Influence Society Insights is gathering hotel marketing statistics from the best travel brands around the world to inspire the new generation of marketers.

Influence Society Insights

6 Must-Know Social Media Marketing Stats

6 Must-Know Social Media Marketing Stats 560 560 influencesociety

6 Must-Know Social Media Marketing Stats

Since the arrival of social media, the whole traveler’s experience has changed. Social media has become a new travel guide for a large percentage of users. Nowadays, the traveler turns to social media for inspiration while dreaming about their next adventure. Scrolling through their social media feed, they look at where their friends went and content from influencers that they follow. It is a place where many travelers hear about new brands and destinations for the first time. 87% of Millennials on Facebook said they use social media for travel inspiration and nearly all travelers under the age of 34 looks on Facebook for inspiration before final bookings. This is without a doubt a worthy opportunity for hotels to win the attention of future guests.

Today’s traveler is online throughout each step of their journey, at first to explore new travel destination, but also for their stay and after. 60% of travelers and 97% of Millennial travelers share their travel photos while on the trip. As a hotel, it’s your job to motivate your guests to post pictures of your property by creating a cool photo-worthy spot, detail or a sign in your hotel, something that will make your hotel recognizable. Encourage them to use branded hashtags when they post their best pictures to promote your hotel.

We picked out 6 statistics to help you better understand the relevance of social media

  1. Facebook reaches 2.2 billion active users every month
    The most popular social media sites-Influence Society Insights
  2. The rise of WeChat in the travel industry (13.2% of the graph below)
    Wechat statistics-Influence Society Insights
  3. Instagram Stories overtook Snapchat
    Instagram stories snapchat-Influence Society Insights
  4. Facebook now represents 4 million advertisers
  5. Instagram mobile ad revenue will hit nearly $7 billion in 2018
    Mobile advertising revenue instagram-Influence Society Insights
  6. Posts with a location get 79% more engagement
    Location tagging statistics-Influence Society Insights

Social media is not a fad

The brands of hospitality have hesitated to start social networks but we see today that the power of Instagram and the image on social networks is no longer to argue. Although this does not affect 100% of travelers, most of them now consult at least one of the networks of the brand before embarking on the booking of a trip. And this proportion actually only increases year after year.

The explosion of mobile devices has also propelled new uses such as the consumption of videos in a situation of mobility or the consultation of formats such as Instagram or Facebook stories. It has never been more important for a hotel or a travel brand to understand the traveler’s digital shopping journey. This is called micro-moments (we invite you to read our article on the subject).

Influence Society Insights

5 Metrics to Make Your Yield Management More Efficient

5 Metrics to Make Your Yield Management More Efficient 560 560 influencesociety

5 Metrics to Make Your Yield Management More Efficient

This week we chatted with Ari Andricopoulos from Room Price Genie, a revenue management agency based in Switzerland. He shared a few insider tips for better controlling your price strategy.

All in all,  there are 5 main indicators to check in order to streamline your yield management:

  • What price is right for the demand.

  • How many rooms are left and trying to make the most of them. For example, being full on Saturday night makes it more difficult to sell your remaining rooms on Friday night.

  • How to get the most revenue from different customer groups by offering packages that best suit each group. For instance, more price conscious customers may need the cheapest and be prepared to forego convenience, some will go for best value, and some will go for maximum comfort.

  • Work out how free cancellation hurts you and mitigate risk with higher prices and/or overbooking. Make sure, though, that if overbooking you get it right – you might need to give them a taxi to a better hotel so it may be expensive.

  • When they book make sure to offer them other services. Offer spa packages or airport pick-up for which you make extra revenue. For example, a restaurant deal when booked at booking time means that you can plan your restaurant business better, and keeps them from spending money elsewhere.

