Social Media Marketing Strategies for Hospitality Businesses

Mireille • May 23, 2023 • 15 min read

Social Media Marketing Strategies for Hospitality Businesses

In an era where digital handshakes often precede face-to-face greetings, social media marketing has emerged as a game-changer for businesses worldwide. If you’re in the hospitality industry, strutting your stuff in the digital catwalk of social media can be the difference between ‘hotel heaven’ and ‘accommodation apocalypse’.

So buckle up, hospitality heroes; we’re about to embark on a rollercoaster ride through the exhilarating world of social media marketing strategies tailored just for you!

1. The Impact of Social Media on Hospitality Businesses

In the same way a talented chef skillfully blends flavors to create a delightful culinary experience, social media has blended into every aspect of consumers’ lives, profoundly influencing behaviors, preferences, and decisions. This is especially evident in the hospitality industry, where social media can shape the perception of brands and significantly affect hotel booking decisions. Let’s unravel this digital puzzle piece by piece.

How Social Media Affects Customer Behavior

Social media platforms are the new marketplaces for experiences. They are digital channels and showrooms where businesses, especially in the hospitality industry, can showcase their offerings. However, social media does not just affect how businesses present themselves; it also significantly impacts how customers behave.

People no longer rely solely on official hotel websites or brochures. They turn to social media for genuine, unfiltered information. They seek out user reviews, customer-generated photos, and discussion threads about experiences at your hotel. They want a story, an experience they can look forward to, and social media provides just that.

What’s more, social media allows businesses to interact with customers directly, enabling them to feel valued and heard. As a result, customers develop a sense of connection and trust towards businesses that engage with them genuinely on these platforms.

Social Media and Hotel Booking Decisions

Now, let’s focus our lens on the role of social media in hotel booking decisions. Think of it as the hotel concierge of the digital world. It guides, recommends, and influences guests’ choices even before they step into your lobby.

Potential guests can take a virtual tour of your property through photos and videos, gauge the quality of your service through online reviews, and even get a feel of the experiences you offer through live streams and stories. They can even ask questions or voice concerns, expecting real-time responses, thus enhancing their decision-making process.

Moreover, social media can help instill a sense of urgency and exclusivity through flash sales, limited-time offers, or unique experiences available only to your social media followers. It’s a powerful tool that can not just influence but also expedite booking decisions.

In conclusion, social media has a pivotal role in shaping customer behavior and influencing booking decisions in the hospitality industry. As such, understanding this impact is vital for hoteliers to create effective social media strategies. It’s a reminder that in today’s digital age, providing exceptional guest experiences starts not at the front desk, but on the social media feed.

2. Social Media Platforms Crucial for Hospitality Marketing

Just as a hotel offers a variety of amenities to meet different guests’ needs, social media presents a plethora of platforms each with their unique characteristics and audience demographics. But which of these platforms are truly essential for hospitality marketing? To answer this, we’ll first overview various social media platforms and then delve into which ones are the most effective for hospitality businesses.

Overview of Various Social Media Platforms

  • Facebook
    Facebook, the bustling town square of the digital world, is an all-rounder platform that allows businesses to share updates, photos, videos, and even conduct live sessions. With its diverse user demographic, Facebook is ideal for reaching a broad audience.
  • Instagram
    Instagram, with its emphasis on visual content, is the digital equivalent of a stylish hotel lobby. It’s a perfect platform for showcasing your property’s aesthetics, amenities, and unique experiences.
  • Twitter
    Twitter serves as a fast-paced news ticker, ideal for sharing quick updates, announcements, and engaging in real-time customer service. It’s also a great platform for tapping into trending topics and joining relevant conversations.
  • LinkedIn
    LinkedIn is the formal conference room, apt for sharing corporate news, job vacancies, and industry-related content. It’s also a useful platform for networking with other businesses and professionals in the hospitality industry.
  • YouTube
    YouTube, the digital theater, is excellent for sharing longer video content like virtual tours of your property, behind-the-scenes looks, or customer testimonials.

The Most Effective Platforms for Hospitality Businesses

While all social media platforms have their merits, three stand out as particularly effective for hospitality marketing: Facebook, Instagram, and YouTube.

