Social Media Marketing for Hotels: Everything You Need To Know
Boost your hotel’s online presence with effective social media marketing for hotels. Discover strategies to engage guests, increase bookings, and build brand loyalty through powerful social media campaigns.
Posted 2 weeks ago
Written by
Mackenzie TaylorPosted 2 weeks ago
With millions of travelers relying daily on social media platforms like Instagram, Facebook, and TikTok for travel inspo and recommendations, having an engaging and active social media presence is super important as a hotel. Not only can this make you stand out among the crowd, but it can keep your hotel and brand top of mind whenever someone travels. Whether you manage a boutique inn or an international hotel chain, this guide will teach you how to leverage social media marketing for hotels to drive bookings, enhance engagement, and build lasting guest relationships.
💡 At Flick, we know that social media marketing can be challenging. Having the right tools or support can make a world of difference. We have different ways to help depending on what you’re looking for.
- Done-for-you social media management, tailored to small business budgets. Get access to Flick’s in-house team to help you save time and build your brand on social. We’ll help with content creation, strategy, planning, and scheduling at an affordable price.
- AI Content Creation Tools, all the tools you need to create content easily and just the way you want. Get help at every stage of the social media process: building your strategy, planning posts, designing graphics, writing captions, finding hashtags, and turning your media into ready-to-share content.
- Social Media Management Tools, everything you need to manage your social media. Access our scheduling tool and post your content at the exact time your audience is online; deep dive into the analytics of your social media accounts; and discover the best hashtags tailored to your exact account.
When it comes to creating a social media strategy, reach out to our team, and we can get you something that helps you reach your goals!
Jump to a section ✨
- What Are Content Pillars?
- Weekly Social Media Content Plan for Hotels
- Day 1: Guest Experience (Pillar: Guest Experience)
- Day 2: Highlight a Unique Feature (Pillar: Amenities & Features)
- Day 3: Local Attraction (Pillar: Local Attractions)
- Day 4: Promotional Post (Pillar: Promotions & Offers)
- Day 5: Behind-the-Scenes (Pillar: Behind-the-Scenes)
- Day 6: User Engagement Post (Cross-Pillar)
- Day 7: User-Generated Content (Pillar: Guest Experience)
- Why Content Pillars Matter
- Additional Tips for the Strategy
Why Social Media Marketing is Vital for Hotels
The Evolving Role of Social Media in Travel Decisions
Travel porn is everywhere on social media, and people find their next vacation spot while scrolling their feeds. Travelers tend to turn to Instagram for incredible photos and Reels of New Zealand and England (or whatever vacation spot your heart desires!); Facebook for reviews and recommendations; and TikTok for authentic behind-the-scene glimpses of so many different destinations.
Stats you should know about: Influencers and user-generated content also play a significant role in social media marketing for hotels, with 83% of millennials reporting they trust peer reviews over traditional advertising.
Key Statistics to Understand the Importance
Traveler Behavior and Social Media Usage
- 65% of travelers use social media for vacation inspiration, turning to platforms like Instagram, Facebook, and TikTok to discover destinations and accommodations.
- 70% of social media users share their travel experiences online, creating opportunities for hotels to benefit from user-generated content.
- 83% of millennials trust social media content from peers more than traditional advertising.
- Nearly 50% of Gen Z travelers say social media influences their travel decisions, with platforms like TikTok emerging as key decision-making tools.
Influencer Marketing Impact
- Campaigns involving travel influencers have shown an ROI of 11 times higher than traditional digital marketing strategies.
- Posts featuring influencers or user-generated content can lead to a 28% higher engagement rate compared to brand-created content.
Platform-Specific Insights
- Instagram: Over 70% of travelers post photos from their trips, making it a hotspot for travel discovery and hotel promotions.
- TikTok: The hashtag #TravelTikTok has accumulated over 49 billion views, with hotel-related videos often going viral.
- Pinterest: Over 40% of users plan travel itineraries and accommodations on the platform.
Booking and Conversion Trends
- Social media content can drive 27% more direct bookings, especially when paired with compelling visuals and promotional offers.
- Hotels using Facebook dynamic ads for retargeting see an average ROI of 10 times, showing the power of precision targeting.
- 81% of travelers prefer to book directly when they see exclusive offers on social media.
Engagement and Loyalty Building
- Posts that include local travel tips, behind-the-scenes content, or live Q&A sessions have shown 3x higher engagement than standard promotional posts.
- 89% of guests say that a hotel’s social media responsiveness influences their decision to stay.
Emerging Trends
- Virtual tours shared on platforms like YouTube or Facebook increase booking inquiries by 67%, helping travelers feel more confident in their choice.
- Eco-conscious travel is on the rise, with 69% of travelers preferring hotels that showcase sustainability efforts on social media.
