With the coming of modern technologies and social media networks, it is now much easier for hospitality companies to communicate with new and returning customers without spending a lot of money. Hotel brands must be mindful of and react to changes in market norms now more than ever.
Social media is being used by businesses in every industry, with more than 58 percent of marketers believing that their social media activities are vital to their marketing strategy. Efficient use of social media will boost your hotel’s brand presence while still bringing in a steady stream of revenue and bookings. In today’s fast-paced world, hotel brands can no longer neglect the fact that consumers expect them to be social media and tech-savvy.
Because of the rise of social media channels such as Facebook, Twitter, LinkedIn, and Instagram, social media marketing has become more critical than ever before. It offers a plethora of benefits to those in the hospitality industry. Continue reading for some helpful hints on how to promote your hotel online through various social media platforms. But, first of all, let’s tell you what social media marketing means.
What is Social Media Marketing?
The method of gaining recognition and visibility for a company or brand through the use of social media platforms is known as social media marketing. This type of promotion can take several forms, including uploading or sharing images or videos, linking to external websites or material, and even running paid advertisements on social media platforms.
It is particularly beneficial to those in the hoteliers, as social media channels such as Twitter are excellent ways to communicate with current and potential customers. Also, most social media sites have analytics tools that enable hotel management to track interaction. Furthermore, social networks also provide helpful hotel marketing features such as customer feedback and inviting users to events.
Why Should You Consider Social Media Platforms?
Having an online presence is massive and provides some advantages to a business. However, the advantages and disadvantages should be considered. A website may be more trouble than it’s worth. Setting up and maintaining it can be expensive, and, despite your inputs, it may not even appear in Google search results to give you the needed boost in sales.
Hospitality companies can maintain an online presence and reach a large audience by using social media. But they can have it for a significantly reduced price – or, if you’re fortunate, for free! This is enough to have you prioritize social media channels over a website, though they are both excellent for higher productivity
What are the Social Media Channels to Use?
Facebook is the most widely used social media platform. Facebook, which has over one billion active users, will help your restaurant or café gain a lot of attention.
You can use a Facebook page to promote your company, show off photos, share your story and contact information, and connect with customers. Supported advertising on Facebook is also a brilliant and low-cost way to get your name out there.
Instagram is a great way to show off what your hotel does best, whether it’s the food or the decoration. The highly visual social media site now has more than 400 million monthly visitors who use it to share their own stories and find life inspiration.
By building a business account on Instagram, hospitality businesses may join the trend. To broaden your scope, include a link to your company’s website in your company profile and post photos with related hashtags.
Twitter is a perfect place to share regular sales and specials. A great way to keep your customers updated is to put your Twitter handle on the menu and encourage them to follow the restaurant to stay up to date.
Participate in popular culture, send jokes via Twitter, and have a good time. Remember that whatever you tweet reflects your business, so keep it professional unless you’re aiming for a controversial look!
Great for visual inspiration, Pinterest helps users plan vacations and get ideas about destinations, making it ideal for hotels to share beautiful imagery and destination-related content.
YouTube
With long-form video content, YouTube allows hotels to create virtual tours, guest testimonials, and detailed property features that can engage potential guests and increase bookings.
TripAdvisor & Yelp
Though not traditional "social media," these review platforms are crucial for the hospitality industry. Engaging with reviews, posting updates, and sharing special offers can significantly impact your hotel's visibility and reputation.
Other social media platforms that are thriving well and worth considering for your hotel business are as follow:
- Dimmi
- Menulog
Are There Social Media Channels to Not Use?
We wouldn’t necessarily say that there are social media channels not to use to promote your hotel, nothing is off limits, however, while social media is an essential tool for promoting your hotel, not all platforms may be ideal for your marketing strategy. Choosing the right channels depends on your target audience, goals, and resources. While some platforms may seem appealing, they may not offer the best return on investment or align with your brand's objectives.
Here are a few social media channels that may not be as effective for promoting a hotel, depending on the circumstances:
1. LinkedIn (For Pure Consumer-Focused Promotions)
LinkedIn is primarily a professional networking platform. While it can be beneficial for hotel promotions targeting business travelers or professionals attending conferences or events, it’s generally not the best platform for casual or leisure-oriented marketing. The audience on LinkedIn is more focused on industry news, professional development, and networking rather than seeking vacation getaways or leisure experiences.
If your hotel caters to corporate clients or hosts business events, LinkedIn can be useful. However, for targeting leisure travelers, Instagram, Facebook, and Pinterest are usually better choices due to their more visually driven, consumer-centric audiences.
