For Hotels, Social Media is the "Second Wave" to Foster Loyalty and Generate Revenue
By Bernard Perrine CEO & Co-Founder, SocialCentiv | September 20, 2015
When it comes to generating revenue through social media, hoteliers are facing a combination of bad news and good news.
The bad news: Change is happening in this arena, and quickly – which presents challenges for managers and executives.
Like it or not, hotel brands and properties alike are getting reputations online via reviews from previous guests. Various studies have demonstrated that hotels that ignore these reviews can wind up under performing against rivals that respond appropriately to what folks are saying about them online.
The good news is that change and challenges bring opportunity.
To be sure, the first wave of the Internet has been ugly for hoteliers. It brought online travel agencies such as Expedia and Hotels.com, which seemingly turned hotels into commodities by making comparison shopping simple – and charged commissions for the privilege.
Fortunately, a second online wave is building for the travel industry through social networking. On sites like Facebook and Twitter, leisure travelers tell the world – including hotels – everything they are thinking and feeling about vacations past and future. Savvy brands are using this information to personalize their offerings, improve their understanding of individual guests' likes and dislikes, and forge in travelers the most valuable trait a customer can have: loyalty.