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How hotel marketers use search and social media to build loyalty

Posted on 13-05-2013.

Hiring a social media manager to post on Facebook and Twitter will build loyal guests, but it’s no longer enough. Embracing a hotel’s online presence needs to be part of the hotel’s culture and seamlessly integrated into each property department’s responsibilities, experts said at last weeks HSMAI webinar.

Increased engagement with travelers leads to strengthened relationships, which then leads to increased consideration when it comes time to buy. Consumers who are engaged with a brand socially are more likely to share their experiences online.

One strategy that has worked for Expedia is partnering with travel bloggers to help share experiences. In the past, Expedia partnered with a well-known travel blogger to take over the company’s social media handles for a day while she’s at a particular property and post about her experiences.

“Partner with a blogger and get them to experience your property and engage in a genuine fashion with your followers,” Graham said.

Expedia also has seen success hosting Twitter chats with partners because of the high amount of impressions that come from Twitter followers and retweets. For example, a hotel in a ski area could partner with a popular snowboarding brand for a Twitter chat.

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