  • Facebook – Engage a Diverse Audience
    With its extensive user base and versatile content options, Facebook allows hotels to reach a wide demographic. The ability to share both visual and text-based content, along with real-time engagement features, makes it an essential platform for hospitality businesses.

    Moreover, Facebook’s advanced targeting tools allow hotels to reach potential guests based on their location, interests, and behavior. It’s a valuable platform for promoting special offers, sharing updates, and even managing bookings.


  • Instagram – Showcase Your Hotel’s Aesthetics
    Instagram thrives on visually captivating content – a perfect fit for hospitality businesses. High-quality images of your hotel’s amenities, enticing snapshots of your cuisine, and videos of unique experiences can all work to attract potential guests.


    Instagram Stories and IGTV also offer creative ways to engage with followers, while features like shoppable posts make it easier for guests to book directly.


  • YouTube – Provide a Virtual Experience
    YouTube is a powerful tool for hospitality businesses to provide virtual experiences. Comprehensive video tours of your property, behind-the-scenes clips, or even guest testimonials can help potential guests get a feel for what to expect. Plus, YouTube videos can be easily shared across other social media platforms, making it a central pillar of your social media strategy.

While all social media platforms offer unique advantages, Facebook, Instagram, and YouTube have proven to be particularly effective in hospitality marketing. By leveraging these platforms, hotels can reach a wider audience, provide engaging content, and ultimately, boost bookings. As the saying goes, “People eat with their eyes first,” and in the digital world, they book with their eyes too. So, give them something delightful to look at!

3. Developing a Social Media Marketing Strategy

Laying the foundation of a robust social media hospitality marketing strategy is a bit like building a hotel. It requires careful planning, clear goals, an understanding of your audience, and constant attention to detail. Here’s your blueprint to a social media marketing strategy that stands tall in the bustling cityscape of digital hospitality marketing.

Step 1: Define Your Goals

Just as every hotel has its unique charm and identity, every social media marketing strategy should have its distinctive goals. Do you want to increase brand awareness, drive website traffic, generate new leads, or improve guest service? Perhaps it’s all of the above?

Either way, clearly defining your goals is the cornerstone of your social media strategy. Remember, each goal should be SMART – Specific, Measurable, Achievable, Relevant, and Time-bound.

Step 2: Identify Your Target Audience

Imagine trying to please all travelers from backpackers to luxury vacationers with the same hotel room – sounds like a recipe for disaster, right? The same logic applies to your social media audience. You need to understand who they are, what they want, and how they engage with social media.

Analyzing demographic information such as age, gender, location, interests, and online behavior can help you create a ‘guest profile’. This profile will guide your content creation, ad targeting, and overall social media strategy, ensuring that your efforts resonate with the right audience.

Step 3: Choose Your Platforms Wisely

Just as you’d recommend different tourist attractions to different guests, you need to select social media platforms that align with your brand and your audience. For instance, if your guest profile leans towards the younger demographic, platforms like Instagram and TikTok might be more effective. On the other hand, if you’re targeting business travelers, LinkedIn might be your platform of choice.

Step 4: Create Captivating Content

In the hospitality business, it’s the little details that count – the mint on the pillow, the personalized welcome note, the complementary bottle of wine. Similarly, creating captivating and personalized content for your social media channels is crucial. Use high-quality photos, engaging videos, and compelling copy that reflects your brand’s voice and appeals to your audience’s interests. Remember, your content should not only show your hotel’s amenities but also the experiences that guests can anticipate.

Step 5: Engage With Your Audience

Social media is not a one-way street. It’s a bustling intersection where businesses and customers interact. Promptly responding to comments, addressing complaints, thanking guests for their positive reviews, and even chiming in on relevant conversations can humanize your brand and build meaningful relationships with your audience.

Step 6: Collaborate With Influencers

Influencer collaborations can be the extra sprinkle of stardust that propels your social media marketing into the stratosphere. Identify influencers who align with your brand and have a strong following of your target audience. A single post from them can introduce your brand to a plethora of potential guests.

Step 7: Analyze, Adjust, Repeat

Just as hotels constantly strive to improve guest experience, your social media strategy should be a cycle of analysis, adjustment, and repetition. Use analytics tools to track your performance against your goals. Identify what works and what doesn’t, and don’t be afraid to tweak your strategy accordingly.

