home » Treaties » Social networks are a tool in the promotion of hotel services. Internet marketing of hotels, restaurants, cafes, clubs and tourism

Social networks are a tool in the promotion of hotel services. Internet marketing of hotels, restaurants, cafes, clubs and tourism

The issue of promoting hotels in social networks gathers around itself a lot of debatable questions: is it worth investing money there, are there sales, how to calculate efficiency, are all types of hotels necessary. But the fact remains that it is necessary to be present there. The whole question is which social networks to choose, what promotion goals to set for yourself, and how much it costs. In the material, we will discuss what social networks are for a hotel, and what type of positioning in this context is optimal for you. Let's figure out what to do before the start of work in social media. We will also discuss the issue that is most often not discussed in SMM: why you need to remember about SEO when working in social networks.

SPA-hotel Velich Country Club is present in three social networks: Facebook, Instagram and VKontakte. Nadezhda Levina, marketing director, comments that the choice of these chains is not accidental, that is where their potential guests live. And at the first stage, this was the most important thing - to describe your audience to the smallest detail (habits, hobbies, work, etc.) and find the habitats of these people in social networks.

This is what helps to build the right content plan, as well as set up targeting in promoting posts.

Corporate media: in the same line as email marketing, PR, using similar methods of work. You can use your page to broadcast the story of your hotel with the positioning necessary to attract an audience. Perhaps at this stage there is a need for your resort to attract families with children. Talk to parents about why the children will be comfortable and safe at your place. Show a video of how the smallest guests in the aquazone have fun, how interestingly they spend time with animators. Don't forget to tell that you have a medical worker who is on site 24 hours a day.
Complaint book. But unlike advisory resources, it is managed. Given the prevalence of social media, it is often more convenient for a guest to go, for example, to the Facebook application to say that the reception did not help him in resolving the issue, or the food in the restaurant was tasteless. Dealing with objections in social media is easier. And often a disloyal guest can become a regular guest at your hotel.
To the least extent, social networks can be a sales channel. This is mainly possible for mini-hotels, hostels, resort hotels. This format works well when promoting interesting special offers. For example, a romantic dinner for Valentine's Day at a discount.

Nadezhda Levina, marketing director of the SPA-hotel Velich Country Club, believes that social networks work in a complex way for their hotel: “For us, social networks are both work with reputation, and a way of communicating with guests, and, of course, as a result, a sales channel. As a sales channel, SMM works only if it is successful in working with reputation and communication. If you solve this in a complex, the effectiveness of social networks for the hotel increases many times over. This is synergy. Each segment of the audience behaves very consistently in accordance with its own logic. You need to build a positive relationship of trust with your audience and optimize your marketing for it. The SMM funnel of a hotel looks like this: at the first stage, people get acquainted with the hotel, at the second they evaluate it, and only then make a purchase. The second stage is the most difficult. Once we've got our audience interested in our presence in the market, there's a great temptation to try to sell aggressively, and that's exactly what you can't do. It takes patience and time. It is necessary to give information in a beautiful, entertaining and unobtrusive way about what is special, convenient and interesting for the audience, why they need us. And only after that - sales. The best marketing is when the guest has the impression that he found us and chose us. And if this happens, then the last stage in the funnel comes - the guest becomes not only a regular, but also (more importantly) our ambassador, attracting new guests to the hotel. And often through the same social networks. Of course, there won’t be thousands of fans-subscribers right away, and that’s fine. But the funnel works extremely simply: the more people have studied and evaluated information about us, the more those who have reached the sales stage become. And the higher the quality of the audience at the entrance (the more it matches our promoted services), the higher the percentage of real bookings at the exit.”

What the hotel needs to do before the start of work in social networks

Decide on the audience, choose a concept, select channels.

Monitor competitors on social media.

Decide on scope and budget.

Find/assign an employee responsible for SMM.

Consider the tone of voice of your communication with guests.

Arrange pages.

Create a content plan for at least a month.

Create a content pack for 2 weeks.

Separately, it is worth considering such an important aspect as the availability of a content package. This should not be confused with a content plan. The content package provides for fully prepared materials: texts, photos, videos. Why is this needed? Firstly, the posts will be thoughtful and filled with really valuable information. Secondly, in the absence of an SMM manager or another person responsible for the content, any other member of the team will be able to post the material. But what about the news, you ask? Yes, for news we leave 20-30% of the space in the content plan, and we write them as they become available.

Ideas for content types for interesting content for your hotel page:

photos, cinemagrams, coubs;
video reports, portraits in the interior;
polls and voting;
auctions and competitions;
motivators, memes;
life hacks and tips;
reviews of sights and events (not necessarily on the territory of the hotel);
infographics and statistics;
guest content.

An example of a fragment of a content plan

Why You Should Keep SEO in Mind When Working on Social Media

You need to understand that one of the key goals of SMM, like SEO, is to attract guests to your site for subsequent conversion into sales (bookings, calls, orders). But in the case of SMM activities, any changes to the site pages are very rarely made, and analytics systems are not analyzed. New pages appear also rarely.

