Nearly four out of 10 people (36%) who follow a hotel on Facebook and Twitter buy more from that hotel or chain, a Starwood executive told hoteliers recently. The vast majority of social media fans, however, don’t.
That’s according to Justin Holmerud, a Starwood marketer who specializes in social media. Holmerud mentioned the 36% figure as he told hoteliers that they need to go further than convincing customers to follow them if they want to sell more beds. Hotels need to turn fans into marketers, he said.