Social media has negligible impact on hotel bookings, claims eviivo’s research
Being active on social media has very little impact on an independent hotel’s bottom line, latest research claims. The likes of Facebook are responsible for just 3.3% of the web traffic to hotels’ websites, according to an new study.
According to a new study by UK’s eviio, which provides booking management apps for independent hotels and B&Bs, a “derisory” 0.75% of bookings made for independent hotels and B&Bs originate from social media – compared to 74% of bookings which emanate from travel websites such as Expedia, Hotels.com, Laterooms, Booking.com and others.
The results come from analysis of booking data for some of the 5,600 B&Bs and small hotels the company works with. The findings come despite almost six out of 10 (59%) accommodation providers polled admitting to using social media to encourage bookings. A quarter of those surveyed described social media is “very important” to their business and 36% spend five hours or more on it each week.