Question for Our Hotel Marketing Expert Panel

How are hotels expanding their presence on the newer social platforms, e.g., TikTok, ClubHouse, Instagram Reels? How does this impact a hotel’s strategy and resources? How can success be evaluated?

Industry Expert Panel

Our Industry Expert Panel exists out of professionals within the hospitality & travel Industry. They have comprehensive and detailed knowledge, experience in practice or management and are forward-thinking. They are answering questions about the state of the industry. They share their insights on topics like revenue management, marketing, operations, technology and discuss the latest trends.

Natasha Robertson
Natasha RobertsonIndependent Consultant, Ecole hôtelière de Lausanne

“We have been using Clubhouse for a few months now and have found it to be very effective for building awareness of our brand in new markets. Clubhouse can help reinforce the notion of your brand as industry-leading. It can also be used to increase your network and build your personal brand too. Its success can be evaluated in new business leads and it feeds into followers on Instagram and Linkedin too.

We have also started using IG reels for our brand videos. Here, we can measure engagement in the reels alongside engagement on our stories and posts, it’s a great brand awareness tool.”

Moriya Rockman
Moriya RockmanChief of Marketing, Smiling House Luxury Global

“Over the past number of months we’ve become active on Clubhouse, and together with 21 other thought leaders in the Vacation Rental Industry worldwide, we founded a Club together; the “STR Professionals Clubhouse”. I’ve enjoyed hosting a dedicated room there called “Thursday Luxury Secrets” each Thursday at 4 pm CEST and have found that Clubhouse is a great platform to extend your marketing span and to learn from others as well.

Because Clubhouse is connected directly to Instagram, it’s the perfect opportunity for a company to simultaneously work on their Instagram presence too. We’ve spent a lot of time and effort on building our presence and now have over 25.000 followers on Instagram.”

Sarah Dandashy
Sarah DandashyTravel & Hospitality Expert, Ask a Concierge

“We have found that TikTok and Instagram Reels are great for hotel exposure. The algorithms are still very favorable, and if you have an aesthetically pleasing “Instagrammable” property, it should be documented!

In our experience, Clubhouse is better for B2B networking, and it can certainly be useful if you’re engaging with the right audience.”

Andrew Kavanagh
Andrew KavanaghGroup Sales and Marketing Manager, FBD Hotels & Resorts

“Individual hotels are now increasingly using some of the newer platforms, particularly Instagram Reels, as it’s part of an existing platform that we have already developed and grown familiar with in recent years. Expanding our presence to additional platforms like ClubHouse involves committing what are already highly leveraged resources, so prior to that, we have to look at a cost-benefit analysis for those platforms that are completely standalone.

Once we know that they’re here to stay and are popular with our core market groups, then we would look to find ways to develop a community and share our message. Ultimately, these decisions are taken by the marketing team and the senior managers within each of our hotels. When I research new ideas and find platforms that I think are a good fit, I will certainly recommend them and exchange ideas and experiences between our five hotels or bring them together to discuss.”

Susanne Williams
Susanne WilliamsPerformance and Revenue Director, Journey Hospitality

“Yes! We have adopted both Clubhouse and Instagram Reels. We’re using Clubhouse as an industry networking and positioning tool, connecting with colleagues and supporting our wonderful industry. Instagram Reels is the perfect platform for excellent engagement opportunities as well as showcasing the different sides to a brand’s story.

Using personality and beautiful imagery, engagement on IG Reels has been wonderful for us. But don’t forget your overall social strategy and have a purpose for each channel. All content is not created equally, so investment in styling, editing, video and assets is so important.”

Alessandro Inversini
Alessandro InversiniAssociate Professor of Marketing and Director of the Institute of Customer Experience Management, Ecole hôtelière de Lausanne

“Social media usage will continue to grow every year and while I do not have a direct experience (from a business perspective) with TikTok, ClubHouse, Instagram Reels etc., one thing is clear to me: if an organization decides to establish a presence on a social media platform, it needs to have a strategy in place to support this over time.

It is better to be on fewer social media channels in an appropriate, sustainable way (i.e., with a clear strategy and objective – for example, to build an engaged network) than to dilute efforts across a larger number of social media channels. Also, you need to make sure you have “something to say” that’s authentic and engaging for each channel; otherwise I feel it’s a waste of time.”

Jacopo Focaroli
Jacopo FocaroliCEO & Founder, The Host

“As a hospitality consultant, I’d suggest that a hotel with great views, spa, pool or an outstanding restaurant should consider establishing a presence on TikTok and Instagram Reels. That being said, the choice of channel really depends on what your objectives are, who your audience is and what type of location/hotel you are.

I’ve found that the more we can be creative, even involving our staff, the better! However, it’s important to avoid being a “catch-all” project, i.e., in the past, hotels tended to subscribe to all sorts of social media, just for the sake of “being visible”. If you are a high-budget hotel it could also be an option to bring influencers onboard (for example, on Instagram) though I’m not fond of this approach.”

Amy Draheim
Amy DraheimOwner, ABD Creative

“Absolutely. We are seeing 10x the engagement when we post video content to our social feeds as opposed to static imagery. Instagram is prioritizing video content and de-prioritizing static, traditional feed content. If you want to be seen, get with the times!

Meanwhile, Clubhouse is a powerful tool to connect within our industry and make valuable inroads with brand and influencer partners. We’ve had incredible conversations surrounding industry recovery, the Airbnb effect, brands Vs. indies, diversity, inclusion and much more, on Clubhouse. We’ve packed rooms with hundreds of guests, and learned from hospitality professionals all over the world.

From the hotel side, I recommend that managers hop into Clubhouse to join the conversation, share ideas about sales, marketing, and development, and connect with partners, including travel influencers and brands that share your values.”

Grazia Dell'Aquila
Grazia Dell'AquilaHospitality Consultant, IAMGRAZIA