SAN FRANSISCO, Calif. — On Friday, Lithium Technologies announced the results of its State of Engagement 2016 study on the travel and hospitality industry, revealing nearly all hotel brands are failing to engage with travellers effectively on social-media networks.
The study analyzes Fortune 1000 travel and hospitality brands in order to determine how well each brand is communicating with travellers through social-media outlets such as Twitter, Instagram and Facebook.
The research firm found that, despite having a social-media presence, nearly all hospitality and travel brands fail to respond to consumers’ posts or do so very late. There is also an over-reliance on Twitter, leaving consumers who use other social-media platforms in the dark. The report also showed hotels’ responses to travellers’ requests for assistance or support over social media tend to be too sales-oriented. Furthermore, while many brands boasted beautifully designed and inviting social-media pages, there was little interactive content available for visitors to enjoy, such as polls and contests.
“As an avid traveller who’s always on the go, it’s a personal mission for me to help travel and hospitality brands hit the nail on the head when it comes to engaging with their customers,” says Katy Keim, CMO of Lithium Technologies. “The results of our study show the brands using the right technology and a fully integrated digital strategy to connect with customers are the most successful in driving customer satisfaction and loyalty.”
Among the brands with the highest level of online engagement with travellers were Airbnb, Marriott and Uber, who offered the most support content and highest engagement in online communities.