Internet marketing, website online booking software and now social media networking sites are providing revenue generating opportunities for Middle East hotels and resorts to reach new customers, according to industry observers.

“While social networking sites such as Twitter and Facebook are becoming huge, however, it is proving a major struggle for hotel companies to figure out how to profit from them,” said Ray Tinston, sales director The Hotel Show.

“Social networking sites are still in their relative infancy and we don’t know how they are going to grow up. What we do know is that social networking is generating a large amount of buzz in hospitality marketing. A recent survey suggested the number of Twitter users in the Middle East and North Africa has increased from 3,000 to around 40,000 in the last 12 months.”

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Social media is one of the topics that will be discussed in a Trends in Hospitality Technology session during The Seven Star Conference which is running alongside The Hotel Show at the Dubai World Trade Centre from May 18 to 20.

The session, hosted by John Grew, managing director of Spartan Comms Ltd, Ted Horner, managing director of E.Horner & Associates and Kirsten Molle, managing director of Pro TempIT, will also include cloud computing and guestroom technology.

“There are those in the regional hospitality industry that are enthusiastic about the significance of social networking and its place in the marketing budget just as there are others who are not so sure,” Tinston added.

In the United States, independent hotels are reporting revenue generating success by linking their websites and online booking services with social media such as Twitter, YouTube, Flickr and Facebook.

According to San Francisco Hospitality Consulting company Hraba: “When you engage guests with social media it develops online customer advocates that impact how your hotel is perceived, drives referrals and can create a great deal of new business.”

“But simply having a high number of Facebook fans or a lot of people following you on Twitter isn’t very useful unless they actually click through and book,” said Tinston.

“The hospitality industry is a business and social media has to be judged by the direct results it brings to the business.

“While many are starting to run Facebook campaigns and Tweeting where will all this be in a few years time? There are also recent suggestions that Twitter may have already peaked in the US, for example.

“In addition, the best brands are not just taking part in any new social media network that comes along but are also managing their own online community. While it may not grow as fast as a Facebook group, it could be building a more loyal and longer-lasting following.


The Hotel Show is divided into four zones: Interiors and Design; Operating Equipment and Supplies; Security and Technology; and The Resort Experience, covering all things outdoor including furniture, accessories and design and includes Hotel Spa. Alongside the show, are seminar programmes as well as The Seven Star Conference and the Middle East Spa Summit. The Hotel Show runs concurrently with FM Expo.

For more information about The Hotel Show, please visit www.thehotelshow.com