Social Media: Damned If You Do. Damned If You Don’t.

By Madigan Pratt, 4 Hoteliers:

There they were, two articles one right on top of the other in the very same enewsletter, each espousing a polar opposite point-of-view on social media.

The first article, Hotels Don’t See Social Media as a Priority, cites research conducted in five countries by the prestigious Ecole hôtelière de Lausanne (Switzerland) and RateTiger. The countries included France, Germany, Spain, UK and the USA.

What the research found was that hoteliers are not convinced that social media has an impact on bookings and are therefore delaying implementing strategies for the short term. Instead hotels are looking to increase direct bookings in an effort to increase margins and reduce dependence on the high commission Online Travel Agencies (OTAs).

To increase direct bookings hotels are relying more on traditional marketing techniques with a proven return on investment such as working closer with travel agents, creating relevant packages, search engine optimization (SEO) and search engine marketing (PPC, etc… Read more

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