The sweet-spot for hotel’s Facebook engagement: Social media has become a well established customer touchpoint in the hotel industry. From small owner run hotels to big international brands, hotels across the world make use of social channels to engage with customers at all stages of the travel. While brands increasingly discover the real-time capabilities of Twitter as a powerful tool for customer service, Facebook remains a channel to engage with consumers particularly before and after the travel. The wide spread adoption of Facebook among consumers across the globe makes it the perfect platform to gain visibility amongst customer, create meaningful engagement and thereby open a potential route towards enhancing customer loyalty.
So far so good, but maintaining a social media channel comes with considerable time and resource commitments. Therefore hotels should be concerned with maximising the efficiency of their social media activities. InsideFacebook looked at over 2000 hotels and resorts on Facebook to shed light on this issue.
PICTURES LEAD THE WAY
Posts of photos make up the vast majority of content shared by hotels on Facebook (86%). This is no surprise as they generate generally the highest engagement rates. In particular scenery shots were found to generate the most likes at 28.71 per 1,000 impressions — almost 5 times as much as link posts. Photos of food are more likely to boost comments and shares by followers than any other type of pictures (.99 comments per 1,000 impressions and 2.98 shares per 1,000 impressions). Also impressions of the destination, not the room amenities, drives interactions, as less than 50% of engagement is on posts related to facilities.
THE MORE IS NOT ALWAYS THE MERRIER
However, posting the right content does not guarantee high engagement rates. As InsideFacebook reports the frequency of posts plays a crucial role in keeping the own audiences engaged: Some hotels are posting close to 30 times per day and have 1/6th the engagement of some of their competitors. There is a sweet spot for how often you post, which is between 3 and 7 times per day.
KEY TAKEAWAYS FOR TRAVEL BRANDS
Moreover it was found that promotions and external links generate the least amount of engagement, on average only 25% of food or scenery pictures. The key take away from this research is simple, straight forward and applies to travel brands across the board: Don’t over do it with promotions or on-site activities, and if you must, run promotions as dark posts to fans.
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