In Conversation: Social media's role in boosting direct bookings

Our recent GO Technology research Holidaying at Home: What guests want from hotels in 2023 uncovered social media as an increasingly important discovery and booking tool for guests searching for accommodation, with 60% of guests aged 18-34 looking at a hotel’s social media pages prior to making a booking, and 43% of consumers agreeing that a button to reserve direct through social media would make their booking journey easier.

In this episode of In Conversation, we sat down with the Institute of Hospitality and their members to explore the role social media can play in driving direct bookings for hotels, including how hotels can leverage their online presence to encourage guests to book, reaching the right audiences and the importance of responsiveness in building trust with guests.

Watch the discussion for actionable insights, including:

  • What should a hotel’s social media strategy look like?
  • The importance of optimised websites, booking journeys and social media in driving direct bookings
  • How social media can provide a ‘safety net’ for guests’ bookings
  • The role recommendations and reviews play in guests’ decision making