Remember, the best social media strategies, like the finest hotels, aren’t built overnight. They require time, effort, and constant refinement. But with the right strategy in place, your social media platforms can become virtual lobbies, bustling with potential guests eager to experience what you have to offer.

4. Content Creation and Curation for Social Media

In the realm of social media, content is king. It’s not just about posting for the sake of it; it’s about creating engaging, shareable content that captivates your audience and compels them to take action. Additionally, curating user-generated content can elevate your social media presence and foster a sense of community.

Let’s explore some tips on how to create captivating content and effectively curate user-generated content for your social media platforms.

Creating Engaging, Shareable Content

  1. Know Your Audience: Understanding your target audience is key to creating content that resonates with them. Research their interests, preferences, and pain points. Craft your content to provide value, entertain, educate, or inspire.

  2. Tell Stories: Stories have a powerful impact on people. Use storytelling techniques to create narratives that evoke emotions and connect with your audience. Share personal experiences, showcase behind-the-scenes moments, or highlight success stories.

  3. Visual Appeal: Invest in high-quality visuals that catch the eye and make your content stand out. Utilize professional photography, striking images, and attention-grabbing videos. Consider using tools like Canva or Adobe Spark to create visually appealing graphics.

  4. Embrace Video Content: Video is an incredibly engaging format on social media. Experiment with live videos, tutorials, interviews, or virtual tours of your property. Keep videos concise, entertaining, and informative.

  5. Incorporate User-Generated Content: Encourage your audience to create content for you. Run contests, ask for reviews, or encourage guests to share their experiences using branded hashtags. This not only increases engagement but also provides authentic, shareable content.

  6. Create Interactive Content: Foster engagement by creating polls, quizzes, or interactive posts that encourage your audience to participate. Ask questions, seek opinions, or create challenges that spark conversations.

  7. Value-Added Content: Provide value to your audience by sharing insider tips, destination guides, or industry insights. Position yourself as an expert in the hospitality industry and offer content that educates and enriches the experience of your audience.

Curating User-Generated Content

  1. Monitor Branded Hashtags: Keep an eye on hashtags related to your brand and industry. Identify user-generated content that aligns with your brand values and showcases positive experiences. Seek permission to feature this content on your social media platforms.

  2. Engage and Acknowledge: When users mention or tag your brand, make sure to respond, acknowledge their content, and express gratitude. This encourages further engagement and motivates others to share their experiences.

  3. Share Guest Reviews: User-generated reviews are valuable social proof. Highlight positive guest reviews on your social media platforms. This not only showcases customer satisfaction but also encourages others to share their feedback.

  4. Create a Community: Establish a sense of community among your guests and followers. Encourage them to share their stories, connect with each other, and engage in conversations. This fosters a loyal and engaged following.

  5. Collaborate with Influencers: Partner with influencers who align with your brand and have an engaged following. Their user-generated content can be a powerful tool to showcase your hotel and attract new guests.

  6. Feature Guest Experiences: Request guests to share their experiences with you, whether through photos, videos, or written testimonials. Highlight these stories on your social media platforms, showcasing the unique moments and memories created at your hotel.

Remember, creating captivating content and curating user-generated content is an ongoing process. Continuously analyze the performance of your content, experiment with new formats, and adapt based on feedback and engagement. By providing valuable, engaging content and leveraging the experiences of your guests, you can build a strong social media

5: Using Social Media for Customer Service

In the digital era, the line between the front desk and Facebook, the concierge and Twitter, or the guest relations and Instagram is blurring. Social media has expanded customer service into the realm of likes, shares, and comments, allowing for real-time interaction and instant problem resolution. Let’s delve into how hospitality businesses can and have successfully utilized social media for customer service.

Social Media: The New Frontier of Customer Service

Just as you wouldn’t leave your hotel reception unmanned, you cannot afford to neglect your social media channels. They are the new frontier in customer service, acting as an immediate, public, and accessible touchpoint between you and your guests.

