How Social Media is impacting the Hospitality Industry
Over the past decade, social media has drastically changed how people engage with one another. This isn't just on an individual level. In fact, social media plays an integral role in most consumer experiences and has revolutionized the way businesses build their brand. How they sell their goods and the whole interaction with their customers. Nowhere is this truer than in the hospitality industry where companies must embrace and take advantage of social media platforms if they hope to stay competitive. 
But before we begin looking at the impact social media is having on the hospitality industry, let’s first look at some staggering statistics that are going to help put this into perspective. 42% of the world’s population using social media. No wonder that this has become such an integral part of our lives. More than two billion people use Facebook each month. Followed closely by Instagram at one billion a month and Twitter which averages 321 million users a month.
The average person spending over two hours a day on these platforms (yes, you read that right!). It makes sense that businesses have learned to adjust and utilize these spaces. Below we’ll look in more detail at how social media is impacting the hospitality industry, for better and for worse.
Link: Hilton’s Direct-To-Consumer Pitch Wins Over Travelers
Creating a new platform for social marketing and promotions in the hospitality industry
For businesses in the hospitality sector to remain competitive and continue attracting customers they need to understand the role social media plays in their marketing efforts. Social media has given companies a whole new platform in which to advertise and build their brand. It makes it easier to reach their target audience on a massive scale! Through analytics, they can run targeted marketing campaigns based on age, gender, location and other important demographics.
Through sites like Facebook, Instagram and Twitter businesses can advertise their goods and services, as well as offering promotional discounts to entice new customers. In fact, in a recent study, it was revealed that one in four (25%) millennials would share their experience of a company on social media in exchange for loyalty points or discounts.
Encouraging hospitality businesses to adapt to social media in mind
We’re seeing businesses adapting to meet the needs of millennials and the generations that follow them. This is not only because these are the most active groups on social media, but they are increasingly placing importance on experiences over material possessions.
This is great news for the hospitality industry!
So, put simply, businesses are having to set up or adapt to social media in mind. They want to attract customers and build their brand by offering authentically enjoyable experiences. As a result, having their customers share these online, social media gives them the perfect platform to do so. This could be something like redecorating to make a venue more attractive. Adding beautiful objects, utilizing a great view or covering the walls in motivation quotes.
After all, nowadays almost everything is about aesthetics with over 80 million Instagram posts per day. This means businesses in the industry are having to do more to stand out. They need to offer unique experiences and get customers snapping and sharing their photos and opinions online.
Link: Working in Hospitality changed my life
Changing how hospitality businesses and customers interact with one another
Reviews and word of mouth are extremely important for the success of businesses in the hospitality industry. Social media has given consumers a platform to share their experiences whether good or bad. With 84% of people admitting to trusting online reviews just as much as a recommendation from a friend, getting good feedback is vital. Sites like Facebook and Twitter have changed how businesses and customers communicate. Visitors to a hotel, restaurant or leisure experience can share their opinion at the click of a button and can leave their feedback anonymously. This can be extremely beneficial or damaging to a brand depending on the nature of the reviews they receive.
Social media has become a place where customers reach out for support or to air their issues with a provider. Many consumers are aware of the power they hold if they openly complain to a business about their visit or experience. As such, companies need to be on the ball, responding to customer queries or dealing with complaints as soon as possible. This can be tricky when social media is a 24-hour platform, but nonetheless, it’s vital that businesses have a quick response time. That’s why more and more companies are hiring specialized social media and communications teams to deal with this side of the business.
Link: This restaurant’s takedown of this unfair 1-star review was forensic, polite and brutal
Conclusion
If you don’t have Instagram, TikTok worthy establishment you are missing out as a hospitality business. You need picture worthy food, rooms, cocktails nowadays. There comes a generation which sees going to a restaurant the same way they are going to a cinema nowadays – only for blockbuster events. It will be a two, three times highlight a year. The youth got much more in use of Take Away with small extra costs and good quality food from discounters. If you don’t adapt your business, it will not survive in the near future.
Yours,
Dan Draper
For more information please visit my YT Channel Lost in Hospitality (Link)
You May Also Like
What is Hospitality and why a Waiter can be a great YouTuber
From waiter to millionaire mindset (+ my tactic in progress)
