Travel and hospitality industry: Social listening strategies

The travel and hospitality industry is one of the largest industries in the world. So, to better analyze this use case, we have selected a subcategory: luxury resorts.

Industry outlook
With a social listening strategy, you can assess how high the demand for your offer is in different seasons, and therefore adjust the number of your employees accordingly. You may also identify in your results the geographic locations that have received the most mentions related to your market or service and are attracting the most travelers. This can support the opening of a new location.

You can also use social listening tools to see how current weather conditions are affecting travel destination searches by social media users. In Chicago, for example, the #PolarVortex probably led many people to flee the freezing temperatures.

Keyword example:

luxury AND hotel (luxury, hotel)
luxury AND vacation
trip AND hotel (trip, hotel)
vacation AND hotel (vacation, hotel)
Vacation AND resort (vacation, resort)
travel AND resort (travel, resort)

Brand health
You can look at trends across locations or individually to identify popular topics; This data then helps you create content and promotions relevant to that location. If you find that certain geographic areas are creating a negative mood, it may be time to launch a new promotion for a different destination.

You can also find out how different seasons affect your business, for example ski resorts in the winter months, but what does that mean for you? How can you develop a strategy to take advantage of this wave and reduce off-season volume losses?

Competitive research

By looking at the voice engagement and content strategy of your competitors, you will gain additional insight into their marketing activities. For example, you may notice that you are seeing fewer sales for a particular product on a certain day of the week, and by looking at your social listening tools, find that a competitor is offering a discount on that product category.

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