CHANGING HOW HOSPITALITY DOES SOCIAL
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The Data Download

Privacy and data security are the hottest buzzwords on the Internet. More and more users distrust how their personal data is being handled. Yet, in hospitality,  this information collection is integral to the continued growth of hospitality businesses as it helps provide a more satisfying experience to travelers. Hotels and other hospitality industry businesses use social media to help personalize the traveler’s experience and make it more enjoyable. The key to using this collected data is ensuring that usage is responsible and safe, so the traveler’s personal information is safeguarded and remains intact.

When a client decides to stay in a hotel, he is providing data the properties should ensure they can use for maintaining the relationship, with client approvals,  through marketing communications across different channels. It can be used for direct marketing or non-direct market. (First-party data) Also, if hotels and guests agree on sharing preferences and use them for more personalized communications, this is the perfect scenario for providing relevant information to a person engaged with our business and expecting to know more (Zero party data). This is the most honest and responsible communication flow. The industry clients can also agree on confirming the interest in the industry beyond specific properties, which allows hotels also to use key second data from partners, airlines, car rentals, etc

Why Hospitality Businesses Collect Data

Hospitality businesses need to collect data because it’s one of the key ways to connect business offers with the wants and needs of consumers. This allows both parties to benefit from the connection. Gathering data across all the various stages of a traveler’s journey is extremely important, right from the beginning of research to the final booking. All this information helps adapt the hospitality business to market needs and is extremely valuable for identifying potential business growth and innovation areas. Without this critical data, the hospitality industry would be left guessing about consumer needs and unable to provide essential services deemed valuable by travelers.

Responsible Use of Collected Data

Digital marketing growth has opened the door to more sophisticated targeting, which uses first, second, and third-party data. This data is captured from consumers and sometimes garnered from free digital tools. This information provides an ideal form of personalization, and at the same time, it raises some issues about how the industry respects a person’s digital identity and privacy.

The formula that all businesses should be using today doesn’t actually concentrate on first-party data but goes well beyond that. It should be using data that is volunteered by consumers or guests and which they’re willing to share with a business. For example, when a consumer announces to a hotel representative that they have a keen interest in specific culinary options, it should be responded to in the spirit of providing a proposal to that interest. The data should not be exploited, and the traveler should feel that their privacy has been respected. It is important to note that for consumers to volunteer data, they need to trust a brand. This means that all of the other interactions on-premise and online need to build and reinforce trust.

Data Security Threats for Hospitality Businesses

Hospitality businesses must stay aware of all trends regarding personal data and privacy. In addition, hospitality businesses must use data responsibly to grow and bring innovation to their industry. However, it has to be done intelligently, protecting consumer interests and enriching their experience on whatever journey they’re on.

The future of online transactions is moving toward more protection of user data and greater privacy. There are already features like this in place, such as the difficulty of using third-party cookies. Since these cookies provide a great deal of information about user behaviors and habits, replacing them with other meaningful data-gathering strategies will be hard.

The Keys to Responsible, Client-Centric Marketing

How can hospitality businesses secure the information needed to provide an enhanced experience for their clients? Using data, advertisers will reach ideal consumers who will convert and increase revenue. These consumers can be re-targeted in the future, and the information they provide can be safely encrypted to eliminate the security threat.

Rather than initiating META campaigns centered around conversions,–A META objective that was working well before users began opting out of tracking–strive to establish greater reach using the Reach campaign objective targeting audiences that have been engaged with previous campaigns. Examples of how to identify these opportunities include:

  •  Website visitors who interrupted booking transactions/shopping carts not completed

  • Top 25% of website visitors based on time spent and multiple-page visits

  • REACH campaigns objective will target these users, whereas CONVERSIONS campaigns will not because META flags such audiences as too specific.

  • Businesses already using these tactics have seen twice the custom conversions, twice the increase in property revenue, and 16 times the return on ad spend since the beginning of 2022.

In Summary

Gathering personal information from travelers is an essential aspect of the hospital industry because it allows for positive change in the business and contributes to business growth. Even so, this data must be handled with extreme caution because the consequences of having it exposed online could be disastrous to both the consumer and the business. Therefore, it’s clear that some new tactics should be used to gather consumer data. That part of that strategy should involve making the best use of first-party data while altering campaigns to focus on reach rather than actual conversions.

