Hotels: Social networking & apps – don't get left behind
Hotels are increasingly turning to social media and mobile phone applications ('apps') as key initiatives to build brand loyalty, attract more customers and to keep up to date with consumer discussions. At the same time, hotel guests are increasingly using social networking sites (a type of social media) to provide their views (good and bad) on hotels and employees frequently use these sites to post their own experiences of their employers and competitors. The potential commercial benefits of using such social media are clear, but hotels must be aware of the potential pitfalls. This e-alert explains:
- what social networking is;
- why you need to understand the implications of "user-generated content" (i.e. comments and media posted by users on your website);
- why you need as a minimum to have an employee policy on social networking in place; and
- the relevance of mobile applications ('apps').
Content
Summary
Social networking is here to stay, at least for the foreseeable future. Hotel owners and brands will need to adapt to this and use this as a way to drive business but in any case by at least seeking to mitigate any risks.
The use of technology such as mobile apps in the hotel sector seems likely to increase and, like the use of technology in the world generally, at an ever faster pace. Again, this presents an ever-changing array of opportunities for hotel owners and brands.
Lawyers Richard Bursby, Timothy Pinto, Damian Simpson
