By Chris Adams, partner, The Honey Partnership
The hectic festive period will see many hotels neglect their social media and a golden opportunity to engage and grow their customer base, up- and cross-sell, and encourage loyalty.
Christmas and New Year are the perfect opportunity to create memorable guest experiences online that deliver for the bottom line. Test these five actions and you won’t go wrong:
1. Share more pictures. There are two things that the internet loves: a brand being human and images. Tweets with images get 150% more engagement than those without, so showcase natural photos of staff wearing Santa hats, the hotel resplendent with decorations, or even a Vine of a roaring fire.
2. Sprinkle plenty of Christmas emojis in your posts and emails. Emojis don’t just look cute, they generate high engagement. So when you’re Tweeting about the Noel, consider a Christmas tree, Santa or snowman – you could even create PR off the back of the story.
3. Tinsel shouldn’t simply hang on a the tree. Pepper your profile image with a seasonal theme, background and colours. Guests want to feel the spirit of Christmas and they will always share their proud and positive experiences.
4. Connect your online community to a physical experience. Grow excitement and awareness by inviting guests to share their experience for a chance to win a night’s stay. For a low cost alternative, encourage guests to Tweet for a free eggnog at the bar, a Santa hat on arrival, or something sweet for the kids. Be creative and make sure it’s about Christmas.
5. Advertise. Support your activity with Facebook and Twitter ads. Social advertising should underpin everything you do online to maximise the opportunity for people to see it. The investment can be modest, just a few pounds per post that’s well targeted will go a long way.
Chris Adams is an expert in digital marketing for travel & tourism businesses. If you’d like to speak to Chris about engaging with customers through social, you can contact him directly at Chris@makehoney.com. Find out more about The Honey Partnership at their website.