When was the last time you booked a hotel without a quick glance at their Instagram or Facebook reviews? Social media has become essential in how travelers choose their next stay, making it a critical tool for hotels to enhance their appeal and visibility.

But how can your hotel leverage social media to attract guests and turn them into brand advocates? It all boils down to a well-crafted social media marketing strategy that resonates with your target audience.

In this post, I’m diving into effective tactics for social media marketing for hotels. From creating content that showcases your hotel’s unique allure to engaging with your audience in meaningful ways and leveraging influencer partnerships, you’ll find practical insights to extend your hotel’s reach.

Ready to transform your social media platforms into engaging channels that attract and deeply engage your guests, turning them into vocal advocates for your hotel? Let’s dive in.

Key Takeaways

• Authentic guest stories and reviews lend credibility to your hotel. Encouraging and showcasing these genuine experiences can significantly influence booking decisions.
• Use high-quality images and videos to captivate potential guests and highlight your hotel’s best features, grabbing their attention and sparking their imagination.
• Active engagement with your audience through comments, polls, and personalized content fosters a community around your brand, turning followers into advocates.
• Targeted advertising on platforms like Facebook and Instagram can extend your reach to the ideal audience, driving interest and direct bookings with precision.
• Use dynamic video content, including short-form clips and live interactions, to offer an immersive glimpse into your hotel’s unique offerings and atmosphere.

Creating Compelling Content for Hotels

In the bustling world of travel, standing out on social media is more crucial than ever for hotels. The trick? Carve out a distinctive brand voice that resonates with your audience and consistently deliver content that embodies your hotel’s values.

Creating compelling content for hotels is about engaging them with authenticity and inviting them into your world. Remember, in the crowded space of social media marketing for hotels, the brands that stand out are the ones that stay true to their voice and share their values consistently. So, find your voice, tell your story, and watch as your hotel transforms from just another option to a destination of choice.

Showcase Your Hotel’s Unique Features

The key to standing out on social media is about being remembered. The challenge? How do you convey this uniqueness to your audience in a way that captures their attention and imagination?

Whether it’s the architectural grandeur that whispers tales of history, the breathtaking views that promise serenity, or the curated experiences that promise adventure, these are your crown jewels. Showcasing these features effectively on social media involves a blend of creativity, authenticity, and strategic storytelling.

Source: Instagram

Take The Leela, for example. Every post, whether it’s on Instagram, YouTube, or Facebook, is a window into what it feels like to be a guest at their property. They’ve mastered the art of storytelling, turning every post into a narrative that speaks directly to their audience’s desires for opulence and tranquility.

Start by identifying what sets your hotel apart. Is it the location nestled in an idyllic landscape? Is it the gourmet dining experience that tantalizes the taste buds? Or is it the exemplary service that makes guests feel like royalty? Once you’ve pinpointed these unique selling points, the next step is to bring them to life on social media.

Visual storytelling is your ally here. High-quality, captivating images and videos showcasing your hotel’s features can stir emotions and spark the desire to take part in the experience, and help you tell a story. Narratives that explore the history of your architecture, the inspiration behind your culinary offerings, or the passion that drives your service can resonate deeply with your audience.

For instance, the Casetta Group uses social media to promote a lifestyle. Their Instagram is filled with stunning images that go beyond the property itself, offering a look at the local culture, cuisine, and activities. By doing so, they’re not just selling a stay—they’re selling an experience. And with a significant following, it’s clear that their approach to storytelling resonates with their audience.

Source: Instagram

Leverage User-Generated Content

User-generated content is content your guests create that can significantly amplify your brand’s visibility and authenticity. After all, people trust people. 

Invite your followers to share their experiences, memories, and what they **** about your hotel. This amplifies your content and builds a community around your brand.

When potential guests see real, unfiltered experiences shared by others, it enhances your hotel’s credibility and appeal. It also creates a fear of missing out, inspiring potential guests to dig further into your locale.

The key is to leverage FOMO in a way that inspires guests to share their experiences across their social channels because of the incredible experience they’re having.

Source: Instagram

Take a note from Omni Hilton Head, which does a great job at resharing their guests’ photos (with permission, of course) to share their experiences across their social channels. 

But how do you get guests to start sharing? It’s simpler than you might think.

Start by creating an environment that’s share-worthy. From unique decor elements to personalized guest experiences, every detail can inspire guests to post.

Next, make it easy for them to tag your hotel by providing free Wi-Fi, creating a custom hashtag, and placing gentle reminders in key areas of your hotel. Remember, a small prompt can lead to a significant increase in online mentions and reviews.

Acknowledging and resharing guest content on your channels validates their effort and encourages others to share their experiences. It’s a cycle of engagement that benefits both your brand and your guests.

Partner With Influencers

Influencer marketing for hotels is another powerful strategy to enhance your hotel’s online presence. 

By partnering with influencers, you can tap into their engaged audience, extending your reach far beyond your existing followers. Influencers bring a level of authenticity and relatability that traditional marketing cannot match, making their content highly influential in their followers’ decision-making.

Source: Instagram

When selecting influencers, look beyond the travel niche. Lifestyle influencers, local celebrities, or even influencers in the wellness and food sectors can offer fresh perspectives and diverse audiences. The key is to choose influencers whose brand aligns with your hotel’s values and aesthetics.

Offering complimentary stays, hosting influencer events, or collaborating on exclusive content can be effective ways to engage with influencers. Each post they share is a personal endorsement, reaching potential guests who trust their opinions. Creating exclusive offers for their followers or involving influencers in loyalty programs can further amplify your hotel’s appeal.

Utilize Video and Live Content

Your hotel’s content must capture attention and engage and inspire potential guests. This is where the power of video and live content becomes undeniable. 

With platforms like TikTok, Instagram Reels, and YouTube Shorts dominating the social media sphere, leveraging these formats can significantly enhance your hotel’s online presence.

The dynamic nature of videos allows you to showcase your hotel’s ambiance, amenities, and unique experiences in a way that static images simply cannot. From creating engaging montages that highlight the beauty and excitement of your location to sharing behind-the-scenes glimpses into your hotel’s day-to-day operations, videos bring your property to life for viewers.

Source: The Plaza Instagram 

Repurposing your video content across various platforms maximizes its reach and effectiveness. A TikTok video can easily be adapted into an Instagram Reel, and snippets from longer YouTube videos can be shared as engaging previews on your website or in email campaigns.

Live content offers a unique opportunity for real-time interaction with your audience. Whether it’s a live tour of your hotel, a Q&A session with your staff, or showcasing a live event happening at your property, these real-time interactions create a sense of immediacy and exclusivity that can be incredibly appealing to potential guests. 

Source: Awakening at Wynn Las Vegas 

Live content humanizes your brand and fosters a deeper connection with your audience by inviting them to engage directly with your hotel.

Engaging Your Audience on Social Media

The core of engaging with your audience on social media is creating interactive experiences that encourage participation, sharing, and conversation. Consider the following strategies to develop engagement-boosting social media marketing ideas for all your channels.

Interact with Guests

Engaging with comments, whether they’re praises, questions, or concerns, shows that your hotel values its guests and their experiences. This kind of interaction enhances customer satisfaction and bolsters your hotel’s reputation as a brand that genuinely cares about its guests.

Source: Facebook

In addition to replying to comments and liking posts shared by your guests, consider the following tactics to interact with your guests on social:

• Share User-Generated Content: Reposting photos, stories, or videos shared by your guests provides you with authentic content and makes your guests feel valued and part of your hotel’s community.
• Host Live Q&A Sessions: Use Instagram Live, Facebook Live, or Twitter Spaces to host live sessions where potential guests can ask questions about your hotel. This direct interaction can significantly boost engagement and interest in your property.
• Create Interactive Stories: Use polls, quizzes, and question stickers on Instagram Stories to encourage your followers to engage with your content. This can be a fun way to gather opinions on new amenities, event ideas, or simply to entertain and engage your audience.
• Offer Exclusive Deals: Reward your social media followers with exclusive offers, discounts, or early access to special events. This incentivizes engagement and encourages direct bookings through social media platforms.

