According to a recent study which analysed 39.1 thousand social media posts and 2.3 billion web searches from February to June 2023 across platforms such as Twitter, Reddit, Instagram, and review sites, customers prioritise facilities and service when selecting a hotel. The study, conducted by Alliants and Pulsar, centred around the luxury segment, and using the social media mentions for its analysis.
It found that when choosing a venue, facilities were the predominant factor, followed by service and price.
Kashif Yamin, Alliant’s SVP for Data & Strategy, said, “The luxury sector remains dominated by leisure travel, with guests planning relaxing getaways with their families. Facilities and service are of primary importance for them and it is important that hotels live up to high expectations if they are to deliver the exceptional experiences customers dream of.”
Guests actively shared both positive and negative experiences on social media. Positive reviews often referred to personalised experiences and attentive service, with phrases such as ‘home from home’ frequently used. Negative reviews typically centred on outdated facilities and inadequate customer service, including poor communication.
Dahye Lee, Marketing Research Lead at Pulsar, noted, “We’re seeing holidaymakers turn to visually-orientated platforms, such as Instagram, to share holiday highlights, while community-orientated platforms, such as Reddit, operate more as forums for advice and planning conversations.”
The study also discovered that 29% of social media user concerns related to bookings, 28% were about transportation, and almost 22% focused on planning. Sustainability was a recurring theme, with numerous mentions around the environment, retreats, and green initiatives.
Yamin added, “Customer experience is not just about the hotel itself, but the relationship which it builds with its guests. This happens not only during the stay, but before and afterwards. Hotels can use digital communication to stay in touch, providing a method they are used to in their daily lives, which gives them an easily-accessible line of contact. Hotels can offer to assist with transportation and other pre-arrival issues, ensuring that the guest is able to enjoy a luxury experience even before setting foot on the property.”
Picture credit: Alliants and Pulsar