What Can Social Media Do for the Hospitality Industry?

What Can Social Media Do for the Hospitality Industry?

Social media can be a helpful tool in responsive customer service and nowhere is customer service more important than in the hospitality industry.

It is now common for travelers to tweet at every leg of their journey, from the airplane to the hotel room. Each check-in is an opportunity for hospitality companies to engage with their customer and to optimize their stay.

We examine two hotel groups, W Hotels and Marriott Hotels, to see if they use Twitter to elevate their customer’s experience.


W Hotels

We begin with a Brand Monitoring report on @WHotels to collect posts from the last 30 days that are by the account or mention the account. In Basic Statistics we found this useful list of top entities:


In Advanced Analytics we go to Influence Discovery to find the top influencers in the W Hotels network. Some big names in music and fashion make the list such as DJ Kaskade, fashion stylist Rachel Zoe, and the prestigious Council of Fashion Designers of America (CFDA) Awards.


While brand alignment with these big names is great marketing, how does the hotel group align with the average consumer?

When it comes to positive reviews, like these:


The W Hotel made sure to acknowledge these posts by liking the tweet. Even then, a friendly tweet in response from the account in addition to a like would demonstrate going above and beyond in responsiveness, demonstrating that the W really does care about customer satisfaction.

For negative comments such as these:


There was not a single reply or mention from the hotel in response, which is a waste of a conversion opportunity. When companies respond to negative comments not only are they minimizing damage to their online brand presence, they also help to increase the long term value of a customer. Ensuring a customer’s satisfaction now, increases their likelihood to return in the future.

Marriott Hotels

Brand Monitoring report on @Marriott collected posts from the last 30 days that were by the account or mentioned the account.

Unfortunately, when we took this Basic Statistics snapshot of @Marriott, the hotel group was under fire for running ads on the website Breitbart. Notice that the top words were “Breitbart” and “Ads.”


So what’s a company to do when they faced with a public relations snafu? At first, the Twitter account tried to respond to comments.


But as the angry tweets continued to grow, Marriott Hotels could not keep up and respond quickly enough.


A downside to automated marketing, Marriott most likely did not know that it was running ads on Breitbart. This unintentional brand alignment and how Marriott tried to contain the damage, actively lost Marriott customers.

By this week, Marriott Hotels had stop responding to the outrage on Twitter. And while their Twitter profile looks inviting and free of any scandal, the report from Scraawl shows that their network is still associated with the terms “Breitbart” and “Ads.”

Despite this, the hotel group still garners generally positive sentiment analysis and continues to do its best to respond to comments, both good and and bad from its community.

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Social media engagement, from both sides

So what can social media do for the hospitlaity industry? One of the major takeaways from these Scraawl reports, is that social media can help keep hotels accountable. Hotels need to pay close attention to their brand online. Each interaction, whether positive or negative, is an opportunity to retain a customer.

To try out Scraawl for yourself, sign up here for a free account!


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