Harnessing the Power of Social Media Marketing for Hotels

By Lourdes Martin | 10-6-22: If you’re like most hotel CMOs, you’re always looking for new and innovative ways to market your property and bring in guests. With social media platforms like TikTok, Pinterest, Instagram, and Facebook, there’s a whole new world of marketing possibilities at your fingertips—and it’s one you should definitely be taking advantage of. 
 
When used correctly, social media can be a powerful tool to engage with your target audience, build relationships, and drive business results. However, simply creating a social media account and posting occasional updates is not enough. It would help if you had a strategy in place to ensure that your social media efforts are aligned with your business goals. Here’s a look at how social media marketing can help bring in hotel guests.
 
Showcase Your Property’s Best Features
One great way to use social media for marketing your hotel is to showcase its best features. Does your property have a stunning pool area? A beautiful banquet hall? A Michelin-starred restaurant? Post photos and videos of these amenities on your hotel’s social media channels, and make sure to tag any relevant hashtags (e.g., #poolside, #weddingvenues, #foodie). Not only will this give potential guests a taste of what your property has to offer, but it will also help increase your visibility online.

Engage with Your Audience
Another important aspect of social media marketing is engaging with your audience. Respond to comments and questions promptly and professionally. Share user-generated content (e.g., positive reviews, and photos taken by guests during their stay). And most importantly, be authentic—people can spot inauthenticity a mile away, and they’ll be turned off by it.

Offer Special Deals and Promotions
Use social media as a way to offer special deals and promotions to potential guests. This could be anything from a percentage off their stay if they book within a specific time frame to free breakfast for two if they mention your hotel on social media. Whatever you do, ensure the promotion is enticing enough to get people to take action.

Influencer Marketing Is Necessary
A well-executed influencer marketing campaign can do wonders for a hotel. Influencer marketing is a form of the social media marketing that uses endorsements and product mentions from influencers—people with a large following on social media—to promote a hotel brand.  One of the main benefits of influencer marketing is that it can help increase hotel brand awareness. When done correctly, an influencer marketing campaign can reach a broad audience and introduce them to your hotel in an organic way. Remember, people are more likely to book a hotel they’ve heard of before—so the more people you can get familiar with your hotel brand, the better. And what’s one surefire way to get people talking about your hotel? Teaming up with an influencer who has clout in the travel space.

Generate Positive Word-of-Mouth Marketing
 In addition to reaching new people, social media marketing can also help create positive word-of-mouth marketing for hotels. When potential guests see that someone they follow and trust is singing your praises, they’re much more likely to book a stay at your hotel.

Social media marketing is a powerful tool every hotel CMO should take advantage of. By showcasing your property’s best features, engaging with your audience, and offering special deals and promotions, you can use social media to increase awareness of your hotel and drive bookings. So what are you waiting for? Start harnessing the power of social media today!

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(Note: Lourdes Martin is a blogger, writer, and influencer with expertise in Hospitality, Travel, and International Affairs. Martin has been featured on Shoutout Miami and various other publications. Martin’s blog: Please, Do Tell & Recuerdos. Martin is a contributing writer to aavgo.com.)