U. S. Hotels and Social Media: Objectives, Reporting, Measurement and Results
Bjorn Hanson, Ph.D., Clinical Professor, New York University Tisch Center for Hospitality and Tourism
Donna Quadri-Felitti, Ph.D., Director and Associate Professor, Penn State University School of Hospitality Management
Lodging Industry applications of social media continue to evolve; this study reports on a survey to understand Organizational Reporting, Resources, Goals and Objectives, Demographics, Activities, Return on Investment and Trends and Outlook related to hotel Location, Hotel Size, Supply Segment, Affiliation/Management Structure. Findings include that 20 percent of hotels have two or more full time social media employee equivalents, 85 percent of hotel social media programs are managed at the property level, the most important goals of social media are to increase room reservations and guest satisfaction, for 23 percent of hotels ROI on social media programs is estimated, and there are significant differences among hotel attributes for many social media activities, including the percent of total room nights generated.