Influence Society Insights

8 Facts That Will Make You Want to Up Your YouTube Game

8 Facts That Will Make You Want to Up Your YouTube Game 560 560 influencesociety

8 Facts That Will Make You Want to Up Your Youtube Game

There is no doubt that video is becoming an increasingly popular channel for reaching hotel guests. The video should have a leading position when it comes to building your strategy to boost the bookings and increasing revenue to their website. With video, it is a lot easier to captivate the attention, provoke emotions and it is easy to share with others.

A quick look at YouTube and the one billion people watching more than six billion hours of video each month will tell you how popular videos are. People only remember 20% of what they hear and 30% of what they see, but they remember 70% of what they see and hear. Travelers love finding inspiration in video and see it as a more trustworthy source to ignite their trip planning.

Numbers don’t lie, so we’ll give you 8 stats that should leave you utterly convinced you should start your Youtube strategy.

1. YouTube is now pulling in over 1.8 billion users every month and it is powered by the Internet’s most influential search engine, Google 

2. People are 10 times more likely to engage with and share video content.

3. You can navigate YouTube in a total of 76 different languages (covering 95% of the Internet population) in over 88 countries.

4. 80% of all internet traffic in 2019 will be video.

YouTube Statistics-Influence Society Insights


5. 66% of tourists watch videos when thinking about taking a trip and 54% watch videos when deciding where to stay.

6. On mobile alone, YouTube reaches more 18-49 year-olds than any broadcast or cable TV network.

Youtube Statistics-Influence Society Insights

7. The average amount of video content watched on YouTube daily is 1 billion hours per day.

8. 20% of users read a text while 80% will watch a video with the same content.

How to create an engaging video?

The first step is to know which part of your property you want to highlight and what story you want to tell. Think about what makes your place unique and different from your competitors. A great trick here is to go through hotel reviews on places like TripAdvisor and paying attention to reoccurring positive comments. Also, it is important not to forget to show general scenes that explain what your hotel looks like and offers: the interior, exterior, activities, local restaurants, bars, et cetera.

At the end of the video there should be a call to action to guide viewers to your hotel’s website or YouTube page, so include a URL in the description. The description should also include links to your website and social media channels, along with a phone number.

YouTube’s reach and international user bases allow hotels a unique opportunity to reach a much wider audience. If a hotel hosts a lot of international travelers or is looking to attract more, their videos should take advantage of YouTube’s Closed Captioning features to translate their message into other languages.

For a great example of all of the above, take a look at this video from OFF Paris Seine that checks all the boxes for a good video marketing strategy.

Influence Society Insights

6 Stats to Prepare Yourself for Voice Search

6 Stats to Prepare Yourself for Voice Search 560 560 influencesociety

6 Stats to Prepare Yourself for Voice Search

Let’s try an experiment. Read this aloud: “Hey Siri”, “Hey Alexa”, “Ok, Google”, “Cortana”.

Chances are something you own just lit up. Voice-activated search is becoming more and more a part of our everyday life. With no need to use hands and eyes for searching the internet, it is more certain to bring about changes in the way we consume content, communicate and connect. Still not convinced? Here are 6 stats to prove it.

 1. 50% of all searches will be voice searches by 2020

 Voice search statistic-influence society insights

2. 72% of people who own voice-activated speakers say that their devices are used as part of their daily routines.  – Google.

3. The number of millennials who use voice-enabled digital assistants will climb to 39.3% in 2019. – eMarketer.

4. 40% of adults now use voice search once a day.

Voice search statistic-influence society insights

5. 22% of U.S. smart speaker owners have purchased something using their devices.- Edison Research.

6. 52% of voice-activated speaker owners would like to receive information about deals, sales, and promotions from brands, and 39% would like to receive options to find business information. – Google.

  • Voice search has the potential to revolutionize search. For instance, users could search with more specific criteria and receive more personalized results. All of this will increase your conversion rates by bringing more qualified potential guests to your hotel’s website. To be ready for the voice search, your hotel’s website should offer more “chatty” style of content, giving your guests an easier approach to the information they need to make their final booking.