Respond to Reviews

Online reviews are a double-edged sword in the hospitality industry. While positive reviews can significantly boost your hotel’s reputation, negative reviews offer an opportunity to demonstrate your commitment to customer satisfaction. Here’s how you can manage online reviews effectively:

• Monitor Regularly: Keep a close eye on major review platforms like TripAdvisor, Google Reviews, and social media channels. Tools like Google Alerts or more specialized reputation management software can help you stay on top of new reviews.
• Respond Promptly: Whether a review is positive or negative, a quick response shows that you value guest feedback. Thank your guests for positive reviews and address any concerns raised in negative reviews with empathy and a commitment to improve.
• Personalize Your Responses: Generic responses can make your guests feel undervalued. Tailor your replies to the specific comments of each review, acknowledging specific aspects of their stay. This personal touch can turn even a negative review into a positive impression.
• Encourage Happy Guests to Leave Reviews: Often, guests need a little nudge to share their experiences. Encourage feedback through post-stay emails, social media prompts, or even during checkout. A simple reminder can significantly increase your volume of positive reviews.
• Learn and Improve: Use the feedback from reviews as a valuable source of insight into your hotel’s operations. Identifying patterns in feedback can help you make necessary improvements, enhancing the guest experience and reducing the likelihood of future negative reviews.

Proactive engagement on social media platforms—be it through responding to reviews, sharing user-generated content, or participating in conversations—helps maintain a positive and active social profile.

Run Social Media Contests and Giveaways

Contests and giveaways are fantastic ways to increase engagement, grow your following, and generate excitement around your brand.

Source: Facebook.

Encouraging your audience to participate in creative contests or to enter giveaways rewards their loyalty and leverages their networks to attract new followers. From “caption this photo” contests to trivia games and photo-sharing challenges, these interactive social media campaigns for hotels can significantly boost your hotel’s visibility and appeal.

Source: Instagram

For instance, Accor’s Instagram is filled with contests that effectively engage users by offering compelling prizes and clear participation instructions alongside captivating visuals of their properties. This promoted their hotels and created a buzz that extended far beyond their existing audience.

Social Media Advertising for Hotels

While organic content is crucial in building your brand’s story and engaging with your audience, the strategic use of paid social media advertising can significantly amplify your visibility and drive conversions.

Use Targeted Advertising on Social Platforms

Facebook and Instagram, with their sophisticated advertising platforms, offer unparalleled opportunities for hotels to target and capture the interest of potential guests. These platforms allow you to pinpoint your audience with incredible precision, from basic demographics to more nuanced interests and behaviors, such as users who have shown interest in travel-related content or have recently visited travel websites.

Source: Facebook

To leverage targeted advertising effectively, clearly define your hotel’s target audience. The Great Wolf Lodge ad above does a great job at knowing their audience (parents) who want their kids to have fun and consider their families “a pack.”

Consider factors like location, age, interests, and travel behaviors. Use these insights to create ads that speak directly to the desires and needs of your potential guests. For example, if your hotel is a family-friendly resort, target ads toward families interested in vacation destinations with child-friendly amenities.

Create Visually Appealing and Compelling Ads

Creating ads that capture attention and drive action is both an art and a science. Here are some of my favorite tips to make your hotel’s social media ads stand out:

• Use High-Quality Images and Videos: Visuals are the first thing that catches a user’s eye. Use high-quality, engaging images or videos that showcase the best aspects of your hotel, such as luxurious rooms, unique amenities, or stunning locations.
• Craft Compelling Copy: Pair your visuals with copy that speaks to the heart of your audience’s desires. Whether it’s the promise of relaxation, adventure, or luxury, make sure your message is clear, enticing, and aligned with the visual content.
• Include a Clear Call-to-Action (CTA): Every ad should have a clear CTA, guiding users on what to do next—whether it’s booking a stay, signing up for a newsletter, or following your social media profile. Make it easy for users to take the next step.

Take a look at the following ad for Crystal Sands Hotel that leverages all 3 of these best practices.

Source: Instagram 

Remember you can also use A/B testing to try out different visuals, copy, and CTAs to see what resonates best with your audience. Use the data and feedback to continuously refine your approach.

Leverage Retargeting Strategies for Hotel Bookings

Retargeting is a powerful technique in social media campaigns for hotels. This tactic allows you to re-engage users who have interacted with your brand but haven’t converted yet. 

