Facebook Failing to Drive Hotel Bookings

Hotel marketers are beginning to question the use of Facebook as a booking channel in the absence of any meaningful data. And the major hotel chains – six of which declined to share data for this article – have been reticent to disclose conversion rates.

“Generally when companies are reticent about disclosing conversion rates, it’s because it’s going to be pretty negligible. That would be my expectation,” said Douglas Quinby, senior director of research at PhoCusWright.

“In general, we have never advocated that anyone should look at Facebook as a booking platform,” he said. “We see this continually in our consumer research, especially in the U.S. and Europe – consumers don’t think of Facebook and their social networks as a place to go shopping and buying travel.”

Henry Harteveldt, chief research officer and co-founder of Atmosphere Research Group, said Facebook booking conversions are somewhere in the single digits.

“Booking levels are very, very small from the Facebook widgets,” he said.