Use Social Media to Boost Your Bottom Line


Do you manage a hotel or guesthouse? Wish you could increase occupancy and drive more direct bookings? Then you need a killer social media presence to represent your brand. Through beautiful imagery and imagination, we’ll help you craft a compelling story that customers just can’t resist.


Story of White Sun Media

White Sun Media was born with a purpose, to give voice to those with something special to say and some place beautiful to share. To help you define your value, tell your story, and share it with the world in a unique and compelling way.

As a small hotel or guesthouse competing with the big hotel chains, how do you build an online reputation that stands out from the crowd? It’s tough. Technology moves fast. TripAdvisor, Facebook, Instagram, Snapchat, Twitter – it’s overwhelming. You know it’s important, but you just don’t have the time to really understand how it can benefit your property.

White Sun Media brings clarity. We connect the dots and show you how social media can directly impact your bottom line. We handle the heavy lifting of updating pages, growing an audience, and managing your online reputation. You just continue to do what you do best – create amazing experiences for your guests.

Frequently Asked Questions
What is social media and how can it benefit my hotel?

Think of social media as a toolbox composed of websites and mobile apps that allow users to create and share content in the form of text, images, and video. Social media allows users to share information, engage in conversation, and build relationships.

The savvy hotelier can leverage social media to gain credibility, shape public perception, and expand their online presence to build relationships and increase revenue.

Which social media networks are most effective?

What is your goal and what type of clientele are you targeting? Instagram is highly visual and boasts high levels of engagement. Twitter is excellent for customer services and guest recovery. TripAdvisor is king of the online review space. If you’re looking to drive traffic, consider a blog. Above all, you must understand your guests just as much as you understand your product. This will determine which networks are most appropriate for your situation.

How often should I post and respond to comments?

It depends on your goal. In most cases, it’s best to generate content every day to increase effectiveness and maximize ROI. As for responding to feedback, it is essential that you do it early and often. This is especially true in the case of negative reviews on popular sites such as TripAdvisor. You have a voice. Let it be heard.

Tip: Personalize your responses to negative reviews. Whatever you do, don’t use a generic template. That’s almost worse than ignoring the review altogether. Empathize with the reviewer. Be sincere.

Is there research that supports the case for social media?

Absolutely. Numerous studies have been conducted by the likes of Cornell University, Harvard Business School, TripAdvisor, Travelocity, and others. The results show that hotel social media and online reputation management campaigns are effective in boosting revenue by significantly increasing occupancy and RevPAR.

What is Online Reputation Management (ORM)?

Online Reputation Management (ORM) is the process of controlling the information that appears when someone searches for your brand online. Research shows that even a 1% improvement in reputation can increase RevPAR up to 1.42%.

How is ORM related to social media?

A strong social media presence dramatically improves your online profile. Try this: Do a quick Google search for your brand. Your website should be right at the top of the results. But what else do you see? For many hotels, this valuable online real estate is filled with links to competitors and 3rd-party booking engines. Wouldn’t it be nice to have your Facebook page featured prominently near the top? Wouldn’t you love to see gorgeous photos of your property shared by your Instagram followers? Imagine the difference that would make.

Takeaway: Social media plays a critical role in any online reputation management effort.

Why should hotels respond to negative reviews on TripAdvisor?

If you want to influence buying behavior, it is essential that you shape public perception. While you can’t control what a reviewer says, you can control how you respond. It’s important to address negative feedback in a respectful and empathetic tone. Will this change the reviewer’s opinion? Probably not. But it will influence the behavior of those who read the review. By responding, you effectively transform a disappointing experience into a powerful marketing opportunity.

Isn't it dangerous to put yourself out there too much?

Whether you know it or not, you are already “out there.” Regardless of whether you’re listening, people are constantly talking about your business. Ignoring them is not the solution. It’s much more sensible (and profitable) to take a proactive approach in managing the information that’s circulating online.

1-point increase on a 5-point scale allows for 11.2% room rate increase.
Cornell University Center for Hospitality Research
Cornell University Center for Hospitality Research
60% of hotels spent more on Online Reputation Management in 2015 than in 2014. Ranked #1 of 11 key categories.
TripAdvisor TripBarometer 2015
TripAdvisor TripBarometer 2015
1% increase in reputation boosts ADR by 0.89% and occupancy by 0.54%. Up to 1.42% increase in RevPAR.
Cornell University Center for Hospitality Research
Cornell University Center for Hospitality Research
“In fact, the truth probably is that it will increasingly be key to promoting Hawaii to all travelers…”
Hawaii News Now
Hawaii News Now
ORM is the biggest area of investment in 2016. 93% of hotels say online reviews are important for the future of business.
TripAdvisor TripBarometer 2016
TripAdvisor TripBarometer 2016
1-star increase in Yelp rating leads to 5-9% increase in restaurant revenue.
Harvard Business School
Harvard Business School

[ what we do for you ]

Social Media

Studies show a direct correlation between social media activity and increased hotel occupancy. We’ll grow your audience and boost engagement to raise brand awareness. Enjoy more direct bookings while building relationships with your guests.

Online Reputation

Savvy hoteliers know the importance of online reputation. Research shows a 1% improvement in reputation can increase RevPAR by up to 1.42%. We shape public perception by monitoring brand references and responding to feedback on sites such as TripAdvisor.

Consulting

The secret to social media is to create engaging content that inspires. Whether you just want the basics, need guidance on an existing campaign, or just have a few questions, White Sun Media can help. Gain valuable insight so you can move ahead with confidence.

Contact Info
We'd Love To Hear From You

Curious to learn more about social media and how it can jumpstart your revenue growth? Ready to build that solid online reputation? Let’s get started!

At White Sun Media, we understand the challenges you face. We know about the shrinking booking window, OTA commissions, and competition from short-term rentals such as Airbnb.

We specialize in social media management for hotels, making it easy for you to drive direct bookings, increase occupancy, and boost RevPAR. Contact us today – you’ll be glad you did.

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