Within the travel world, nothing is more powerful than the social connection between people, particularly through Facebook.
If travellers aren’t sharing photos and videos of their trip, then they’re probably looking at one their friends have posted.
Facebook is an especially vibrant platform for discussion and sharing between friends about the destinations they visit and the properties they stay at. An open slather for comments, messages, images, and multimedia, Facebook is on par with the likes of TripAdvisor.
The fact is hotels should be treating it almost as their primary website now, to secure direct bookings, build loyalty, and optimise online reviews.
Engaging with travellers on Facebook has never been easier or more valuable, providing hotels get active.
Consider these Facebook statistics:
- 52% of social media users said their friends’ photos inspired travel plans
- 76% post their vacation photos to social media
- During research, 55% liked pages relating to the trip they were planning
And these from travellers in the US:
- Over 80% of US online travellers are active on social media
- Over 70% log on daily
- Over 50% use it to look for deals
There’s so much potential within Facebook for hotels to boost their direct bookings. Let’s look at the best tips:
Tip #1: Focus on word of mouth strategies first
A friend’s recommendation is more powerful than any ad, and a lot cheaper for your hotel! Even engaging with a single traveller and providing them with the best possible experience could lead to thousands of dollars in revenue if they decide to share your business around their social circles.
This could be triggered from as little as one message or comment from your business to the customer that leaves them impressed with your service. This is one of the biggest benefits of Facebook; it allows you to create a personal connection, leading to an organic attraction that you don’t have to pay for.
Tip #2: Entice customers with exclusivity
You can boost your volume of followers and engagement on Facebook by treating your page more like a ‘club’. Offer promotions and deals that are only available to those that have liked your page.
This way, to claim their discount or prize they will need to book through your website directly or even right there on Facebook with your booking engine. Again, the fear of missing out is a big motivator.
