Social media is more important than ever for London’s hotels, and those around the world. But what have the capital’s hotels been doing with their social media, and are they doing everything they can?
It’s not just millennials who are crying out for more social media engagement.
Baby boomers have more money to spend on luxuries like hotels, and they’re becoming increasingly tech-savvy. Mobile hotel bookings are on the rise and social media can have a big influence on people’s choices. Here’s what some of London’s hotels are doing on Facebook, Twitter and elsewhere…
Behind the Scenes Glimpses
Anyone can visit a hotel and see it in action. But a look behind the scenes isn’t something you get to experience all that often. Several London hotels have been using their social media accounts to give past, present and future guests further insight into their daily operations. This use of social media can be especially useful when the hotel is undergoing renovations, especially if they have to shut up shop while it’s happening.
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Hotels from The Lanesborough to Montagu Place Hotel have kept in touch with their guests by keeping them updated on the progress of their refurbishments.
The Lanesborough even had their butlers tweeting sneak peeks and advice from their very own Twitter account.
Plenty of Photos – But Short on Video
Many predictions for 2015’s hotel trends guessed at an increase in audiovisual media on hotel social media pages. Photos are certainly a popular way of showing off different parts of the hotel, from new dishes in the restaurant to guest experiences.
But it seems that hotels are a bit slow on the uptake when it comes to video.
With tools like Vine designed for making short clips (6 seconds in the case of Vine), it shouldn’t be too hard to capture some snapshots of life at a London hotel. However, videos seem to be few and far between.
That’s not to say no one is using video. Qbic London City recently uploaded some live performances from their Qbic Sessions on their Facebook page.
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The Cavendish has used Vine in the past to encourage people to get involved and make their own videos. Perhaps we’ll see a greater use of video next year.
Social media is perfect for sharing content produced by guests past and present. One of the easiest things to do has to be sharing reviews and tips from bloggers and other online publications. It shows an engagement with the community, and it helps to promote the hotel’s brand.
In fact, many experts say that a brand’s social media page should mainly consist of other people’s content and opinions, while going light on them promoting themselves. A compliment from someone else always sounds better than a brand boasting about their services.
Many of London’s hotels are very good at this, from W London to Brown’s. Some lucky bloggers get invited to events or even to stay for free too.
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Popped into try the #barleybuns lunch popup @spicemarketldn @wlondonhotel #london with 50% off thanks to @hotdinners pic.twitter.com/7H3Ap0cGrG
— London Food Love (@LondonFoodLove) September 24, 2015
Competitions and Promos
One of the best things about social media is how easy it is for hotels to run competitions, and how easy it is for people to enter them. Running social media competitions certainly isn’t a new thing, but many hotels like finding fun and unique ways to run them. Why ask people to like, share or retweet when you can think of something more interesting?
Tune Hotels has enjoyed hosting some fun photo competitions, as well as asking people for their football World Cup predictions last year.
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Some hotels want to get people involved with their local area, like The Beaufort who asked for favourite things about Chelsea and Montagu Place who asked about the best parts of Marylebone.
London’s hotels will no doubt evolve their use of social media over the next year. They’ll just have to keep up with what their guests are looking for if they want to keep them interested.
Shameless plug: our parent company Positive Partnerships helps hotels effectively manage social media.
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Photo credits: Jason Howie, The Lanesborough, Qbic London City, Tune Hotels/@Melsy68.