Tap Into Your Emotions

For years, sentiment in social media was imprecise, especially when compared to human behavior. Think about it. When someone says, “It’s fine,” it can be interpreted with a lot of different meanings, depending on the context. Humans give clues about these meanings through body language and other cues that indicate the feelings behind what is being said. Emotions are important to the communication equation. And yet, most social media marketing relies on cold metrics to determine sentiment, oftentimes devoid of human context. What can be measured, such as post engagement, shares, or reach tells you little about how your audience feels about your brand. Without that information, you can’t really tell what people are saying about you. Is your audience sharing your posts to make fun of you, or are they singing your praises? Using rapidly improving technology for sentiment analysis, brands can now monitor social media to understand more about what customers are saying, what it means, and what they can do about it.

What Is Sentiment Analysis in Social Media?

Sentiment analysis is a process of social listening in which words are analyzed to study the emotions and feelings of the text. Expressions are classified as positive, negative, and neutral. This eases the labor of sorting through thousands, of social media posts that might potentially lead to a PR nightmare–or a success story. You can use sentiment analysis to monitor brand perception, including negative talk, customer service tickets, and opportunities for amplifying testimonials.

What Tools Are Available for Sentiment Analysis?

BCV uses Amazon Comprehend to process information in social media posts. Every word in a message is analyzed and tagged with a specific sentiment. This program has been used in Amazon’s network, which has years of data to train the machine to make it more effective and offer accurate results. This information can then be presented to the brand team to help deal with positive and negative posts quickly. For example, incorporating sentiment analysis into your marketing strategy can help you identify times when you pick up more positive reviews and when you receive negative messages. This information can translate into actionable ways to improve the guest experience and gain a stronger share of voice among competitors. The more you analyze, the better you get.

Applications of Sentiment Analysis in the Hospitality Industry

The hospitality industry probably gets more chatter online than any other. If you want to know how your audience is feeling about your brand, sentiment analysis is the ticket. Sentiment analysis can not only monitor social media sites, it can also be used to monitor review sites. Trying to monitor every platform on your own can be time-consuming. Sentiment analysis can handle a large amount of data while giving you the information you can act on to make your business better.

At BCV, we use sentiment analysis to score your performance and to find ways to increase the number of positive comments. Our timeline helps you see your audience’s attitude toward your business. This information can be compared to our industry benchmark of sentiment analysis to know how you are doing.

Data doesn’t exist in a vacuum. There may be events going on in the world that impact your industry and affect how people feel about your destination. Sentiment analysis gives you more input about your messages that accounts for such external influences.

Sentiment analysis can also be deployed to push content and positive messages to boost your reputation. You can engage with customers when it makes sense to join the conversation without being overly pushy. It’s a multiplier effect that amplifies the positive–and that can minimize the negative reviews. We also address negative reviews to show customers that you care about their experience.

At BCV, we look at each month’s report to see how customers are responding and to get ahead of the curve. Analyzing the data gives you insights into customer satisfaction before and after events throughout the month. Sentiment analysis can also help you understand your competitors and how your audience is talking about them.

In the hospitality industry, one bad review can easily become a PR nightmare. Too often, the bad reviews hide the positive ones. Staying on top of how your audience feels about your brand helps you manage your reputation. Sentiment analysis gives you the edge in social media marketing.

For more information or to look at a sample report, let’s talk!

The Social Content Takeover

Today, Americans spend nearly as much time streaming user-generated videos on YouTube, TikTok, and other online platforms as they do watching traditional TV. A new study from the Consumer Technology Association analyzes U.S. content creator trends. The trade group’s research report, “Exploring the Creator Economy,” found that user-created content accounts for 39% of weekly media hours consumed by Americans vs. 61% for traditional media.

Today, UGC accounts for an increasing share of the marketing budget. And for good reason:

  1. Consumers find UGC 9.8x more impactful than influencer content. (Stackla, 2020)

  2. 79% of people say UGC highly impacts their purchasing decisions. (Stackla, 2020)

  3. UGC drives 6.9x more engagement than brand photography

This is especially true in the hospitality world. According to Consumer Reports, over half of Millennials have decided to eat at a restaurant or book travel because of consumer-created content they saw on social media. And this translates to revenue as UGC is highly relevant within a hotel’s social media strategy.

  • UGC provides an authentic look into the guest experience.