SMM problems	Help from SEO
1. It is impossible to track the effectiveness of attracting the target audience (in the form of bookings, calls, orders, profits) according to the set goals or e-commerce in analytics systems.	1. As part of SEO promotion, already in 1-2 months of work, a list of important / priority goals is formed + e-commerce is set up. These jobs help SMM and other channels see actual results.
2. It is often impossible to bring a segmented (for example, from a post about a wedding by the sea) target audience to a specific landing page, because it simply does not exist.	2. As part of SEO promotion, a semantic core is formed (groups of keywords are selected), and profile pages are created on the site. They are great for the needs of SMM.

On the other hand, SMM can also solve the problems that SEO faces.

SEO issues	Help from SMM
1. A variety of traffic sources is important for search engines when ranking (determining a position in a search engine) of a site. If the site is visited only from Yandex or Google, then this often means that the site is not very popular and unknown.	1. As part of SMM promotion, there is usually activity on many social networks at the same time. Thus, visitors from social networks go to the pages of the site, improving its profile of traffic sources in the eyes of search engines.
2. Some pages of a site may be out of the top 10 for SEO due to numerous factors.	2. The influx of people to such pages of the site makes it clear to search engines that the pages are important and are useful for other people. In turn, search engines raise the site to a position higher than it was before.
3. Many SEO pages are specialized for low-frequency queries (low demand on the Internet). In turn, this means that the behavioral factors (% of failures, the number of pages viewed on the site, the time spent on it) that affect the ranking in search engines are difficult to calculate, because. few visitors.	3. Thanks to promotion in social networks, there is an additional influx of people to the pages of the site, which allows search engines to better calculate behavioral factors and improve the position of the site for key queries.

IMPORTANT! For new sites that are less than 6 months old, complex promotion is needed even more than others. The combination of SEO + SMM will not only improve the indexing status of a new project, which is critically important, but will also allow you to quickly get out of the Sandbox filters, a sandbox from search engines. There is also a greater likelihood that the new site will be more authoritative in the eyes of the search engines; he will be more trustworthy. And this means that it will be better to rank for mid-frequency and high-frequency queries.

Thus, when starting to work in social networks, it is important to remember what the goal of the hotel is to be there, whether you have enough resources (temporary, human, financial) for a full-fledged presence there. It is also important to remember that all tools show more effective results when working in combination.

Send your good work in the knowledge base is simple. Use the form below

Students, graduate students, young scientists who use the knowledge base in their studies and work will be very grateful to you.

Internet marketing for hotels, restaurants, cafes, clubs and tourism. Hotel promotion in social networks

Hotel promotion in social networks - Promotion of hotels through social networks

August 27, 2014, 22:06

Social networks help to form the image of any hotel in our time.

First of all, users understand that if the hotel has shortcomings, then the guests will definitely complain about it in the hotel community in one of the social networks. By the way, unscrupulous holiday destinations often do not use social networks, fearing that they will write a lot of negativity, but in fact, a user can post a post, for example, on his wall and simply accompany it with a hashtag with the name of the hotel, thereby creating a kind of anchor for users who are looking for a review about this hotel. Therefore, it is better to have your own representation in all common social networks (VKontakte, Facebook, Odnoklassniki, Instagram).

Now let's figure it out - how to promote hotel services in social networks?

To do this, in social networks there are many methods and marketing tools that allow you to interact exclusively with the target audience.

Creating an official community is where you need to start your presence in social networks. Proper design and optimization of the community will help attract the first participants without much investment.
Advertising crops - this method will provide recognition to your hotel and help shape it as a brand.
Targeted advertising is an integral part of promoting a hotel or inn in social networks, because allows you to attract an audience that is most suitable for the guests of your hotel. There are many ways here - from "attacking" members of competitor communities to people who travel frequently or are interested in specific brands.

It is worth noting that illiterate community management and the wrong strategy can only aggravate the hotel's image, so it is necessary to trust promotion in social networks only to professionals.

The cost of promoting the hotel is from 30,000 rubles.

smm-alliance.com

The hospitality industry is mastering social networks

To date, almost every hotel and hotel, in order to attract customers and make a profit, has its own website, where it provides an online booking service, and also places its advertising on booking sites. Recently, however, a new trend has appeared in the hotel business - to promote your “object” using social networks. To understand the advantages and disadvantages of this type of advertising and how to use it effectively, the head of the well-known advertising agency Marketing Horeca Armen Kalajyan will help.

The use of Internet resources to attract customers mainly occurs in two ways: through commercial booking sites, such as the most popular European booking.com service, and through search or thematic advertising.

Another way to promote your property on the Internet is to use the international site Trip Advisor. On this resource, travelers from different countries share their reviews and impressions about holidays at various resorts, about visiting attractions, about staying in hotels, about the quality of service in restaurants and cafes. The site ranks hotels and hotels, so many hoteliers use Trip Advisor to get objective information about their establishment.