2. TikTok (If Not Properly Managed)
TikTok is a rapidly growing platform that thrives on short-form video content. While it offers a great opportunity for brands to engage with younger audiences, it’s not suitable for every hotel. The platform demands a high level of creativity and trend awareness, as videos often go viral due to humor, creativity, or participation in trending challenges.
For hotels, TikTok can be effective if you have a team that can produce fun, engaging, and creative content regularly. If your hotel doesn’t have the resources to create content that resonates with TikTok’s primarily younger demographic (Gen Z and Millennials), it might be more of a distraction rather than a successful marketing channel. If not executed correctly, it could also harm your brand’s image rather than help promote it.
3. Reddit (Unless You're Engaging in Niche Communities)
Reddit can be a tricky platform for hotel promotions. While it has a large, engaged user base, the platform is known for its "anti-advertising" culture. Users often view posts from brands as overly promotional, leading to backlash. Unlike Facebook or Instagram, where advertisements are commonplace, Reddit users tend to be more focused on community-driven discussions, news, and personal stories.
However, some niche subreddits (like those dedicated to specific travel destinations) may be useful for engaging potential guests if you’re able to contribute genuinely to the conversation. But simply posting promotional content without being a valuable part of the community can lead to negative results.
4. Snapchat (For Certain Hotel Types)
Snapchat may not be the most effective platform for promoting a hotel unless your target audience is extremely young (primarily Gen Z) and you’re ready to produce spontaneous, engaging visual content. Snapchat is used mainly for personal communication and fun, short-lived content.
For hotels targeting business travelers, luxury travelers, or families, Snapchat might not be the most appropriate platform. However, for a hotel with a trendy, young brand image (think hostels or boutique hotels catering to a millennial audience), Snapchat could be worth exploring if you can create content that feels authentic and interactive, such as behind-the-scenes glimpses or exclusive offers.
5. Twitter (For Immediate Customer Service, Not Long-Term Promotion)
While Twitter can be useful for customer service, brand engagement, and updates, it is not ideal for long-term hotel promotion. Twitter’s fast-paced nature and character limits make it harder to showcase your hotel’s amenities, experience, and unique features in a way that truly converts into bookings.
Hotels looking for consistent, visual-driven storytelling, or those wanting to showcase immersive experiences, will find platforms like Instagram and Facebook far more effective. While Twitter can be useful for handling complaints, posting immediate updates, or promoting flash sales, it’s not as effective for deeper, ongoing promotional content or fostering long-term engagement with travelers.
6. Google+ (No Longer Relevant)
Although Google+ was once a contender for social media marketing, it has been officially shut down by Google as of 2019. It’s no longer an option for promoting your hotel. If you were using Google+ for SEO or local visibility purposes, it’s important to shift your focus to other platforms like Google My Business, which offers greater visibility in local search results, especially for hotel-related queries.
7. Vine (Defunct)
Vine, the short-form video platform that was popular a few years ago, was shut down by Twitter in 2017. Although it gave rise to many viral stars and trends, Vine is no longer an option for hotel marketing.
15 Tips to Manage Your Hotel’s Social Media to Drive Sales
We’ve compiled a list of social media marketing tips that are particularly important to hoteliers and can assist marketers in developing an efficient and systematic plan to improve sales.
1. Define Clear Goals and Objectives
Before you begin posting content or planning campaigns, it's essential to set clear goals for your hotel’s social media strategy. Do you want to drive direct bookings? Are you trying to build brand awareness in a new market? Or perhaps you want to boost engagement from existing customers? Having specific goals in mind will help guide your strategy and focus your efforts on achieving measurable results.
For example, if your goal is to increase bookings, you might prioritize content like promotions, special offers, and booking incentives. Alternatively, if you’re aiming to build brand awareness, you may want to focus on storytelling, content that highlights the uniqueness of your property, and building a connection with potential guests. Additionally, setting key performance indicators (KPIs) such as website traffic, engagement rates, or booking conversions will allow you to measure your progress and adjust your strategy as needed.
2. Know Your Target Audience
Understanding your target audience is fundamental to creating relevant content and campaigns. Who are the people most likely to book your hotel? Are they business travelers, luxury seekers, young couples, or families? Knowing your target audience will allow you to tailor your messaging and content to their interests, needs, and preferences.
Use data from your existing guest base or perform market research to define the demographics, behaviors, and psychographics of your ideal customers. You can also gain valuable insights from your competitors or other hotels in the same region. Once you’ve identified your audience, tailor your social media content to speak to them. For example, a hotel targeting business travelers might focus on showcasing amenities like meeting rooms and high-speed internet, while a family-oriented hotel might highlight kid-friendly activities and spacious rooms.