Today, guests are as likely to tweet a query or post a complaint on Facebook as they are to call the front desk. Being responsive to these digital interactions is paramount. A quick response not only appeases the concerned guest but also shows other potential guests that you’re attentive and proactive.

But remember, it’s not all about firefighting. Social media can also be used to enhance the guest experience. Sharing user-generated content, acknowledging milestones, celebrating guest achievements, or just a simple ‘happy birthday’ shout-out can create memorable moments that elevate the guest experience.

Case Study 1: The Ritz-Carlton’s #RCMemories

The luxury hotel chain, Ritz-Carlton, known for its exemplary customer service, extends its hospitable touch to social media. Their #RCMemories campaign encourages guests to share memorable moments from their stay at Ritz-Carlton properties. The hotel then reposts selected stories, adding a personal touch to their social media feed. The campaign not only promotes guest engagement but also serves as a testament to the memorable experiences that the Ritz-Carlton provides.

Case Study 2: Hilton’s @HiltonSuggests

Hilton Hotels‘ innovative use of Twitter takes customer service to another level. Their @HiltonSuggests handle is dedicated to providing travel tips and local recommendations to anyone on Twitter, regardless of whether they’re staying at a Hilton property or not. This service highlights Hilton’s commitment to enhancing the overall travel experience, positioning them as a helpful and customer-focused brand.

Case Study 3: Hyatt’s Global Care Center

Hyatt Hotels take a holistic approach to customer service on social media. They have a dedicated Global Care Center, where a team monitors their social media channels 24/7, responding to queries, concerns, or compliments from guests. Their prompt and personal responses have earned them a reputation for excellent social media customer service.

In conclusion, social media is not just another channel for promotional messaging, but a powerful tool for customer service. When used effectively, it can enhance guest satisfaction, build brand loyalty, and set your hospitality business apart. So, it’s time to open your digital doors wide and invite your guests in because, in the realm of social media, customer service is not just a department; it’s an attitude.. 

6. Measuring Social Media Marketing Success

Just like the crisp lines of a well-made bed or the gleaming surfaces of a perfectly cleaned room, tracking the success of your social media marketing efforts is an integral part of your hospitality business’s upkeep. Without it, you’re shooting in the digital dark, with no concrete idea of what’s working and what’s not. Let’s dive into the key performance indicators (KPIs) you should be tracking and how to analyze and interpret social media metrics effectively.

Key Performance Indicators (KPIs) for Social Media Marketing

Defining clear, measurable KPIs is crucial in understanding your social media marketing success. These indicators can be as diverse as your hotel’s guest list, varying based on your business goals, target audience, and chosen platforms.

  • Reach: The number of unique users who saw your post. It’s like your digital occupancy rate, indicating how many people are aware of your brand.
  • Engagement: This involves likes, shares, comments, retweets, or any other form of interaction with your content. Think of it as your digital guest feedback, reflecting how your audience resonates with your brand.
  • Website Traffic: The number of users who visit your website through your social media channels. It’s akin to your digital front desk, leading potential guests to explore more about your hotel.
  • Conversion Rate: The percentage of social media interactions that result in a desired action, like a booking. It’s your digital booking confirmation, showing the direct impact of your social media efforts.
  • Brand Sentiment: The attitude of your audience towards your brand, as reflected in comments, mentions, and conversations. It’s your digital reputation, indicating how well your brand is perceived.

Analyzing and Interpreting Social Media Metrics

Understanding the numbers is only half the battle. Interpreting them and deriving actionable insights is where the magic happens. Here are some tips:

  • Beware of Vanity Metrics: Having a large number of followers can look impressive, but if they’re not engaging with your content or booking rooms, the number is meaningless. Focus on metrics that lead to real business results.
  • Benchmark Against Your Competitors: Regularly review your competitors’ social media activities. Analyzing their performance can provide context to your metrics, helping you identify areas for improvement.
  • Make Use of Social Media Analytics Tools: Platforms like Facebook Insights, Twitter Analytics, or third-party tools like Hootsuite and Sprout Social, can provide comprehensive data on your social media performance.
  • Track Over Time: Social media marketing is a marathon, not a sprint. Regularly tracking your metrics over time can help identify trends, understand the impact of specific campaigns, and gauge overall improvement.

