Social Media + Hospitality | Sprout Social


Distinctive visitor experiences are the hallmark of best-in-class hospitality. These experiences lengthen to all buyer interactions, particularly these on social media. New generations of shoppers select social as their communication channel of alternative, and switch to their favourite networks to plan every thing from their subsequent restaurant reservation to a whole journey itinerary.

Malissa Tabbey, Supervisor of Enterprise Social Media Technique and Analytics at Vail Resorts, creates memorable social experiences with this in thoughts. “[Our social media approach] is all the time guest-first…We wish to allow folks to create an unforgettable, customized resort expertise.”

On this period of the hospitality business, each buyer change on social is your probability to make a long-lasting impression. With the appropriate ways and instruments, a hospitality social media advertising and marketing technique may help you improve model consciousness, achieve new prospects and supercharge long-term loyalty. Hold studying for actionable suggestions from hospitality manufacturers taking buyer satisfaction to the subsequent stage on social.

The evolution of social media for hospitality manufacturers

A number of years in the past, lockdown measures pressured shoppers inside. New protocol challenged eating places, bars, accommodations, resorts, airways, occasion areas and tourism businesses to rethink how they join with their audiences. Corporations turned to social to share updates, deal with queries, reply to suggestions and supply customized experiences extra regularly.

Individuals grew accustomed to having a direct line of communication with the hospitality manufacturers they love, and their definition of excellent service developed. Now when manufacturers take too lengthy to reply on social, 36% of shoppers will share their detrimental expertise with family and friends, whereas 31% gained’t full their buy, in line with The 2022 Sprout Social Index™.

A screenshot of a Tweet sent to Loews Hotels by a happy customer who made a pillow of one of their vacation photos. Loews Hotel responded that they loved the pillow, and look forward to welcoming them back to the resort.

These elevated expectations clarify why having a sturdy social media technique is extra vital for hospitality manufacturers than ever earlier than. Immediately partaking with prospects on social fosters belief, strengthens relationships and demonstrates a deep dedication to satisfaction that edges out the competitors.

But it surely’s not nearly having an intensive content material calendar or responding to buyer care wants—manufacturers should additionally mirror the altering social media panorama. Shopper preferences for human-focused, video-centric content material push hospitality manufacturers to narrate to their viewers on social otherwise, demanding extra from the folks behind model accounts.

Experimenting with these codecs places hospitality manufacturers , permitting followers to see locations and experiences firsthand earlier than reserving a visit.

With all that’s modified up to now few years, one factor has remained fixed: the variety of world social media customers is on a steep incline, with 5.85 billion customers anticipated by 2027. By investing in a complete world social media technique, manufacturers can attain a broad viewers and entice new prospects worldwide.

4 unforgettable hospitality social media methods in motion

Listed here are 4 particular methods world-famous hospitality manufacturers use social to generate new enterprise and construct buyer loyalty.

Vail Resorts leans into native attraction

With 40+ mountain resorts all over the world, Vail Resorts juggles a mosaic of accounts throughout areas and international locations. Their social staff is confronted with the problem of reaching distinct audiences—from world guests to native residents.

As Tabbey explains, “We lean into the individuality of every resort model. Our resorts supply completely different experiences—together with city, luxurious and journey—and completely different advantages, like picturesque hikes or family-focused actions.”

Merely posting an aesthetic mountain photograph isn’t sufficient to face out of their aggressive panorama, or to showcase the native attraction of their resort areas. Tabbey describes standing out within the “slopes of sameness” a problem lots of travel-based hospitality corporations face.

To assist their resorts shine, Vail Resorts tailors their content material to particular audiences by that includes occasions, facilities, landscapes and native allure. For instance, some resorts orient their content material calendar round occasions taking place on their grounds and in the local people.

A screenshot of a Facebook post from Mount Sunapee Resort. The post contains a video of a team member named Sarah explaining events coming up in the summer months, and the caption provides viewers with a list of all the events and a link to sign up.

Whereas others spotlight iconic adventures and breathtaking views.

Apply it: Dedicate time and assets to understanding your whole world audiences, and the way these key demographics would possibly range by model. Study extra about what they need from their expertise along with your model. Make investments your assets creating content material your viewers needs to have interaction with, and present up on channels they use most.

“Vail Resorts makes use of viewers demographics from every social media platform to tell our technique. Our completely different resorts—vacation spot, city, native and regional—all lean into every social platform’s distinctive content material sorts and viewers demographics to achieve the meant person. All of them strategy every app uniquely based mostly on their model. Some take a heavier video first strategy to encourage, whereas others lean into images and group administration to attach,” describes Tabbey.

Use our information to social media demographics by platform to know how your community technique would possibly range by model.

Loews Motels has a knack for surprising-and-delighting

Loews Motels & Co. has 26 accommodations throughout the US and Canada, spanning a number of states and provinces. Their social staff makes use of social listening to maintain up with their rising world viewers and analyze related conversations taking place on-line. With social listening, they discover distinctive methods to personalize their social buyer care efforts.

“We use social listening to look for lots of various issues,” says their social staff. “The happiest of all of them, clearly, is figuring out alternatives to shock and delight our company.”