3. Optimize Your Social Media Profiles
Your social media profiles are often the first point of contact between your hotel and potential guests. It’s crucial that they are not only visually appealing but also fully optimized for user experience. Start by using high-quality photos of your property as your profile and cover images. Ideally, these should be images that immediately give potential guests an idea of the ambiance and quality of your hotel.
In your bio or description, clearly explain what makes your hotel unique and what guests can expect from their stay. Include key information such as your location, amenities, and any distinctive features, like an award-winning spa or a rooftop bar with a stunning view. Additionally, make sure to include links to your website or booking page and add any relevant hashtags or keywords that people might use when searching for a hotel like yours. Consistency in branding across all your social media platforms is also important to ensure your hotel’s identity is recognizable and professional.
4. Invest in High-Quality Visual Content
When it comes to hotels, visuals are everything. Potential guests want to see exactly what they’re booking, so high-quality, well-curated visuals are essential for making a great impression. Invest in professional photography and videography to showcase your rooms, amenities, and unique features. Highlight everything that sets your property apart, whether it's a luxurious pool, breathtaking views, elegant dining areas, or a relaxing spa.
You should also leverage video content to give potential guests a more dynamic look at your hotel. Create virtual tours, “day in the life” style videos that showcase guest experiences, or behind-the-scenes footage from special events or activities. Video can be more engaging than static images and can better capture the atmosphere and vibe of your hotel. Don't forget to optimize visuals for each platform, ensuring your content is formatted and sized appropriately for maximum impact.
5. Create a Content Calendar for Consistency
Posting regularly and consistently is key to staying top of mind with your audience. Developing a content calendar allows you to plan ahead, ensuring your posts align with important dates, events, and promotions. This structured approach helps keep your social media activity organized, reducing the chances of missing key marketing opportunities.
A content calendar should balance promotional content (e.g., special offers, package deals) with lifestyle content that resonates with your audience (e.g., local attractions, events, or guest stories). Aim for a mix of content types, such as images, videos, blog links, polls, and user-generated content (UGC), to keep your feed dynamic and engaging. Be mindful of seasonal trends or holidays when creating your calendar, as these can provide timely opportunities for special offers or targeted campaigns.
6. Leverage User-Generated Content (UGC)
User-generated content is one of the most effective ways to build authenticity and trust with your audience. Encourage guests to share their photos and experiences at your hotel by using branded hashtags or tagging your property. User-generated content is more credible because it comes from real customers, and it can help showcase your hotel in a way that’s more relatable than professional marketing content.
Create a dedicated hashtag that guests can use when they share content about your hotel. Consider reposting this content on your own social media channels to showcase the experiences of real guests. Highlighting UGC not only strengthens your hotel’s social proof but also helps foster a sense of community among your guests. Plus, it provides you with an ongoing stream of fresh, engaging content without having to create everything from scratch.
7. Run Targeted Social Media Ad Campaigns
Social media advertising can significantly expand your reach and help you target specific customer segments. Platforms like Facebook, Instagram, and LinkedIn offer advanced targeting options that allow you to serve ads to the right people based on factors such as location, interests, behaviors, and demographics.
For hotels, running targeted ad campaigns is especially effective during seasonal promotions, special events, or last-minute booking deals. For example, you could create a limited-time discount ad targeting users in nearby cities, enticing them to book a stay at your property for a weekend getaway. By using high-quality visuals and compelling calls to action, social media ads can drive significant traffic to your booking site and increase conversions.
8. Highlight Local Attractions and Experiences
Travelers today are looking for experiences, not just a place to stay. Use your social media platforms to promote local attractions and activities that guests can enjoy during their stay. Highlight unique experiences in your area, whether it’s an exciting adventure, a cultural festival, or hidden gems like local eateries or scenic spots.
By positioning your hotel as the gateway to local experiences, you add value to your guests’ stay and increase the likelihood of them booking with you. Share tips and recommendations for activities nearby, create itineraries, or even partner with local tour guides to offer exclusive packages. Showcasing your area’s attractions makes your hotel more than just a place to sleep; it becomes a destination in itself.
9. Engage with Your Followers Regularly
Social media isn’t just about posting content—it’s also about building relationships with your audience. Make sure you’re engaging with followers regularly by responding to comments, liking posts, and answering questions promptly. Acknowledge compliments, thank guests for sharing their experiences, and address any concerns or complaints professionally.
