Hotel Social Media Marketing: Five Winning Strategies for Maximum Impact

According to a survey by Big 7 Media, 61% of people have booked a stay at a hotel after seeing it featured on their Instagram feed. That’s only a glimpse of how social media marketing for hotels has become more necessary than ever before.

Look, it’s pretty straightforward. Chances are, most of your guests—past, present, and future—are already spending a huge amount of time on social media platforms like Instagram, Facebook, and TikTok, and that’s where you need to be, too.

Let’s face it: in today’s digitally-driven world, offering 5-star quality service is the bare minimum. The real battleground? That’s right—online. If your hotel is not buzzing on social media platforms, then it’s practically unknown.

But how can a hotel be turned into an attractive hotspot for travelers and tourists with social media marketing? Well, it all boils down to carrying out effective marketing strategies.

Is your business using the right platform? What type of content are you generating? And are you reaching the right people? Obviously, there’s much to discuss. So, let’s dive into why hotel social media marketing matters, what strategies you should start with, and which platforms you may use to get the best out of it.

Hoteliers! It’s time to forget about brochures. The only brochure you’ll need is a social media profile filled with vivid visuals, intriguing content, and interactive traffic. Not convinced? Maybe this will change your mind: in 2023, 75% of travelers said that social media inspired their choice of destination.

Just like that, with hotel social media marketing, you can set yourself apart from the competition and show everyone why your hotel deserves their attention (and their money!). Just think about it—a single tour video showing off your rooms, amenities, and services could skyrocket your bookings and make your brand the talk of the town!

As your presence grows larger on social media, user engagement and interactions with your content will naturally increase. This presents a unique opportunity to effectively communicate with your current and potential customers, learning all about their needs, interests, and opinions and then using this knowledge to refine your services further.

But wait, hotel social media marketing has more to offer. With social media, you can finally skip the middleman and boost direct bookings by highlighting offers and discounts. Imagine this: a couple scrolling on Instagram looking for the perfect getaway when they stumble upon your hotel’s beachfront view with a “Book Direct and Save 20%” offer—instant win!

Having demonstrated just how powerful social media marketing for hotels can be—tapping into this power requires a strategic approach to get the best results. Discover five proven hotel social media marketing strategies that will help you make users stop scrolling and start booking.

Your desired hotel social media marketing success hinges almost entirely on your approach. Understanding your audience and which platforms can work wonders for you can be the difference between success and failure on social media. So, without further ado, let’s dive into five hotel marketing strategies you can use to make waves on social media and attract more guests to your property:

1- Know Your Audience

The first thing you need to do when working on a hotel social media marketing campaign is ask yourself: Who is my target audience? Your answer to this question can make the difference between having little to no engagement and an account buzzing with traffic and interactions.

This starts with understanding what your hotel has to offer. Perhaps your property sits in front of a stunning seaside view with palms and golden sands, perfectly designed for weddings and couple retreats. Or maybe it’s conveniently located near a major airport, and it welcomes business travelers, offering them a comfortable stay and a selection of mind-soothing amenities.

The better you know your audience, the easier it gets to accomplish your hotel social media marketing goals. Then, you just need to think about what your followers will gain from following your account; once you’ve identified the gem, you can start offer on social media, don’t hesitate to create content that centralizes around what your audience admires and engages with the most.

2- Show What Makes You Different

Let’s be honest here: you won’t be the only hotel brand on social media trying to capture attention. Thriving in this competitive environment depends on letting your audience know why your hotel suits their needs better than everyone else.

It’s essential to play to your strengths. Start by identifying what makes your brand special and the unique selling points (USPs) your hotel possesses. This can be something like stunning views, exceptional customer service, a prime location, eco-friendly practices, or even a unique architectural design.

Don’t be shy to highlight these aspects on social media platforms, showing your audience exactly what makes you stand out and attracting guests who value what you offer. However, don’t sell! Demonstrate how your strengths can become memorable experiences for your guests, ensuring you leave a lasting impression that aligns with your brand identity. How, you ask? Keep reading to find out.

