LinkedIn and Facebook Expertise Drives Up UK Hotels Turnover
““Working with Mark and the team at S4G has become an integral part of our digital marketing strategy. Alongside the other activities driven by the hotel, this has provided significant ROI across the portfolio. I would highly recommend the service provided by the S4G team to other sales teams within the hospitality sector.”
J.Airnes, Sales Director
Following on from the success of our first month’s work with hotel DoubleTree by Hilton Dartford, we were introduced to the group’s Regional Sales Director. We discussed the needs of the hotels within her cluster, which included Marriott, Hilton and Best Western premises. Then we were invited to run a social media training session for the hotel managers.
Maintaining revenues in the hotel sector has proven particularly challenging over the last 12 months, particularly in light of Brexit. Having recently invested in extensive renovations across all hotels, the DoubleTree by Hilton hotel managers were keen to learn how they could broaden their revenue base beyond room bookings.
Our training session looked at how the hotels could use social media to drive concession sales, restaurant footfall and event bookings. Off the back of this, we were contacted by many of the hotel managers to explore how we could help them further with our fully managed Social Media Services (e.g. Facebook and LinkedIn).
We looked at each of hotels’ objectives and, in a consultative role, helped them find the right solution. On the whole, we recommended a blended use of social media for rapid deployment, advanced targeting and quick returns. Depending on the budget and goals of each hotel, we then tailored our LinkedIn and Facebook programmes accordingly.
Our Facebook campaigns involved working closely with each hotel manager week by week to review upcoming events, make recommendations for their marketing, and approve unique, highly localised content for publication. We carefully managed both Facebook posts and adverts to match their weekly objectives and maximise results.
For our LinkedIn programme, we first optimised the hotel managers’ profiles to an ‘all-star’ level – giving them even greater credibility when interacting with potential clients. We then tailored a blog strategy that could tie in with a tailored outreach plan and managed this from concept to completion.
All campaigns were carefully monitored throughout to support the Sales and MICE Managers. We maintained a constant dialogue with the hotel managers to ensure they got the very best from their budget, refining the strategy as we went along as part of our data-driven approach.
- Our social media programmes allowed DoubleTree by Hilton hotel managers to take advantage of dedicated specialist resources without the overheads normally associated with an in-house team, or the heavy lifting of generating and nurturing leads.
- By using targeting tactics we generated 10 to 40 leads per hotel per month. One hotel identified £100k worth of revenue opportunity from new contacts in just one month of the programme.
- Our Facebook campaign has also been instrumental in driving a significant increase in wedding enquiries and bookings across the portfolio.
- Another saw a 400% rise in restaurant bookings. Our support took them from 30 covers booked for Mother’s Day in the previous year to over 200 covers in 2017. As a result, we have already been referred to other hotels, including the Marriott group and a privately owned hotel in Southampton.