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Facebook - Helping Hotels…

Explaining How Facebook is Helping Hotels in

Gaining More Profits than Never Before…

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About Facebook

Facebook is now a burgeoning business- networking platform for self-promotion, advertising and multimedia interaction.

Facebook users can create and host events, advertise their businesses through social ads, and more with new apps and add-ons.

Facebook, the little networking site became a powerhouse in the online-marketing community.

How are Hotels Using Facebook To promote special offers

To promote special rates for Facebook “fans”

As part of a competition

To promote a portfolio of properties

For Surveys

To promote events

To enable bookings

To promote latest news

Cinnamon Stays

Cinnamon Stays is one of the best bed and breakfast located in Gurgaon.

Rated to be number One in Gurgaon among 83 properties by Trip Advisors.

Cinnamon Stays started by Manish Sinha and Shilpi Singh has created flourishing communities on Facebook and Twitter.

“The amazing part is that Cinnamon Stays is not just sitting and counting its fans but it is also talking and taking the relationship building to its next level.“

Cinnamon Stays

Testimonials:

“It has an interesting landing page but can we make it colorful like your rooms. Great that you have used a free app but less of text could add more glitter to landing page.”

“Comprehensive info and a justified use of the Info tab is what is required by fans and

you guys have got that right.”

“Cinnamon Stays has done a cool job by embedding the Reviews app. Nonetheless, appreciating the reviews can build more engagement too.”

“Brilliant use of Videos. We love the creativity and for people who are building their brand on Facebook this is something to look out for

and learn.”

“Wall is a delight to see. The updates are informative, wonderful and obviously being appreciated by the community. This is an ideal wall that brands/startups/SME needs to

have on Facebook.”

Cinnamon Stays Facebook Statistics

Fan growth speed

-2 by 7 days 2 by 14 days  5 by 30 days

http://www.socialbakers.com/facebook-pages/116897471669285-cinnamon-stays

W Hotels Promotes Special Offers

Many hotels brands are using the service to promote last minute special offers.

This example from W Hotels is set up using a custom Facebook page.

(http://www.facebook.com/Whotels)

W Hotels Facebook Statistics

Fan growth speed

28 by 7 days  72 by 14 days 72 by 30 days

http://www.socialbakers.com/facebook-pages/21810090491-w-doha-hotel-residences

Best Western Hotels Promote special rates for Facebook “fans”

Hotel brands are using Facebook to advertise offers to Facebook users or “Fans Rate” as seen on the Best Western Facebook page.

This method results in more interaction from “fans” as news of the offer spreads virally to other users of the service.

(http://www.facebook.com/BestWestern).

Best Western Hotels Facebook Statistics

Fan growth speed

0 by 1 day 2079 by 7 days  3521 by 14 days

http://www.socialbakers.com/facebook-pages/66499758370-best-western

Embassy Suites Hotels organize Competitions

This example from the Embassy Suites Hotel brand engages with fans by offering a competition to users.

http://www.facebook.com/EmbassySuitesHotels

Embassy Suites Hotels Facebook Statistics

Fan growth speed

0 by 1 day 156 by 7 days  285 by 14 days

http://www.socialbakers.com/facebook-pages/74446849561-embassy-suites-hotels

Westin Hotels organize Surveys

Survey increases engagement with customers and helps visitors stay on the site building “fans” through interaction with the page.

Example: Westin Hotels

http://www.facebook.com/#!/westin?v=app_146284918717365&ref=ts

Westin Hotels Facebook Statistics

Fan growth speed

29 by 1 day  169 by 7 days 400 by 14 days

http://www.socialbakers.com/facebook-pages/24754861656-westin-hotels-resorts

Aloft Hotels Promote Events

To compliment the existing events function, brands are using custom pages to promote events.

http://www.facebook.com/alofthotels

Aloft Hotels Facebook Statistics

Fan growth speed

0 by 1 day  219 by 7 days 340 by 14 days

http://www.socialbakers.com/facebook-pages/56984197727-aloft-hotels

Almost Every Hotel enables Bookings

Hotel bookings through Facebook pages allows users to check prices and book hotel room without leaving the site.

Chesterfield Mayfair Hotel Promotes News

Most hotels using Facebook are promoting latest news;

This example by the Chesterfield Mayfair Hotel uses the channel to inform “fans” of a recent award win:

http://www.facebook.com/pages/London-United-Kingdom/Chesterfield-Mayfair-Hotel/127332641220?ref=ts

Hotels can Provide Help and Support

Support App. In Facebook is helping Fans and Customers to:

Ask Questio

ns Sharing Ideas

Reporting P

roblems

Praising

Facebook & Sales Revenue

Hotels which simply advertise to their Facebook friends are unlikely to generate any revenue from the channel.

The emphasis needs to be on conversation and customer engagement with friends, not selling to them.

Facebook can generate revenue, by offering users an additional channel to hear about your hotel and go directly to your site to make a purchase.

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Hotels on their Facebook Homepage

Should Have:

Profile picture

Address

Hotel pictures

Upcoming events

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Hotels having Facebook Account

Should:

Check on their wall and reply to questions

Cooperate with their fans and let them help you

Have an online booking button

Facebook Contributions to Hotel Website Revenues

Full-Service Golf & Spa Resort, FloridaFacebook Fans: 1,703Website revenue since January 1, 2009:From Facebook referrals: $739Total website revenue:  $1,252,900

Facebook as % of total website revenue:0.06%

Full-Service Hotel Casino in NevadaFacebook Fans: 3,263Website revenue since January 1, 2009:From Facebook referrals: $1,216Total website revenue:  $7,218,916

Facebook as % of total website revenue: 0.02%

Boutique Luxury Hotel in West Hollywood, CAFacebook Fans: 641Website revenue since January 1, 2009:From Facebook referrals: $915Total website revenue:  $1,695,031

Facebook as % of total website revenue: 0.05%

Few Case Studies

http://www.hospitalityebusiness.com/blog/facebook-more-popular-than-google-but-not-more-valuable/

Few More Research Data

Facebook referred more than 15.2 million visitors to hotel websites in 2010, a 35% increase from 2009, and a 428% jump from 2008.

http://4hoteliers.com/4hots_nshw.php?mwi=9029

According to Douglas Quinby, Sr. Director of research for PhoCusWright,

“The conversion rate on direct referrals from traveler review sites to hotel supplier websites ranged from 4% to 6% ,while conversion from

Facebook to hotel websites was 8%". (Just Double) http://www.hotelnewsnow.com/Articles.aspx/5225/Facebook-leads-to-hotel-

room-revenue

Is It Worth the Effort?

Hotels need to be proactive and engage with customers and confident if their core audience are already interacting on this space.

If they are, then:

Push brand awareness,

Solve customer service issues, and

Promote special offers, or

Late availability issues.