Harnessing the potential in the social media could help old and upcoming businesses attain position of growth and profitability, experts in hospitality business have said.
They believe that social media is an important tool to harnessing business growth, if players in the industry and the wider economy could understand its use and application towards driving their businesses.
These were the outcomes of panelist discussion during the HospitaliTEA forum hosted by Women in hospitality Nigeria held weekend in Lagos.
Bukola Arowosafe, director of the women in hospitality initiative and Principal Consultant at LodgeIntel Consulting, while speaking said the HospitaliTEA program was a platform to bring together experts and professionals in hospitality and other affiliated sectors, to speak on trends and issues in the hospitality sector as well as rubbing minds to see how to push hospitality to a higher level.
She described hospitality in Nigeria as a promising sector but still requires more to be done especially in the areas of skilled workforce. She advocated the need for more training schools and other academy adding that those in the hospitality business need skilled manpower to succeed. She said the hospitality space is a call to serve and therefore requires a natural environment.
Regarding social media marketing she said it is relevant in the business space but it is necessary for business owners to understand how it can positively affect their business, ranging from what kind of influencers is needed , which is the most suitable platform, what constitutes the target market.
Okeke Chinyelu, manager Fourways Hotel, said customer satisfaction is always important in any business especially in the hospitality space. She said the key determinant of business growth is customer satisfaction and feedback.
Panellist speaking on the topic “The Social Media Guest: How Digital Innovation is Transforming the Customer Experience” expressed their views on impact of social media in business growth and customer service.
Bukky Karibi-Whyte, CEO, Robert Taylor Media, was of the opinion that the world is in a digital age where social media cannot be ignored because it serves as a communication tool and it usually the first point of contact for prospective customers. She professed that the biggest marketing tool is the traditional “word of the mouth” otherwise known as referrals. She said referrals are king.
Iyadunni Gbadebo, director of sales, Eko Hotels &Suites said consistency is always key in businesses irrespective of its marketing strategies, she added that customer interaction, satisfaction and feedback is necessary for business growth as it encourage referrals.
Initeme Adukeh MD, Hospitality Groundworks said, this is a period where interaction is faster , more innovative and engaging , she said technology is becoming more advanced and there is need to follow the trend. She advocated for the need to diversify marketing strategies in line with on-going trends.
Bukky Akomolafe, Travelstart commercial manager, said for all forms of marketing, it is important to know the target customer to avoid the waste of resources. She added that although social media is king, there is need to build businesses on different channels. Edache Obe, chief executive officer of Dacheo Media and Branding said so much can be done using social media adding that it is a must use for business growth and expansion.
Nishita Devanand, director Savoir Faire hospitality and a participant at the forum said Nigeria’s hospitality sector is booming although it still needs to be worked on, she added that social media can be used to for more effectiveness and efficiency in customer service, she believes that Nigeria will become a top notch hospitality space that will be attractive to locals and foreigners but it will require more innovations and hard work.
