SOCIAL MEDIA ENGAGEMENT

The dynamics of the hospitality industry in India are now changing as social media has become a gateway to attract new customers. Hotels are now focusing on social media in uencers as a marketing tool for business, since they have a niche audience with high engagement rates. In uencers give personalised reviews by documenting content on their social media platforms, which acts as a great marketing resource for the hotels. Brands from Marriott International, ITC Hotels, AccorHotels to Airbnb are now investing in this new marketing method. Boutique hotels like Mihir Garh in Jodhpur, Rajasthan are not far behind. According to Saloni Mahajan Narang, brand marketing consultant for House of Rohet, “is trend really caught on in 2017 and 2018 like wild re, especially for the hospitality segment as in uencers showcased their experience at the properties to their audience, thus increasing the curiosity of the target audience towards the hotels.”

Mahajan believes that today's guests don't only need spacious and luxurious rooms with amenities but all their service requirements need to be met too. “It is surprising as to how many conversions we have had by just being active on our social media platforms as guests nd this to be an easier way to communicate with hotels than emails. ey let us know exactly what they like, what they don’t, and the hotel is able to cater to the minutest requirements with ease. Guests even share images and screenshots of the experience they want at the property and for hotels, it couldn't have been more advantageous,” she adds.

However, Mahajan believes this medium will only work if in uencers need are ltered, their audience meticulously checked and only if they bring value to the brand.

Mahajan also says that we keep the exclusivity of our hotels intact by making sure the content is tasteful, to the likes of the niche traveller and is not screaming for attention.

us, content here is the key factor, which helps hotels stand out, keeping the exclusivity intact.