5 Ways Hotels and Resorts Can Use Social Media to Attract New Guests
It’s no secret that social media is one of the most effective marketing tools for getting your hospitality business discovered. With so many platforms and types of content to choose from, it’s important to take your social media strategy one step at a time.
You wouldn’t start a business without developing a comprehensive business plan first, so why do so when it comes to your social media presence? One of the most important decisions you will make in your strategy is deciding what types of content to post and what your primary categories will be. Luckily, we’ve compiled a list of five important tips to get you started.
Post on Your Story
When you open social media apps like Facebook and Instagram, you’ll see a whole array of circles on top with stories posted by the accounts you follow. Stories are important to your social media strategy for a few reasons.
First, they stay on top of your followers’ feeds for 24 hours, meaning that a larger portion of your audience is likely to view them. Stories are also key to engagement and the more you engage your audience, the more your social presence will grow and the more likely your followers are to become paying guests.
Stories are built for engagement- you can post “stickers” on your story that allow you to poll your audience, prompt them to ask questions, quiz them, collect donations for events and causes, and even countdown to important events or promotions.
The engagement you receive through your stories can also help you in other areas of your hospitality business, like learning what your guests like or dislike so that you can continuously improve.
Participate in Latest Video Trends
These days, video content is key to online growth- especially short-form videos like Instagram Reels and TikToks. While this type of video content started as fun and quirky videos posted by social media gurus and influencers, it’s now used by brands everywhere and many have even gone viral by using these platforms.
Short-term video content is great for highlighting your brand’s unique features. This could be anything from your hotel’s sleek design to amenities, one-of-a-kind room features, an innovative check-in process, the use of smart technology, highlighting local attractions, or showing off your beautiful location and all it has to offer.
Focus on Behind-the-Scenes Content
Hospitality brands everywhere are focusing on innovation- from implementing the latest technology to opening on-site attractions and undergoing renovations, guests love to see before-and-afters, behind-the-scenes, and “insider” content.
Give them a glimpse of what goes on behind closed doors. This can include staff members setting up an event space, a time-lapse of how housekeeping gets each room ready for new guests, or your star chef making one of your famous dishes.
Plan Social Media Takeovers
Speaking of your staff, guests love to get to know the people they’ll interact with when they stay at your property. See if you can get some of your staff members involved on your social media platforms.
You can plan weekly “takeovers” where one of them will give your followers a behind-the-scenes look at their day-to-day work life and everything that goes into your operations. You can even do this yourself or with your executive team!
Provide Valuable Tips
Finally, generating engagement on social media is all about providing value. Give your followers “insider tips” they may want to consider when they visit your property. Maybe there’s a “hidden” area of your property that guests may not know about, a perfect place to watch the sunset, a “hack” that might come in handy, a place or set-up with a stunning photo opportunity, or a unique local attraction that visitors may not even know exists!
You can also provide travel tips and facts like packing lists, important reminders, and historical facts about your property. Most importantly- don’t forget to prompt your followers to tag your brand on social media when they come to visit!
About the Author
Lizzy Young started 432 Marketing- a content marketing agency for travel and hospitality brands- in January of 2020. She got her start in marketing by freelancing in areas like social media management, blogging, journalism, and email marketing.
Throughout that time, she worked with all types of businesses- from national franchises to small, local startups in hospitality, healthcare, retail, and more. She grew her business as a “side hustle” while she worked her day jobs in public relations and marketing.
In August of 2021, Lizzy took the leap into full-time entrepreneurship and set off on her mission to bring adventure one step closer to all those with a “travel bug” and a knack for adventure.
Since then, she has started her own LinkedIn newsletter called #TravelTalk for executives in the travel, hospitality, and tourism industry, keeps up with all the latest and greatest marketing trends and technology, and enjoys working remotely as she explores new places herself!