Research released by Australian hospitality company Hootsuite has revealed the true role social media can play in expanding a hospitality brand, with 71 per cent of consumers make purchasing decisions based on what they see on social media. The research concluded that brands could increase their audience by up to ten times through smart use of social media.

“Social media has changed the way we discover, consume and share experiences at hotels, bars and restaurants,” said Ben Mulligan, Regional Marketing Leader of Hootsuite in Australia and New Zealand. “ With more access to real-time information than ever before, the customer journey has evolved, and organisations need to think ‘digital first’ to meet and capitalise upon the expectations of the connected consumer.”

The research also found that less than half of all Australian hospitality brands are using social media, and even less are actively using their accounts. In some cases it is the employees that play a bigger role in promotion than a dedicated promotions account, simply by sharing content from their organisation of which they are proud.