In the dynamic digital period, setting up a commanding on the net existence is paramount in the hospitality sector.
Social media has evolved from a platform for relaxed conversation to a activity-changer for hoteliers aiming to skyrocket their occupancy and profits.
Not only can it amplify your manufacturer visibility, but it also retains the prospective to gasoline immediate bookings and amplify brand consciousness.
In point, as per a modern research by Arrivia, virtually one particular in a few travelers seek out their subsequent holiday strategies on social media. Notably Gen Z and millennials, a whopping 60% and 40%, respectively, turn to social media for vacation planning.
So, if you want to catch the attention of additional attendees to your hotel, strategic social media advertising and marketing is crucial.
Dive in to study how to do hotel social media advertising and marketing.
Why Resort Social Media Advertising is Important in 2023?
As we navigate via 2023, knowledge the importance of hotel social media internet marketing is more vital than ever. In this part, we’ll delve into why social media internet marketing is a have to-have system for resorts in the existing electronic landscape.
1. Purpose in Final decision-Making
Now, far more than at any time, the journey to the lodge lobby commences with a swipe of the thumb.
Today’s guests are not just browsing they are exploring, imagining, and discerning, all through their social media feeds. They search for a mix of beautiful visuals, stellar testimonials, and a perception of connection, all forming the heart of social media engagement.
So, hoteliers, it’s time to ramp up your social media content promoting activity and preserve an engaging presence that entertains and attracts them to continue to be at your hotel.
2. Direct Communication and Engagement
Social media platforms aren’t just a phase to showcase your hotel’s attraction but a system for two-way conversation. They dismantle the conventional wall amongst a hotel and its company, making an open up and rapid line of conversation.
The relieve of immediate messaging allows attendees to swiftly ask queries, make unique requests, and even ebook specifically. This option to interact lets inns to display off their consumer provider chops in serious time, boosting the general visitor knowledge.
Acquire The Ritz-Carlton, for instance their prompt and personalized responses to visitor queries on their Facebook site are a amazing screen of their electronic marketing approach.
This follow also aids in their online name administration, producing company truly feel valued even ahead of they’ve checked in.
3. Brand Visibility and Awareness
Social media channels are your electronic billboards, presenting your resort a golden possibility to flaunt its model brilliance to an audience significantly surpassing the arrive at of traditional advertising channels.
An participating Instagram put up flaunting your hotel’s tranquil spa or a vivacious tweet about your bar’s signature cocktail not only showcases your unique features but also provides your brand’s narrative to existence.
For instance, test out the Ace Hotel group’s technique on Instagram. They skillfully spotlight their diverse houses by intertwining specialist photographs and consumer-generated information.
Each individual submit serves as a snapshot of the exceptional vibe of their resorts and the area culture, crafting a captivating narrative that very easily amplifies their brand visibility. It is a electronic showcase that hooks probable company with every single scroll.
4. Competitive Benefit
In today’s digital age, where by vacationers are spoilt for option, a compelling social media tactic is your magic carpet experience to competitive superiority. It is your portal to showcase your hotel’s distinctive allure, have interaction in serious-time conversations with your audience, and transform potential guests into actual ones.
For instance, Marriott’s #GoldenRule campaign, which celebrates their staff’s heartwarming gestures, helped them stand out, making possible visitors come to feel valued even in advance of examining in.
It is not just about getting a social media presence but about making use of it well to give your lodge that extra edge.
5 Slicing-Edge Social Media Procedures for Hotels
Let us journey by means of 5 necessary procedures that will catapult your hotel’s social media existence to new heights.
1. Setting up All around Seasonality
Crafting a material approach that aligns with the transforming seasons can definitely distinguish your resort.
Regardless of whether it’s promoting summer months specials in tropical locations or highlighting winter season retreats in mountainous areas, your information should reflect the rhythm of the seasons. This tactic extends over and above breathtaking visuals it’s about synchronizing your marketing and advertising targets with the calendar.
For instance, ski resorts like Whistler Blackcomb make the most of their Instagram feed (@whistlerblackcomb) to showcase their scenic snow-lined slopes in wintertime and lush green climbing trails in summertime.
Pairing this seasonal approach with residence administration techniques to enhance prices and inventory can produce significant success.
2. Upholding Standing and Pursuing Excellence:
In our digitally interconnected planet, every single guest evaluation offers a unique possibility for growth.
On the web platforms this sort of as TripAdvisor and Google Reviews provide a wealth of insights into your hotel’s efficiency immediately from the attendees. Engaging with these evaluations, the two the commendations and the criticisms, not only humanizes your brand name but also showcases your steadfast motivation to visitor pleasure.
Just take Hyatt Inns Corporation, for occasion. On their Twitter manage, @HyattConcierge, they reveal an lively and empathetic method to buyer suggestions.