Let's first understand the difference between advertising a property through a booking and search advertising site and promoting it through social networks. The first option uses simple advertising moves. The hotel places text describing its room stock, amenities and additional services, as well as the possibility of providing discounts. Now it remains to be hoped that colorful photographs and well-written text will attract the attention of guests and they will book a room by clicking on the official link.

However, there are two problems here. The first is that most hoteliers use this method of promoting an object, and therefore it is almost impossible to predict which establishment a potential client will choose. The second problem is that it is difficult for a person who wants to book a room to make a choice among a huge number of monotonous offers. As a result, he has to place an order in the first hotel he likes or focus on an institution that has a lot of positive reviews. However, do not forget that the review is the subjective opinion of one client.

Placing photos, descriptions and price lists on booking sites depersonalizes hotels. There is no way to emphasize the individuality of the institution, to tell its story. For a person who goes on a trip, everything is important: the area, sights, and of course, the hotel in which he will live. Of course, the location of the institution, the view from the window, and affordability matter. But vacationers are interested in staying in a place that is covered with legends or located in an unusual building.

An example is the Tchaikovsky Hotel, located in a quiet area of the city of Kaliningrad. There are no well-known attractions and developed infrastructure nearby. The cost of living in an institution is quite high, but the hotel does not suffer from a lack of guests.

A well-created image of the establishment allows the hotelier to successfully conduct business. The fact is that guests are offered accommodation in a building of the early 20th century, built in a modernist style and decorated with various decorative elements. In addition, the mansion is an object of cultural heritage of local importance.

Another hotel from the provincial hinterland, located in a picturesque place in the city of Plesa, Ivanovo region, decided to attract attention by playing on the love of a Russian person for everything unusual. The institution bears the unpretentious name "Private visit". Thanks to a couple of laudatory articles on the pages of well-known online publications, the hotel has no end to those who want to relax here or just taste delicious and mouth-watering pies and European cuisine in the restaurant.

"Private visit" positions itself as a guest house, consisting of several wooden houses. Moreover, these are not new buildings. Guests have a unique opportunity to relax in a real Russian hut of the 19th century, where there are all modern amenities, including Internet and TV.

Skillful use of Facebook helped the owner of the CoffeeHostel hotel to make his establishment one of the most popular in Nizhny Novgorod. Moreover, the only advantages of this hotel were low prices and location in the historical part of the city. Unfortunately, the hostel ceased to exist at the end of last year due to the opening of an entertainment establishment in the neighborhood.

The originality and otherness of the hotel is very difficult to reflect on the services of booking rooms and absolutely impossible in search advertising. You can, of course, object that now every institution has got a personal website where you can describe all its advantages and merits. However, here the next problem arises - site attendance. To increase the number of visitors, you will have to spend a lot of money and time.

It is no coincidence that the hotel business and, first of all, small hotels that do not have funds for advertising in the print press and on television, began to actively develop popular social networks, where a multi-million audience can be told in detail about the image of their institution. Let's look at the main advantages of promoting a hotel through social networks:

a huge number of users who daily view the news feed and share interesting posts on their page;
you can constantly update news about the hotel, tell interesting facts about its location, nearby attractions, additional services and discounts for regular customers. Agree that it is unrealistic to implement such a thing on a booking site.
a constant increase in the number of subscribers to your page, and, accordingly, an increase in the number of potential customers.

Only proper use of social networks will help to achieve the above benefits. Consider the errors in working with your page on the example of the Heliopark Hotels&Resorts hotel chain. They post mostly posts highlighting upcoming promotions and upcoming events. Here are a few of them: an offer to spend the New Year holidays in their hotel; advertising a new hotel; discounts on weekend tours and more.

However, users of the social network are of little interest in such announcements. It is unlikely that out of 1000 subscribers of the Heliopark Hotels&Resorts page there will be 10 who will be interested in such offers. As the analysis of this page shows, its subscribers are practically not interested in the posts published here.

The situation is different with one hotel near Moscow, the name of which, at the request of the owner, we do not indicate. The cost of rooms here is almost the same as in Heliopark Hotels&Resorts. However, the number of subscribers to the page of the hotel near Moscow is constantly growing, and the entries in the group are of great interest. We will talk about how this institution uses Facebook in the next article.

06/20/2016 Similar news: Findings and successes in the development of direct online booking of hotel services for customers. Examples from well-known brands (Marriott, Ritz-Carlton, Hilton, Starwood and others) / Restaurateurs and crisis: recipes for success

esperanto.pro

Hotel promotion in social networks

If you are already thinking about promoting your services on social networks, then when planning your advertising budgets, you will need to separate your account management strategies into two options for interacting with customers that cannot be mixed together. New customers do not know you yet and will treat you very, very carefully, and regular customers will expect additional attention from you, while not intrusive attention and reinforcement of their loyalty to you in the future, in order to remain your customers in the future.

Marketing research shows that loyal regular customers bring up to 70% more profit than one-time transactions. In this regard, it may be more profitable for you to spend more effort, time and advertising budgets on communication channels with regular customers, and not on those channels that are aimed at finding new customers, which, of course, should not be forgotten either.

