Do Hotels Really Need Social Media?

Human beings like fashions; we cannot help it. Anything that is on trend fascinates us, even when we do not understand it. The latest trend in the travel industry is social media, and we are all jumping on the bandwagon, lest it leave without us. Whether we are a hotel chain, a family-run hotel or a travel agency, we are interested in everything: social media, communities, any tool that sounds 2.0 and allows us to be in. But do we really need all this? Are these tools really effective? Yes, no, it depends. What we must never forget is that not all hotels (and these statements apply to any tourism business) are the same; each has its own nature and its own needs. This leads to the first question: do we know our business? Because the first step we must take is to identify our target audience. It is not the same if our guests are made up of older people or younger people, for example. Not all Web 2.0 tools work for every audience. Secondly, it is essential to understand what my needs are. Do I need promotion? Do I need to improve my conversion rate? To better understand guest preferences? To open new channels of conversation? Each tool has its strengths and weaknesses, and we need to understand them and know how to apply them to my organisation. We must also ask ourselves whether I need not just one, but any Web 2.0 tool at all. If we already know our needs, what is the best way to meet them? Am I looking for a technological tool, or would more personal guest interaction be more useful? Likewise, we must understand that Travel 2.0 is not merely the adoption of a new technology, but the adoption of a new vision of tourism, a new approach to guest relations. Can we ensure a change in mindset before implementing a new tool? Needless to say, the approach we want to take with these tools is also important: should they be aimed only at external guests, or internal ones as well? Are we seeking only a commercial relationship, or do we accept greater, closer personal involvement? We believe that not everything is valid simply because it carries the Social label. We believe that each company has its own needs, and we make this clear to them, even when they do not need any kind of social tools. It is a mistake to try to follow a trend that may harm us. The sensible thing is to know whether that trend suits us or not. Many consultants will always say yes, that any social coating is good for every company, but that is only half the truth. It is true that the future of tourism is heading in that direction, but there are currently companies that are not ready to embrace it: because of their mindset, their particular structure, their target audience or their needs. Consultancy should not focus solely on sales, but always on improving the business being advised.