Using Facebook to Improve Your Revenue Management Strategy
Small and independent hotels usually don’t have someone specialized to handle social media accounts. On the other hand, hotel chains have more resources and personnel, so more than likely their marketing department handles their social media accounts.
This is sometimes a role shared by customer service and marketing. Managing social media is a constant, creative and not so simple task, but if done correctly, it can help build an audience that will drive direct bookings and ultimately revenue.
In 2016, IAB published a report on Spanish Internet user behavior. The study revealed that 81% of Internet users were active on social media. On average, about five social media platforms are used, with Facebook being the most used (with 94% users). The next one up is WhatsApp (88%), followed by YouTube (66%) and Twitter (52%). This data reveals how much social media influences the consumer decision making process. Social media has, thus, become an essential element of your hotel’s marketing strategy.
Social media platforms provide an opportunity for hotels to increase brand awareness and inspire travelers with unique selling points.
How can hoteliers use Facebook to maximize bookings?
Creating the right content to connect with targeted audience.
Hotels should create content that is relevant to their customer mix and destination. You can boost organic traffic using high-quality content (images, videos, infographics, blog articles, etc.). Facebook is a platform for increasing visibility and interaction with travelers.
Improving customer service through comments and direct messages.
Encourage guests to post comments, write reviews and share their experiences on your Facebook page. The more information you provide to travelers, the more informed their opinions. Hotels shouldn’t fear reviews or ratings coming from third parties. If your hotel provides a high value and works to exceed guests’ expectations, the reviews will almost certainly be positive
Booking through Facebook.
You can now add a booking button to your hotel’s Facebook page, allowing travelers to book directly with your website. You can gain more visibility through content marketing and by providing direct links to your booking system, hence, significantly reducing guest acquisition costs.
Acquiring emails for campaigns.
Hotels can expand their contact database and send personalized emails, newsletters and offers to potential guests once classified as leads. Facebook’s API allows you to integrate certain inbound marketing tools and react in real time to leads interested in your hotel’s products or services.
Creating events or contests.
When guests perceive that you’re offering them high value, you’re transmitting a more personalized attention and experience. For contests, you can use tools like EasypromosIt allows you to create sweepstakes, surveys, and contests of all sorts with ease. If you’re holding an event at your hotel, you can also create an event on Facebook where your attendees will be able to subscribe quickly and easily.
Advertising on Facebook is an interesting option for hotels. Recently, Facebook launched the option for dynamic ads specifically focused on the tourist sector. The new updates in Facebook advertising will allow your hotel to segment your campaign’s targeted guests with moderate investments and measure and track ROI anytime.
Now that you know the opportunities Facebook offers, you can build your Facebook and revenue management strategies and improve your guest experience. Revenue management is a team effort, requiring the collaboration of various departments to drive hotel profitability.