WORLDWIDE Facebook is the most popular social media channel for hoteliers, beating Twitter by a wide margin.
According to a poll of hoteliers by revenue management technology vendor TravelClick, 65% are using Facebook to increase bookings and revenue, while only 20% are using Twitter and 10% are using online coupon sites like Groupon. Only 8% are using the geolocation social network FourSquare.
It should be noted that the results of the poll are not scientific and may contain sample bias, as the poll was conducted during a TravelClick webinar about the changing hotel marketing industry.
“Instead of running cost-efficient promotions on social media channels like Twitter and Facebook, hotels are electing to increase their advertising spend through online advertisements (57%) and paid search advertising (20%),” says Jonathan Cherins, chief marketing officer of TravelClick. “It’s important that hotels don’t rely solely on advertising to increase bookings. Hoteliers should be incorporating a mix of online marketing, GDS media as well as social media in order touch their key audiences.”
Two-thirds (66%) of poll respondents agree that although they are seeing less price sensitivity from their guests, rate is still a key factor in bookings. Only 4% believe rate is no longer the driving issue for hotel guests. “The data from this poll shows that while rate is often a key factor in consumer booking rates, ultimately smart hoteliers need to have better data in order to optimize channel mix, set competitive prices and forecast revenue,” Cherins says.