The rise of social media platforms like Facebook, Twitter, LinkedIn, and Instagram has meant that social media marketing is now more critical than ever before and provides many excellent opportunities for those in the hospitality industry. In this article, we take a closer look at social media marketing and its benefits and offer seven tips for those operating in the hotel industry to promote their business.

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What Is Social Media Marketing?

Social media marketing is the process of gaining attention and exposure for a business or brand through the use of social media sites. This promotional activity can take many forms, from posting or sharing photos or videos to linking to external websites or content and even paid ads through social media platforms. According to the Number of Global Social Network Users Report by Statista, the projected number of social media users by 2027 is six billion.

It is especially useful for those in the hospitality industry because platforms like Facebook are a perfect way to engage with existing and new customers. Also, most social media platforms have built-in analytics tools, allowing hotel management to monitor engagement. Additionally, social networks often include valuable components for hotel promotion, such as customer reviews and the ability to invite users to events.

Video: Hotel Social Media Marketing

8 Social Media Marketing Tips for Hotels

Below, we have compiled some social media marketing tips, which are especially relevant to those working in the hotel industry and can help marketers create an effective, comprehensive strategy.

1. Outline Your Social Media Strategy

Establishing a basic strategy is the first step of any successful social media marketing campaign. Here, you need to think about your audience and what they are interested in. Moreover, you need to decide which social media platforms to use and be clear on what each platform will be used for.

During this stage, you may also find it helpful to establish some best practices or social media guidelines so that all staff members are on the same page. It may also be sensible to identify potential targets in terms of the audience demographics you want to reach and social media influencers you would like to win over.

Social Media Marketing Tips Hotel - Measurable Goals

2. Set Specific, Measurable Goals

Once a basic strategy is outlined, one essential social media marketing tip is setting more specific goals or objectives. This will help ensure that everybody involved in the social media marketing strategy knows what you are trying to achieve and will help keep them motivated.

Crucially, these objectives or goals must be measurable and realistically achievable. Do not set generic targets like “increase the number of social media followers”. Instead, set specific targets, like “increase bookings generated through social media by 20 percent,” and continuously measure your performance against them.

3. Optimize Your Social Media Pages

With a basic strategy in place and some more specific objectives in mind, it is time to optimize your hotel’s social media pages. For those in the hospitality industry, this means ensuring corporate information is listed on them, that location information is available to visitors, and that content is organized logically.

In addition to these basic steps, you should use a high-quality image of the company logo as a profile picture, upload plenty of photos of your hotel, and include a link to the main hotel website on your social media pages.

4. Adapt Your Strategy for Each Social Media Platform

Social media plays a vital role in modern hotel marketing, but one of the biggest social media marketing tips hotel marketers should keep in mind is to tailor content for each platform. It is crucial to have a robust social media marketing strategy where you focus on creating the right content for the right audience using the right channel.

For instance, visual content is ideal for Instagram, but long-form written content is better suited to a platform like LinkedIn. Facebook and X (formerly Twitter) can be great for promotions and interacting directly with customers, while short-form video content may be best suited for YouTube, TikTok, or Instagram Reels. Think about what you want your content to achieve and who you are targeting, then identify the best channel and the right type of content to publish.

Table: Examples of Adapting per Social Media Platform

Social Media Platform Strategy Adaptation Key Considerations
Instagram Focus on high-quality, visually appealing images and stories of the hotel and its surroundings. Utilize hashtags effectively. Emphasize visual storytelling; user-generated content can boost authenticity.
Facebook Use various content types, including posts, photos, and events. Leverage booking integrations and reviews. Great for broader demographics; engage with users through comments and messages.
X (Twitter) Share timely updates, engage in conversations with guests, and use hashtags to join broader discussions. Ideal for real-time engagement and customer service; keep content concise and direct.
LinkedIn Highlight company culture, achievements, and job openings. Share industry-related articles and insights. Professional audience: focus on B2B relationships, networking, and recruitment.
TikTok Create fun, engaging, and creative videos showcasing the hotel’s unique features or experiences. Trend-driven content; collaborate with influencers to reach a younger audience.
YouTube Publish high-quality videos showcasing hotel tours, testimonials, and behind-the-scenes looks. Long-form content allows for deeper storytelling; consider SEO for video titles and descriptions.
Pinterest Pin high-quality images of your hotel, including rooms, amenities, and local attractions. Visual search engine; useful for inspiration and planning stages of travel.

