Hospitality brands fail to connect with travellers on social media

Published on : Tuesday, July 26, 2016

Social Media platformsLithium Technologies have stated that major hospitality brands are incapable of striking a chord with travellers due their weak presence across the social media platforms. The company discovered this after studying findings from its State of Social Engagement 2016. The study was aimed to identify how Fortune 1000 travel brands have been interacting with customers across the different social media sites.


The study has highlighted the fact that though hospitality and travel brands possess an online presence, they fail to create audience engagement. The brands are generally dependent only on Twitter and also they are unable to respond to the posts of their customers immediately.


Some of the brands utilized spectacular imageries and also videos of tourist attractions on their social media sites. Yet, many of them failed to provide audience engagement in the absence of contests or polls. In addition, these brands only offered sales information to travellers instead of catering to all their requirements.


Katy Keim, CMO, Lithium Technologies said that it was his responsibility to assist travel brands to achieve their goals of optimum engagement with their customers. He also said that the study proved that successful brands were the ones who utilized the appropriate technology and smart digital strategies to interact with customers.


The travel and tourism industry is among the largest industries in the world. Yet, compared to other surveyed industries, the travel industry ranked at the fourth position when it comes to social engagement.


The key findings have discovered that Uber, Marriot and Airbnb have the maximum social engagement in social media and Airbnb possesses the most support content. The findings also revealed that a large number of hospitality and travel brands have based their online content on entertainment and education.


According to the study, Airbnb is the brand that interacts with influencers to the greatest extent, including Uber and Marriot.


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