  • UGC can be valuable to capture seasonal amenities and offerings

  • UGC validates a purchase decision in powerfully authentic ways

  • UGC offers original and fresh content delivered regularly

  • UGC can be incorporated into paid advertising efforts by using reviews, photos, and press releases in advertising creative.

Let’s Look At How BCV Strategizes UGC

1. Discover

  • Source high-quality UGC that’s aligned with the brand and property priorities

  • Create an environment that encourages guests to take pictures of the property

  • Think about the most picturesque, or just unusual places, where people already take the most pictures

  • Prompt guests to snap and share their own pics with signage and social posts on your property’s social media.

2. Implement

  • Always request permission from social media users

  • Leverage UGC content strategically in editorial calendars

  • Always credit the creator when re-sharing their content

  • Have a consistent hashtag strategy in place with the property name

  • Make sure to use the hashtag featured in brand posts and also share it on property

  • Advertise your social handles and hashtags in the property elevator or lobby

3. Measure

  • Review performance to pinpoint what resonates with the audience

  • Track engagement and infuse learnings into future content capture

  • Identify a diverse mix of content that can speak to various audience segments

How These UGC Strategies Worked for The Peninsula Chicago

One great example of a BCV client that has benefited from UGC is The Peninsula Chicago. They have consistently leveraged diverse and authentic UGC from their guests to highlight their amenities, engagements happening on the property, and weddings:

  • 35% of their monthly content on Instagram and Facebook is UGC

  • They deploy a hashtag strategy that is consistent, easily searchable and encourages guests to share their own experience: #PenMoments and #PenPets

  • Check out this great example of the hotel leveraging UGC to highlight the unique amenities that set them apart from other luxury hotels in the market and reinforce their hashtag strategy

  • Finally, they use UGC to share authentic experiences that appeal to more than just leisure travelers

Conclusion

The numbers are real. People, especially younger travelers, convert based on authentic content, often created by their peers. But remember, the User Generated Content strategy isn’t just getting your guests to do the work of marketing. It’s a new job for marketing to inspire guests to want to create amazing shots of your property. Inspire your guests, and they will create moments that amaze.

Want to talk more? We’d love to share insights from hundreds of social successful luxury hotel social media programs.

Let the Journey Begin

On the road to hotel social media ROI, there are many stops along the way. In this article, we’re going to visit those stops and determine what the success factors look like for each of them. Do you think the only stop is the final destination of a booking? Let’s take a little trip and let me show you how each stop is an opportunity for social to intersect the buyer’s journey to inspire, inform and motivate a booking.

Stop 1: Dreaming Stage: Generate Brand Trust

Clients and prospects in the region consistently highlight the importance of high-quality content, In fact, for a high-end property, customers and prospects expect this as part of the journey.

However, appropriate content based on cultural factors of the country, and even the city, is critical for building trust. In the Middle East, what is OK for some, may not be acceptable for others. For example, whether or not a bikini is appropriate in a country or even a region.

Here are the points to consider in reaching travelers in the Dreaming Stage:

  1. Inspire with high-quality content–think like an influencer.

  2. Be intentional with placement–leverage the data and paid media.

  3. Lean in on new consumer behaviors–understand what’s driving interest and use it.

Stop 2: Planning Stage: Nurture Relationships

At this stage, it’s browse-and-burn as people surf between browser tabs to confirm destinations, pricing, and dates. They have a short list. Now they are looking for the signs to build trust and forge a deeper level of interactivity with a property.

Users in Morocco (60%), Egypt (60%), Saudi Arabia (59%), Turkey (56%), Israel (52%), and the United Arab Emirates (49%) are more likely to use social networks as part of their brand research than the global average.

Here are ways that social media can help foster those relationships:

  1. Spotlight your amenities and location–pile on examples of what makes your property and the region unique.

  2. Drive visibility of online reviews–when you have a good review, flaunt it a bit.

  3. Make policies upfront and clear–being credible goes a long way towards driving decisions.

Stop 3: Buying Stage: Drive Conversion

At this stage, things come to the moment of truth. The traveler has chosen their destination and time of travel. Often, this involves a final price comparison to book the right place. This moment is beyond the research stage. Travelers are focused on price and final ‘proof’ that they’re making the right decision. They look meticulously at the details, including influencers.

The TikTok platform’s top influencers in the Gulf region increased their followers by an average of 65% with user engagement highest in Bahrain, Oman, and Saudi Arabia.