5. Be As Consistent As Possible

Social media audiences generally like consistency and dislike sporadic use of platforms to promote content. For those in the hotel industry, it is important to adopt a consistent approach to posting content rather than going weeks without posting and then springing three posts on people and expecting them to engage.

Draw up a basic schedule for posting new content and stick to it as much as possible. When your audience knows to expect new content, those interested in it are more likely to take the time to visit your profile on Facebook, Twitter, or LinkedIn and actively seek it out, engage with it, and share it with their followers.

6. Take Advantage of Paid Advertising

Many marketers turn to social media platforms because they can generate results without the expenditure associated with traditional advertising. Nevertheless, social media platforms like Facebook offer excellent paid advertising options as well, and it is worth taking the time to explore these options. According to the US Social Metwork Ad Spending Report by eMarketer, the social network ad spending in 2025 in the USA is projected to be $82.23 billion.

Benefits of paid social media advertising include built-in re-targeting features, the ability to advertise to very specific demographics, and the enormous potential reach due to the number of users on social media sites.

7. Engage With Your Audience

One of the most important social media marketing tips revolves around actually engaging with your audience on social media. This means taking the time to respond to their questions, doing so in a useful way, conversing with those who leave comments on the content you share, and generally taking the time to interact.

Use hashtags to keep conversations about specific topics in one place so that you can track them more easily. This has the additional advantage of making content more easily searchable for your followers too.

Social Media Marketing Tips Hotel - Engage With Your Audience

8. Avoid the Temptation to Post Too Much

Finally, regular social media posts are good, and a consistent approach to posting content is even better, but it is important not to overdo it. While it is generally okay to post regularly on Twitter to maximize exposure, people tend to be less forgiving when a Facebook business page posts content all the time.

Studies suggest that the optimum number of posts on a Facebook business page is around seven posts per week and no more than two posts in a single day. You can still respond to your audience’s comments and questions, but you should be respectful when posting new content and avoid spamming people’s timelines.

Social Media Marketing Tips for Hotels FAQs

Social media platforms allow hotels to upload photographs of their hotel, offer special promotions, share customer experiences and have direct interactions with customers. These platforms can also be used for paid advertising, which can be targeted towards specific demographics.

Hotels should engage their target audience by publishing high-quality content and having direct interactions with their followers. Creating unique and memorable hashtags can help to keep discussions organized, while paid targeted advertising can also be extremely effective. It is also important to encourage reviews and feedback.

Instagram is a visual platform, which makes it perfect for sharing high-quality photographs and videos of your property and your facilities. You can also use Instagram Stories to share important news or special offers, while it may be possible to work with influencers to enhance your hotel’s prestige.

Social media platforms provide access to a huge user base and allow direct interactions with customers, including answering questions, reviews and other forms of feedback. Social media platforms are also great for building brand recognition and can help to generate bookings and drive traffic to your website.

Social media can impact hotel performance because feedback and interactions help to shape the public perception of a hotel. Many customers actively seek out reviews on social media platforms before making a booking and hotels can use the platforms to dramatically increase reach and promote their services.

Social media marketing is emerging as an increasingly important advertising strategy, and it has particular benefits for hotel industry employees. By following the seven social media marketing tips above, you can help to ensure your strategy is well-rounded and more likely to help you achieve your objectives.

Want to Learn More About Hospitality Marketing Strategies?

Marketing plays a crucial role in helping businesses to maximize bookings and revenue. It is the main way those in the hospitality industry can reach out to potential customers, conveying their unique selling proposition and brand values. In the following articles, you will find more essential marketing strategies to boost your revenue:

More Tips to Grow Your Business

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This article is written by:

Martijn Barten

Hi, I am Martijn Barten, founder of Revfine.com. With 20 years of experience in the hospitality industry, I specialize in optimizing revenue by combining revenue management with marketing strategies. I have successfully developed, implemented, and managed revenue management and marketing strategies for individual properties and multi-property portfolios.