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.
Discussioncomments powered by Disqus
More from #DTTT
In June we present:Live: #DTTTCampus
#DTTTCampus is here again and we are live from the ground in Oslo, Norway. We are so excited to be welcoming a range of speakers from around the world, from DMOs to travel film directors and industry content powerhouses. We are all set up in the newly transformed Høymagasinet and ready to get started! Stay […]
In May we present:Meet…Heili Klandorf-Järvsoo from Estonia Tourist Board
Heili Klandorf-Järvsoo is the Head of Tourism Marketing at Visit Estonia, and she will be joining us at #DTTTCampus alongside a panel of other DMOs to share insights on the in’s and out’s of Visit Estonia’s ‘Storytellers Nest’.
In May we present:Meet…Kevin Wright from Travel Oregon
In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]
In May we present:Meet…Gloria Loree from Destination Canada
We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.#brand experiences #destination canada #brand narrative #brand stories
In May we present:Meet…Daniel Bury VR Filmmaker
Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.#VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
In May we present:5 Reasons Why to Visit #DTTTCampus 2019
In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.#dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo