Digital & Social Media Audits

As digital communication continues to explode hotels are recognizing its importance within the marketing mix and buyer funnel.

In order to develop strategy and allocate resources hotels need to understand the effectiveness of their existing digital initiatives. Our digital audit is a study of your hotels brand’s digital presence (on its own and in relation to your competitor set) across six key areas for both branded and independent websites:

The audit will provide strategic analysis of the entire digital footprint of your hotels brand. It will give insight on ways to optimize existing digital assets, drives leads and identifies opportunities to outperform the competition including any paid media.

Brand Websites – (Marriott, Hilton, Hyatt, etc.)

  • The brands offer a website with base content and it’s up to the hotel to maximize the opportunity and SEO the website. We will audit the hotel brands website and make recommendations to assure that we have the pages optimized and we are taking advantage of content for the property pages.

Digital Architecture – (Design and Functionality)

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If you have an independent website we take a look at how it is organized, the way your brand is presented to customers with user experience and taking a look at the overall layout including being ADA compliant.

Content – (Assets and Opportunities)

  • Content marketing is a critical element in your digital success. Hotels need to provide valuable content to gain loyal customers across each phase of the buyer funnel.  A digital content audit helps identify existing content that needs to be refreshed or reworked, new content that brands should be creating and where that content would best be promoted on your website.

Conversions

  • Calls-to-Action: Are They Working? Getting a potential customer to fill out that contact form, call you, download something, etc. are all actions brands strive to increase. A digital audit will offer improvements that help increase those conversions.

Measurement and ROI – (How to Measure Your Digital Success)

  • It’s hard to know if you’re moving the dial in the right direction if you didn’t know where it was when you started. A digital audit will provide baselines for a brand’s current digital marketing performance.

Competitive Analysis


  • It’s always good to know what your hotel’s competition is up to. It gives your brand insight into ways to differentiate itself and areas where it needs to improve. A digital audit will investigate the digital footprints of your brand’s competitors, and offer insight into ways to outperform them.

We strive to provide good benchmarks and key performance indicators for our clients in a digital audit, based on their business goals, to determine the success of their digital initiatives.

What are the Benefits of the Hotel Digital Audit?

A digital audit provides a detailed view of the various digital channels and touchpoints your hotel brand is using. This information helps identify underperforming digital assets, competitive opportunities and additional ways to reach your audience and gain market share.

A digital marketing audit is not a digital strategy but it is the research and analysis needed to inform it. Measuring and understanding all digital channels together serves as an important starting point for the digital strategic planning process.

We assign a simple color coding systems:

  • Green – Continue your current course. Monitor and look for incremental improvement.
  • Yellow – Pause and assess. Adjust based on priorities and capacity.
  • Red – Stop and fill gaps. Change strategic/tactical direction based on objectives and budget.

Social Media Audit

Our social media audit is an assessment of a hotels social media presence.  We will review and analyze your current online social media channels, goals for social media, comments, responses, etc. and the overall social media strategy for your hotel.

You will receive a report with detailed recommendations on your social media strategy.  We will review platforms, current postings and future social media calendar including opportunities you may be missing to grow your follower base and increase revenue.  You will receive recommendations based on best practices for hotel social media marketing.

Example metics we look at include:

  • Profile information
  • Engagement metrics
  • Publishing metrics
  • Audience demographics
  • Referral traffic
  • Target audience
  • Channel specific metrics
  • How is the channel SEO’d?
  • Recommendations for channels that the hotel may not be using.

We have an in-depth discovery conversation with the hotel to include questions such as,

  • Do you have a way to measure success for each social media account?
  • What are your goals for it?
  • Which platform(s) are target markets using?
  • What are your competitors doing on social media? What’s working for them?
  • What content are you producing that will help your social strategy?

Our Social Media Audits Uncover the Gaps

There are many moving parts to social media today. Moving parts can get overwhelming and this is where many people who don’t have a process realize how tough it is to make social media work.  The discoveries from the audit provide actionable feedback that helps engage more customers. The benefits of doing the audit include:

  • Securing expert feedback about your content with insights into what to modify and why.
  • Uncover opportunities to generate leads.
  • Learn how you stack up against your competitors.
  • Are you looking at the right metrics monthly to access trends and your performance?
  • You want to find out for sure what social media success looks like.

We assign a simple color coding systems:

  • Green – Continue your current course. Monitor and look for incremental improvement.
  • Yellow – Pause and assess. Adjust based on priorities and capacity.
  • Red – Stop and fill gaps. Change strategic/tactical direction based on objectives and budget.
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