CHLA Lodging News March/April 2019

8 CALIFORNIA LODGING NEWS www.calodging.com THERE’S NO QUESTION that social media offers hotels and restaurants an unprecedented opportunity to engage with consumers. As noted in Facebook’s 2019 Topics & Trends report, many find inspiration for their next travel destination through scrolling through their Facebook and Instagram feeds. While Facebook may have faced some challenges as a company in 2018, it is still the most widely- used of the major social media platforms, and its user base is considered to be the most representative of the population as a whole. Instagram’s social community includes over a billion users globally, according to Statista, and is one of the most effective in engaging with customers. It’s a safe bet that your target audience of potential guests is using Facebook or Instagram. Considering that these social platforms are changing rapidly in order to boost engagement among their users, there are some key trends that hotels and restaurants should watch. Increase in Social Messaging According to eMarketer, by the end of 2018, 78% of the world’s smartphone users will message every month. In addition, it is projected by the end of 2021, these numbers will reach to 96%. An astonishing fact is that 51% of those surveyed said that messaging had replaced every other form of social communication for them. Facebook Messenger provides an easy way for people to ask questions of businesses in the same platform where they already spend a good portion of their time. In 2018, our clients witnessed a steady increase in messages being sent to their Facebook page through Messenger. This means that hotels and restaurants must have someone keeping an eye on their Facebook Inbox (which is connected to Messenger) throughout the day. Consumers have come to expect a quick response so it’s important to show you care by connecting with them in real-time to answer any questions they may have. Everyone has a Story Facebook and Instagram Stories—vertically oriented photo slideshows or videos that are temporarily viewed and shared on social media—are capturing the attention of consumers and marketers. Last year Facebook’s chief product officer Chris Cox disclosed that, “The Stories format is on a path to surpass feeds as the primary way people share things with their friends sometime next year.” In fact, Facebook’s internal data reveals that stories are growing 15 times faster than feeds. What does this mean for your business? Stories provide you with a new and engaging way to reach your followers. Facebook IQ research has found that people enjoy using stories to connect with businesses: 69% said brands using stories is a great way for people to get to know new products or services and 62% said they have become more interested in a brand or product after seeing it in Stories. Must Watch Social Media Trends for Hotels & Restaurants By Karen Nichols, Global Marketing & Social Media Director, iResponze An astonishing fact is that 51% of those surveyed said that messaging had replaced every other form of social communication for them.