Perhaps you won’t succeed right away, most likely you won’t succeed right away, the next day after you start promoting hotel pages on social networks, you won’t have a flurry of calls and requests - this is NORMAL! Do not dramatize and worry, just know that your competitors are already doing this, and the industry of promoting services in social networks is gaining momentum and is not easy, because maintaining pages on social networks is not the most difficult advertising channel and not the most costly advertising channel, but if you endure a set of basic rules for promotion in social networks, then you will succeed.

On my website, I describe in great detail about doing business on Instagram and why Instagram is needed.

Mobile devices

Let's start with your site, ask - why? The answer is simple: on the site, the client can view information on all your services and the number of rooms in a structured form and book a room, but the client will not be able to do this on social networks. In this regard, social networks are used as advertising channels in order to interest your new customers and attract them to the site, as well as to inform old customers about promotions and discounts and also attract them to your site, to that page, where the user can get more detailed information about the declared event/discount.

So, your site! First of all, you need to achieve the adaptation of your site for viewing through mobile devices - phones and tablets. Your site should have a convenient and understandable site navigation menu, a phone number and any alternative form of feedback should always be in sight. The user should immediately receive a clear and convenient way to contact if he has any questions. Today, the share of mobile device traffic is already close to 50%! Therefore, any user who comes to your site from social networks should not experience difficulties just because he is interested in your hotel using a mobile phone, not a desktop computer.

Communication messengers

Now advanced users actively use all kinds of messengers, sending photos, files, contacts, ranging from standard social network messaging systems - Facebook, VKontakte, Odnoklassniki, ending with WhatsApp, Viber, Skype, Telegram. All these applications can work both on mobile phones and on a regular computer under Windows or Mac OS. At the reception you must have such a computer or phone with all these systems that you have declared on the site or in the social network from which the user went to your site. It is important to speak with the user in the same language and through a channel accessible to him!

Various companies conduct research and rank messengers in order to determine the leaders. For the fall of 2016, according to MoneyMan, the rating looks like the chart above. In your case, the picture may be different, but in order to understand this, you need to try all possible channels, or at least the most popular of them, occupying a share of at least 10-20%.

The next prerequisite should be a convenient and understandable room reservation system that works in all browsers and on any device, without registration and SMS. We have already considered the problem of design adaptation to various types of devices above, it will be very disappointing if a user visits your site and cannot use the service - book a room, most likely, in 4 out of 5 options, the user will not look for how to contact you, he will just leave to competitors!

Responsible for social networks

From the site, now let's move directly to social networks. So, anyone can lead your page! This is both a true statement and a false one at the same time. Indeed, even your hotel employee can successfully maintain a page, but only if he is an active user of this network and is familiar with it, as well as with the psychology of user behavior in this network. The false statement that only cats, dogs and funny monkeys are published on social networks can play a cruel joke on you. On the official account of a hotel or inn, any inappropriate publication can only harm your business, unfair competition is very active and skillfully uses such reasons to undermine your reputation. Mistakes are not forgiven and it may even end with the fact that your mistake skillfully picked up by competitors can lead to a whole series of vicious jokes addressed to you, ridicule with caricatures and outright bullying. Therefore, it is necessary to follow the general rules for publishing on a social network and monitor all the negativity that appears about you on the Internet.

The most winning content for hotels is the publication of beautiful photos of your attractions around the hotel, interiors and other photos with winning angles and in colorful colors. It is possible that someone just dreamed of visiting such places that will be published on your page or they will really like the design of your rooms and then this client will be yours! Believe me, even if everything is not as chic as in this photo, working with hotels for more than one year, I can say with confidence that there is always something that can be filmed and served like that - everyone will simply envy!

How to deal with negativity

The most frequent and widespread negative about the hotel is dissatisfied customers! Dissatisfied customers, even if they have a bad temper or are frankly inadequate, are a problem for any business. It is clear that these are damaged nerves, wasted time and lost profits, but this is also in the future - tireless generators of negativity everywhere and everywhere. Yes, they are full of enthusiasm and enthusiasm to teach you how to live and do business correctly, if you failed to extinguish the negativity in the bud and alleviate the situation, then it would be better for you to have your official pages on social networks. Do you know why? First of all, the negative will be splashed out on your official pages, and this is the best thing that can happen in such a situation, you can work with this negative, unlike those cases when the negative will be published on sites that are not under your control.

So, you are faced with negativity, what to do? First of all, it is necessary, on behalf of the hotel manager, to calmly and politely answer that you will definitely deal with the problem if the client describes the situation personally to you in more detail by e-mail, and in the meantime, conduct an internal investigation and find out all the details of the situation, perhaps your staff was the cause of this problem. If the client is adequate, then he will gladly speak to you about the culprit in the mail, let off steam and it will be enough for him to apologize to settle the conflict.

