Are You Making the Most of Hotel Social Listening Tools?
By Theresa van Greunen Assistant Vice President of Corporate Communications, Aqua-Aston Hospitality | February 23, 2020
In today's digital and increasingly mobile world, social media has evolved from a general socialization platform to an integral tool in brand to consumer marketing. Social platforms like Instagram, Twitter and Facebook now heavily influence the new wave of travelers, with many consumers dreaming and planning their next big trip on social media instead of more traditional resources of information like travel guide books, which have for some, fallen completely by the wayside.
In fact, according to a recent 2019 E Marketer Report, a whopping 90.4% of Millennials and 77.5% of Generation X in the United States are currently active social media users with the broadest access to smartphones and tablets. This means that for those who have grown up in an age of mobile technology, the desire for efficiency, convenience and instant gratification have all become hallmarks by which companies must compete for business in today's society.
Social Listening and the Evolution Of Social Media
No longer a luxury in today's market, consumers expect personal, efficient and immediate assistance available at their fingertips more than ever – motivating brands to evolve and steer away from outdated, generic FAQ web pages and call-in services as primary customer service resources. Today, customers demand service on their mobile device via chat, text and other forms of messaging, and businesses seek more cost-efficient ways of engaging with consumers like Artificial Intelligence and Bots that provide sophisticated, almost humanized customer service experiences.
While a challenge in itself is to combat the consumer's need for 24/7 customer service, it is also essential for brands to participate on social media to establish a distinct identify and cohesive voice across all platforms that align with the brand's desired vision. By doing so, companies have the ability to introduce various forms of social listening tools to connect with the new wave of digital-savvy travelers and stay relevant within the realm of its target audience.
Social listening strategies can be developed in various ways and if implemented successfully, provide brands an opportunity to listen in on raw unfiltered intel straight from the consumer's online conversations. This listening can be conducted to gain insights about sentiment and brand awareness for a brand as well as for that brand's competitive set. This type of intel is crucial for a brand to identify its audiences' priorities and introduce an engagement component as part of the brand's online presence.