Here’s how to maximize the impact of retargeting across social channels:

• Segment Your Audience: Not all visitors to your website or social profiles are at the same stage of the booking journey. Segment your audience based on their interactions—such as those who visited your booking page but didn’t complete a reservation—and tailor your retargeting ads accordingly.
• Personalize Your Ads: Use the data you have on your audience to create personalized ads that address their specific interests and preferences. For example, if someone was looking at family suites, your retargeting ad could highlight a special family package or promotion.
• Use Time-Sensitive Offers: Create a sense of urgency with time-sensitive offers or limited-time promotions. This can encourage those on the fence to book their stay before missing out on a great deal.
• Cross-Platform Retargeting: Don’t limit your retargeting efforts to a single platform. If possible, retarget users across Facebook, Instagram, and other social platforms they use. This increases the chances of your hotel staying top-of-mind and encourages bookings.

Source: Revenue Hub

Measuring Success and Analytics

You might feel great about where your hotel social media marketing strategy is headed, but how do you know if your efforts are paying off? It’s all about diving deep into analytics and interpreting the data to inform your strategy.

To gauge the effectiveness of your social media marketing for hotels, consider these essential metrics:

• Follower Growth: Tracking the increase in your followers provides insight into the expanding reach of your brand. A steady rise indicates growing brand awareness.
• Engagement Metrics: Likes, shares, comments, and saves are key indicators of how engaging your content is. High engagement rates suggest that your content resonates well with your audience.
• Reach and Impressions: These metrics show how far your content is spreading and how often it’s been seen. They can help you understand the extent of your content’s visibility.
• Conversion Rate: This is critical for measuring how effectively your social media efforts drive specific actions, such as bookings or inquiries.
• Click-Through Rate (CTR): CTR helps you evaluate the effectiveness of your calls-to-action (CTAs) and whether your content successfully encourages viewers to take the next step.

Tools like HubSpot or SproutSocial can streamline the tracking process, offering comprehensive insights and analytics dashboards. And don’t overlook the built-in analytics tools provided by platforms like YouTube, Facebook, and TikTok, which can offer valuable data about your audience’s behavior and preferences.

Staying Ahead in Social Media Trends for Hotels

The landscape of social media marketing is constantly evolving, with new trends emerging that can significantly impact how hotels connect with potential guests. Staying ahead of these trends is crucial for maintaining a competitive edge and ensuring that your marketing efforts resonate with today’s travelers.

Here are some key trends in hotel social media marketing that you need to be aware of:

• Sustainability and Social Responsibility: Sustainability is becoming a priority for travelers, and they expect the brands they support to share these values. Hotels are using social media to highlight their eco-friendly initiatives, from reducing waste to supporting local communities. This trend not only appeals to environmentally conscious guests but also positions the hotel as a responsible and ethical choice.

• Personalization and Customized Experiences: Social media platforms are increasingly being used to offer personalized experiences to guests. From targeted ads that cater to individual interests to personalized recommendations and offers shared via social media, hotels are leveraging data to create a more customized and engaging experience for each guest.

• Interactive and Engaging Content: Interactive content, such as polls, quizzes, and contests, is becoming more popular as it encourages engagement and increases visibility. Hotels are finding creative ways to incorporate these elements into their social media strategy, creating fun and engaging ways for followers to interact with their brand.

• Leveraging New Technologies: Augmented reality (AR), virtual reality (VR), and artificial intelligence (AI) are beginning to play a role in hotel social media marketing. From AR filters allowing potential guests to virtually explore rooms to AI chatbots providing instant customer service on social platforms, these technologies enhance the guest experience before they even step foot on the property.

FAQs

Conclusion

Now that we’ve explored the essentials of social media marketing for hotels, you’re equipped with a robust toolkit to elevate your hotel’s online presence. The journey from crafting compelling content to mastering targeted advertising, and from engaging with your audience to analyzing your success, is intricate but immensely rewarding. 

The digital landscape is always evolving, and so should your strategies. By staying authentic, proactive, and responsive, you can ensure your hotel creates memorable experiences that encourage loyalty and advocacy.

Remember, the effectiveness of your social media marketing efforts hinges on your ability to adapt, innovate, and connect with your target audience on a genuine level. Keep exploring new trends, experimenting with different content formats, and refining your approach based on analytics and feedback.

What tactics are you using as part of your hotel’s social media marketing strategy?

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