Social media 'powerful' in leisure and hospitality sector

Tuesday 5 February 2013

Social media has "a lot of potential" in the leisure and hospitality sector, and should not be ignored by companies, one expert has advised.

Research from Barclays has revealed that 13 per cent of firms in this sector get as much as half of their sales thanks to social media channels such as Facebook and Twitter.

Furthermore, around 29 per cent of respondents attributed as much as 25 per cent of their sales down to such platforms.

In addition, 68 per cent of firms who had been using social media said their experience had been either 'positive' or 'very positive'.

Despite these impressive figures, 60 per cent of businesses surveyed said they thought such platforms offered just 'limited' or 'some' opportunity when it came to engaging consumers.

Mark Saul, head of hospitality and leisure at the organisation, commented: "Social media has blurred the line between personal and corporate communities - something that has been encouraged by consumers who now expect to be able to interact in an immediate and very personal way, not just with friends, but with their favourite - and not so favoured – brands."

He explained that engaging social media can "create a very powerful feedback loop", and businesses need to be able to respond to bad comments on the sites helpfully, thereby turning a negative experience into a positive one.

Posted by Alex Boardman