Facebook remains one of the most influential platforms for hotels to promote their offerings, according to Didimalo Molefe, Marketing Co-ordinator for Guerrilla Marketing.

Speaking in Cape Town at the Direct Booking Indaba, Molefe said Facebook continues to be a rich, experiental and trusted source of content due to users’ ability to upload large numbers of photographs and videos.

“Instagram is one of the fastest growing content sources for people with the intention of travelling. Since May last year we have seen around 32% growth on this platform when compared to the previous year, but the most active social media platform for travellers remains Facebook.”

“At least 87% of travellers under the age of 34 consult social media for travel inspiration,” said Molefe. “A research study showed that 52% of Facebook users said their friends’ photographs of holidays inspired their own travel plans.”

Molefe said 48% of social media across the board had an influence on travel bookings, but a video posted on Facebook was likely to be shared 10 times more than a YouTube video.

She added that it was not a case of simply having a profile on Facebook or opening a Twitter or Instagram account. “If you are active on these platforms you will realise that it is increasingly difficult to stand out. Trying to reach new audiences and grab the attention of travellers requires a well thought out social media strategy that is part of a bigger marketing strategy. You have to optimise your Facebook campaigns with marketing goals,” said Molefe.

“Videos are particularly valuable, especially to international travellers who have never been to South Africa. They are influential in boosting guest confidence,” she said. “Visual storytelling is of increasing importance in communicating with travellers.”

Molefe said it was important that a Facebook campaign was linked to driving traffic to a company’s website. “Facebook is a very scalable and efficient solution to access people who have shown interest in your hotel. The goal is to get them onto your website to book. Followers have to be come guests and guests brand ambassadors.”