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Brief Published: 18 Feb 2013

Hospitality Companies ‘Missing a Trick’ with Social Media


British hospitality and leisure operators are missing out on the business potential of social media, according to research published by UK-based bank Barclays in January 2013. The study, which surveyed 126 companies, found that more than 60% saw social media as a limited opportunity.

Almost half (44%) of operators said they rarely used Facebook and Twitter. Despite this, nearly a third of respondents attributed up to a quarter of their sales to social media, and a further 13% believed it generated up to half of sales.

“The industry is missing a trick,” said Barclay’s head of hospitality and leisure, Mike Saul. “Social media has blurred the line between personal and corporate communities – something that has been encouraged by consumers who now expect to be able to interact in an immediate and very personal way, not just with friends, but with their favourite (and not so favoured) brands.”

Using social media as a relationship management tool rather than a sales channel was emphasised at last year’s Boutique Hotel Summit. Read more about how hospitality brands can harness the potential of social media in Social Media Travel Revolution.