Digital Marketing: Social Gestures is a Opportunity for Hospitality Industry or a Threat?

Tourists traveling for leisure use more information sources than those who are traveling on business...

Although anyone can post comments about their experience with a hotel on Facebook, more people visit the sites of the opinion of consumers rather than Facebook for example, too considered as an "advertising screen" or a biased site

The hospitality industry continues to question the effects of social media, both in how consumers use them, as ways to interact with customers. Most agree, however, the fact that one must "listen" carefully to what is said, to adapt its offer and respond to consumers.

But, is it enough?

"Everything you read or write is getting shared"

Tips to You Tubers

Tips to "Twitterers"

What else?!!

Tips to Facebookers

Basics for Success on Social Gestures

an example of an overview

Your attention please...

For monitoring!

Customers are more likely to write negative comments rather than writing when their experience was positive!

... small

Please read these articles about Social Media and Hospitality Industry

• http://mashable.com/2010/10/18/hotel-industry-social-media/
• http://spinsucks.com/social-media/five-social-media-tips-for-the-hospitality-industry-in-2011/

"Hoteliers" should make their reservation system on their Facebook page. The reservation system used is usually well integrated into the site of a facility, which ensures that the consumer leaves the site.

The same logic should be applied to social media. In addition, quizzes, contests and other interactive applications attract attention.

Finally, they must leave all published comments, positive and negative!

Add videos hosted on YouTube on the site of the hotel.

Not only the site becomes more interesting, but the referencing is increased by the search engines.

We need to create videos from topics most frequently searched by consumers.

Create a network of current and potential customers and maintain a daily two-way communication (B to C)

This social network is a must for monitoring.

Utilities from Twitter, like TweetDeck, can create keywords from custom profiles to monitor conversations on topics of interest.

Answer all comments that could harm the image of your company or discourage travelers to make a reservation online. Be aware that most sites do not allow consumers to respond to management responses, so you have the last word!

Make sure the answer comes from the owner or manager, with his name (and not a generic term such as "Management"), to demonstrate the seriousness you attach to the complaint.

Choose the right words so as not to worsen the situation. This is critical. Be brief, thanking the customer for his comment. Feel free to provide an excuse if trouble occurred during his stay. Other travelers just want to make sure they will not experience the same problem.

Ensure that responses contribute to the discussion, it is not the place to promote your business.

Avoid references to your company policy or comments from other customers.

Never offer of compensation, because such a move could encourage other customers to publish negative reviews!

Issue a short answer respectfully and without sarcasm that restores some of the facts, even if the comment is irrational and aggressive.

Focus your efforts to make adjustments when the "bad" reviews are recurrent.

Avoid spelling errors in order to demonstrate your professionalism.

SAME POINT....

This site provides a quick and effective way to what is said about you, in addition to clarify the tone of the conversation. Samepoint reference the english terms in negative or positive characters and generates a small barometer index.

This free tool references contents from various social media such as TripAdvisor, Twitter and Facebook.

TripAdvisor

Yahoo! Travel

Expedia

Travelocity

Priceline

Orbitz

Kayak

Hotels.com

Hotwire

Booking.com

CheapTickets

VirtualTourist

At the Cornell Hospitality Research Summit 2010, a manager of Expedia revealed an increase of 1 point with the comments for a hotel on the agency website online, resulting in a 9% growth rate average daily rooms.