Here’s how to make sure they don’t ‘x’ out!

  1. Create FOMO through influencers–find their favorite places and tag them with your #property.

  2. Think strategically about giveaways–adding a little urgency at this point never hurts, so make it time-sensitive.

  3. Leverage paid placements to inspire purchase–providing a few more touch points at this time is often effective.

Stop 4: Experiential Stage: Dominate Share of Voice

They searched. They found. They booked. Give them something to share and keep the momentum going.

In our region, Snapchat might be a good outlet to expand Share of Voice. Saudi Arabia, Turkey, Iraq, and Egypt are among Snapchat’s 15 largest national markets globally.

  1. Consider secret menu items–people love to be insiders and brag about their access.

  2. Activate a social media opp–if you build a way for people to share and be rewarded, they will share.

  3. Deliver excellent customer service offline and online–the power of people and personal response builds relationships.

In conclusion, the stops along the social media customer journey are an excellent way to engage and interact with prospective guests. Every stop creates the potential to allow a hotelier to wow them with helpful information, compelling images, and reasons to book. Do it right, and the level of engagement and communication elevates at each stop. It allows hotels to win trust and drive not just bookings and incremental revenue, but loyalty and repeat business.

You may be surprised to learn that only 56%of travel and tourism brands respond to customer messages on social media. These stats, which come from Sprout Social, don’t get any better when you consider that 40% of consumers expect a response within the first hour, and 79% expect that answer in the first 24 hours.

In other words, if your hotel isn’t responding to messages on social media within the first day, you’re disappointing 79% of customers. That’s because the same hospitality they experience in-person, they now expect online. And these expectations extend across categories, with luxury guests expecting rapid responses and high-touch customer service across all channels.
Let’s take a look at the five main reasons that response time matters in hospitality.

#1: RESPONSE TIME INFLUENCES BRAND PERCEPTION

Whether or not you respond to social media messages is one of the most visible aspects of your hotel’s reputation. Since it’s one of the first interactions a potential guest may have with your brand, this visibility makes social touchpoints incredibly influential. That’s doubly true for platforms such as Facebook that bestow a “Very Responsive” badge to those pages that respond to at least 90% of messages received within 15 minutes or less.

Imagine this scenario: a potential guest is evaluating three hotels for an upcoming stay. The guest has an issue: a large vehicle that’s not always easy to accommodate in valet or self-parking options at some hotels. Rather than call each hotel individually, the guest asks each hotel about the parking situation on social media.

One brand responds immediately with a no. The other two don’t respond. But there’s something the first hotel did: they also suggested a sister hotel nearby with a better parking situation – and included a link to their booking engine. With that simple masterstroke, the hotel took advantage of a sales opportunity, kept a booking away from competitors and earned a commission-less direct booking. The hotel also reinforced its brand reputation for proactive customer service. For luxury hotels, that type of reputation is priceless – and is exactly why response time matters.

That’s why you absolutely need to develop systems that allow your hotel to respond as quickly as possible online. Whether it’s assigning shifts so that there’s always someone available to answer or finding a partner to guarantee 24/7 responsiveness, the rapid response time can be a make-or-break moment for capturing that booking.

Keep in mind that business hours may not be when people are searching for hotels. It’s not always practical for someone to search for a hotel during the typical “9 to 5” workday. Plus, guests may not necessarily be located in your time zone.

You know your typical guests best: make sure that someone can respond to all guest requests across all channels in the time zones (and time frames) most suited to your guest’s preferences. It’s all about the guest experience – and not at all about what’s convenient for your operations.

#2: CONVENIENCE ABOVE ALL – ESPECIALLY POST-COVID

According to recent data from Intercom, there’s been a spike in customer requests during COVID: a near-majority of surveyed support teams experienced a 51% increase in inbound customer communications. This was no different within hospitality with BCV data showing a 25% increase in the average hotel’s online community activity in Q2 2021; the highest volume we’ve seen since Q3 2020.

Most of us became quite familiar with the “we’re experiencing high call volume” messages, resulting from layoffs and furloughs that put fewer agents in charge of more calls. Since people couldn’t go into physical retail locations and were using social media more often, those requests migrated to social platforms. And it turns out that people like being able to message, chat and text with brands online.

