Hotels: How the new social media landscape affects sales

Facebook’s decision to upgrade the security level on the platform after password and personal data leakage will impact the way the hotel market promotes its products to consumers on social media such as Facebook, Messenger, Instagram and WhatsApp.

This was revealed at the Facebook F8 Conference, which was attended by thousands of developers.

The company, in the next chapter of its evolution, seeks to reduce its dependence on public data and become a social media platform that focuses on privacy.

The change of orientation will affect all Facebook products on the platform that use 2.7 billion people a month from around the globe, and hoteliers, according to, need to know details of this transition …


The first goal is to make the likes in the photos privately, which will only be seen by the account user. Such a pilot is being implemented in Canada, and it is found that it changes the user’s psychology and reduces the like as a measure of recording engagement grade. This means that the process of evaluating the public influence of the posts will become more difficult for the brand. 

If this feature is spread around the world, hotels will need to adapt to the engagement engagement. It will require training to reduce physical dependence on such measurements, and apply a more emphasized brand approach rather than a copy strategy.

Another development is the upgrading of markets. Users can make purchases via a tag that will redefine how many businesses work with opinion offenders. Even if it is more difficult to measure the degree of involvement of an opinion-maker (as the likes will be private), the shopping tag may be a way for businesses to finally evaluate customer conversions in terms of monetary revenue from specific opinion campaigners.


Trade spreads to this application through groups where merchants publish photos and descriptions of direct sales to team members. 

The application will continue to be an ecommerce engine with a wide-ranging renewal for businesses, the Product Catalog that offers users a list of products from traders participating in WhatsApp Business.

This is an important development for small businesses that do not have a website and increasingly use social media as their main way of interacting with customers, said Mark Zuckerberg, a Facebook boss.

Hotels can find that a WhatsApp product list corresponds to a room service menu and allows visitors to order services through WhatsApp. With a platform-based structure, rather than a third party, this type of sales opportunity will soon become reality.


As a way out of clickbait, the Facebook experience will be set around the groups and events. Facebook says it will seek to give people space where they can express themselves freely and feel connected with the people and communities that are most important to them.

Instead of encouraging public notices, Facebook will begin to connect people through groups and events based on their common interests.

For hotels, Facebook remains a difficult place for organic consumer approaches as it continues to be dominated by paid publications, but with the changes it will facilitate the accumulation of core groups of followers rather than a large number of indifferent followers. 

If hotels cultivate a community around specific interests, they can make a profit, otherwise the application remains less brand-friendly.


Messenger will turn into a social network by adding a Friends page that incorporates stories from Facebook and Instagram.

The application itself has now 40 million businesses using it, with 20 billion messages between them, more than twice as high as last year’s, and its total users are 1.2 billion.

Its momentum in business continues to grow and the company has announced that Messenger will be equipped with encryption for safer transactions between users and businesses. This will facilitate direct business sales by ensuring communications at the level of sensitive personal data and payments. 

Messenger also launches a desktop application that will make it easy for business-to-business communications to communicate with a desktop environment, and interactivity through Facebook, which means that users can communicate with users of WhatsApp and Instagram directly through the application of Messenger.

These changes can have a positive impact on hotels, which instead of recording multiple channels, they can quickly respond to any of their visitors’ demands without losing time.


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