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Why luxury hospitality brands must use social media

Hand Holding A Social Media 3D Sphere


Luxury hotels in the Middle East are increasingly depending on social media to enhance their brands and increase business.

The world’s only seven-star hotel, Burj Al Arab, located in Dubai and part of the Jumeirah Group, was awarded the global title of ‘Best Social Media Presence’ by travel intelligence and marketing company Skift earlier this month, due to a high number of interactions in the past few months (translating into more than six million Likes, Comments, Shares and Views across Facebook, YouTube, Instagram and Twitter), as well as its numerous social media partnerships with campaigns such as #MyDubai and #WorldsUltimateInstaMeet.

“Social media is the most natural platform for [the hotel] to communicate with our many fans,” says Piers Schreiber, a spokesperson from the Jumeirah Group, in a recent press statement.

Meanwhile, according to LinkedIn’s recent list of the most influential UAE brands on LinkedIn, four out of five brands in the top five are hospitality brands, including The Jumeirah Group at number three.

“More and more luxury hotels are tapping into the social media space. Social media is important for luxury hotels, as it is the easiest way to communicate with your guests, describe or explain an offer and hear real-time feedback,” adds Wassim Jaber, project manager of Dubai-based hotel management company Peacock International Hotel Management.

In order to best engage with guests and provide personalised experiences, it’s crucial that luxury hospitality brands include popular social networking platforms, Facebook, Twitter and Instagram, when drawing up their marketing plans. “By interacting with your guests or your loyal followers, you can help create a valuable community. Social media can also act as a secondary and low-cost form of advertising,” adds Jaber.

And since 90 per cent of luxury consumers in the UAE and Saudi Arabia uses social media sites each day, according to Havas’ Luxhub Insights 2014 Luxury Digital Outlook, there’s no better way to keep up with current consumer trends and build meaningful relationships with them.



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