They recognize that sharing favourable evaluations on their social media channels can bolster their brand name image even though constructively addressing the damaging kinds can showcase their motivation to continuous advancement.
It is crucial to remember that boosting visitor expertise isn’t a sprint but a marathon. Your audience will take pleasure in your relentless pursuit of excellence.
3. Generating a Human Relationship
Humans crave connection, and social media feeds that craving like no other. The genuine power of social media branding lies in its capability to humanize a model. It provides an avenue to share the faces and tales driving the lodge, creating it extra relatable and memorable.
For occasion, the Kimpton Lodge chain routinely capabilities its staff members on Instagram, from housekeepers to chefs, placing a experience to the title and fostering a sense of relationship and model loyalty.
They also interact their followers with typical Q&As, polls, and enjoyment contests, encouraging consumer-generated content and fostering a lively online neighborhood.
4. Leveraging Influencer Advertising and marketing
Yet another very important cog in the wheel of resort social media internet marketing is the purpose of influencers. Influencers have an uncanny ability to convert their followers into potential consumers and enjoy a important section in a hotel’s social media campaigns.
They incorporate an reliable voice to the brand name and increase its arrive at to a wider viewers.
For instance, examine out how a resort leveraged influencer marketing and advertising effectively around a 12 months and a fifty percent, foremost to a steady 4% month-to-month growth in site visitors to their web page, which even peaked at 8% in 2019.
This scenario validates that when selected strategically, influencers can enrich on the internet visibility and push direct bookings, in the end augmenting revenue by bypassing OTAs’ commissions.
This profitable tactic combines partaking material development with a focus on audience beautifully aligned with the hotel’s manufacturer.
5. The Ability of Video clips
Step aside, static photos make way for dynamic video clips!Videos have the power to immerse viewers in an experience, and for hotels, they bring the ambiance, services, and local attractions to life.
According to a study by Social Media Today, videos generate 1200% more shares than text and images combined, marking the importance of videos in viral marketing.
Marriott Hotels, for instance, use short, compelling videos on their Instagram handle to showcase their services, events, and the local flavor of their location. This not only boosts their brand awareness but also encourages customer engagement, shares, and, ultimately, future bookings.
These were some interesting hotel social media marketing strategies, weren’t they?
Let’s move on to discussing more strategies, but this time, more channel-specific hotel social media marketing strategies.
4 Channel-Specific Social Media Strategies
To maximize your social media marketing efforts, it’s crucial to tailor your strategies to the specificities of each platform. In this section, we will dive into four major platforms – Facebook, LinkedIn, Instagram, and TikTok – and explore how to leverage their unique features to boost your hotel’s online presence and engagement.
Let’s dive in!
Facebook is a versatile platform that offers a wide range of opportunities for hotels to connect with their audience. Here’s how you can maximize its potential:
Engage with Your Audience: Facebook is a platform that encourages conversation. Respond to comments on your posts, engage with user-generated content, and create posts that invite your audience to interact. This not only builds a sense of community but also boosts your visibility on the platform.
Showcase Your Hotel: Use Facebook’s multimedia capabilities to showcase your hotel. Post high-quality photos and videos of your rooms, amenities, and unique features. You can also use Facebook Live to give your audience a real-time look at what’s happening at your hotel.
Promote Special Offers: Facebook is a great platform to promote special offers, discounts, or packages. You can use targeted ads to reach a specific audience, ensuring your offers reach the people most likely to be interested in them.
Check out how Waldorf Astoria Maldives Ithaanfushi creatively uses Facebook to showcase its guest’s unique experiences, hotel highlights, and interactions with guests.
Share Local Insights: Position your hotel as a local expert by sharing posts about local attractions, events, or insider tips. This not only provides value to your audience but also enhances your hotel’s image as a knowledgeable local guide.
LinkedIn is a professional networking platform that can be a powerful tool for hotels. Here’s how you can leverage it:
Establish Your Hotel as an Industry Leader: Share industry-related news, insights, and thought leadership content. This positions your hotel as a leader in the hospitality industry and attracts a professional audience.
Promote Business Services: If your hotel offers services like event spaces or business facilities, LinkedIn is the perfect platform to promote them. Highlight these services in your posts and use targeted ads to reach a business-oriented audience.
The Four Seasons Hotel is nailing this strategy by showcasing its impressive event venues and corporate facilities. It’s also an ideal place to foster business partnerships and collaborations.
Engage with Other Businesses: Connect with other businesses in your area or in the hospitality industry. This can lead to valuable partnerships and collaborations.
Instagram is a visually-driven platform that’s perfect for showcasing your hotel’s aesthetic. Here’s how to make the most of it:
Showcase Your Hotel’s Visual Appeal: Post high-quality photos and videos that highlight your hotel’s rooms, amenities, and unique features. Use Instagram Stories for real-time updates and behind-the-scenes looks.