Influence Society Insights

5 Things You Need to Know About Mobile Websites

5 Things You Need to Know About Mobile Websites 560 560 influencesociety

5 Things You Need to Know About Mobile Websites

The shift to mobile continues to rise and today, hotels have an opportunity to capitalize on changing travelers habits. With that in mind, we give you 5 facts you need to know to understand the true value of a mobile-friendly website.

  • And this number is only going to keep growing. Hoteliers can’t bury their heads in the sand any longer. If you want to compete for those bookings, you need a mobile website.

  • The truth is Google now prioritizes mobile-friendly websites over those that are not in mobile search results. So websites that are optimized for mobile rank better than those that don’t.

  • In almost every part of the world, smartphone use is growing. And mobile users are very goal-oriented. When a potential guest visits your site to find information or to book a stay, you want the experience to be nothing short of great.

  • Easy navigation and fast load times help users find what they’re looking for much more efficiently. To compare, loading non-adapted website on a smartphone will create a horrible user’s experience and won’t drive direct bookings. Remember, 29% of mobile users will immediately switch to another site if it doesn’t satisfy their needs. Make the first impression count!

  • Let your guests know they’re getting the best deals and most accurate information. Confidence is crucial on mobile: Your future guests need to be reassured they’re booking at the best price they can find, or they’ll book elsewhere.

  • While you’re at it, you should carry out the mobile-friendly test offered by Google if you want to figure out whether your website is mobile optimized or not. They also offer some easy additional tips to follow.

Influence Society Insights

Snapchat for Hotels: 300 million+ Monthly Active Users

Snapchat for Hotels: 300 million+ Monthly Active Users 560 560 influencesociety
Snapchat - Influence Society Insights

Snapchat for hotels: statistics

For those who don’t yet know, Snapchat is a photo and video-sharing mobile app that is very popular among young people.

But who exactly are Snapchat users?

  • 71% of Snapchat users are under 34 years old.
  • People under the age of 25 use Snapchat for 40 minutes on average every day, more than Instagram’s latest stat for the same demographic.
  • 45% of Snapchat users are between 18-24 years old.

Keep this in mind next time someone tries to tell you that you have to be on Snapchat. Consider your audience and whether you can see them there first.

  • 300 million+

  • 187 million

  • 1 million

  • 30+ minutes

  • More than 10 billion

Influence Society Insights

5 Instagram Stats You Should Know for 2018

5 Instagram Stats You Should Know for 2018 560 560 Sebastien FELIX

Instagram stats in 2018

Entre Cielos Advertising Instagram Story Influence Society

The latest Instagram stats show there are currently more than 800 million monthly active users will probably reach a billion users in 2018.

That’s more than x2 the monthly active users of Twitter and x3 times as many users on WhatsApp and Facebook Messenger.

  • According to Instagram:

    • 80% of users say they follow at least one business on the app
    • 60% heard about a product and service through the platform
    • Last March 2017, over 120 million Instagram profiles visited a website, got directions, called a business, emailed or direct messaged a business
  • Even if the classic photos carrousels are still the most common on Instagram Ads, video has gained a lot of traction.

    Video Ads can be up to 60 seconds long, but the engagement can quickly drop off if the video starts to be too long.

    Try to stick to maximum of 30 seconds, and your audience will stay more engaged!

  • Location tagging gives Instagram users another way to find content.
    Several third party apps exist that allow users to search by location,
    leading to increased engagement.

  • According to SproutSocial:

    • The best time to post on Instagram is Wednesday at 3 p.m., Thursday at 5 a.m., 11 a.m., and 3 to 4 p.m. and Friday at 5 a.m.
    • Thursday is the best day to post to Instagram.
    • The safest times to post to Instagram are Tuesday through Friday 9 a.m. to 6 p.m.
    • Sunday is the least engaging day for Instagram.
  • When a consumer sees a photo from a person rather than a brand, they have a 4.5% higher chance of conversion.

    This number increases to 9.6% if they interact with the photo.

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