They advised us a few time they helped a Twitter person plan her trip. Within the preliminary Tweet, the person requested for suggestions a few theme park in Orlando. With out being tagged or talked about, the Loews staff jumped on the probability to function an on-demand concierge by sending her the data she wanted. The results of their random act of kindness? Elevated model consciousness and deeper buyer loyalty.

Apply it: Use social listening to allow an unmatched, omnichannel visitor expertise that merges on-line and bodily buyer care. Comply with Loews’ lead and use an superior social listening answer like Sprout Social to faucet into world conversations that may be a great match for scaling your surprise-and-delight ways. With Sprout, proprietary AI-driven know-how does the heavy lifting for you so you possibly can spend extra time planning unforgettable experiences.

A screenshot of Sprout's Performance Summary tool which demonstrates key metrics (like volume, engagements and impressions) related to a Topic.

Allegiant Air achieves real-time status administration

Las Vegas-based airline Allegiant Air makes use of social media to maintain their status flying excessive. As Allegiant’s Buyer Relations Supervisor Alyssa Salazar put it, “Having social media permits us to reply to and assist retain our prospects, in addition to construct model loyalty.”

For Allegiant, an important step of status administration is surfacing optimistic suggestions, and repurposing it as user-generated content material (UGC). That includes comfortable prospects in your profile drives different customers to have fun your model and depart optimistic evaluations. The feedback part of the model’s latest put up is proof of that.

The comment section of a TikTok from Allegiant Air that features happy customers who flew Allegiant on their recent trip. In the comments section, users are sharing their love for Allegiant, with one user even volunteering to have the airline repost their content.

Apply it: Floor prospects who love your model, whereas figuring out alternatives to make the client expertise even higher.

Sprout’s platform is an integral a part of Allegiant’s model loyalty efforts. The Buyer Relations staff makes use of Sprout to streamline their suggestions assortment course of through the use of inside tags to seize obtainable UGC because it comes into the Sensible Inbox. For instance, including a tag like “UGC alternative” makes it straightforward to rapidly discover reshareable content material.

A screenshot of Sprout's Smart Inbox filtered for the tags coffee and latte. Only messages with those tags appear in the inbox.

Managing model status with Sprout goes past social media. Within the platform, you possibly can monitor and interact with assessment websites like Google My Enterprise, TripAdvisor and Yelp. Sprout’s assessment administration instruments unifies posts from these platforms right into a single stream, so you possibly can keep organized and knowledgeable.

TUI showcases refined buyer care

TUI is the UK’s main journey model, serving tens of millions of consumers per yr as they embark on holidays, flights and cruises all over the world. With tens of millions of followers throughout social, TUI acknowledges that social media is an important a part of offering their prospects with distinctive buyer care.

A screenshot of Tui's Twitter profile. The company's bio reads "Got a question? Tweet us 24/7, read our website FAQs, or call 0203 451 2688"

TUI understands that the journey business revolves round buyer expertise, and if issues don’t go to plan, delivering top-tier service is a should. For instance, in the course of the COVID pandemic, social media was the first vacation spot their prospects used for assist. In February 2020, TUI obtained 53,900 messages throughout their TUI UK and First Selection social channels. By the top of March, that quantity elevated by 269% to greater than 198,000 messages. By investing in increasing their staff and discovering the appropriate instruments, the TUI buyer care staff was in a position to resolve 500,000+ inquiries in three months.

A screenshot of an exchange between a customer and Tui. In the exchange, a customer asks Tui for more information about an upcoming flight, and the agency responded with a request to DM to talk more about the inquiry.

Apply it: Ensure that your staff is well-equipped to deal with the client care wants of your viewers on social. Set up clear workflows, prepare your staff with correct intel and equip them with highly effective instruments.

TUI makes use of Sprout Social to make sure its Fb, Twitter and Instagram bases are lined. In keeping with the TUI staff, the Sensible Inbox’s capabilities had been an important a part of scaling their buyer care efforts at first of the pandemic. The inbox lets you unify your social channels right into a single stream to watch incoming messages, foster conversations and reply to your viewers rapidly.

A screenshot of Sprout Social's Smart Inbox tool displaying messages from multiple social platforms in one feed.

TUI additionally makes use of the Inbox Crew Report to trace response charge, reply occasions and buyer care metrics at a person stage. These experiences permit them to achieve visibility into customer support efficiency, and establish methods they’ll improve their time to motion and buyer satisfaction.

A screenshot of Sprout's Inbox Activity Report. In the report, you can see a summary of all key performance metrics for received messages and inbox actions and a change over time in inbox volume.

Ship a first-class expertise in your prospects on social

Social media hospitality efforts are a non-negotiable a part of a customer-first technique—from creating content material that hits the appropriate notes for all of your world audiences, to having the appropriate instruments and processes in place to deal with an inflow of buyer inquiries. Apply one of the best practices described by the manufacturers on this article to ship elevated buyer experiences, which is able to improve new enterprise progress and bolster buyer loyalty.

To do that, it’s essential to bear in mind your prospects count on a stellar model expertise 24/7. Use our buyer expertise audit template to make sure your channels are top-notch.


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