While Google and hospitality marketers would like to believe that their presence on the social media platform is making a difference, unfortunately consumers just do not flock to the channel as much as others. Facebook and Instagram are proving to obtain the most engagement from consumers for luxury hotels, but many brands are spending budgets on platforms such as Google+ that are proving ineffective. “Many brands waste time and money on unnecessary platforms, instead of focussing on the key players,” said Fritz Dickamp, managing director at L.I.K.E. Hospitality Consulting. “Google+ is one of the most used platforms across all brands, which does however not reflect the number of followers in all parts of the world. Hence brands on Google+ are neither positioning themselves strategically efficient, nor budgeting for social media appearance correctly. “There is no social media strategy recognizable for most of the studied brands: it seems that some brands do not communicate well enough with their properties regarding the platforms to be present on, or to avoid,” he said. “This undoubtedly results in unnecessary budget spending on platforms that don’t generate a good enough ROI.” Get the full story at Luxury Daily