Post-pandemic, that behavior isn’t likely to change. Customers are comfortable with omnichannel communications with brands, taking to whichever channel is most convenient to make their requests. Another added layer of complexity: customers are switching channels too, expecting information to flow seamlessly across customer support to ensure that any agent can pick up where another left off, regardless of channel.

Also, many customers are savvy enough to understand how chatbots and other messaging platforms work. There’s a growing frustration when a customer chats with a brand, asking a simple question like “When do you close,” only to receive a message saying, “We’ll get back to you in 1-2 business days.” There’s no excuse for not leveraging some level of automated responses to your most frequent questions. Consumers want the information they need, quickly, whenever they want it, and on any channel they choose.

#3: UNRESPONSIVE BRANDS PUSH CUSTOMERS AWAY

Circling back to the example of the individual who’s looking for a place to stay that can accommodate an oversized vehicle, think of how one rapid response can secure the booking. What would have happened if none of the three hotels had responded to the social message? The potential guests would have continued to research other options.

That’s another critical aspect of social responsiveness: customers are less loyal than they were before COVID. McKinsey calls this the “shock to loyalty.” Every minute delay in response gives the potential guest more time to research options and book a stay elsewhere. So, even if you have a loyal customer who prefers to book with you, you can’t rely on that loyalty to provide patience.

Then there’s the long-term impact of providing that negative touchpoint. If a customer was previously loyal, and now they’ve booked with a competitor, the poor response time may be just enough to push them away for good. Customers are fickle and often purchase due to force of habit. By breaking the bond of habit, you’ve potentially pushed a valuable customer into the arms of the competition.

#4: SOCIAL SUPPORT FOSTERS LOYALTY

We don’t need research to tell us that customers are more likely to become loyal when a brand meets or exceeds their expectations. That’s something we all know instinctively as customers ourselves – and see every day in our interactions with our most loyal guests.

The grueling truth is that we, as guest-centric professionals, have to earn loyalty in every interaction. And it’s really easy to wash away years of brand loyalty with one negative experience. So that’s a lot of pressure to get things right, every time.

Even so, your most loyal guests can become even fiercer brand advocates with “surprise and delight” moments that arise due to social media interactions. Perhaps you notice that a guest has inquired about the availability of a room for the weekend and you see that they’re a frequent guest. How much goodwill would you earn if you responded that a room was indeed available – and that you’ve upgraded it to a suite? Social can be a strong loyalty builder.

Social media can also amplify both negative and positive interactions. That’s because many guests will look at how your hotel responds to bad reviews on TripAdvisor or public complaints on Twitter, for example. When they see a thoughtful, thorough, and proactive response, they’ll be more likely to book. So your social responsiveness is a virtuous cycle that can either support or hinder your hotel’s long-term loyalty.

You can also leverage your responsiveness into upsells and upgrades, using what you know about your guests to enhance their experience. This guest-centric approach is how your hotel earns repeat business with consistent, attentive, and responsible customer care.

#5: SOCIAL LISTENING IS A SUPERPOWER

There’s value to staying close to your guest. By keeping your ears close to the ground and fingers on the pulse, you can learn all kinds of things about your guests.

Each inbound request is a learning opportunity: is your website information inaccurate? Could you refresh your FAQ? Is there a whole new demographic that’s interested in your hotel – and that marketing could leverage into a standalone campaign? These are all business-critical insights that can impact your bottom line. In a time when recovery is still fragile – and there’s lots of lost ground to make up on the revenue side – no booking should be taken for granted.

In addition to mining your inbound requests for insights, there’s also the broader benefit of embedding social listening into your daily operation.

As far as what you can monitor, there are some must-haves: your hotel’s name, your website URL, and all of your branded hashtags. Then, you should add your comp set hotels. By monitoring those, you may surface further insights – or even surface opportunities to snag some business by being more responsive.

The most advanced layer beyond that is to set up social listening channels for location-based terms that may signal interest in travel. By proactively monitoring for destination-specific content on social, you can find ways to engage potential guests by being useful: providing travel tips, recommending activities, or even answering “how to get around” questions.

Social listening gives you organic conversation starters that make your brand appear more engaged online. That added perception of responsiveness enhances your reputation and gives you a leg up on your competitors. Use it wisely!

PROACTIVE VS REACTIVE MONITORING

There are two ways to monitor social media: proactive and reactive. Being reactive means that your team only addresses guest issues after the fact. That means that you might only reach out to a guest on social media once their complaint has escalated into a bad review.

