As hotel operators and marketers face another fresh, promising new year ahead, many are watching the social media space closely to gauge the level of time, expertise and financial investment that will be required to make it all worthwhile. Having observed the space keenly so far, here are 6 quick (personal) social media predictions for the hotel industry in 2013:
The gap between early adopters and laggards will widen even further: Not a whole lot has changed on the innovation diffusion curve (see Hotel Social Media Articles and the Diffusion of Innovation) in the hotel industry…the innovators and early adopters still continue to forge ahead and have now discovered that with adequate planning & investment, social media channels are a great way to drive footfall, loyalty, spend and share of voice for hotels, restaurants, spas and other associated hospitality business units. The late majority and laggards still struggle to tap into social media potential, plus realize that the specialized approach and planning required to make social media work…a large part of this also appears to be driven by a lack of having the right people driving social media at such hotels / hotel companies (it all starts with a business leader who believes in the space and then offers the resources and empowerment necessary to make social media work). Savvy hoteliers have also realized that social media isn’t just the domain of marketers…
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