Social media marketing in the hospitality industry: is it worth the effort?

Thomas G. Healy, Alan Wilson

Research output: Contribution to conferencePaper

Abstract

This paper explores the impact of hotel social media activity on potential
reservations and revenue generation. It does this by firstly exploring the perceptions of senior hotel executives towards the ROI of hotel social media activity. Secondly by data mining hotel reservation data to examine the extent of social media engagement being undertaken by guests with a hotel prior to and post a reservation being made. Thirdly through an experiment using social media advertising to examine its impact on the behaviour of fans and non-fans. The research suggests that social media engagement and advertising do have a positive impact on hotel reservations and revenue generation.

Conference

ConferenceThe 14th International Research Symposium on Service Excellence in Management
Abbreviated titleQUIS14
CountryChina
CityShanghai
Period18/06/1521/06/15
Internet address

Fingerprint

marketing
data mining
social media
hospitality industry
Hospitality industry
Hotels
Social media marketing
Social media
experiment
Reservation
Revenue

Keywords

  • hospitality
  • social media
  • advertising
  • hotel management

Cite this

Healy, T. G., & Wilson, A. (2015). Social media marketing in the hospitality industry: is it worth the effort?. 1-10. Paper presented at The 14th International Research Symposium on Service Excellence in Management, Shanghai, China.
Healy, Thomas G. ; Wilson, Alan. / Social media marketing in the hospitality industry : is it worth the effort?. Paper presented at The 14th International Research Symposium on Service Excellence in Management, Shanghai, China.10 p.
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author = "Healy, {Thomas G.} and Alan Wilson",
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pages = "1--10",
note = "The 14th International Research Symposium on Service Excellence in Management, QUIS14 ; Conference date: 18-06-2015 Through 21-06-2015",
url = "http://www.quis14.com",

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Healy, TG & Wilson, A 2015, 'Social media marketing in the hospitality industry: is it worth the effort?' Paper presented at The 14th International Research Symposium on Service Excellence in Management, Shanghai, China, 18/06/15 - 21/06/15, pp. 1-10.

Social media marketing in the hospitality industry : is it worth the effort? / Healy, Thomas G.; Wilson, Alan.

2015. 1-10 Paper presented at The 14th International Research Symposium on Service Excellence in Management, Shanghai, China.

Research output: Contribution to conferencePaper

TY - CONF

T1 - Social media marketing in the hospitality industry

T2 - is it worth the effort?

AU - Healy, Thomas G.

AU - Wilson, Alan

PY - 2015/6

Y1 - 2015/6

N2 - This paper explores the impact of hotel social media activity on potentialreservations and revenue generation. It does this by firstly exploring the perceptions of senior hotel executives towards the ROI of hotel social media activity. Secondly by data mining hotel reservation data to examine the extent of social media engagement being undertaken by guests with a hotel prior to and post a reservation being made. Thirdly through an experiment using social media advertising to examine its impact on the behaviour of fans and non-fans. The research suggests that social media engagement and advertising do have a positive impact on hotel reservations and revenue generation.

AB - This paper explores the impact of hotel social media activity on potentialreservations and revenue generation. It does this by firstly exploring the perceptions of senior hotel executives towards the ROI of hotel social media activity. Secondly by data mining hotel reservation data to examine the extent of social media engagement being undertaken by guests with a hotel prior to and post a reservation being made. Thirdly through an experiment using social media advertising to examine its impact on the behaviour of fans and non-fans. The research suggests that social media engagement and advertising do have a positive impact on hotel reservations and revenue generation.

KW - hospitality

KW - social media

KW - advertising

KW - hotel management

M3 - Paper

SP - 1

EP - 10

ER -

Healy TG, Wilson A. Social media marketing in the hospitality industry: is it worth the effort?. 2015. Paper presented at The 14th International Research Symposium on Service Excellence in Management, Shanghai, China.