Social Influencers Grow Hospitality & Tourism Audiences Tenfold: Hootsuite Research

Social Influencers Grow Hospitality & Tourism Audiences Tenfold: Hootsuite Research
SHARE
THIS



Hootsuite, the most widely used social media management platform, has released new research showing that Australian hospitality and tourism brands that frequently use Instagram to engage consumers could grow their audience by up to ten times.

The research highlights that more than ever, social media engagement has the ability to drive purchasing decisions and help develop long-lasting customer relationships.

Key findings include:

  • An Australian hotel, bar or restaurant is tagged on Instagram every 28 seconds
  • Influencers can drive up to 87 per cent of post volume for hotels, bars and restaurants
  • Hotels, bars and restaurants which are active on social are perceived 20 per cent more positively than those who are not active
  • Leading organisations are using employee advocacy programs to build awareness and drive influence on social media platforms

Australian hotels, bars and restaurants who do not engage with users on Instagram are limiting their potential audience to less than 10 per cent.

Screen Shot 2017-03-07 at 11.02.09 am

“Social enables brands to maintain constant conversation, in real time – offering competitive insight on the industry as a whole.” said Darren Wright, CMO, Flight Centre Australia.

With 71 per cent of consumers making purchasing decisions based upon what they discover on social, travel and hospitality organisations need to engage with users and conversations surrounding their brand.

“Social media has transformed the way Australians discover, consume and share experiences at hotels, bars, and restaurants,” says Ben Mulligan, Regional Marketing Leader, Australia & New Zealand, Hootsuite.

“With more access to real-time information than ever before, the customer journey has evolved, and organisations need to think ‘digital first’ to meet and capitalise upon the expectations of the connected consumer”.

Less than half of hospitality and tourism brands in Australia are actively using social media, and 45 per cent of those with accounts are not engaging with their audience.

By engaging social media users, brands are creating meaningful relationships with consumers. Sharing human moments, user-generated content and hyperlocal recommendations also foster deeper connections than brands who are inactive on the social media platform.

“Social is reshaping how communities communicate, trade, work and live together. Flights, hotels, bed-and-breakfasts, tours, attractions, cities, people, transport and everything on a trip for both business and leisure is documented with the tap of your phone’s camera.” said Robin Maes, Director of Digital Media, Event Hospitality & Entertainment.

Role of major and micro influencers

Hootsuite’s research highlights how brands can engage different groups of social media influencers to potentially extend their reach by up to ten times.

When engaging influencers, brands seeking more targeted reach, and active followers should turn to ‘Micro influencers’: users with between 1,000 – 10,000 followers. They tend to have more localised followings and can drive, on average, 87 per cent of post volume for hospitality brands. Major influencers on the other hand, boost the volume of users talking about a brand by 61 per cent on average.

Employees the real influencers for brands?

In some cases, employees may also collectively hold more power and reach than brands on social media channels. Employees want to share content from their organisation, and by including and enabling employees within their social strategy, brands can reach new audiences online and increase engagement considerably.

Please login with linkedin to comment

Latest News

Why The “No” Campaign Is Just One Long Slippery Slope
  • Opinion

Why The “No” Campaign Is Just One Long Slippery Slope

Not exactly your typical marketing/media piece, but here playwright Ron Elisha (pictured below) explains the damage done by the “No” campaign and the now infamous skywriting on a recent blue-sky Sydney Sunday… My daughter is crying. It’s not that she’s fallen over and barked her knee. Nor is it the trauma of immunization, or the […]

Opinion

by B&T Magazine

B&T Magazine
QMS Goes West With ‘The Leeder’
  • Advertising
  • Media

QMS Goes West With ‘The Leeder’

QMS Media continues to expand its digital portfolio across Western Australia, switching on an iconic billboard in the heart of Perth. Following the launch of two new digital billboards in the major WA regional centres of Bunbury and Kalgoorlie in recent months, ‘The Leeder’ further delivers on QMS’ digital expansion strategy out west. Positioned at […]

PR Firm Text100 Wins NetApp Account For APAC
  • Marketing

PR Firm Text100 Wins NetApp Account For APAC

Global marketing communications agency Text100 has announced it been appointed by data management company NetApp to drive its brand transformation effort across the Asia-Pacific (APAC) region. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia, […]

MFA Awards 2017 Winners Revealed!
  • Advertising
  • Marketing
  • Media

MFA Awards 2017 Winners Revealed!

B&T once again donned the tux, applied the Brut, and primed the liver for last night's MFA Awards in Sydney.

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant
  • Media
  • Technology

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant

Digital publisher Concrete Playground has unveiled a new app that helps Millennials plan their night out using voice control – the first of its kind to become available in Australia. Concrete Playground’s Guide to Tonight now works with Google Assistant, making it available on a range of Google devices and helping people to decide what […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]