You need to be on social media! Hoteliers hear it all the time. And while most know this by now, it’s easier said than done. The time, creativity, and strategy required to create a cohesive and consistent social media presence can be overwhelming, especially if your top priority is running a hotel.

To help you out, we have gathered 10 of the most common social media questions hoteliers have asked and answered them! No matter where you are in your posting journey, this guide is for you.

1. What platforms should I be on, and how often should I post?

With new social media platforms launching constantly, choosing the right ones can be intimidating. For most properties, the essential platforms include:

• Instagram: Great for visual content and stories
• Facebook: For community engagement and events
• LinkedIn: Good for targeting business travelers or networking with event planners
• TikTok: Reach younger travelers with fun and trending content

To begin, focus on 1 to 2 platforms where your guests spend their time. To determine your audience’s demographics, check out our complete social media guide for hotels. It breaks down which audiences are on each platform. Post AT LEAST 3 times a week; the sweet spot is between 3 and 5 times. Utilize the story feature for more frequent and real-time updates.

2. How can I measure the success of my social media efforts?

There are various arguments on which analytic is the most telling to an effective strategy. While follower count used to be the most important, social media platforms are now more interested in the amount of engagement your page receives. But, it is still important to pay attention to each analytic the platform gives you:

• Engagement: the number of times a user interacts with your post (like, comment, share, save, or repost).
• Engagement Rate: the number of engagements your content gets as a percentage of your followers/page likes.
• Reach: the number of people who see your content.
• Impressions: the number of times a user sees your content (this may be higher than reach because users may look at your content more than once)
• Click-Through Rate (CTR): the number of times people click a link in one of your posts
• Follower Growth: the number of people who followed your page in the time frame given

It’s important to set clear goals, whether brand awareness or increased bookings, and track your progress monthly.

Creating Content Can Be Easy! — Photo by Travel Media Group

3. What kind of content performs the best, and how do I create it?

The number one thing to keep in mind when creating content is authenticity. Visually appealing and emotionally engaging content will build your ideal community around your page. But where do you start? Luckily for hoteliers, content creation can occur straight from your smartphone. While hotels vary in niche, there are several best practices and examples of content that every property can integrate into its social media strategy:

• Room/Suite Tour
• Room Views
• Amenity Tour (pool, fitness center, business center, restaurant)
• Employee Highlights
• Restaurant Menu + Specials
• Check-In Video
• Behind-The-Scenes
• Fun Facts or Quizzes
• Five-Star Review Repost
• Special Rates, Packages, and Other Deals
• User-Generated Content From Previous Guests

4. How do I get more followers without buying them?

Focus on building an authentic community. Buying followers may improve your follower count, but your engagement rate will suffer due to inactivity from the bots following your page. Strategies to build your audience include:

• Using relevant hashtags
• Posting consistently
• Tagging your location and local businesses
• Engaging with followers and similar accounts
• Running giveaways or collaborations
• Sharing user-generated content (UGC)

Organic growth is a process, and it is important to remain patient, but loyal followers are more likely to engage with your content.

Treat Your Social Media Like Your Front Desk — Photo by Travel Media Group

5. Should I respond to comments and DMs?

Absolutely. Social media is a two-way conversation. Treat social media comments and DMs like you would for a review response or your front desk. Just like responding to online reviews or helping a guest face-to-face, engaging on social media builds trust and shows that you are present and care about the overall guest experience. Don’t post and ghost!

6. Is it okay to repost guest content?

Yes, but with permission! User-generated content (UGC) is one of the best marketing hacks. It shows real guest experiences and adds credibility to your brand, without you having to do any of the hard work! Here are steps you can take when reaching out:

1. Ask for permission to repost via DM or comment
2. Credit the original poster by tagging them on the photo or in the caption
3. Thank them for staying with you and sharing their content

You can even create a custom hashtag for guests to use when they post about your property to find content to use easily.

7. Should I utilize paid ads and/or boosted content?

If your budget allows, it can be worth it. Paid ads will enable you to:

• Target specific audiences by interest, location, or behavior
• Promote special offers or events
• Retarget website visitors who didn’t book

Start small and test what works for you. Try to boost a post or create a campaign 1-2 times per month. Boosting an already existing and high-performing post is a great place to start.

Be True To Your Brand Voice — Photo by Travel Media Group

8. How do I capitalize on social trends while maintaining my brand voice?

Trends can get your content in front of new eyes, but don’t feel pressure to jump on every trend. Understanding your brand voice is key to deciding which trends feel natural. Figure out how to show your hotel’s personality, values, or amenities; for example, use a trending sound to promote your property’s views or spa.

9. How can I turn followers into bookings?

Think of social media as a bar toward the top of your sales funnel. Ultimately, it isn’t possible to determine the ROI of social media as it is a brand awareness tool. But as you continue to build your audience, you can start to include calls to action in the copy, and if the platform allows, you can incorporate direct booking links. Try out some of these CTA’s to invite potential guests to engage:

• “Book your weekend getaway today – link in bio!”
• Use stories with booking links attached
• Highlight positive reviews and guest experiences
• Create urgency with limited-time offers

Beyond these, your booking process must be mobile-friendly because most social media users browse on their phones.

10. Can I manage social media in-house, or should I hire someone?

It depends on your time, skill set, and resources. You can start in-house if your team has a creative and social-savvy person with time to dedicate to content and community management. However, for hoteliers busy with daily operations, outsourcing to a hospitality-focused social media expert like Travel Media Group can make their lives easier. It frees up your time while ensuring your online presence stays active and effective!

Final Thoughts

Beyond pretty pictures, social media is a powerful tool for connecting with guests and growing your brand. The key is to stay consistent and authentic, but remember to use it for its initial purpose: being social! Start with what you can manage, track your progress over time, and don’t hesitate to ask for help if needed.

At the end of the day, hospitality is all about connection, and social media is the largest and most accessible front desk.

About Travel Media Group (TMG)

Travel Media Group (TMG) is a hospitality marketing partner for brands, hotel management groups, and individual properties. Services include custom social media marketing, professional review response, online reputation management, and more. TMG is responsible for elevating our hotel partners’ online presence while helping hotels manage real-time guest feedback. Travel Media Group is a business that is a part of the Dominion Enterprises Family.