Take the example of @sheratongrandsydney, and how it excels at showing off its unique features, atmosphere, and the vibrancy of local attractions.
Engage with User-Generated Content: Encourage guests to share their experiences at your hotel on Instagram and tag your account. Share this user-generated content on your own account to boost your credibility and reach.
Use Hashtags Strategically: Use popular and relevant hashtags to increase the visibility of your posts. You can use general travel-related hashtags or create a unique hashtag for your hotel.
TikTok is a platform that thrives on trends and creative content. Here’s how you can leverage it for your hotel:
Jump on Trends: Participate in trending challenges or use trending songs in your videos. This can increase your visibility on the platform and attract a younger audience.
Take inspiration from @small Luxury Hotels, whose strategic TikTok content highlighting various properties garnered hundreds of thousands of views. They embraced trending topics and promoted The Retreat Elcot Park using a ‘Bridgerton’ tie-in, drawing an 86% new audience of 50,000.
Create Engaging Challenges: Building on the point above, consider creating a unique challenge yourself related to your hotel, like a dance in your lobby or a creative room decoration contest. This can engage your audience, encourage user-generated content, and increase your brand visibility.
Showcase Your Hotel in a Creative Way: TikTok is all about creativity and fun. Showcase your hotel in a unique and entertaining way, whether it’s a fun tour of your hotel, a day in the life of a hotel employee, or a creative showcase of your amenities.
Engage with Your Audience: Respond to comments on your videos, engage with user-generated content, and create videos that invite your audience to interact. This not only builds a sense of community but also boosts your visibility on the platform.
Real Social Media Success in the Hotel Industry
The power of social media in the hotel industry is best demonstrated through real-world examples. So, let’s dive into two compelling case studies that highlight the transformative impact of strategic social media usage in the hospitality sector.
Case Study 1: Hotel Regina Wengen’s Social Media Triumph
Hotel Regina Wengen, a charming Swiss hotel, took a strategic approach to social media that led to impressive results. Their initial goal was to generate interest in their reopening following the Covid-19 lockdown. They achieved a remarkable 13.4% follower growth within a quarter, significantly outpacing the industry’s average monthly growth of 1.5%.
Their strategy involved crafting a captivating narrative on Instagram and making purposeful use of video content. This approach led to a 232% increase in engagement and 16.6k video views on Facebook. Furthermore, their unique advertising campaign reached 90,000 people, building a retargeting audience of 10,000.
The Hotel Regina Wengen’s social media strategy demonstrates the power of engaging storytelling and the effective use of video content. It underscores the potential of social media to significantly boost engagement and reach. You can read the full case study here.
Case Study 2: Evaluating Social Media Marketing in Four and Five-Star Hotels in Makkah, Saudi Arabia
This academic study explores the challenges and strategies for effectively using social media as a marketing tool in the hotel sector. It highlights that many marketing managers overlook the importance of using social media for customer engagement, such as responding to customer comments and queries, handling negative reviews, and participating in online discussions.
The study recommends a more proactive approach to customer engagement on social media platforms. This includes promptly responding to customer queries, effectively managing negative reviews, and actively participating in online discussions.
Hotels should also harness social media to maintain their online presence, promote brand awareness, and acquire new customers.
The study’s findings underscore the importance of active engagement and customer-centric strategies in social media marketing. It also emphasizes the need for hotels to fully recognize and leverage the potential of social media for customer acquisition and brand promotion. You can read the full case study here.
SocialPilot: Measure the Success of Your Social Media Marketing
Social media marketing is a multifaceted endeavor. It’s not just about crafting and posting content but also involves meticulous scheduling, tracking, analyzing, and more. It’s about ensuring that every action aligns with your social media goals. This is where SocialPilot comes into play.
SocialPilot is more than just a tool for posting content it’s your guide to navigating the digital landscape. The tool takes the guesswork out of your social media efforts, providing tangible metrics to measure the success of your initiatives.
For hoteliers, SocialPilot offers a suite of features tailored to your needs. From bulk scheduling and content curation to determining optimal delivery times, it’s designed to streamline your social media management. However, the real treasure lies in its analytics capabilities.
With SocialPilot’s analytics, you can dive into the nitty-gritty of your social media performance. You can track engagement, likes, shares, clicks, and even conversions. The platform serves as your social media strategy compass, providing clear direction for your online efforts.
With SocialPilot, you’re no longer shooting in the dark you’re making informed decisions that drive your social media success.
The future of your hotel’s success is firmly rooted in the soil of digital connectivity.
Social media isn’t just about showcasing pretty pictures of your hotel but also an indispensable platform for interaction, feedback, reputation management, and a way to highlight your unique offerings to the potential customers that can truly set your hotel apart.
Every post, click, and like is not just an activity, but an opportunity to attract guests, improve their experiences, and substantially increase your revenue.
So, utilize social media to reshape your hotel’s narrative.