If in front of you is a squabbler or a squabbler, blowing up an elephant out of a fly, everything is just beginning and you understand that a person does not want to make contact in order to solve the problem through peaceful negotiations, then we move on to plan "B". In this case, you should have "hotel lawyers" prepared - accounts of living people who will enter into correspondence and begin to defend the hotel, describing counter situations when they stayed at your place and everything was at the highest level. These can be your friends, relatives or accounts of non-existent persons that you have registered in advance and manage them yourself. The task is to reduce all the boron cheese with a slight irony to its logical conclusion and promise on behalf of the "hotel lawyers" in a month - another one will definitely stay with you while passing through. People even with the most nasty character get tired of such battles and the conflict eventually comes to naught.

Immediately after the end of the conflict, as soon as the client runs out of steam, defuse the situation on your page with fresh photos, for example, food from the menu of your bar, restaurant with an invitation to the chef for any far-fetched occasion to visit your establishment this evening on the occasion of the birthday of his distant relatives in Italy and sip a glass of red wine with a delicious marbled beef steak with a creamy mushroom sauce.

Order promotion

www.smorovoz.ru

Hotel promotion in social networks: secrets from the guru

Conducting SMM campaigns for hotels has certain specifics. Methods that work for other areas of business may not affect the success of the campaign and may even be counterproductive. At the same time, technologies such as engaging subscribers in a dialogue and encouraging them to share their impressions of a hotel are extremely effective and useful for promoting a hotel.

This article focuses on using Facebook as an SMM platform.

What is SMM?

Calling SMM or promotion in social networks a marketing tool is not entirely correct. SMM is not marketing in its purest form; rather, it is an effective channel of communication with society. Social networks are not used to sell products, the purpose of SMM is to establish contact with customers and potential customers and further communicate with them. Social networks are a means of communication with people and interaction with them, while marketing is aimed only at conveying an advertising message to customers. SMM is a promotion method that involves two-way communication: the promoted hotel not only provides information about itself, but also receives a response from customers.

How to measure the ROI (return on investment) of an SMM campaign?

To measure the ROI of an SMM campaign, you do not need to have superpowers. If you want to know how many bookings you've received from Facebook, embed a tracker on your site that will show all conversions.

You need to understand how many times the customer accessed social media along their journey to booking, and how the data gleaned from social media contributed to the booking process.

It is important to consider that the ROI of SMM campaigns will differ from the ROI of traditional marketing campaigns. The ROI of SMM campaigns is more extended over time and is measured not only by the number of bookings.

The ROI metric of an SMM campaign is an increase in people's awareness of your hotel, an increase in the number of search queries mentioning your hotel, reposts and likes in social networks.

Measuring the direct ROI of word of mouth is problematic, and therefore it is difficult to calculate the exact ROI of an SMM campaign that can be called word of mouth on steroids. The real ROI metric for a hotel is the number of guests who share hotel information with their friends. Why? Because word of mouth is the biggest source of direct bookings for a hotel, and social media is the way to influence that.

Foreigners who never visit the hotel subscribe to the page of my hotel. What to do?

Don't restrict your guests, open the doors and let them in! It's not as easy to control audience demographics on social media as it is when running an advertising campaign. Let your hotel page be liked by residents of other countries: you will not have time to look back, as there will be another 100 people from this region among your subscribers. This does not mean that the campaign is not working, this is what is called word of mouth.

A mistake in promotion is trying to limit SMM campaigns and target them only to potential guests. Don't do it, let the campaign develop naturally.

If your page absolutely does not attract the attention of potential visitors from the desired region, then you need to reconsider the posted messages and posts.

Can any hotel run an SMM campaign?

There is the following principle: people want only the best or the cheapest, and they are not at all interested in what is in the middle. Therefore, if your hotel is not the best or not the cheapest, you should abandon the idea of running an SMM campaign.

However, do not give in to discouragement prematurely. You can be the best or the cheapest in a variety of sub-categories. For example, your hotel may be the best in the area or the cheapest in the street.

It is important that your unique offer must be real, because it will determine how the SMM campaign will be carried out.

Should I outsource the SMM campaign to third parties?

Of course, it is ideal to conduct SMM campaigns “from the inside”, having a full-time employee for these purposes. Unfortunately, for most independent hotels, this is not realistic due to the financial issue. Hiring a young specialist who positions himself as a guru in SMM will also not be a way out.

If you can afford to work with someone who has good experience in PR, SMM and customer relationship management, you should definitely bring this person inside the corporation, hire him. If this option is not available to you, trust third-party professionals. Remember - real pros visit the hotels they work with and are in constant dialogue with the customer.

Do high-end hotels need SMM campaigns?

Yes! - answers the eminent blogger Guillaume Thevenot, who blogs about hotels, marketing and social networks. More than any other type of hotel, luxury hotels need social media promotion. Why? Yes, simply because SMM brings the dream into the world.

Perhaps 50% of your subscribers do not earn enough to rent a room in your hotel for at least a day. Give them the opportunity to touch the dream, tell them about your hotel and how they will feel good in it. Your campaign will make their dream a little more real. And who knows, maybe your hotel will be chosen for an unforgettable weekend. Many of the most successful social media campaigns are promotions of top-tier hotels.

Examples of successful hotel SMM campaigns

For dessert - some examples of the most successful SMM campaigns in the hotel industry.

