How Can Hotels Use Social Media?

How can hotels use Instagram?

In the visually-driven world of travel and hospitality, Instagram reigns supreme. It's not just about selfies and food pics; hotels can leverage this platform to showcase their unique offerings, connect with potential guests, learn more about their audiences and ultimately drive bookings.

Stunning visuals are key:

• High-quality photos and videos: Invest in a mixture of professional visuals that capture the essence of your hotel and real-life UGC that users connect with.
• Authentic storytelling: Show, don't just tell. Use creative formats like Reels and Stories to assist in your user journey and add to the ways you show off your hotel and connect with audiences.
• User-generated content (UGC): Encourage guests to share their experiences using your branded hashtag and feature their best shots on your profile for authentic content captured by real people and a constant supply of up to date imagery.

Engage your audience:

• Post consistently: Maintain a regular posting schedule to stay top-of-mind.
• Respond to comments and messages promptly: Show guests you care about interacting with them.
• Foster conversations and answer their questions in a timely and personalised manner to show off personality and connect with audiences.

Target the right audience:

• Utilise Instagram insights: Understand your demographics and tailor your content accordingly through Instagram’s reporting metrics in Insights.
• Location tags and relevant hashtags: Make your content discoverable by using relevant location tags and hashtags.

How can hotels use Facebook?

While Instagram excels in visuals, Facebook offers a wider range of tools for hotels to build a robust online community and drive bookings.

Engage your guests and potential customers:

• Diverse content mix: Share a variety of engaging content, including blog posts, event announcements, guest testimonials, photos, and videos to always catch different audiences’ attention.
• Contests and giveaways: Encourage participation and brand awareness with exciting giveaways and incentivised competitions relevant to your target audience.
• Respond to comments and messages promptly: Show you care about your guest experience by engaging in authentic conversations and addressing concerns promptly.

Utilise Facebook Groups:

• Create unique groups: Cater to specific guest interests, like a "Foodies in [location]" group for your restaurant or a “Gothic Interiors” group, if you have a boutique gothic hotel, for example. This is great for establishing your hotel in a niche and getting noticed by ideal audiences.
• Offer exclusive benefits: Reward group members with special offers, discounts, or early access to promotions only available through codes and links published to your Facebook Page.

Target the right audience:

• Utilise Facebook ad tools: Run targeted campaigns to reach potential guests based on demographics, interests, travel behaviour and location.
• Boost strategically: Promote specific posts related to current promotions, events, or special offers to maximise reach and engagement.

How can hotels use X (Twitter)?

Twitter's fast-paced, conversational nature makes it perfect for hotels to connect with guests in real time, build brand awareness and drive engagement in a more casual, and often humorous way.

Craft your Twitter persona:

• Profile optimisation: Use a high-quality logo and a clear bio to reflect your hotel's personality in your profile.
• Catchy handle: Make it easy for guests to find and remember you.
• Visually appealing: Use appealing photos and videos to grab attention in the busy Twitter feed.
• Engage in real-time conversations:
• Respond to mentions and messages promptly: As mentioned above, this is key.
• Join relevant conversations: Use industry hashtags and location tags to participate in travel discussions and offer your expertise, showing off your hotel’s unique offering.

Create dynamic content:

• Mix it up: Post a variety of engaging content, including photos, videos, GIFs and blog post links.
• Show the behind-the-scenes: Highlight staff personalities, unique amenities, and special events to create a genuine connection.
• Use humour and wit: Twitter is one of the platforms that invite users to stand out with personality and lighthearted tweets to gain attention.

How can hotels use LinkedIn?

While LinkedIn may not seem like the first platform for hotels to have in their social media arson, it holds immense potential for B2B connections, thought leadership, and attracting corporate clientele.

Craft a compelling company page

• Detailed description and key information: Communicate your unique offerings, target audience, and contact details to be found, seen and noticed by the right people.
• Showcase your values and mission: Highlight sustainability initiatives, community involvement, and what makes your hotel special.
• Connect with your target audience:
• Identify relevant groups: Join and actively participate in groups focused on the hospitality industry, meeting planning, or corporate travel.
• Connect with decision-makers: Target meeting planners, event organisers, travel agents, and corporate travel managers.
• Personalise your connection requests: Briefly explain why you're connecting and how you can add value when reaching out to people.

Share valuable content:

• Industry insights and trends: Publish articles, videos, or infographics showcasing your expertise in hospitality.
• Case studies and success stories: Highlight successful events or partnerships you've hosted.

Leverage LinkedIn recommendations and endorsements:

• Encourage satisfied clients and partners to write recommendations for your hotel.
• Endorse colleagues and connections for relevant skills to build trust and credibility.

How can hotels use TikTok?

In the dynamic world of TikTok, short, engaging videos are what works best. By using TikTok, hotels can unlock an array of opportunities to connect with younger audiences, showcase unique offerings and drive bookings.

• Keep it snappy: TikTok videos thrive on brevity, aiming for 15-30 seconds to grab attention and spark interest is great to feed the algorithm and get recommended to more viewers.
• Catchy hooks: Start strong with attention-grabbing visuals, music, or humour to hook viewers within the first few seconds and keep them engaged for the entire watch-through.

Content that captivates:

• Behind the scenes tours: Take viewers on a journey through your hidden gems, staff personalities, and unique amenities, creating an exclusivity only available on your TikTok channel.
• Show off your location: Highlight stunning views, local attractions, and activities near your hotel to grab the attention of users.
• User-generated content (UGC): Encourage guests to share their experiences using your branded hashtag and feature the best ones on your profile.

Utilise hashtags and trends:

• Research trending hashtags: Identify relevant travel and hospitality hashtags and incorporate them into your videos for the best chance of being seen for keywords and phrases that fit your niche.
• Create your own branded hashtag: Encourage user-generated content and boost discoverability with a unique hashtag for your hotel.
• Jump on trending sounds and challenges: Leverage popular music and challenges to expand your reach and boost engagement.

Collaborate and promote:

• Partner with influencers: Collaborate with travel influencers for sponsored content or takeovers to reach wider audiences.
• Cross-promote on other social media platforms: Share your TikTok videos on other platforms to drive traffic and engagement.

How can hotels use Snapchat?

While Snapchat may seem geared towards a younger audience, hotels can use Snapchat to build an intimate connection with audiences, showcasing exclusivity and driving impulse bookings.

Urgency & excitement:

• Short and sweet stories: Snaps and stories disappear after 24 hours, creating a sense of urgency and excitement. Aim for short, engaging content in 10 second bursts.
• Live and local: Utilise Live Stories to capture real-time events like chef demonstrations, behind the scenes tours, or local festival highlights.
• Limited-time offers: Promote exclusive deals, flash sales, or room upgrades available only through Snapchat stories.

Location, location, location:

• Geofilters: Create unique Geofilters available only within your hotel or surrounding area, encouraging guests to share their experience.
• Behind the scenes snaps: Offer sneak peeks of exclusive areas, hidden gems, or staff antics to build intrigue.
• Highlight local events: Promote festivals, concerts, or activities happening near your hotel to incentivise local stays.

Engage your guests:

• Run Snapchat contests: Encourage guests to share snaps using your branded hashtag for a chance to win prizes like free stays or dining experiences.
• Host Q&A sessions: Use Snapchat Q&A stickers to answer guest questions about the hotel, local area, or travel tips.