Leveraging social media for Hoteliers
Turning followers into loyal guests
Social media has redefined how businesses connect with their customers, and the hospitality industry is no exception. For hoteliers, platforms like Instagram, TikTok, and Facebook are no longer optional—they are vital tools for building brand awareness, engaging with guests, and driving direct bookings. But how can hotels effectively leverage these platforms to turn casual followers into loyal guests?
The power of social media in hospitality
In today’s digital age, potential guests often make their booking decisions based on what they see on social media. A report by Phocuswire found that 76% of travelers post vacation photos online, influencing their peers’ travel decisions. This is where the magic of user-generated content (UGC) comes in, providing authentic, relatable glimpses of a hotel experience.
Case study: Marriott International
Marriott is a leading example of a hotel group leveraging social media effectively. Their #TravelBrilliantly campaign encouraged users to share their travel stories on Instagram and Twitter, generating over 39 million impressions in just six weeks. Marriott’s ability to integrate UGC into their marketing strategy highlights the power of authenticity in engaging with their audience.
Example of user generated content on other industries:
TikTok: The game-changer for Hotels
While Meta remains a cornerstone of social media marketing, TikTok has emerged as a disruptive force in the hospitality space. With its short-form, visually compelling content, TikTok has proven to be a goldmine for reaching younger audiences.
How Hotels are winning on TikTok
Hilton’s viral success Hilton utilized TikTok's format to showcase behind-the-scenes content, room tours, and quirky staff moments. Their campaign, #HiltonForTheStay, focused on the emotional aspect of travel, generating over 10 million views and a significant increase in direct website traffic.
Airbnb's creative content While technically not a traditional hotel, Airbnb’s strategy on TikTok is worth noting. They tap into trends like storytelling and showcase unique properties, generating over 1.2 million engagements per post on average.
Baha Mar Resort’s Personalized TikTok Tours The Baha Mar Resort in the Bahamas frequently partners with influencers to create TikTok content that highlights its luxurious amenities. Their posts have led to a 15% spike in website inquiries within a week of a viral video release.
Miguel Muñoz, Head of Social Media at PDS—a marketing agency representing over 3.000 hotels—emphasizes the pivotal role of social media in travel planning:
"49% of travelers use social media to research trips. Instagram campaigns focusing on travel yield an average conversion rate of 2.5%, higher than most other industries."
He further highlights the importance of data driven decisions:
"By leveraging 13 years of historical user data, we have created highly targeted lookalike audiences. These audiences are modeled after travelers most likely to convert, ensuring campaigns not only reach the right people but also drive bookings efficiently."
This underscores the necessity for hotels to maintain a robust and engaging social media presence to attract and convert potential guests.
The role of User-Generated Content (UGC)
UGC is a cornerstone of effective social media strategy for hotels. It builds trust and fosters a sense of community, as potential guests are more likely to trust content from fellow travelers than from branded advertisements.
Examples of UGC success
Four Seasons’ #FSTakeYourTime Four Seasons encouraged guests to share moments from their stays using this hashtag. The campaign generated hundreds of thousands of posts, with guests showcasing everything from luxurious suites to culinary experiences.
Ritz-Carlton’s Instagram Highlights Ritz-Carlton curates Instagram Stories featuring guest photos, allowing them to become brand ambassadors. This strategy not only saves marketing costs but also creates a sense of exclusivity and connection.
Five unique content-driven growth strategies:
💡Actionable strategies for Hoteliers: Maximizing social media success
Gain insights into your competitors' advertising strategies using the Facebook Ads Library 📲
The Facebook Ads Library is an invaluable resource for hoteliers looking to enhance their social media marketing strategy. It provides transparency into active ad campaigns across industries, allowing you to research and analyze competitors’ approaches.
Invest in influencer partnerships🤝
Collaborating with influencers can significantly amplify your brand's reach and build trust among potential guests. Focus on:
Micro-influencers: These influencers, with highly engaged niche audiences, often deliver better ROI than macro-influencers.
A/B Testing content📊: Test different influencer collaborations to identify which types of posts, messaging, or visual styles resonate most with your target audience. For instance, compare engagement rates between property tours and experience-focused posts.
🏨 Embrace real-time engagement
Social media platforms thrive on immediacy and authenticity. Engage your audience by:
Hosting live Q&A sessions or interactive room tours to answer potential guests’ questions in real time.
Sharing behind-the-scenes content showcasing staff, daily operations, or event preparations, which humanizes your brand and fosters trust.
Experimenting with platform-specific trends on TikTok or Instagram to capture new audience segments.
📈Leverage analytics and optimize campaigns
Data-driven strategies are essential to understanding what works and iterating on success. Consider:
Comprehensive multichannel campaigns: Integrate efforts across platforms like Instagram, Facebook, TikTok, and YouTube to target diverse demographics. Align messaging while tailoring the format to each platform’s strengths.
Historical data analysis: Use insights from previous campaigns to guide future efforts.
A/B testing campaign elements: Test different creatives, headlines, and call-to-actions across platforms to determine the optimal mix for conversions.
Regularly measure Key Performance Indicators (KPIs) like engagement, click-through rates, and booking conversions using tools such as Hootsuite, Sprout Social, or Google Analytics.
👉Incorporate high performing CTA’s
Every social media post should serve a clear purpose. Include CTAs that guide users through the booking funnel:
Encourage immediate action with phrases like "Book Now", "Explore Packages", or "Reserve Your Stay."
Use landing pages optimized for conversions, ensuring a seamless transition from social media to your booking platform.
Test different CTAs using analytics to determine which wording and placement drive the best results.
YouTube videos are perfect for showing off unique experiences that make your hotel special. In this Four Seasons New Orleans ad, they highlight both their installations and the experience-based marketing that invites guests to imagine themselves there.