Consumers now expect the opportunity to have one-on-one personal interactions with businesses Consumers now expect the opportunity to have one-on-one personal interactions with businesses

Social media: how it’s evolving

Social media was at the forefront of tourism marketing activity during 2011. But uncertainty remains about how to determine a return on investment for it. Hotels are rethinking their marketing strategies to target online audiences in a more personalised and intimate way, by capitalising on the power of social networks and friends/followers to drive bookings and loyalty. Social engagement with customers became increasingly important. For example, Sofitel appointed media coordinators that research each property’s guest profile to send out targeted messages about local events, insider information and news. Marriott International set up an online concierge service through Twitter to solve guest complaints; and IHG created a ‘Social Media Customer Care Team’; to identify and resolve complaints across social media.

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