Social media keeps growing and growing.Is your hotel active on social channels? If not, it should be. Social media is an excellent organic way to reach new customers and increase brand awareness for your hotel.
According to a study by Hotel Executive “93% of Americans expect the companies they do business with to have a social media presence.” and that includes hotels.
Social media allows you to interact with your guests in a way that traditional marketing efforts don’t. You can monitor what they are saying about your property, offer special deals and discounts, and reach them in real time as they check their feeds and updates daily. You can also engage more deeply to drive direct bookings.
Facebook: Set up a business, not personal, Facebook page for your hotel. This allows guests to review your hotel on Facebook, access business information and receive updates for your business. Facebook is a great place to promote specials deals, incentives and offers or to feature some of your best amenities and rooms. Work with a company such as IBC that provides Dynamic Ads for Travel (DAT) on Facebook.
Twitter: Twitter is a great way to share quick updates and thoughts for your guests. Some great content ideas for Twitter include links to local attractions, restaurants or experiences. It’s also a great space to promote travel tips and feature your unique amenities. Also, use appropriate hashtags on Twitter to gain more visibility.
Instagram: Instagram is one of the largest social media channels and places a heavy focus on quality visuals. Share stunning images of your hotel, rooms, grounds, and destination. Also, use appropriate hashtags on Instagram to gain more visibility. Encourage guest posting about your hotel in exchange for an added amenity.
LinkedIn: LinkedIn is targeted more towards business to business ventures and companies but it can be a great solution for your independent property. Use LinkedIn to connect with large companies and groups/meeting planners that you’d like to partner with in the future.
Tambourine found that “when social media is part of a buyer’s journey, customers tend to convert at a 129% higher rate”
Check out some of our favorite social media tips for independent hoteliers here.
With all social media channels, the end goal is to increase guests and occupancy for your hotel, preferably through direct bookings that yield a higher net REVPAR. So how do you do that? What type of content should you be posting? All your content should be targeted to engage, inform, and compel the reader.
Engage: With so many social media accounts and business out there, it’s important that your content pops. You want your content to immediately engage the reader and viewer. Make it interesting, make it applicable and make it wow them. That way they have no choice but to continue following you and eventually convert into a loyal guest.
Inform: Social media content should also inform your viewer. What is your business? Why do you matter? What makes you stand out? What is your story? What is your brand? You can do this by explicitly promoting these things or by using softer marketing tactics to incorporate this information in guides, how-tos, or travel tips. Learn more about creating a unique brand here.
Compel: Like any marketing strategy, you want your social media accounts to compel the viewer to act and to turn into a loyal guest. This happens as you build brand loyalty, build an authentic following on social media and provide content that engages and informs. You also can compel readers to book with your hotel by offering special social media discounts and incentives.