RIU Hotels has cause for celebration. Its page on Facebook, the most popular social network in the world, has now surpassed the milestone of 250,000 fans.
Thanks to the strategy and work of the social networking team, and the loyalty of the chain's guests, the hotel company's presence on Facebook has enjoyed exponential growth since the page was launched in 2009. In the last year alone, it has gained almost 120,000 followers from more than 20 countries, with the highest number of fans from Mexico, the United States and Spain.
Having a presence on Facebook is part of RIU's strategy to ensure an increasingly more active presence on the most popular social networks such as Twitter, Flickr, Pinterest and Google+.
For RIU, Facebook has come to be an indispensable channel for direct communication with its customers. Through this platform the company provides updates on latest news, as well as sharing useful information on the hotels, introducing members of the team and photos of the new hotels before anyone else. Facebook has also given the employees the opportunity to share their work and knowledge on subjects such as gardening tips or activities, as well as funny comments from the entertainment teams.
But above all, Facebook is used as a tool for generating conversation. It is an open door which invites guests to share their concerns, and also their experiences and anecdotes.
"Many fans share romantic stories of how they met in the hotels or there are also real fanatics of the brand, such as a couple from the United States who decided to name one of their daughters after the chain", explains Ana Alfranca, Social Media Strategist for RIU."It is also a platform for concerns and criticisms, which gives us an opportunity to get to know our guests better and identify a potential problem before it's too late”, continues Alfranca who also highlights that "this social network also lets you reward followers' loyalty through competitions, draws and special offers".