Responding to comments and messages shows that you care about your guests and their experiences. Prompt and personalized engagement can help build loyalty and even turn a one-time guest into a repeat customer. Use your social media channels to foster a sense of community and make followers feel valued.
10. Promote Exclusive Offers and Discounts
Offering exclusive deals or limited-time discounts through social media can encourage followers to take action and book with you directly. By promoting these offers on your social media channels, you not only reward your followers with special pricing but also drive traffic to your booking page.
Create urgency by using phrases like “limited-time offer” or “book before the end of the month to get 15% off your stay.” Ensure that the booking process is straightforward by including clear links to your booking site and making the call-to-action easy to follow. Offering exclusive discounts to your social media followers is a great way to reward them for their engagement while driving sales at the same time.
11. Collaborate with Influencers
Influencer marketing has become an essential tool for brands in the hospitality industry. By partnering with travel influencers who have a strong following within your target demographic, you can tap into a new audience and build credibility. Choose influencers whose values align with your brand and whose followers match the type of guests you want to attract.
Invite influencers to experience your hotel in exchange for social media coverage. They can share photos, videos, and stories, providing social proof and showcasing your property in an authentic way. Influencers can also generate buzz around special promotions or events, expanding your reach and potentially driving more bookings.
12. Use Stories and Reels to Engage Your Audience
Short-form content is currently dominating social media platforms, particularly on Instagram and Facebook. Stories and Reels offer a fantastic opportunity to engage your audience in creative and dynamic ways. Use Stories to provide daily updates, highlight special offers, or show behind-the-scenes glimpses of your hotel.
Reels, on the other hand, allow you to create fun and engaging videos that showcase your hotel’s personality. Use Reels to highlight new services, showcase unique amenities, or feature local events. These formats are quick, easily digestible, and often receive higher engagement rates than regular posts.
13. Share Guest Reviews and Testimonials
Nothing convinces potential guests to book more than seeing positive feedback from previous customers. Regularly share guest reviews, testimonials, and ratings on your social media channels. Pair these with high-quality visuals, like photos of the room the guest stayed in or the view they admired, to make the post more compelling.
Showcasing guest experiences demonstrates your commitment to providing excellent service and builds trust with future guests. Testimonials act as social proof, helping potential customers feel confident in choosing your hotel over competitors.
14. Analyze Your Metrics and Adjust Your Strategy
To ensure your social media efforts are driving sales, it’s crucial to track and analyze performance metrics. Use built-in analytics tools offered by social media platforms, such as Facebook Insights, Instagram Analytics, and Twitter Analytics, to evaluate the effectiveness of your posts.
Key metrics to track include engagement rates, reach, click-through rates (CTR), conversion rates, and overall website traffic. If you find certain types of posts or campaigns are generating more engagement or bookings, consider focusing more on those in the future. Regularly reviewing your metrics will help you refine your strategy and ensure that your efforts are paying off.
15. Stay Current with Social Media Trends
Social media trends change rapidly, and staying up-to-date with the latest trends is essential to keeping your content relevant. Follow industry leaders, watch for trending hashtags, and participate in viral challenges or trends that fit your hotel’s brand.
Being adaptable allows you to connect with your audience in a fresh and engaging way. Whether it's adopting new platform features, experimenting with creative content formats, or tapping into cultural trends, staying current helps your hotel remain relevant and visible to potential guests.
Can Property Management Systems Help With Promoting Your Hotel On Social Media?
Yes, Hotel Property Management Systems (PMS) can play a significant role in promoting your hotel on social media, although they are primarily designed for managing operations, reservations, and guest data. Modern PMS platforms often come with integrated features or allow for third-party integrations that can enhance your hotel’s marketing efforts, including social media promotion. Here's how a PMS can support and improve your social media strategy:
1. Streamlining Guest Data for Personalized Marketing
Many PMS platforms collect and store valuable guest data, such as preferences, booking history, and contact information. This data can be leveraged to create more personalized and targeted social media campaigns. For example:
- Targeted Ads: Use data from your PMS to segment your audience based on preferences, location, or past stays. You can then run targeted Facebook or Instagram ads that speak directly to these segmented groups (e.g., targeting families who visited your hotel last summer with a special offer for a return trip).
- Retargeting Campaigns: Integrating your PMS with social media ad platforms can help you retarget past guests who engaged with your hotel’s content but didn’t complete a booking. Ads can be shown to people who have already visited your website or social media pages, increasing the chances of conversion.
