Social media strategies for hotel brands have evolved from organic reach to pay to play. From traditional methods, we have come to finding means to engage influential millennial travellers, bolster hotel’s online reputation and strengthen relationships with loyal guests.
The rise of image-based social media has impacted travelling considerably where we’re constantly scrolling through a digital catalogue of everyone’s lives. Over 97% of millennials share photos and videos of their travels online, building an influential web of peer-to-peer content that serves to inspire potential guests.
Social Media, therefore, is more imperative than before for hotel brands to communicate with and market their target demographics. Whether it is a luxury resort or boutique hotels, you need more than property pictures to engage the audience and drive direct bookings. Like Gary Vaynerchuk said “Content is King, But Context is God!”. To understand this, we drove ourselves in to understanding which hotel brands are using effective content strategies that make their fans rave about them:
1. Assembling Quality Source of Reviews by AYANA RESORT & SPA, BALI
Online reviews are highly trusted sources of information after word-of-mouth from close friends and family. As per Hospitality.net, 97.7% of consumers read online reviews before making a purchase.
Ayana Resorts understands the significance of customer service, online reviews, and more importantly consumer behaviour. Hence they have incorporated social media strategy to increase reviews on Facebook & TripAdvisor of their hotel. And in one of our stays, we experienced this strategy first-hand.
The customer service is top-notch at Ayana, whether it is a boy from housekeeping or a lifeguard at the infinity pool. They encourage the staff to interact with guests personally to craft an experience. And eventually lead the conversation to write them a review online.
The comments from these past guests on social media inspire trust in the Hotel and it’s a promise of a memorable experience. AYANA strategy has worked in various means, turning their Facebook & Tripadvisor pages into a rich source of positive reviews. Want to know how to activate your Facebook page with REVIEWS, here’s how.
2. User Generated Content by YOTEL SINGAPORE
One of the efficient ways for any hotel brand to engage with its audience is to launch an activation campaign, designed to grow user generated content (UGC). As per Meltwater, social media campaigns including user-generated content see 50% higher engagement. Consumers also find user-generated content to be much more influential, with 85% saying it has more of an impact on their opinion of a company than branded photos or videos.
As per Statista, the outbound visitor numbers from South East Asia grew by 5.9 percent in 2019 over the previous year. This volume of the outbound travellers particularly came in from China.
A big part of Yotel’s social media content involves reposting of guests’ posts. Not only on Facebook and Instagram, Yotel also utilised user generated content with their presence on Chinese social platforms such as WeChat & Weibo, given the rising trend of Chinese outbound travellers.
To know more about Yotel’s project in Singapore, check out this case study here.
3. Influencer and Partnership Synergy by ACCOR HOTELS
Collaborating with travel bloggers and KOL’s by offering free stays to promote your hotel is an unsaid done-to-dust tactic. Yet with this tactic, the audience you would be able to reach is through the fans base of the influencers you invite. One interesting case study that caught our eyes was the use of strategic partnership to create synergy and reach out to much greater audience base. Influencer campaign created between Accor Hotels, Scoot and Tourism Events Queensland resulted in more than 86 million social media impressions within 5 days.
Tourism and Events Queensland (TEQ), in partnership with Scoot and Accor Hotels hosted a string of multi-city tour, tasking the bloggers with 31 challenges and 18 activities to win the #escapers15 series. Along the way the teams took part in a surf lesson, visited theme parks, hugged a koala, tested stand up paddle boarding, climbed the tallest building at Skypoint in Brisbane.
The bloggers posted about the challenges through their social media channels, even asking followers for tips and advice. Meanwhile, engagement was driven through a series of sub-challenges, such as taking the best photo or filming the best video to be shared online by their fans. Simultaneously, Accor and Scoot posted content across Facebook, Instagram, Twitter, Weibo and WeChat, which were subsequently reposted by Tourism Events Queensland and Singapore Tourism Board.
And the result: During the two-week period of the events, Accor Hotel’s Facebook likes totalled 106,093 and recorded a weekly total reach of 480,533. Page engagement for Scoot alone was over 38,000, a weekly increase of 141%. Read more about the case here.
To learn about how social media and user generated content can help your hotel brand, check out MONI’s elaborate digital marketing services.