MGM Grand, Las Vegas: http://www.facebook.com/MGMGrand

Well organized page, a lot of diverse content about a large hotel.

Seven Hotel, Paris: http://www.facebook.com/sevenhotelparis

A lot of interaction with users, intensive exchange of impressions about staying at the hotel.

The Hoxton Hotel, London: http://www.facebook.com/TheHoxtonHotel

One of the few individual hotels that attract attention with special offers.

Hotel de l'Abbaye, Paris: http://www.facebook.com/hotelabbaye

A classic luxury hotel whose page keeps its followers up to date on what's going on inside and outside the hotel.

Hotel W, Barcelona: http://www.facebook.com/wbarcelonahotel

A great example of how the activity on the hotel page is created through the exchange of opinions.

Hotel Ares Eiffel, Paris: http://www.facebook.com/hotelareseiffel

Exquisite hotel of the highest category, great involvement of guests in discussions.

blog.myhotel.tools

Hotel promotion Vkontakte, Facebook and Instagram

call Mon-Fri 10:00 - 19:00

What are the benefits of social media for hotels and holiday homes? Unlike OTA, for example, Booking.com, with the help of a social network, a hotel can collect and increase its own large base of potential guests. And not just to collect a database of future customers, but also to constantly contact them for free or very cheaply. For example, the cost of one contact is usually in the range of 0.5-0.30 kopecks for a "cold" audience, and even less for a "warmed up" and loyal one.

In social networks, it is very easy to find young mothers who are looking for vacation options with a 5-year-old baby. It is realistic to find business owners and executives who love fishing or ATV adventures. It's easy to get in touch with event organizers and event managers, lovers of skiing or horseback riding, residents of Barvikha or Butovo. You just need to be able to find them, interest them and turn them into guests. This is the secret of SMM.

This is the difference between our approach. For us, SMM of hotels and resorts is not just posting (posting) photos and announcements on Vkontakte or Facebook, as most hotels do. Each hotel should have its own specific social media program, tailored to a specific profile of the target audience.

Marketing of a hotel and resort in social networks is a solution to specific practical problems. And for each task there should be its own approach and its own set of tools. Especially for you, we have developed the "Personal Concierge" SMM program, which adapts to a) your tasks, b) your target audience and c) your budget.

What tasks can we solve for you with the help of social networks?

You can select one, several or all promotion tasks at once. We will draw up a work plan depending on your choice. Working "from the task" is the most effective way to promote a resort or hotel in social networks. What is the most important for you?

Promotion of a new hotel from scratch. Growth of fame and attraction of the first guests.

The growth of the popularity of the operating hotel, attracting new guests.

Creation and promotion of a new image, rebranding in social networks.

Promotion of individual services. For example, weddings, children's parties, B2B.

Expansion of the target audience. For example, you want to attract young people.

Increasing the percentage of returns. You want guests to come more often.

Need advice or help choosing a goal?

Call +7 499 394-27-13 Mon-Fri 10:00 - 19:00. Free assistance of a marketer with 15 years of experience.

Or fill out this form.

Example 1. Boring official or entertaining garbage.

Who should not be followed by an example? How not to promote hotels and what some hotels abuse in social networks.

Endless photos of poor quality from events, a minimum of information about events. The other extreme is the banal posts "Good morning" and "How you want to go on vacation", photos with cats and expensive cars that have nothing to do with the hotel.

Just 4 reasons (there are more) why hotels and resorts don't benefit from social media:

Very small target audience. In other words, insignificant page traffic in social networks. You can post at least 3 posts a day, but if several people read them, there is no benefit from this. In social networks, we monitor the pages of hotels in Russia. Now we have studied the pages of about 150 establishments. Almost 80% of them work in vain, because their posts are simply not seen.
Low level of audience loyalty. In short, visitors to the hotel page do not react in any way: they do not like, do not comment, do not go to the site and do not leave requests. Cause? The pages are uninteresting and do not provoke a reaction from the audience. Again a waste of work, for no one. We often see that the page of the institution has more than 10 thousand subscribers and 1-5 likes per post. It's a waste of time on social media.
Insignificant traffic to the website or hotel page on OTA from social networks. When the audience does not go to the site to learn more about the place, see the interiors, make a reservation - it's safe to say that the work is being done to no avail. Social networks can and should become a source of loyal audience.
Few real followers. We monitor dozens of pages, but we notice that among 5,000 - 10,000 - 20,000 subscribers there are many "bots" and non-target audience. In pursuit of numbers, the establishment is losing real guests.

Yalta Intourist

Hotel and Club Voda

What is included in the work under the program SMM "Personal concierge"?

You get a comprehensive promotion of the hotel or resort in social networks: 10 points All Inclusive

Who is NOT the Personal Concierge program for?

We will develop a promotion strategy:
We create and design social media pages.
We create and edit content. Correct posting.
We set up and analyze the statistics of pages and site traffic.
We study competitors and compare the results achieved.
We attract only targeted subscribers without bots and exchanges.
We communicate with the audience and conduct contests, polls and other interactive activities.
We run social media campaigns.
We advise you on SMM and internet marketing.
We regularly report on the work and results.

