Positive Social Media Interaction with Guests During Their Stay Produces Increases in Revenue and Loyalty, According to Research from Local Measure
October 26, 2017 9:39am
Unveiled at Cornell’s Hospitality Research Summit, Analysis of Millions of Posts Shows the Potential for Thousands of Dollars in Revenue Increases, and Bumps in Brand Advocacy and Loyalty
Sydney and New York – October 26, 2017 - Local Measure, the leading location-based social intelligence platform for hospitality and tourism, released data from an analysis covering social media posts by 8 million guests at hotel properties belonging to 100 of the world’s largest hotel groups over a 30-month period.
According to the data, guests who are engaged by a hotel on social media during their stay on property, post 2.5 times more than other guests.
The engaged guests have more than twice the number of followers as other guests – an average reach of 52,000 followers.
Based on the average follower reach, standard Instagram conversion metrics, and a $200 Average Daily Rate (ADR) over a two-night stay, the data suggests that a hotel stands to gain more than $2,000 in revenue per engaged guest through a consistent program of engaging such guests on social media during their stay.
The study also revealed that guest advocacy and loyalty increased 12x-19x when the hotel engages with the guest within 30 minutes of a post being published - reinforcing that the real opportunity for hotels is to build guest loyalty and revenue while a guest is on property, before online reviews ever appear.
Sara Axelrod, Chief Operating Officer (COO) of Local Measure, said, “There has long been a hypothesis about the power of real-time social media engagement to produce concrete ROI for hoteliers. Now there is data to support it.” “We were happy to share the results of our research with thought leaders at the recent Center for Hospitality Research Summit, and are pleased to discuss it widely with decision-makers across the industry. Local Measure merges local content, social media and mobile technology to help hotels reach their guests as they have never been reached before – directly and during their stay, allowing more personalized service and generating concrete benefits from engaging with them in person as well as online. Our research shows just how concrete those benefits can be.”
Headquartered in Australia, with offices in Singapore, Dubai, London, Miami and Los Angeles, Local Measure has proprietary technology that allows brands and businesses to deliver exceptional service to their customers, engage with them in real-time to resolve service issues and acquire the rights to use user-generated content.
Tags: local measure,
social intelligence platform,
social media engagement,
Local Measure is the leading customer intelligence platform in the tourism and hospitality sectors. Local Measure’s clients include many of the world’s largest tourism and hospitality brands. The company merges local content, social media and mobile technology, to provide customers with live access to operationalise customer data, rich content and analytics at a local level. For more information about Local Measure, visit our website and follow us on Instagram and Facebook.
Contact: Michael Frenkel
Lodging Interactive Announces LinkedIn Marketing Services for Hotels
Local Measure Announces New App on the Salesforce AppExchange, the World's Leading Enterprise Apps Marketplace
Messaging Apps as Ubiquitous as Booking Engines for Hotel Websites
Lodging Interactive Publishes: Hospitality Social Media News
Local Measure Partners with Forbes Travel Guide as the Official Social Intelligence Provider for Luxury Hotels in 2018
Local Measure Releases Wellness eBook for the Hotel Industry
Local Measure Partners with Cisco to Offer a New Social Sign On, Building Richer Customer Experiences, Understanding Guest Behavior, and Gathering Valuable Data
Local Measure Partners With Two of the World's Premier Luxury Hotel Brands, Expands Into More Than 600 Cities Worldwide
Lodging Interactive Launches End of Summer Website Sale
Lodging Interactive Launches Stay.Play.Explore Local Sites Inspiring Travelers to Live Like a Local
Local Measure Helps Canada's Group Germain Hotels Double Guest Interaction, Personalize Service, and Cut Response Rates During Stays
Leading Location-Based Social Intelligence Company Local Measure Hires Christian Oswald as VP of Channel Business Development, Expanding its Services for Hospitality Customers with Deepened Cisco Partnership
In an Era of Luxury "Oversaturation," the New Luxury for Hotels is Personal, Experiential, and Increasingly, Social, Says Local Measure Study
Luxury Hospitality Innovator Ana Brant Joins Local Measure's Advisory Board
The 5 Hotel Experiences Guests are Talking About Most on Social Media
Social Intelligence Innovator Local Measure Opens Office in Los Angeles
Location-Based Social Intelligence Company Local Measure Hires Former Cisco Executive Peter Hughes as VP of Strategic Alliances
Just Released: The Guest Experience in Today’s Digital Hotel
Social Intelligence Innovator Local Measure Opens Office in Dubai
Social Customer Intelligence Provider Local Measure Helps Hotels and Tourism Brands Build Loyalty During Guest Visits
Please login or register to post a comment.