How to Generate Revenue with Social Media

By Michael Toedt - Managing Director at Dailypoint Gmbh

Visit us at HITEC booth 2246
21 November 2016


Most hoteliers associate the term Social Media with Twitter, Facebook or Instagram. But there is much more to Social Media. Facebook & Co. are one aspect, the other important part is rating portals. Communities are nice and valuable, but money is made through TripAdvisor, HolidayCheck, and Google+.

What is important for a good hotel ranking

Without a top ranking, new client acquisition has become quite challenging and expensive. So, how can you get on top of the ranking lists? Client feedback is essential, but also the amount and topicality of the comments have a major impact on the positioning. Therefore, it is important to encourage guests to post a lot of good feedback! Many hotels fail to get high rankings even though the product and staff are great. One of the reasons is the lack of active Social Media Management. With our support and expertise we can help you to get on top of the ranking lists.

How to get on gop of the ranking list at HolidayCheck, TripAdvisor & Co.

Even the best hotels cannot fully satisfy every guest. This is nothing unusual. Hotel managers who target a specific group with a clear marketing message know what I mean. Negative feedback from guests, who do not belong to the key target group and happen to stay at the hotel, can create a false picture on the rating portals and ruin a hotel's good positioning. Thankfully, it is quite easy to counteract this. We call it "Brand Ambassador" strategy: As feedback of guests, who have not previously stayed at the property, is unpredictable, their post-stay survey does not contain a link to TripAdvisor or HolidayCheck. If their feedback is positive, they will receive another thank-you email with the request to share their feedback on a specific rating platform. The platform is selected based on their profile. Guests with a Gmail address have a Google account and therefore can easily give feedback on Google. Their feedback has a direct impact on the hotel's Google ranking and the hotelier gets advertising exposure without investing a lot of money!

How to improve new customer acquisition

German-speaking guests who do not have a Gmail address can be asked for feedback on HolidayCheck. International guests should receive a link to TripAdvisor. This know-how and support by the right partners makes it quite easy to increase the web-presence and to improve new customer acquisition.

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Munich, 80333
Phone: +49 89 189 35 69 0

Michael Toedt

Operating at the intersection of business and technology, Dr. Michael Toedt helps hoteliers with the software dailypoint™ to use the tremendous increase of data in order to become data-centric. Dr. Michael Toedt has over 25 years of experience in operations, technology and marketing. He is the author of several books – among others the German version “Big Data – Herausforderung und Chance für die Hotellerie (ISBN: 978-3-8751-5305-7) and “Data Revolution – How Big Data Will Change the Way of Doing Business” (ISBN:978-3–7375-1688-4) and his articles are published by journals on a regular basis. Dr. Toedt holds a doctoral degree in management science. He is lecturer at several universities and assistant lecturer at the University of Applied Sciences of Munich for the subject “Customer Relationship Management in Tourism”. Apart from this he speaks at various hospitality events and fairs such as ITB, HITEC, Internorga, Austrian Hotel Society ÖHV or Cornell Hotel Society.

Michael Toedt

Managing Partner, CEO