What's Happening?
Hotels are increasingly using social media as a core business driver, moving beyond brand awareness to directly influence bookings, loyalty, and revenue growth. Social media platforms like Facebook, Instagram, YouTube, and TikTok are utilized for various purposes, from loyalty programs to immersive storytelling. The challenge remains in proving ROI, with many hotels struggling to link social media engagement to actual bookings. Advanced tools and strategies are being employed to track ROI and demonstrate business impact.
Why It's Important?
Social media has become a vital tool for hotels to engage with guests and drive business outcomes. By effectively leveraging social media, hotels can enhance guest services, refine revenue management, and inform product development. The ability to track and prove ROI is crucial for justifying increased investment in social media marketing. As marketing budgets shift towards social media, hotels must align their efforts with clear business objectives to maximize returns.
What's Next?
Hotels are expected to continue expanding their social media teams, focusing on roles in influencer marketing, paid social, analytics, and guest engagement. This shift emphasizes strategic, data-driven execution over quantity-based output. As social media becomes a key demand driver, hotels will need to integrate social insights across departments to optimize guest experiences and business results.
