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How can Social Search Impact my Hotel?

In late October Bing announced that it would integrate Twitter into its search engine results pages, and within hours Google announced that it too would include Twitter updates. I am sure people thought, ‘That's great news, but how will that impact me and my business?’ As hoteliers, this could have a huge impact on your business if you are not participating in social media and communicating through today's social platforms.

Google's goal is to create the most comprehensive, relevant, and fastest search in the world. It doesn't get much faster than if you are including up to the minute data. Their view is that the next time you search for a hotel, you can be aided by a real-time observation.

For illustration purposes we conducted a search query on the ‘Roger Smith Hotel’ in New York. The third result in the organic section, highlighted in yellow below, returned a query related to Twitter. Admittedly, this result links back to the Roger Smith Twitter profile, and not a live tweet, but we surmise that this could happen.

What a great service that would be for the user. Not only do they get a result that will bring them to the hotel website, but they would also have the opportunity to look at a social comment like, ‘Great night stay at the Roger Smith Hotel, service was amazing and the staff was very courteous.’ Highly useful information for the end user, but equally as important to the property for organic search engine optimization.

As the saying goes, 'There is no time like the present.' As hoteliers, you need to be participating in social media now. Start building a network of fans, followers and friends who trust you and your hotel. If you don't move in this direction, you may quickly become irrelevant in not just social media, but in search as well.

If you would like to learn more about Internet Marketing call at 978-465-5955 or send an e-mail to


O’Rourke Hospitality Marketing
44 Merrimac Street
MA 01950

Also See: Sir Martin Sorrell’s Forecast for 2010, Is Your Hotel Looking Ahead? / November 2009

Chris Brogan Interview - Hotels that Listen to Social Media Generate Business / October 2009

Create Videos about Your Hotel - Your Guests Already Are! / October 2009

Thought, Reason, and Emotion Affect Consumer Decision / October 2009

Southwest Airlines is Riding the Blogosphere Like a Wild Horse! / October 2009

Don’t be Invisible Online - Learn which Websites Travelers Use to find Hotels and be Seen! / September 2009

What can a Blog do for my Hotel? The General Manager from Hawthorne Hotel Shares Insight! / September 2009

How to Edit, Export, & Upload Your Hotel Videos – Easy Technical Tips / September 2009

How Hotels Can Build Links by Leveraging their USP, PR, and Organic Growth; an O’Rourke Video Interview / September 2009

Will Google Caffeine Affect my Hotel SEO? / August 2009

Don’t Hide From Trip Advisor Reviews! / August 2009

5 Ways Hotels can Improve and Track Return on Investment from Twitter – Oh wait, there is no investment! / August 2009

Leverage Blended Search and Boost your Hotel’s Search Ranking Position / August 2009

How to Optimize Your Hotel Website for Natural Search / August 2009

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