hotels should:
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Contributed by:
Krista Malchow, Regional Business Development Manager
Teresa Villaruz, Senior Marketing Manager
Genoveva Petrova, Senior Manager – Social Media
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