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Social Media - A young professional's outlook!

As most of you may already know, social media plays an imperative role in today’s growing economy as it is both a way of staying connected with people around the globe and allows us to share content and information with the click of a button. Social media is a growing phenomenon and over the past two decades, it has evolved to be one of the primary marketing channels. Having over 40% of the world’s population on social media, it is vital for businesses to formulate an effective social media strategy in order for them to reach their intended audience.


Social media is a growing passion of mine, so much so that I based my topic around it for my final management project while completing my internship at The Twelve Apostles Hotel & Spa. I was able to broaden my knowledge on the topic as well as gather first-hand data on how social media platforms influence guests and what effect it may have on the hotel. I was able to connect with a few of the guests and recognize the factors that influence them when booking at a hotel, with social media being a common denominator.


With the rise of social media, it is almost unusual for an organization that does not reach its customers through some kind of social media platform. Consumers are spending more and more time on social media than ever before. Nowadays, it is not just how a hotel utilizes social media in order to attract guests, but more how the guests are utilizing social media to establish a decision. Many hotels are aware that social media plays a vital role in gaining popularity, creating brand awareness as well as being an important way of communication for promoting their products and services, all while yielding measurable consumer data that can be leveraged to further target, engage and grow a base of consumers. Hoteliers should embrace the latest ways of communication between individuals and be prepared for the changes in the behaviour of the consumers. As more travellers around the globe utilize social media platforms for information, inspiration and ideas, hotel owners should be recognising their own strategies and continue to upgrade and attract new customers.


Social networking sites such as Instagram, Facebook, Booking.com, TripAdvisor and Expedia have a critical influence on the overall perception of a particular hotel or hotel chain. It can be seen that no less than 75 percent of all customers will refer to a social media outlet before deciding to commit to a service or a product. During the current times of the COVID-19 pandemic, more and more businesses have realized that social media plays an integral role in getting buy-in from consumers. With having zoom meetings and online conference calls from the comfort of one’s home, commuting to work has become a thing of the past.


Social media platforms bring an abundance of positivity to the current situation as individuals are able to continue with their day to day work as normal. A study has shown that 13 percent of individuals are more productive at home than when working in an office. However, with hospitality being a hands-on profession, how do you think this could affect us within the industry?


Author: Courtney Geyser | LinkedIn

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