Measuring the success of your social media marketing isn’t a one-size-fits-all approach. It’s a tailored suit, custom-fitted to your business’s specific goals and needs. Remember, the power of social media marketing isn’t just in posting the right content but in understanding its impact. So, let your KPIs be your guiding stars, leading you to the galaxy of digital success.

7. Leveraging Influencer Marketing in the Hospitality Industry

Influencer marketing in the hospitality industry is akin to the concierge of the digital world. With their dedicated following and persuasive prowess, influencers can guide consumers towards your brand, just like a knowledgeable concierge might recommend the best local restaurants to hotel guests. Let’s explore the role of influencers in social media marketing and how you can collaborate effectively with them.

The Role of Influencers in Social Media Marketing

In the world of social media, influencers are like the charismatic hotelier with an infectious passion for their establishment. They don’t just advertise your business – they share authentic experiences and forge emotional connections with their audience, who trust their opinions and advice.

Influencers can enhance your brand’s visibility, boost credibility, and foster trust among potential customers. They can showcase your hotel in a natural and appealing light, sharing genuine experiences that resonate more with consumers than traditional advertising.

Whether they’re posting a stunning sunrise from one of your suites, sharing a story about their luxurious spa day, or simply mentioning your world-class service, influencers can persuade their followers to consider your hotel for their next trip.

Collaborating with Influencers: A Step-by-Step Guide

Influencer marketing isn’t a matter of blindly sending out invites to anyone with a large following. It’s a strategic process that, when done correctly, can yield significant results.

Step 1: Identify the Right Influencers

The best influencers for your brand are those whose audience aligns with your target market and whose content fits with your brand’s image. Tools like BuzzSumo, Klear, or Heepsy can help you identify influencers in your niche.

Step 2: Reach Out Professionally

Approach influencers professionally, just as you would any other business partner. Start by following their social media profiles, engaging with their content, and then send a personalized message proposing a collaboration.

Step 3: Provide a Unique Experience

Treat influencers as you would any VIP guest. Provide a unique experience that they would be excited to share with their audience. This could involve a complementary stay, access to premium amenities, or exclusive experiences such as a private dining event.

Step 4: Establish Clear Expectations

Clearly communicate what you expect from the collaboration – number of posts, type of content, hashtags to use, etc. However, allow the influencer to maintain their creative freedom as authenticity is crucial to their influence.

Step 5: Measure Success

Measure the success of the collaboration based on your defined KPIs. Track engagement, referral traffic, and conversions that result from the influencer’s content.

Case Study: Marriott’s Influencer Campaign

A noteworthy example of effective influencer marketing in the hospitality industry is Marriott’s #itpaystobookdirect campaign. Marriott partnered with popular YouTube influencers to create humorous videos debunking myths about hotel bookings. The campaign was a massive success, increasing Marriott’s direct bookings and boosting their brand image.

In conclusion, influencers in the digital realm are just as important as word-of-mouth recommendations in the physical world. When leveraged correctly, they can amplify your brand’s reach, reinforce credibility, and drive bookings.

So, consider welcoming these digital concierges into your marketing strategy and watch as they guide scores of guests right to your hotel’s doorstep.

8. Case Studies of Successful Social Media Marketing in Hospitality

A beautifully-plated meal or a perfectly-decorated suite has a story to tell. Similarly, case studies of successful social media marketing strategies can offer a rich narrative full of insights, learnings, and inspiration. Let’s dive into the fascinating world of three hotels whose social media strategies have not only increased bookings but also redefined the hospitality experience.

Case Study 1: The Cosmopolitan of Las Vegas – Instagrammable Moments

The Cosmopolitan of Las Vegas has artfully mastered the art of creating Instagrammable moments. Understanding that Instagram thrives on visually appealing content, the hotel has focused on creating a distinct aesthetic that grabs attention.

From their chic, lavishly decorated suites to their stunning rooftop pool view, each aspect of the hotel is photo-worthy.

The hotel encourages guests to share their experiences on Instagram with the hashtag #CosmopolitanLV. These user-generated posts not only serve as authentic testimonials but also inspire potential guests with real-life experiences at the hotel.

The hotel further enhances its Instagram appeal by partnering with influencers and hosting events that align with their trendy, sophisticated brand image.