For small typical hotels only for a short overnight stay. For example, motels.
For establishments that have serious problems with the quality of rooms or service. If guests are chronically dissatisfied and constantly write bad reviews, social networks will not help.
For hotels that seriously believe that any student can do social media marketing for 3 rubles. After all, it's "so simple": sculpt pictures 20 times a day - and all the work;)

Want to ask what is the procedure for promotion?
How will social networks help your hotel or vacation spot?
How much does the job cost?

Call +7 499 394-27-13 Mon-Fri 10:00 - 19:00

Or you can fill out this form. We respond within a day.

Hello! I am Armen Kaladzhyan, head of the specialized marketing agency Marketing HoReCa. I have been working in marketing and PR since 2002. My first client was the large holding Metalloinvest, where I was responsible for working with the media, promoting mining and processing plants, a well-known chain of pharmacies and a historic hotel in the center of Moscow. Since then, I have led projects for over a hundred clients, including 18 hotels.

I love to travel and have visited 49 countries. I have stayed in hotels of almost all levels: from boutiques to youth hostels.

Therefore, I am familiar with hotels not only as a marketer, but also as an "experienced user". Unlike ordinary SMM managers and freelancers, I know the world of hotels and travel well, not from magazines, but personally. It can be said that I know the market from both sides of the "barricades". I believe that it will be easier for us to find a common language.

Services and examples

marketing-horeca.com

Hotel positioning on social media

call Mon-Fri 10:00 - 19:00

Everyone knows the axiom of marketing: every company should have a unique selling proposition (USP). "We're just like everyone else" is a bad go-to-market strategy. As they say, blood from the nose, but a grain of uniqueness needs to be found or invented. What is our feature? How do you stand out from the competition? This is called market positioning.

Good to keep in mind.

8 sec. - the average duration of the concentration of attention of a modern person. The goldfish, the dumbest fish in your tank, has a 9 second focus duration.

In 2000, the average person was able to concentrate on one subject for as much as 12 seconds. This is evidenced by a study conducted by Microsoft in 2000 and 2016.

What has changed since then? There was a "mobile revolution" and social networks appeared.

On the Internet, and social networks in particular, a person devotes very little time to assimilation of information. Therefore, the company has only a few seconds to capture the attention and convince a person to visit the hotel or its page on Facebook / Vkontakte.

When a hotel has a clear and unambiguous positioning (“trick”, uniqueness, specialization), then it is easier to keep people's attention.

An example of positioning a real hotel. How not to do it.

A small (less than 40 rooms), but very beautiful hotel operates in the Moscow region. We cannot reveal its name. It is located next to a famous monument of history and architecture. Nearby are ancient churches and monasteries.

The hotel has many advantages:

An imposing building, an excellent subject for photographs,

Proximity to historical sights,

Beautiful restaurant with several rooms,

Children's room and even a zoo,

Pool,

Rent of everything: from equipment to horses for walking,

Paintball,

Large tent for weddings

Periodically, concerts,

Everything you need for a perfect weekend getaway. The audience is the widest: from young people to grandparents with grandchildren. What mistake will this hotel make by running SMM? The error is very simple and very common:

2. Then he starts to post mixed posts about a little bit of everything:

1. here are our interiors and rooms,

2. the children's holiday has passed,

3. here is a photo of the dish from the restaurant,

4. and this is a wedding that took place on Saturday,

5. then special offers and announcements for the holidays,

6. and these are our guests walking around the territory and so on.

Almost all hotels do this. Remember the 8 second rule? When a potential guest visits a hotel page or sees the establishment's posts in their news feed, they don't get the whole picture. What is the "feature"? Where is the uniqueness?

No one ever reads the pages of hotels (and other companies, if it's not Apple) from cover to cover in order to understand and understand better. Everyone watches 2-3 posts at best.

An example of positioning a real hotel. How we do.

Instead of posting chaotic posts about everything a little bit at a time, we build a solid marketing foundation from the very beginning. Hotel, country leisure complex or small hotel - we start with positioning. Of all the great qualities of a place, we choose 1-2 that will be central to our campaign.

Let's return to the hotel in the suburbs. What is interesting and unique here?

We met with the director of the hotel, studied the site, thought about it and finally came to the conclusion that the main "chips" are the rich history of the country that surrounds the hotel at arm's length. This is a manor, a park, monasteries and temples. This is real, almost untouched Russian nature. This is the spirit of Russia, the center of Russian history and culture.

1. The hotel opens a page called "Hotel Club LLC" (the name is conditional, in fact, it is a little different).

2. We start posting on topics:

1. history of the place,

2. famous people who were here,

3. what to see and where to go,

4. exhibitions and church holidays,

5. archival photographs and paintings,

6. recreation and conditions for people aged 30-45 years,

7. a relaxing holiday surrounded by primordial Russian nature,

8. opportunities for outdoor recreation: skiing, walking, horseback riding.

