How Hotels Can Fill Their Rooms via Twitter

Opinion: Four underutilized Twitter marketing strategies that every hotel needs to adopt to boost social engagement and customers

The average frequent flyer spends at least one hour researching prospective hotels online in his or her destination before booking a flight. In 2017, it will be a marketing sin for hotels not to have a presence on Twitter, which boasted 319 million monthly active users as of the fourth quarter of 2016.

Also, Twitter provides a two-way communication channel between brands and customers, especially for the hospitality industry, which is more customer-centric than others.

Twitter marketing for hotels is all about communicating with customers, meeting future guests, resolving problems and learning more about prospective guests to increase return on investment.

Businesses such as MGM Grand, Major League Baseball and JetBlue have mastered the art of Twitter marketing and its use as a communication tool by running contests, attracting potential guests by social listening to certain phrases providing customer support and fostering relationships.

Below are four underutilized Twitter marketing strategies that every hotel needs to adopt to boost social engagement and customers.

Photo-tagging guests

A study by Buffer showed that attaching images to tweets raised Twitter engagement by as much as double, and tweets with images received 18 percent more clicks than those without. Similarly, a study of verified accounts showed that Twitter images resulted in up to 35 percent more retweets.

Imagine the number of retweets, likes, tweet impression and extra eyes for a hotel brand when it tags a departing customer with his or her last photo in the hotel, asking if he or she had a safe trip back home?

Hotels can request guests’ Twitter information upon check-in and offer special discounts at restaurants or spas in exchange for it, including the permission to take their pictures. Photo tagging present or departing hotel guests asking about their visit, following up after their stay or informing them about special events and deals at your hotel will yield immeasurable results.

Used tactically, photo tags are an extraordinary way of targeting a specific audience (influencers, guest followers on Twitter, business owners, etc.). For instance, photo-tagging the local chambers of commerce is a sure way to ensure that your tweet gets read by the followers of that business community.

Photo tagging educates the intended audience with ideas about extra services you offer, nearby sights and attractions and events that can be held at your hotel venue.

Another benefit of photo tagging is that it allows you to cross-promote your guests’ Twitter accounts. Twitter’s interface makes it super easy for users to follow tagged accounts.

Listen and respond to your customers, quickly

Twitter is an ideal channel for your hotel to communicate with its customers. Companies that use Twitter for customer service see a 19 percent increase in customer satisfaction.

Hoteliers that practice the art of social listening ensure that they track conversations around specific phrases, words or brands and use them to create successful customer experiences. According to Sprout Social, 30 percent of tweets mentioning companies don’t include their Twitter handles, meaning that more conversations are happening about your business than you know.

To scale Twitter marketing and monitor conversation about your hotel, use the advanced search feature on Twitter to monitor hashtags or get Twitter monitoring tools to track phrases or names such as “cheap Las Vegas hotels.”

According to Lithium, 53 percent of customers expect brands to respond to their tweets in less than one hour. Ensure that your hotel is able to fulfill this expectation, and you’ll discover that your customers will want to interact with you again and again.

Source: Lithium.

Promptly responding to your customers’ concerns may lead to some of them praising your hotel through tweets and hashtags.