Facebook Failing to Drive Booking Conversions
Research shows that Facebook booking conversions are somewhere in the single digits. But that doesn’t mean that hotels should give up on having a Facebook page.
REPORT FROM THE U.S.—Back in March 2011, Michael Hraba, like many hoteliers, was excited by the commercial potential of Facebook. There was revenue to be had, and hoteliers and brand companies were rushing to put booking widgets on their profile pages to encourage easy, seamless transactions.
My, what a difference a year can make.
Hraba, who is project manager and communications for Waterford Hotels & Inns and owner of San Francisco-based Hraba Hospitality Consulting, has jumped off the Facebook bandwagon, citing low transactional booking volume for his clients and the broader industry alike.