There is no doubt that hotels in Las Vegas have a vast amount of things that can be shared via social media channels. With plenty of events, concerts and restaurants in Las Vegas, hotels can have a very active presence on social media. The popularity of Las Vegas a tourism destination also results in quite high occupancy rates in comparison to other cities worldwide, and many hotel guests have their mobile device with them when staying in a hotel in the city. Interestingly, when looking at the performance of hotels in Las Vegas on social media in comparison to other big hotel chains worldwide, it becomes evident, that these really outperform the big players (Skift 2013).
SECRETS BEHIND THIS SUCCESS
Hotels such as the Cosmopolitan, MGM Grand and Aria Las Vegas actually have more social media followers on Twitter than very big hotel brands such as Hilton or Hyatt. This is quite interesting and also surprising. The secret behind this social media success is simple: keeping current, popular and active. Although none of the hotels is clearly dominating all social media platforms, each hotel is showing clear strengths on social media.
Being able to give detailed information to followers on Twitter is essential for Las Vegas hotels and their success on social media. keeping the audience engaged and responding to questions in a timely manner is essential.
Choosing different platforms in a very smart way is also very important and one of the secrets to success. Platforms such as Instagram are used in a very engaging way by posting pictures of events and behind the scenes things happening in the hotels. Ensuring that social media channels are juggled and used for very specific purposes is key to ensure that messages are consistent across platforms and consumers understand the concept behind using different platforms in a very creative way.
The following social media platforms and its recommended use for hotels:
- Twitter: real time information around an event happening including images and videos
- Facebook: Preview and recap events happening and engage audience with evergreen content
- Instagram and Vine: Capturing moments and experiences and telling a hotel’s or event’s story
Other, “newer” social media platforms such as Pinterest and Tumblr also become increasingly important and attractive for hotels but with any social media activity, a strategic approach needs to be taken as tactical approaches will not work in the long term. Users should have the same social media experience on all platforms, to ensure a consistent user experience on channels and platforms used by the hotel.
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