First of all, it’s utterly important that you realise that the point of Facebook isn’t to be the hotel with the largest number of likes. Okay sure, this is a good indicator that your hotel is probably doing things the right way, when you’re in the thousands (depending on your hotel size), but likes on their own don’t really count for much. The same can be said of website visitors. If your site is getting millions of hits on a monthly basis, that’s irrelevant really unless they’re resulting in a large percentage of bookings, and so are generating healthy revenue
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