The result? The Cosmopolitan of Las Vegas has a booming Instagram presence with a large and engaged follower base, influencing potential customers’ booking decisions.

Case Study 2: Four Seasons – A Unified, Global Social Media Strategy

The Four Seasons Hotels and Resorts stand as a testament to the power of a unified, global social media strategy. Despite being a global chain with properties spread across various countries, Four Seasons maintains a consistent brand voice and aesthetic across all its social media channels.

The hotel chain has a central global Twitter handle, @FourSeasons, which highlights experiences from different properties.

Simultaneously, each property has its own local handle that shares location-specific content. This strategy effectively balances global brand consistency with local relevancy.

In addition, Four Seasons regularly runs social media campaigns like #WakeUpWithFS, where they share breakfast experiences from different properties, or #FSTakeYourTime, a storytelling initiative encouraging followers to make the most of their time.

This cohesive, global strategy has helped Four Seasons build a robust social media presence that reflects its luxury and excellence while keeping the local charm intact.

Case Study 3: Marriott – Empowering Employees as Brand Ambassadors

Marriott’s unique social media strategy leverages an often-overlooked resource – their employees. Recognizing that employees are the heart of their service, Marriott launched the ‘GoPro campaign,’ equipping staff members with GoPro cameras to capture and share their experiences at work and their interaction with guests.

This innovative approach led to a wealth of authentic, behind-the-scenes content that was shared across Marriott’s social media channels. These posts not only highlighted Marriott’s excellent service but also showcased their committed and passionate staff, making the brand more relatable and appealing to customers.

Moreover, Marriott also hosts the annual ‘M Live’ event, a platform where employees share innovative ideas to enhance the guest experience. Winning ideas are celebrated and often implemented, fostering a culture of innovation that reflects positively on their social media presence.

Marriott’s success story underlines the power of authenticity and the impact of employee advocacy on social media.

In conclusion, whether it’s crafting Instagrammable moments, maintaining a global yet local presence, or empowering employees as brand ambassadors, these successful case studies offer valuable lessons in leveraging social media for hospitality marketing.

They exemplify the mantra that social media marketing is not just about selling a service, but about telling a story – a story that captivates, engages, and ultimately, converts


In the digital era, social media has become the bustling marketplace where brands and customers meet, interact, and form lasting relationships. For the hospitality industry, it’s the digital lobby where guests are welcomed, engaged, and enticed to experience the physical spaces.

From understanding its profound impact on customer behavior, recognizing the power of different platforms, creating a strategic hospitality marketing plan, to enhancing customer service, social media holds the potential to transform your hospitality business.

Influencer marketing, with its authentic storytelling, amplifies your brand’s voice, while tracking KPIs ensures you’re moving in the right direction. The inspiring tales of The Cosmopolitan of Las Vegas, Four Seasons, and Marriott offer practical insights and creative sparks for your own social media journey.

So, whether you’re a boutique bed-and-breakfast in the countryside or a luxury resort in the heart of the city, remember that social media marketing is not a buzzword to be ignored. Instead, it’s a powerful tool to be harnessed.

After all, in today’s digital world, a well-crafted tweet can have as much impact as a perfectly tailored suite. And with the right strategies in place, you’ll not only see your followers increase but also your bookings.

So, let’s embrace the digital wave and ride towards the horizon of success.

Hotels that have successfully implemented social media marketing strategies:

  1. Marriott Hotels
  2. Hilton Hotels & Resorts
  3. Four Seasons Hotels and Resorts
  4. Kimpton Hotels & Restaurants
  5. The Ritz-Carlton

Further readings:
Social Media for Marketing: What We’ve Done at SplashCast So Far
Social Media With The Roger Smith Hotel
How to use the search funnel strategically in hotel marketing


What is your take on Social Media Marketing Strategies for Hospitality Businesses? Let us know in the comments.

By Mireille
Meet Mireille, a marketing and tourism expert. She crafts compelling marketing strategies using the latest techniques to attract, engage, and retain customers. Her deep understanding of consumer behavior and attention to detail drive measurable results for business growth. Find her exploring the world for new marketing insights to help clients stay ahead.


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