PwC Cyprus presented the findings of a survey on the Cyprus hotel industry’s use of social media
Hotels in Cyprus recognise the importance of social media and hold a significant presence in them. But there are considerable margins for improvement, which if taken advantage of can provide substantive value for both hotels and their visitors. This is the conclusion of the survey “Capturing the Social Media use in the Cyprus Hotel Industry”, the findings of which were presented by PwC Cyprus at an event on Wednesday, 12 October, in Limassol.
The presentation took place in the framework of the new programme announced by the organisation last week and is targeted particularly at the Cypriot businesses.
The aim of the survey, which was carried out in cooperation with the University of Nicosia, was to map out the use of social media in Cyprus’ hotel industry, appraising the hotels’ overall utilisation of these tools (high, medium, low).
According to the general findings, hotels in coastal districts use social media more than hotels in the mountains or town centres. Overall, hotels that have absolutely no presence on social media or in contrast are present in all social media, each total 9% respectively.
Facebook in the lead – Trend towards TripAdvisor
Facebook is by far the most popular social media site used by hotels. In fact, according to the survey, many hotels use many of its advanced tools, an observation that suggests a greater degree of development of the specific medium compared to the others.
The study also records a tendency to make better use of TripAdvisor. This trend is also followed by hotels that do not have a significant presence on other social media.
Link between hotel classification-social media use
The study records a clear link between the classification of a hotel and its use of social media. The higher the hotel’s classification, the greater the use of social media, the study found.
It is worth noting that 74% of 4* hotels ranked in the “medium” category, which leads to the conclusion that this classification of hotels may use social media to a satisfactory extent, but need to manage them more strategically for better results.
Lack of strategic management
It appears many hotels do not implement a social media strategy. According to the study, 37 of the 48 hotels that ranked in the “low” category received a score of 0-25%, which shows the lack of a strategy.
Many hotels belonging to corporate groups also tend to adopt the social media strategy of their parent company, instead of managing their own individual pages. This approach, according to the study, limits the scope of coverage of said hotels’ social media pages.
Use for promotional reasons
The second part of the study provides a more targeted examination of hotel managers’ views and ambitions as regards their hotels’ use of social media. It emerges through their answers that the main reason hotels use social media is for promotional reasons and in order to improve existing products/services by recording comments posted by customers.
Presenting the findings, PwC Cyprus Partner, in charge of Hospitality & Leisure Group, Mr Petros Petrakis, said: “The benefits that social media can bring to hotel businesses are multiple because they constitute simple, low cost and extremely effective marketing and promotion tools. In the framework of PwC’s new programme to support Cypriot businesses, we believe the survey PwC is presenting today touches upon a new dimension that affects the future of the hotels and which unquestionably they should take into serious account when developing their business strategy.”
Director - Marketing & Communications, PwC Cyprus