How important are social networks in the hospitality industry?

Social networking is one of the most powerful forces driving the hospitality industry today, playing a key role in the consumer travel experience – from trip planning to posting photos, updates and leisure reviews. The hospitality industry is heavily dependent on word of mouth and dissemination, and the ideal platform for this is social media.

81% of travelers said that reviews are important when choosing a hotel.

70% of consumers report that travel reviews have the greatest impact on their shopping behavior.

43% of hotels believe that social networks bring one of the highest profitability.

40% of travelers post reviews.

38% of American travelers use social media to share their experiences while traveling.

Social sharing has a huge impact on travel bookings. Of those who have used sites such as Facebook, Twitter, TripAdvisor, Google+ and LinkedIn to research travel plans:

52% changed their original plans.

33% changed the hotel.

10% changed their resort.

7% changed destination.

TripAdvisor for business

83% of respondents usually turn to TripAdvisor reviews before booking a hotel.

70% of senior hospitality professionals say TripAdvisor is a site № 1 that influences customers.


51% of Facebook fans are more likely to buy the brands they follow or follow.

52% of Facebook users said photos of their friends inspired them to vacation and travel plans.


79% of Twitter subscribers are more likely to recommend a brand after becoming followers.

67% of Twitter subscribers are more likely to buy brands they follow or follow.


81% of American Internet consumers say they trust the information and advice on Pinterest.

20% of the total number of social links to commercial sites comes from Pinterest.

With all the information available the real question is, “can your hotel afford not to increase its presence on social media?”

Here are 7 tips on how to start a social campaign in hotels:

1. Create social media pages on Facebook, Twitter, LinkedIn, Instagram and Google+. Keep in mind that Google+ likes are a way to increase search engine optimization №1.

2. Use the property logo to display the profile.

3. Make sure you have an attractive, visually appealing headline image that shows your property.

4. Make sure this page lists your contact information and website address.

5. On Facebook, be sure to use the “book” button function.

6. Post messages daily on all social networking platforms.

7. Only 1 in 5 posts should engage in self-promotion.