These statistics underscore how social media not only influences travel decisions but also boosts visibility, engagement, and revenue for hotels.
Choosing the Right Social Media Platforms for Your Hotel
Properly leveraging social media can significantly enhance your hotel’s visibility and engagement. Here’s a deeper look at how to effectively use various platforms tailored to your target audience.
Facebook remains a versatile platform with a vast user demographic, making it ideal for a variety of marketing strategies.
Key Strategies:
- Promotional Posts: Share family travel packages, seasonal discounts, and special offers to attract families and large groups.
- Community Building: Create a sense of community by engaging with followers through comments, messages, and interactive posts.
- Event Promotion: Utilize the Events feature to promote special events held at your hotel or in the surrounding area.
- User-Generated Content: Encourage guests to share their photos and experiences at your hotel, creating authentic content that can be reshared.
Instagram’s visual nature makes it perfect for showcasing the aesthetics of your hotel, amenities, and unique experiences.
Key Strategies:
- Visual Storytelling: Post high-quality photos and videos highlighting your hotel’s rooms, dining options, and amenities.
- Instagram Stories: Use Stories for daily updates, behind-the-scenes content, and special promotions that create urgency.
- Reels: Capture attention with short, engaging videos that can showcase guest experiences, local attractions, and hotel highlights.
- Influencer Collaborations: Partner with travel influencers to expose your hotel to their followers through authentic content.
TikTok
TikTok caters primarily to younger demographics, including Gen Z and millennials, making it a great platform for creative and engaging content.
Key Strategies:
- Short Videos: Create fun, entertaining videos that highlight unique features or experiences at your hotel, such as room tours, restaurant reviews, or local activities. –
- Challenges and Trends: Participate in popular TikTok challenges or trends to engage with a broader audience.
- Behind-the-Scenes Content: Share humorous and relatable behind-the-scenes videos of hotel operations or staff interactions to humanize your brand.
- User Engagement: Encourage guests to share their TikTok experiences while staying at your hotel, creating a viral feedback loop.
LinkedIn is the premier platform for professional networking, making it effective for targeting corporate travelers and B2B opportunities.
Key Strategies:
- Networking: Connect with corporate travel planners and businesses looking for accommodation for their employees.
- Content Sharing: Publish articles about hospitality trends, corporate travel tips, or showcase your hotel’s business services and meeting spaces.
- Event Promotion: Promote corporate events, conferences, and seminars hosted at your hotel, emphasizing facilities available for business meetings.
- Engagement: Participate in professional groups related to travel, hospitality, and corporate events to build connections.
Pinterest is ideal for travel planning and inspiration, making it an effective arm of your hotel’s marketing strategy.
Key Strategies:
- Travel Guides and Inspiration: Create boards with travel tips, destination highlights, and local attractions to inspire potential guests.
- Visual Appeal: Use high-quality images to pin your hotel’s features, events, and nearby activities, encouraging clicks through to your website.
- Collaborative Boards: Partner with local attractions or businesses to create collaborative boards that provide valuable information to travelers.
- DIY and Planning Tips: Share content related to travel planning, packing tips, or itinerary suggestions to engage couples and families.
YouTube
YouTube allows for longer-form content, making it an excellent platform for immersive storytelling and virtual experiences.
Key Strategies:
- Virtual Tours: Create comprehensive video tours showcasing rooms, amenities, and unique services your hotel offers.
- Guest Testimonials: Highlight guest experiences through video testimonials, building credibility and trust.
- Destination Content: Share videos on local attractions and activities, positioning your hotel as the best base for regional exploration.
- How-To Videos: Provide travel tips or how-to guides related to staying at your hotel or traveling in the area.
Threads
Threads is an emerging platform that can help you engage with a younger audience through direct and conversational content.
Key Strategies:
- Real-time Engagement: Share updates, promotions, and instant feedback requests to create a dialogue with your audience.
- Community Interaction: Foster a sense of community by encouraging users to share experiences or travel tips using your hotel hashtag.
- Behind-the-Scenes: Post informal, casual content that showcases your hotel’s culture and team, making it more relatable.
- Trending Topics: Engage with trending conversations and topics relevant to the travel industry to boost visibility and relatability.
Tips for Effective Social Media Advertising
Understanding Ad Formats and Targeting Options
- Facebook Ads: Use carousel ads to showcase multiple rooms or features, dynamic ads for retargeting, and Stories for a personal touch.
- Instagram Ads: Shoppable posts and Reels offer visually compelling ways to engage potential guests.
- TikTok Ads: Leverage viral challenges and hashtag campaigns to build awareness.
Crafting Compelling Hotel Ads
Highlight your unique selling points, such as eco-friendly practices or pet-friendly policies. Showcase seasonal deals to create urgency and entice bookings.
