Modern travelers do more than packing a suitcase when they want to travel. The travel review sites such as home sharing services and fare aggregator engines have become part of a travelers plan, experience, and a platform to evaluate their trips. Social media has become a critical part of each phase of the travel experience. For instance, consumers can share photos from their excursions, use social channels to seek advice on locations for honeymoon from people with previous experience, or voice comments about the five-star meal they enjoyed at a resort.
Social media is the ultimate forum for consumer opinions because it offers the users a wealth of unbiased insights to marketers on the different factors that influence consumers to travel decisions. Social media gives the hotel owners a clear idea about brand loyalty and the factors that would influence consumers to love a brand. Therefore, it is the task of hotel marketers and hospitality brands to understand customers’ opinions, affinities, conversations, and trends as expressed on social media to inform business strategies.
Recent reports show that there are three ways that hospitality industry players can use social media insights to shape hospitality marketing. One of the ways is to understand the travelers and what they like. It involves understanding the type of travelers your hotel attracts and ensuring on-target marketing efforts. Women’s social conversations focus on family-friendly travel which could encourage an extended stay.