Hoteliers remain sceptical of social media as a bookings driver and prefer traditional offline strategies such as corporate sales calls to build business. A study by Ecole hoteliere de Lausanne and Rate Tiger found that only one in eight hotels use any form of social media as a marketing tool.
“We found that hotels just don’t see the true revenue value in social networks, opting for more traditional methods to engage customers,” said Horatiu Tudori, Senior Lecturer, Revenue Management at Ecole hoteliere de Lausanne.
He said hoteliers saw much better value in chasing corporate or developing loyalty and value to encourage greater repeat business.
“This is an interesting turn around from the unbalanced and heavily online-focused sales strategies of the past few years, which are not bringing the yields independent hotels need right now.”
The survey interviewed 72 hoteliers from France, German, Spain, UK and the USA.