How to engage with your audience
Responding to Comments and Direct Messages
Timely, professional responses to inquiries and feedback show guests you value their input. Handle negative reviews gracefully by addressing concerns openly and offering solutions.
Building Communities and Loyalty
Host live Q&A sessions, share local travel tips, and create exclusive offers for followers to foster a sense of belonging and community among your audience.
Measuring and Optimizing Your Social Media Performance for Hotels
Effectively measuring and optimizing your hotel’s social media performance is essential for ensuring that your efforts translate into tangible results like increased bookings, greater engagement, and enhanced brand awareness. Here’s a deep dive into the key aspects of performance tracking and optimization for hotels.
Key Metrics to Track for Hotels
Tracking the right metrics helps you evaluate what’s working and where improvements are needed. Below are the key performance indicators (KPIs) that hotels should focus on:
Engagement Rates
Engagement measures how well your audience is interacting with your content.
- Why It Matters: High engagement means your content resonates with your audience, creating stronger relationships with potential guests.
- What to Track: Likes, comments, shares, saves, and direct messages (DMs) on platforms like Instagram, Facebook, and TikTok.
Follower Growth
Growing your audience is an indicator of increased brand awareness.
- Why It Matters: A larger audience gives you more potential to drive direct bookings and engagement.
- What to Track: Net follower growth and changes in audience demographics to ensure alignment with your target market.
Website Traffic
Social media should act as a gateway to your website for booking rooms or learning more about your services.
- Why It Matters: Website traffic from social media indicates the effectiveness of your posts, ads, and CTAs.
- What to Track: Referrals from social media in tools like Google Analytics, and time spent on your site from social visitors.
Conversion Rates
Conversion metrics measure how many people take a desired action, such as booking a room or signing up for a newsletter.
- Why It Matters: Ultimately, social media success for hotels is about driving bookings and revenue.
- What to Track: Click-through rates (CTR), room bookings, form submissions, and other social-driven conversions.
Reach and Impressions
Understanding how many people see your posts helps gauge the visibility of your content.
- Why It Matters: Helps determine if your posts are being amplified effectively by social algorithms.
- What to Track: Unique accounts reached and total post impressions.
Tools to Streamline Analytics
Measuring performance manually can be time-consuming. Using the right tools makes it easier to gather actionable insights efficiently. Here are some recommended tools for hotels:
Flick
Flick is a powerful tool tailored for social media marketing that simplifies the analytics process for hotels.
Features for Hotels:
- Hashtag analysis to identify which tags drive the most engagement for your posts.
- Insights into optimal posting times to align with when your audience is most active.
- In-depth performance metrics, including engagement rates and follower growth trends.
Google Analytics
Google Analytics connects your social media efforts with your website traffic and conversions.
- Features for Hotels:
- Track how social visitors interact with your booking pages.
- Monitor referral traffic from each social platform.
- Analyze bounce rates and conversion paths to optimize user experience.
Social Media Platform Insights
Platforms like Facebook, Instagram, and TikTok offer built-in analytics tools.
Features for Hotels:
- Instagram Insights: Tracks profile visits, post reach, and impressions.
- Facebook Analytics: Provides demographic data and insights on ad performance.
- TikTok Analytics: Measures video views, engagement rates, and follower trends.
How Flick Can Transform Your Hotel’s Social Media Marketing
Having a strong social media presence is essential for hotels looking to attract new guests and stay connected with their audience. However, managing social media can be overwhelming, especially without the right tools. That’s where Flick comes in. Flick offers a suite of features designed to simplify social media for hotels, helping you create engaging content, streamline management, and boost your online visibility.
Whether you’re a boutique hotel or part of a larger chain, here’s why Flick is the ultimate tool for hotels to master their social media strategy:
Done-For-You Social Media Management
Hotels are busy places, and running social media can sometimes fall by the wayside. With Flick’s “done-for-you” social media management service, you get a professional team that understands the hospitality industry and your unique needs.
Tailored to small business budgets, Flick’s in-house team can handle content creation, strategy development, post planning, and scheduling — all at an affordable price. This means you can focus on providing excellent guest experiences while Flick ensures your hotel shines online.
AI Content Creation Tools for Effortless Engagement
Creating captivating content that showcases your hotel’s best features has never been easier. Flick’s AI-powered tools help hotels produce engaging social media content in a fraction of the time. From developing a cohesive strategy and planning posts to designing eye-catching graphics, writing compelling captions, and selecting effective hashtags, Flick’s AI tools guide you through the entire process. This means you can quickly turn your photos and videos into ready-to-share content that attracts potential guests.
