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Travel and hospitality

ROI of social media is vast but hard to track

October 19, 2017

Exterior of The Watergate Hotel. Image credit: The Watergate Hotel

 

By Brielle Jaekel

NEW YORK – At Luxury Interactive 2017, a Watergate Hotel executive described that while social is not always a direct source of bookings for the hotel property, it definitely has an impact that can be hard to trace.

During the Oct. 17 panel “More than Socializing: Advertising Amongst Platforms,” the executive explained that Facebook is the most popular form of social media for the brand. Facebook users often flock to the hotel’s page, which is usually the first point of contact with the brand for consumers.

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