Generating about 1.4 billion users a day, Facebook is one of the most major social media platforms, which provides the perfect place to market your business. Starting out as a personal platform to share statuses, photo updates, and connect with friends, Facebook has evolved into a very helpful and affordable tool for marketers to promote businesses via Business Profiles and Facebook Ads.
For hoteliers, Facebook provides plenty of features that allow you to interact with potential guests and promote your hotel’s values. According to WebPageFX, 55% of travelers “liked” Facebook pages specific to their vacation.
Here are five ways to utilize Facebook to effectively market your hotel:
Facebook reviews and check-ins are a huge opportunity to increase traffic for your Business profile and hotel website.
If guests who have stayed at your hotel give you a good review or check-in at your hotel on their personal Facebook page, your hotel’s Business profile will be shared to their entire network, which increases your audience.
Plenty of hotels even give their guests an incentive, such as free WIFI or a complimentary cocktail, if they post a review or even check-in on Facebook at their hotel. Reviews are a huge factor when travelers are deciding on a hotel, view 4 reasons reviews can make or break your hotel here.
Yes, putting together a Facebook Business Profile is 100% free. However, investing some money in Facebook ads is a successful, inexpensive way to immensely increase your audience.
When making an ad, you are provided with various amounts of formats such as video ads or promotion campaigns. You can even target your ad to those with the similar interests and demographics that your hotel looks for. Facebook also allows you to Split Test the ad, meaning you can generate various ads and have specific ads be shown to different audiences to understand which texts, photos, and syntax displayed on your ad are providing the most traffic.
Immediately after releasing an ad, you can track how many clicks, page visits, and other statistics the ad has provided for your hotel. Try to encourage users to comment and like on your ad in order to increase engagement. The more engagement on your ad, the more your audience increases, which leads to you spending less on costs and helps you increase bookings!
It is extremely important to understand who your hotel’s target market is and to capture data on your guests when it comes to their interests and demographics.
This makes Facebook your best tool in gaining data on who is viewing your business profile or interacting with your ads.
Facebook knows so much about its users from the constant stream of information users are posting to their profiles and sharing with their friends. Say your hotel wants to do a promotion for business travelers, Facebook will have the ability to promote your ad by utilizing users’ job titles and workplaces in order to properly target business workers.
Using this demographic data will help you provide the best guest experience possible throughout the entire booking process. Wow your guests with personalized promotions, guides, and more, and increase bookings and loyalty.
If you have computer coding knowledge, Facebook provides a feature where you can add your own tabs on the left of your Business profile. As shown in the photo below, the hotel added an “Events” and “Location” tab. This allows page visitors to learn more information about your hotel without having to transfer to your main site. Facebook also allows hotels to add a “Book Now” button on the top right of your page once you connect your booking system to your Facebook business profile. This way, guests can just click “Book Now” after viewing your Facebook page, and be directly led to your booking engine.
One of the biggest perks of Facebook is that it allows you to directly talk to your guests via Messenger. Instead of guests having to wait a couple business days to receive an email back, Messenger allows your hotel to reply immediately.
Unlike other review/rating platforms such as Yelp or Google, Facebook allows you to reply to both good and bad reviews. The more interactive you are with guests, the more the guests see your commitment towards customer service.
Facebook also has a feature where if your company has a response rate of 90% and an average response time of 15 minutes on Messenger, your profile will earn a “Very Responsive to Messages” badge which gives a positive first impression when potential customers visit your profile.
Learn more about the consumer research that reveals guest preferences and expectations for direct hotel communication here.
Facebook is an affordable, reliable marketing tool that can guide your hotel into an increase of RevPAR and direct bookings through all the features it has to offer. Making a business page for your hotel via Facebook will not only allow you to better recognize your audience, but will allow your audience to recognize and commit to you.-Nicole Guillotte