When a hotel has positioning, that is, an understanding of what audience it needs to communicate with. In our example, these are women 30-50 years old who love nature and the forest, are interested in the history and culture of Russia, most likely believers, like to visit churches, prefer a quiet outdoor recreation. This is a completely different audience than young people with their ATVs or caring mothers with small noisy children.

Positioning is a marketing tool that will allow your hotel to stand out from the competition and grab the attention of the target audience for more than 8 seconds. This is a way to find and gather around the hotel the core of the target audience, a real club of interests. It is also a money and time saving tool. Instead of throwing nets wide, maybe someone gets caught, you concentrate on the most important and most promising audience.

“But what about mothers with children, middle-aged men, young couples?” - you ask. They're not going anywhere! Having gathered the core of the target audience around the hotel, you will then attract the rest. Women who love the local nature and history will tell their friends about the hotel, they will come with their husbands and children, smart young people who are not indifferent to nature and history will also catch up.

Please! Fill in all the fields so that we can study your site and ask clarifying questions.

Or call to ask your questions +7 499 394-27-13 Mon-Fri 10:00 - 19:00Free consultation with a marketer with 15 years of experience.

HOW TO BENEFIT FROM SOCIAL NETWORKS? WHERE TO START? Fill out the form and get an offer + description of the scheme of work

Services and examples

marketing-horeca.com

Social networks as a promotion tool. Opinion of Maxim Gerasimov, Borodino Hotel

Maxim Gerasimov, Sales and Marketing Director of the Borodino Hotel, answers key questions: what to do? what to choose? how to decide?

The effectiveness of promotion in social networks causes a lot of controversy. You can find completely opposite opinions, starting with "It does not work at all!", And ending with "There is nothing better and more effective." At the moment, it seems to me that the truth is somewhere in the middle, at least that's what my experience tells me.

I am a supporter of the fact that if you do something, then you need to do it well and understand all the intricacies of the process. Maybe that's why, when social networks began to gain popularity in Russia, the first attempts at advertising and promotion began to appear, I became interested in this issue and began to experiment on various platforms.

Each of us has our own preferences. This applies equally to favorite clothing brands and social networks. There are people who prefer to be on vkontakte, there are fans of odnoklassniks, facebook, linkedin, twitter, instagram. The number of social networks is growing before our eyes. One project becomes successful, the other goes into oblivion. Questions arise: what to do? what to choose? how to decide?

Based on my experience, I can say that if you want to promote a hotel or any other product on a social network, you need to become an active user of the network that you have chosen, plunge into it, put yourself in the place of the user and see what tools these platforms have to promote the product. As practice shows, effective promotion is possible when you know the audience and know how to influence it. If one of the social networks does not have your target audience, then does it make sense to spend energy and time to promote on this site? I think no.

I am a supporter of the widest possible promotion on the Internet, including social networks, so I think that the hotel should be presented on all major social platforms. Who determines which platform to make the main one and which not? You define. You see the audience, you know the product, and you represent your customer. This is how you choose sites.

For the hotel "Borodino" I chose: facebook, vkontakte, twitter, linkedin, foursquare, instagram. But the promotion strategy and goals are different for everyone.

Consider facebook. In my opinion, the facebook audience is exactly those people who make up our target audience (an active business community aged 25 to 40).

The vkontakte audience is clearly a younger community, but it also contains potential consumers of our hotel services.

Linkedin is a social network of a completely different level, a network of business contacts. Here, business is in the first place, so for the hotel this is the most relevant platform for promotion. The question is that in Russia it is only gaining momentum, but the growth rates are very impressive, I think that soon it will be difficult to imagine a modern business person without a Linkedin profile.

Twitter, Foursquare and Instagram - why together? For me, at the moment, this is a somewhat unexplored space, a territory for experiments, there is definitely an audience necessary for our hotel, but it is necessary to understand - what and how affects the users of these platforms? One thing is clear - the presence of a profile, page and information about the hotel in these social networks is simply necessary.

You will say that I did not mention other social networks. And you will be right, there are a lot of them on the market today. Ideally, you need to be present everywhere (Google+, Odnoklassniki, LiveJournal, LiveInternet, My World, Professionals.ru, My Circle, Small World, Ya.ru, YouTube, etc.), it definitely won’t get any worse. The only question is resources and promotion methods: if you have created a profile/page/account on a social network, it should be live, updated regularly and not give the impression of an abandoned house. A page on a social network is your face, and it's better not to have any face than a scary and inanimate one.

Work in social networks should harmoniously reflect the work of the hotel. Ideas, promotions, special offers, surveys, articles, photos and videos - all this should convey the spirit of the hotel. Any user of a social network is your potential client, and it is very important that the hotel lives up to his expectations formed after visiting the page.

Key points to consider:

1) Interaction of the hotel website and social media accounts. You have to decide: do they live separately or is the social media page set up to drive traffic to the site?

2) Interaction of hotel staff with users of social networks. Your employees in contact with hotel guests should be aware of all promotions and offers taking place on the Internet. Otherwise, the guest will get the feeling of being deceived, if suddenly at the reception or in the restaurant the guest is denied the promised discount or free coffee for like or comment.