2. Integration with Email Marketing
Many PMS systems offer integrations with email marketing tools, which can complement your social media strategy by driving traffic to your profiles and encouraging bookings. For example:
- Email Campaigns Promoting Social Media Engagement: After a guest checks out, you can send an email that encourages them to follow your hotel’s social media accounts and participate in promotions or giveaways.
- Exclusive Social Media Offers: PMS-integrated email marketing campaigns can include special discounts or offers for guests who engage with your social media channels, driving both engagement and bookings.
3. Automated Reviews and Social Proof
Reviews are a powerful form of social proof, and many PMS platforms allow for automated collection of guest feedback. This can be highly effective in promoting your hotel on social media:
- Collecting and Sharing Reviews: Automatically request reviews from guests after their stay and share positive feedback on social media platforms. For example, you could create social media posts showcasing guest testimonials or reviews from platforms like TripAdvisor or Google, which can build trust with potential guests.
- Highlighting UGC (User-Generated Content): Encourage guests to share photos on social media during their stay, and tag your hotel. With a PMS integrated with social media or review platforms, you can easily find and repost these images, boosting credibility and visibility.
4. Time-Saving Automation for Social Media Posting
Some PMS platforms offer integration with social media management tools, allowing you to schedule and automate posts across multiple platforms. This is useful for:
- Content Planning and Scheduling: You can automate the posting of promotions, special events, and offers, saving time on manual posting and ensuring consistency in your social media presence.
- Event-Driven Content: Many PMS platforms allow you to track events happening in or around your hotel (e.g., conferences, weddings, or local festivals). You can use this data to create social media content that aligns with upcoming events, promoting relevant packages and services that might appeal to attendees.
5. Optimizing Direct Bookings
Your PMS helps facilitate direct bookings by managing availability and rates. When integrated with your website and social media channels, it can directly impact your social media marketing by driving bookings through your own channels:
- Special Offers for Social Media Followers: Promote exclusive booking deals or discounts for followers on social media platforms. A PMS integration can enable real-time updating of rates and availability, ensuring that the offers are accurate and available.
- Real-Time Availability on Social Media: If your PMS integrates with your booking engine or social media ads, you can provide real-time booking options on your social media platforms. For example, if you’re promoting a last-minute special offer, the availability and booking options can be automatically updated based on real-time PMS data.
6. Social Media Campaign Analytics
Many PMS platforms integrate with analytics tools that can track guest engagement and campaign performance. By analyzing the success of your social media campaigns, you can make more informed decisions about future marketing efforts. For example:
- Tracking Bookings from Social Media Campaigns: By connecting your PMS to tracking software, you can monitor which social media channels are driving the most bookings. This insight can help you fine-tune your content strategy and ad spend.
- Understanding Guest Behavior: By analyzing data from both your PMS and social media platforms, you can better understand guest behavior—what content they engage with, what promotions work best, and what types of guests are most likely to book.
7. Enhancing Customer Service via Social Media
A PMS integrated with your social media can also improve guest engagement through faster and more efficient communication:
- Real-Time Response Integration: With tools integrated into your PMS, your hotel staff can monitor social media for mentions, messages, or comments, allowing them to quickly respond to inquiries and concerns. Providing timely responses can enhance customer satisfaction and build brand loyalty.
- Managing Social Media Inquiries: If guests inquire about availability, booking, or services through social media, your PMS can help streamline the process by offering quick access to real-time information, improving your response times.
8. Streamlining Influencer and Partner Campaigns
Hotels often partner with influencers or other businesses to promote their services. Many PMS systems integrate with influencer marketing platforms, allowing hotels to:
- Track Influencer Campaigns: Manage collaborations with influencers by tracking bookings or mentions generated through social media campaigns.
- Incentivize Partnerships: Offer special packages or discounts for influencers’ followers, and track the success of these partnerships through your PMS, adjusting your social media efforts accordingly.
Closing Thoughts
Marketing is an essential strategy for hotels looking to improve bookings and revenues. Hotels create viral visual content, which creates more attention and, in turn, more followers than their social media strategy. To get the most out of your own social media marketing, use the tactics mentioned above. If you have any questions, contact our support team to get a real-time response.
About Booking Ninjas
At Booking Ninjas we give you a reason to not have to build an online management system from scratch and let your concentrate on giving your clients the utmost satisfaction they deserve.
With our advanced system which allows you to manage reservations, update your rates, and tailor customer experience according to your whims, among other powerful features, Booking Ninjas is leagues ahead of our competitors in the game.
We also efficiently keep track of and handle all your transactions so you don’t have to stress yourself over them.
With us, your clients will always be left feeling secured, satisfied, and smiling.
For more information, check out Booking Ninjas solutions.
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