Social Media Marketing in the Hotel Industry
As social media platforms gain popularity and become ubiquitous in everyday life due to the proliferation of mobile devices, they are proving to be valuable marketing channels, especially when targeting young consumers. While several leading hotel brands have begun to get a sense of how these social media channels are being used for marketing and bookings, the state of this practice in North America is just one. in its infancy. Other technology giants around the world have already taken advantage of this opportunity with their social media user base and mobile enthusiasts.
Nevertheless, the massive adoption of digital payment in North America is likely to occur in the near future, as technology companies are actively working to address technological and legislative challenges. The advent of digital payment has the potential to create new challenges for the North American hospitality industry, but with these challenges, there are opportunities for those who have proven themselves.
Hoteliers should embrace the new ways in which people communicate and be ready for changes in consumer behavior and expectations on the horizon. By being at the forefront of social media marketing trends and developing a dynamic online presence, hotel companies can quickly adapt to the disruption and gain an edge from early users when they attract business from the next generation.
Overall, the number of mobile subscriptions has grown exponentially over the last decade. At the end of 2016, there were 4.8 billion unique mobile subscribers – 65% of the world’s population. By 2020, it is estimated that there will be 5.7 billion mobile subscribers, representing a mobile penetration rate of 73%. The growth in the use of mobile devices has transformed the travel and tourism industry; Travel bookings are being made more and more by mobile devices.
Consumer engagement has begun to evolve towards mobile platforms, and rightly so; the wide reach and global interconnectivity of mobile devices make it an appropriate platform for commerce. As mobile device penetration rates grow globally, consumer engagement through this platform is only expected to grow.
The use of social media is also increasing. Today, digital consumers are spending more time on social networks and messaging platforms than ever before. It is therefore important that hotels have a brand presence and a marketing effort on social networks, especially since social media marketing has proven more effective than traditional marketing (when used correctly) .
Social media marketing enables two-way communication between consumers and customers; This interactive element helps businesses build consumer loyalty over the long term. In addition, social media marketing supports the real-time promotion of new products and services, while providing measurable consumer data that can be further exploited to target, engage and grow a consumer base.