This yr we’ve all been speaking about AI, Chat GPT, a cookie-less future (sometime), and traveler insights. Social media has been a bit much less buzzy than in instances previous. A possible ban on TikTok has been making headlines in the U.S., regardless of being the fastest-growing platform. Facebook nonetheless has the most important consumer base and is the highest social channel for advertisers.
Recently I met with the HSMAI Marketing Advisory Board and shared key statistics and gathered insights on how hoteliers are advertising on the social media panorama right this moment.
5 billion persons are social media customers worldwide.
Facebook remains to be the biggest on-line social media community – 3 billion customers, 70% of American adults have an account.
TikTok is the quickest rising platform – 1 billion customers worldwide, and about 50% of Americans have accounts.
YouTube is on the decline however nonetheless has over 2.5 billion customers globally.
Pinterest is the second most visited web site in the United States.
Is Facebook nonetheless efficient? What else are entrepreneurs utilizing?
While the group agreed that Facebook stays efficient for lodge advertising, many have shifted their focus in direction of focused promoting. By leveraging Facebook’s in depth consumer information, motels can tailor their adverts to achieve particular demographics, making certain most affect.
TikTok, regardless of its reputation, presents a novel problem for lodge entrepreneurs. While motels are current on the platform, platform customers aren’t usually people who would pay larger Average Daily Rates (ADRs) so many motels aren’t pursuing at the moment. However, TikTok more and more serves as a worthwhile search engine for customers looking for localized and academic data. With Gen Z customers reserving motels and planning journey actions primarily based on suggestions seen on TikTok, it has turn out to be a advice platform of its personal.
Short-form video content material, resembling Reels on Instagram and Pinterest movies, has gained vital traction. Hotel entrepreneurs are capitalizing on this development as video efficiency aids in attaining fascinating outcomes. The query arises about incorporating longer-form video content material, contemplating platforms like Facebook and Instagram, which offer alternatives for such content material. Understanding the audience and their consideration span, significantly by technology, is essential in creating impactful video content material.
The battle to create content material is actual.
Hotel entrepreneurs usually battle with creating natural content material that retains tempo with the calls for of social media, significantly video content material. User-generated content material poses legal responsibility considerations, prompting the necessity for polished but well timed content material creation. Collaborating with creators inside social media channels and interesting varied stakeholders resembling businesses, motels, and influencers turns into important in producing high-quality content material.
What’s coming subsequent?
Looking to the long run, the idea of the metaverse generated combined opinions. While some discover it a non-starter, others identified that tech corporations proceed to speculate and push for metaverse experiences. In the hospitality house, digital actuality excursions with headsets have gained some traction for group gross sales, permitting motels to immerse potential purchasers in a digital expertise, even from afar.
Continue the dialog together with your workforce:
What’s scorching or not in social media advertising for your lodge today? Share your views on these traits plus others which may be impacting your lodge advertising technique.