An Inside Look at Social Media Management for Hotels

When customers post on social media about hotels or airline travel, they expect the company to respond quickly. Does this always happen? According to a recent report by Skift, it often does. Typically, brands attempt to respond via social media within 30 minutes and resolve issues within 48 hours


Surprising right? You might be wondering how brands are able to achieve such quick response times. Here’s some tips from hoteliers:

  • Starwood has over 30 people across the world responding to issues on social media, allowing customers to receive answers in the middle of the night.
  • For Casey Anderson, digital marketing manager for Hilton Waikoloa Village, she says that she handles urgent requests before even leaving her bed in the morning.


Are you responding to your customers social media messages right away? If not, it is important that you do. Quick responses are essential in the hospitality industry because unattended negative issues can rapidly escalate. Ignored complaints can inspire consumers to band together to protest brands if not properly managed. Complaints should be handled first, followed by comments and general questions about travel. Most social media managers will try to get negative issues discussed via private message to avoid negative publicity and escalation.




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