So a guest could post to Instagram with the caption “can’t believe how hot my room is,” and then tags your hotel’s location, branded hashtag, and/or handle, and your team misses the opportunity to intervene – and then the guest publishes a (permanent) negative review on TripAdvisor.

The proactive approach means that you’re actively keeping an eye out to catch any potential issues before they snowball. An example of this would be using sentiment analysis to identify negative messages so that your team notices the negative post within minutes of posting.

The social team then escalates it to the on-site team, which then springs into action by informing engineering and calling the guest’s room. In the meantime, the social team responds to the guest in a direct message, apologizing and sharing the plan of action. These are the experiences that earn long-term loyalty – and why response time matters.

THE ALWAYS-ON GUEST EXPERIENCE

Social media is part of the 24/7, always-on guest experience. It’s a facet of our interconnected, omnichannel lives – and it’s here to stay.

Of course, being always on and ready to respond is difficult for most operations. And yet, since social media never takes a break, neither can your customer service. Customers expect a quick response from brands, across all channels.

The payoff for responsiveness is big: it shows guests that you care. Whether it’s a potential guest evaluating their options, a current guest seeking support or a past guest who’s already part of your community, social responsiveness is good business. When considering where to stay, most guests will default to the more customer-centric brand – even valuing responsiveness over amenities.

A hotel that is authentic and responsive online is best positioned to earn business and foster loyal relationships – two profitable pluses when navigating the post-pandemic recovery.

Let’s face it—we live in a digital world. And in the hospitality industry, the best way to target, engage, and communicate with new and existing customers is to use social media metrics to a competitive advantage. But where do you begin?

Read below to learn how our experts at BCV review and utilize social statistics to effectively increase clients’ consumer base, encourage engagement, and turn clicks into bookings.

The Big Three: Growth, Engagement, and Traffic

First things first, let’s talk about growth—also known as the number of followers you gain on Facebook and Instagram over time. This used to be a key indicator in how businesses measured success, but as Facebook increased to over 2 billion users, its organic reach of content fell to 3%, making it more difficult for content to reach followers. This means that even if a page has a large following, it doesn’t guarantee a high number of impressions on their content, but it can still establish a page as credible and help to increase post engagement.

When the content you post generates likes, comments, shares, and clicks, we call that engagement. Engagement is important across all social channels because it shows you how content is resonating with your audience and how you’re performing against competitors. If destination content generates the most comments and shares, you should post more of that. If potential guests respond well to posts that pose a question or highlight on-property amenities, we recommend working those details into the copy. Generating engagement is hardly the same across each of the big three social channels, but we suggest using past data to your advantage and creating content and advertisements that are specific to the audience you are trying to reach.

So, how does traffic come into play? As you spend time growing your social channels and increasing post engagement, it’s important to remember that the ultimate goal is to encourage the consumer to tap the link, view an offer, and make a purchase. To do this, we recommend you strategize target advertising to make sure you’re hitting the right audience at the right time, because any traffic you drive to the website has the potential to become future guests, and the goal is to ensure that every advertisement you serve has the potential to turn into a room booking.

The Importance of Setting Benchmarks

The best part about goals? You can set new ones. In 2020, start the year off strong by reviewing the previous year’s data available on Facebook and Instagram, making note of what strategies succeeded, which posts did well in the eyes of consumers, which advertisements resulted in more conversions, and who your most active demographic was. At BCV, our dedicated marketers recommend using these insights to build future strategies, and from there, proposing improvements to ensure you meet and exceed your goals in the new year.

Because social media needs to be constantly optimized, it’s also important to monitor metrics on a monthly basis to ensure you’re tracking toward goals and making adjustments where you fall short. If you’re targeting a specific audience but notice a decrease in clicks, take a look at what age groups, demographics, and feeder markets are generating the most engagement and shift advertisements to them. If destination content or User Generated Content (UGC) produces more engagement, shift content strategy to focus on what’s delivering results. Because social media ebbs and flows, we recommend you closely monitor Facebook, Twitter and Instagram and make tweaks in real time to ensure each social channel evolves and reaches its fullest potential.

In short, the best way to grow your business, especially in the hospitality industry, is to take advantage of every social resource available, pay attention to your audience, and adjust content as needed. And with our tips and tricks, you have everything you need to grow your media presence when you hit the ground running in the new year.