This attempt can get the hotel closer to the consumer which otherwise would have taken an agent route to book their holiday leaving no chance for the hotel company to justify their offers and reach out to them. Thus, such websites offer tremendous opportunities for the hotel and its revenue department to maximise consumer traffic which can eventually convert into sales and profits.
The equal importance of revenue management due to turbulent times in the industry and that of using social media websites due to the rapid increase in the number of users, it is ideal for the hotel to align its revenue management targets with the social media websites usage statistics and make use of it to maximise revenues. For example, when the hotel such as Eton hotel is planning to organise a food festival during holidays, it needs to market dishes and products which are having the highest net margin and promote the same on social media websites. This can maximise the reach over and above the traditional marketing tools and practices.
With magazines, newspapers, television, radio, an addition of social media websites are added, the number of consumers becoming aware of the event becomes more than double leading to the meeting of objectives identified. Hays, Page and Buhalis (2013) argues that destination marketing organisations have been using social media marketing to a great extent due to the limitations and marketing budget cuts forcing them to be more creative, expansive, and maximise consumers through limited resources.