Social Media Management Tools to Simplify Your Workflow
Consistency is key when it comes to social media for hotels. Flick’s social media management tools make it easy to stay organized and post content at the right times. Use Flick’s scheduling feature to post when your audience is most active, ensuring maximum engagement. Dive into detailed analytics to understand what content resonates with your guests, and discover the best-performing hashtags tailored to your specific audience. These insights help you refine your strategy and continuously improve your social media efforts.
Why Hotels Need a Strong Social Media Strategy
Guests are increasingly relying on social media to discover and choose hotels. A strong, consistent presence on platforms like Instagram, Facebook, and TikTok can boost your visibility, highlight your amenities, and build trust with potential visitors. With Flick’s support, hotels can:
- Showcase stunning visuals of rooms, amenities, and experiences.
- Engage with guests through authentic and timely content.
- Reach broader audiences using data-driven hashtags and posting strategies.
- Save time with efficient tools and expert support.
Partner with Flick to Elevate Your Hotel’s Social Media
If you’re ready to take your hotel’s social media to the next level, Flick is here to help. Whether you need a complete social media strategy, AI tools to streamline content creation, or a team to manage it all for you, Flick offers the solutions you need to succeed online.
💡 Ready to level up your hotel’s social media marketing? Start a FREE trial of Flick and develop a strategy that will elevate your brand, increase engagement, and drive bookings.
FAQ Section
What are the best social media platforms for hotel marketing?
Instagram, Facebook, and TikTok excel at visual storytelling, while LinkedIn is effective for corporate outreach.
How can hotels encourage user-generated content?
Run contests, create a branded hashtag, and offer incentives like discounts or complimentary services for tagged posts.
How do you measure the success of social media campaigns?
Track metrics like engagement, website traffic, direct bookings, and ROI on ad spend.
Should hotels use influencers for marketing?
Yes, but ensure their audience aligns with your target demographic for maximum impact.
How often should hotels post on social media?
Aim for consistency with 3–5 posts per week on platforms like Instagram and Facebook, and daily engagement on TikTok.
By crafting a tailored social media strategy, your hotel can captivate travelers, build lasting relationships, and ultimately, drive bookings. Whether you’re showcasing your property’s unique features or engaging with guests in real time, social media is your gateway to a global audience.
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Social Media Marketing Strategies for Hotels
What Are Content Pillars?
Weekly Social Media Content Plan for Hotels
Day 1: Guest Experience (Pillar: Guest Experience)
✨ “Nothing makes us happier than hearing from our wonderful guests!
Here’s what [Guest Name] had to say about their experience at [Hotel Name]:
💬 ‘The views from our suite were breathtaking, and the staff went above and beyond to make our anniversary unforgettable.’
🏨 We can’t wait to welcome you next!
#HappyGuests #HospitalityExcellence #TravelWithUs”
Day 2: Highlight a Unique Feature (Pillar: Amenities & Features)
“Take a seat at the table 🍴 and experience [Signature Dish Name], crafted by our expert chefs.
Whether you’re dining in for a special occasion or indulging during your stay, every bite tells a story. ✨
📅 Reserve your table now at [Restaurant Name].
#FoodieFavorites #HotelDining #CulinaryExcellence”
Day 3: Local Attraction (Pillar: Local Attractions)
“Discover the beauty of [City Name] 🌟.
Located just [X minutes] from [Hotel Name], [Attraction Name] is a must-visit for adventurers and culture seekers alike.
📍 Plan your trip today and let us be your home base for exploration!
#ExploreMore #CityAdventures #WanderlustInspo”
Day 4: Promotional Post (Pillar: Promotions & Offers)
“🌟 Your mid-week escape is calling! 🌟
Book a stay between [Dates] and enjoy:
Tap the link in our bio to secure this exclusive offer. Limited time only! 🏨
#TravelNow #MidWeekGetaway #HotelDeals”
Day 5: Behind-the-Scenes (Pillar: Behind-the-Scenes)
“It’s all in the details 🏨✨.
Our team works hard behind the scenes to ensure every moment of your stay is perfect.
Swipe to see how we transform a room into your personal haven.
#HospitalityHeroes #AttentionToDetail #HotelLife”
Day 6: User Engagement Post (Cross-Pillar)
“Dreaming of your next vacation? ☀️ Tell us:
🏖️ Beachside Bliss
🏔️ Mountain Retreat
🏙️ City Escape
Drop your answer in the comments or vote in our Stories!
#VacationGoals #DreamBigTravelFar #WanderlustVibes”
Day 7: User-Generated Content (Pillar: Guest Experience)
“Picture-perfect moments captured by our guests 📸💫.
Thank you, [Guest Handle], for sharing this beautiful snapshot of your stay at [Hotel Name]!
Don’t forget to tag us or use [Branded Hashtag] for a chance to be featured.
#GuestLove #TravelInspiration #PicturePerfect”
Why Content Pillars Matter
Additional Tips for the Strategy