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The 3 Social Media Insights You Need to Know from Your Guest’s Data

Written by Local Measure

Did you know that…

  1. Influencers and travel bloggers user generated content can motivate travel behaviour and build brand loyalty
  2. There is a 40% higher probability of turning guests into social advocates when you interact and engage with them during stay
  3. Location data can surface up 4 x times more feedback from your guests during their stay

When over 70% of posts do not include words marketers listen for and over 5% do not include any text at all, it is not enough for hotel operators to only monitor guest feedback using legacy methodologies such as only hashtags and keywords; the inclusion of location significantly improves the value of social data. Sooner or later all hotels will begin to integrate live feedback from social media sources to help them elevate the guest experience during their stay, manage complaints and service recovery issues as well as collect invaluable customer data regarding preferences, influence, loyalty, etc.

By monitoring the online conversations being had about their resort and their destination, Pullman Bunker Bay Resort was able to discover hidden gems of guest information that enabled their customer service to go above and beyond to their guest’s surprise and delight. Social media monitoring has helped us better understand our guests. It allows us to tell our story more actively and deliver a personalized hotel experience.” says Indrani Bit, Director of Marketing Communications of the Grand Hyatt Singapore. I helped us ensure that social influencer Amata Chittasenee had a pleasant stay, building guest loyalty and driving Amata’s followers to book a stay with the hotel.

“Quick response times to social media activity, especially complaints or negative feedback, are crucial for overall guest satisfaction. Hotels should continue encouraging guests to post to social media about their stays, and they need to be responsive” based on these Skift article, Deanna Ting argues why you shouldn’t  discount social media.

Your property needs to act now and leverage the customer data generated by your guests on social media to drive more bookings. To get you started in the right direction, Local Measure is offering an exclusive discount to CHTA members. Use the promo code CHTA to receive one extra month free of charge with any 12 month license of our Location based social media monitoring and customer experience management software.

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