How Well Is Your Hospitality Business Using Social Media?

Every business should be on social media, and its use can prove lucrative for hospitality businesses especially.

In a study of 297 Australian hotels’, bars’ and restaurants’ social media behaviour, The Connected Consumer report released by Hootsuite shows us that nearly half of all hotels, bars and restaurants aren’t actively engaging in conversations with customers on their social media.

Involving 29,000 Instagram users, 42,447 unique posts and 15,825 mentions across the social web between 1 November 2016 and 31st January 2017, research has found that less than 20% of these unique users are publishing Instagram content on a daily basis; and 65% publishing content on social media less than once a week.

Social Media is a hidden goldmine – with an everlasting potential to increase a brands awareness, and influence the buying decisions and purchasing behaviours of regular social media users. Between the ages of 18 and 24, consumers are heavily influenced by what brands say online, with 75% of these users becoming swayed in their decisions via recommendations on social networks.

Additionally, it’s also important to engage in natural conversation with active social media users in building a solid customer base and lifetime advocates for your brand. Studies show that 56% of users engage with businesses on social media rather than over the phone, with 35% preferring to ask a business a question via social media. Brands who communicate with their customers on these outlets within 24-48 hours on Instagram are perceived 20% more positively than brands who do not.

“As technology continues to blur the line between online and offline customer experience, brands are leveraging real-time engagement to drive business outcomes through enquiries, reservations and leads”

Other findings from the report include:

  • Australian hotels, bars and restaurants are tagged on Instagram every 28 seconds
  • 5x more Australians location tag a hotel, bar or restaurant than mention it when publishing content on Instagram
  • Only four percent of hotels, bars and restaurants are engaging with customers who tag their location on Instagram
  • 30 percent of social media users provide feedback about a business

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