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Social Media in the Hotel Industry - International - March 2019

Covered in this report

In examining the role of social media in the hotel industry it is useful to consider the context in which this is taking place. The ever-expanding global travel and tourism industry, for example, has heightened demand for hotel accommodation, while the rapid global increase in the use of social media has seen a corresponding rise in the amount of social-media marketing. Social media has also fundamentally and irreversibly changed the act and experience of travel (including hotel stays) for many.

“Social media, which gives billions of people around the globe round-the-clock access to the stories, images and opinions of their peers, has fundamentally changed the way many people travel. With Millennials and the iGeneration poised to become the predominant cohort of travellers, this type of crowd-sourced UGC [user-generated content] will become increasingly influential at every stage of the travel journey. Going forward, increasing numbers will turn to social media to help with planning and booking decisions, as well as to communicate during travels and to share and reflect on trips. For the hotel industry, this means that social media will become an increasingly important determinant of hotel choice and something that can affect bookings, a property or brand’s reputation (through reviews), guest loyalty and even communications with front-desk staff during guest stays.”
– Jessica Kelly, Senior Tourism Analyst

In summary, this report looks at the following areas:

  • What is social media and to what extent does it influence our travel decisions and hotel choices?
  • What role does social media play in the relationships between the hotel industry and its customers?
  • Is the hotel industry using social media to its full potential?
  • How might the hotel industry use social media in the future?

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Table of contents

  1. Introduction

    • Data Sources

      • Overview

          • An expanding global travel and tourism industry
            • Figure 1: International tourism arrivals by region, 2012-19
            • Figure 2: International tourism receipts by region, 2012-19
          • A growing global hotel industry
            • Figure 3: Global hotel inventory, 2008-18
            • Figure 4: Travel accommodation in selected countries, by number of hotels, 2013-22
          • Population change
            • Figure 5: Mid-year population by region, 2000-50
            • Figure 6: Outbound tourism from China, 2012-19
          • Economic growth
            • Figure 7: GDP in selected markets, 2012-23
            • Figure 8: GNI per capita in selected markets, 2012-17
            • Figure 9: Growth in GNI per capita in selected markets, 2012-17
        • Social Media – The Bigger Picture

          • Defining social media
            • A brief history of social media
                • Figure 10: Mobile/cellphone handsets by volume, 2012-19
              • Market characteristics
                • Leading social-media platforms
                  • Figure 11: MAUs on some of the world’s leading social-media platforms, 2017, 2018 & 2019
              • How Are Hotels Using Social Media?

                  • Customer engagement
                    • Encouraging customer engagement
                      • Hashtags, tags and geotags
                        • Figure 12: Examples of travel hashtags used on Instagram, 2019
                      • Contests and competitions
                        • Special offers
                          • Customer service/satisfaction
                            • Standing out from the crowd
                              • Marriott International
                                • Four Seasons Hotels and Resorts
                                • Social Media’s Big Hitters in the Hotel Industry

                                    • Figure 13: Some leading hotel groups & brands on social media, 2019
                                    • Figure 14: Some leading hotels on social-media platforms, January 2019
                                • A Guest’s Social-Media Journey

                                    • Frequency of social-media use
                                        • Figure 15: Frequency of use of social-media services in the US & Canada, 2018
                                      • Content consumed on social media
                                        • Figure 16: Type of content consumed by US consumers on social media, 2018
                                        • Figure 17: Brand engagement by US consumers on social media, 2018
                                      • Inspiration/planning
                                        • Booking
                                          • Reviews
                                          • The Cross-Generational Appeal of Social Media

                                            • Social-Media Trends

                                              • Content marketing
                                                • Going live
                                                  • Social-media advertising
                                                    • Social-media groups
                                                    • Social-Media Influencers and the Hotel Industry

                                                      • Harnessing the Power of Social Media

                                                          • Be inspiring
                                                            • Monitoring and listening
                                                              • Personalisation
                                                                • User-generated content
                                                                • Social Media and Sharing-Economy Accommodation

                                                                  • Data Privacy

                                                                    • What Next?

                                                                        • Customer expectations
                                                                          • Emerging technology
                                                                            • Key trends
                                                                              • Short-lived content
                                                                                • Instant messaging
                                                                                  • Stay connected
                                                                                    • Influencer marketing
                                                                                      • Personalisation
                                                                                        • Digital detox

                                                                                        Social Media in the Hotel Industry - International - March 2019

                                                                                        US $377.39 (Excl.Tax)