How will Facebook’s newest features affect your hotel?
The power and progression of social media knows no bounds and Facebook shows no signs of slowing down.
The back end of 2016 saw the social media giant introduce two new apps to upgrade popular features on their platform.
The first was ‘Events’ and the other was ‘Recommendations’. Both are designed to make it even easier for users to plan and perform activities when they’re out and about. Or sitting at home bogged down by boredom or confusion.
While they’re user-based applications, they also provide opportunities for hotels to better attract and engage with guests if leveraged correctly.
Let’s look at both developments and how hotels can use them…
How to use the Facebook Events feature
The app version of Facebook’s events feature will be an even slicker platform for users who are constantly on the lookout for fun and interesting things to do in their local area or places they visit.
Upon opening the app the user will quickly be up-to-date with new events their friends are interested in, recently announced events from pages they like, and updates from events they’re already connected to.
From there they can easily browse event recommendations based on filters including time, location, and interests. There’s also a calendar allowing users to keep track of upcoming events and see the days where they’re free from commitments.
How can hotels use it?
Hotels will be able to use the app themselves to locate events in their local area and tailor their marketing appropriately. Depending on what the event is, they can target a particular guest demographic by producing content or offers around the event. If hotels are creating their own events, visitors will now discover them easier and it’s more likely to reach those who are genuinely interested in it.
How to use the Facebook Recommendations feature
Another feature that will tie in with events at times is recommendations. This is designed to allow users to discover new things easier and connect to local businesses faster.
When someone writes a post looking for help or advice on where to eat, stay, fix their car, get their nails done etc. they will have the option of turning on recommendations enabling all their friends’ insightful comments to be mapped and displayed in one place on all the topics over time.
There will also be a bookmark users can go click to ask a new question or help friends who have posted queries.
Once someone has found a recommendation they like, Facebook is now making it easier for people to act on their decisions. Ordering food, making appointments, buying tickets, securing quotes, and bookings can now be ordered straight from a brand’s page, meaning the consumer can organise everything they want with the highest level of convenience and speed.
How can hotels use it?
This feature will be very relevant to your guest’s experience. Effectively another digital version of ‘word of mouth’, it will actively encourage more people to share their experiences and look towards their peers for solutions. Hotels will want their brand at the top of people’s minds, so sending every guest home on the back of a pleasant and satisfactory experience is even more important.
Hotels that have a booking engine integrated with their Facebook page will be at a distinct advantage in this situation too because guests can book instantly without needing to go elsewhere.
With these two new features already in place, hotels need to be focusing on them as part of their social media strategy if they aren’t already.
Dean Elphick is an editor, copywriter, and published creative writer. Covering hotel management topics such as technology and digital marketing, he produces content at SiteMinder with one aim in mind – to help hoteliers run their businesses better.