3- Let Photos & Videos Do the Selling

High-quality visuals represent the lifeblood of your hotel’s social media marketing success. According to Zippia, hotels see a 15% increase in conversion rates when they include high-quality photos on their accounts.

That is especially true on visually-heavy platforms like Instagram and TikTok, where quality pictures and videos can stop users mid-scroll and start engaging. The good news here is that post ideas are seemingly endless.

Here are a few hotel social media marketing suggestions on what you can do:

• Share a live feed of events happening at your hotel.
• Showcase an amenity or room at your property.
• Suggest nearby restaurants or attractions.
• Highlight upcoming events happening in the area.
• Post eye-catching photos of your property.
• Show your human side with behind-the-scenes reels.

4- Wield the Power of Influencer Partnerships

Social media platforms are buzzing with influencers, especially enthusiastic travelers who love to share their experiences around the globe. When they travel around the world, these influencers tend to rave about good hotel stays, and people love that type of content.

So, what could cooperating with a travel influencer mean for your hotel social media marketing campaign? Well, the first thing you’ll start to notice is an increase in followers and engagement. Influencers usually have thousands, if not millions, of followers who wholeheartedly trust their opinions. Therefore, when influencers say your hotel is amazing, their followers are very likely to check it out.

Influencer marketing trumps traditional almost every time. Did you know that 92% of consumers trust influencer marketing more than traditional advertising? This stat, according to Nielsen’s Consumer Trust Index, shows the high level of trust and effectiveness of influencers in building authentic connections with audiences.

5- Give Power to the People with UGC

User-generated content (UGC) encompasses everything from pictures and videos to reviews and testimonials made by your guests. It’s a powerful tool that amplifies your brand recognition while sparing you the heavy lifting.

When users feature your hotel and its services in an image or video on social media, you’ll most likely be tagged. But even if you don’t—either way, make sure you always share their content, mention them, and let them know you’re grateful. This will not only make them feel appreciated but will also encourage them to post more, boosting your hotel’s social media marketing efforts.

Same thing with reviews—good or bad—always respond promptly and make your audience feel heard. The more you give them the attention they deserve, the better your brand and services will be perceived.

Selecting the right platforms is crucial for hotel social media marketing. Each social platform offers a unique set of advantages—showcasing your property, connecting with potential guests, and boosting bookings. However, not every platform is suited for every hotel! Choosing the right platform for your brand can have a massive impact on your social media success. To help make things easier, explore the top three platforms for hotel social media marketing:

Facebook: Ideal for Community Engagement and Events

As of April 2024, Facebook is the world’s most-used social media platform, with over 3 million active users. This incredible feat and the fact that Facebook excels at community engagement are perfect examples of why it’s become a go-to for hotels looking to connect with a broad audience. On Facebook, promoting events, sharing customer reviews, and running targeted ads become easier and more efficient. Such a platform offers hotels the ability to build strong relationships with guests through social media marketing practices, such as posting updates, behind-the-scenes content, and interactive posts that drive engagement from the audience.

Instagram: A Visual Powerhouse for Stunning Imagery

In a way, an Instagram account is your very own photo album. This visually-driven platform is the ideal option to showcase your hotel’s personality and charm. Don’t hold back on posting stunning photos of your rooms, poolside views, or even your chef’s signature dish—it’s all about introducing your brand vividly and grabbing those double taps. A good hotel social media marketing practice would be to use Stories and Reels to share real-time updates, like a behind-the-scenes look at your team prepping for a big event or a tour of your most popular suite. And don’t miss out on user-generated content!

YouTube: The Ultimate Destination Preview

YouTube is where you go all in, giving future guests a front-row seat to everything your hotel offers. Did you know that YouTube’s potential ad reach is 2.49 billion users? Yes, it’s that powerful. Create virtual tours of your property, complete with stunning room walkthroughs and glimpses of amenities. Your hotel’s social media marketing plan can include posting destination videos that highlight nearby attractions or share heartfelt guest testimonials to build trust. Since YouTube is a go-to for travel inspiration, it’s a powerful way to make sure your hotel stands out when people start planning their next trip.