Social media key to mid-market expansion

As mid-market hospitality groups embark on further expansion strategies in the Middle East, social media is consistently highlighted as a primary driver in achieving occupancy targets

Over one-third of the adult population now uses social media at least once a month.
Over one-third of the adult population now uses social media at least once a month.

As mid-market hospitality groups embark on further expansion strategies in the Middle East, social media is consistently highlighted as a primary driver in achieving occupancy targets.

Social media now has 2,307 billion active users globally (up from 2.078 billion in 2015), and is transforming in the way hoteliers interact with guests.

“There are about 5.4 million active social media accounts in the UAE. This represents enormous business potential and is a great tool for sharing and connecting with consumers in a visually engaging way,” says Citymax Hotels head of marketing Rohit Challapalli.

Did you like this story?
Click here for more

Social networks worldwide, ranked by number of active users as of April 2016, sees Facebook in pole position with 1.59 billion monthly active users, according to Statista.com

“We have a great number of conversions from such online platforms, I believe 100% it can tip a potential customer into a becoming a confirmed booking,” says Dunes Hotel Apartments general manager Faisal Abdul Rahman.

“This is a continual learning process [social media], especially for hoteliers; but we realise how important it is to keep updated directly with our guests – they can communicate directly with us and we can respond directly to them too,” says Al Khoory Hotels group general manager Pierre Sokhon.

Cloud.7 Hotels CEO Marloes Knippenberg said: “Our strategy will target key social media platforms like YouTube, Twitter, Instagram, Facebook and Snapchat – because that’s the platforms where our market is.”

“We build around a community of people, and our people are our brand ambassadors; they push our brand on social media,” she added.

With more than half of the world’s adult population now using the internet, and well over one-third of the adult population using social media at least once a month, mid-market hoteliers in the Middle East are swiftly adopting the platform as a central aspect of their digital marketing strategies.

For all the latest hospitality news from UAE, Gulf countries and around the world, follow us on Twitter and Linkedin, like us on Facebook and subscribe to our YouTube page.

Most Popular

Newsletter

Reports

Human Capital Report 2017

Human Capital Report 2017

The second annual Hotelier Middle East Human Capital Report is designed to explore the issues, challenges and opportunities facing hospitality professionals responsible for the hotel industry’s most important asset – its people. The report combines the results of Hotelier Middle East's HR Leaders Survey with exclusive interviews with the region's senior human resources directors.

Hotelier Middle East Housekeeping Report 2016

Hotelier Middle East Housekeeping Report 2016

The Hotelier Middle East Housekeeping Report 2016 provides essential business insight into this critical hotel function, revealing a gradual move towards the use of automated management and a commitment to sustainability, concerns over recruitment, retention and staff outsourcing, and the potential to deliver much more, if only the industry's "image problem" can be reversed.

From the edition

From the magazine