Do a simple search for ‘pretty hotels’ on Instagram or Facebook and you’ll soon find that they’re a dime a dozen. But scroll through the feeds of popular travel influencers and you’ll notice that the hotels who are really killing it on social media, are those with a personality that shines through, the one’s that promote an experience and make you feel as if you’re already there. So, want to know the secret behind how they do it? Check out our Top 10 tips below.
DARE TO BE DIFFERENT
Although they almost go too far with their eccentricities, Ace Hotel notoriously attracts a youthful and artistic demographic, so it appears that there is a method to their madness. With hotels popping up in every major city over the past few years, Ace Hotel has solidified itself as a major contender in the boutique hotel space. So if your hotel has a story to tell, something to stand for, or a particular aesthetic to appeal to, then make sure to lean into it. We all know how fast people are scrolling through their Instagram and Facebook feeds, so do whatever it takes to stand out and make people stop and think.
DEVIL’S IN THE DETAILS
When you’re photographing your hotel or putting together video content, make sure to look closely at the details, and then look even closer. Things that you might take for granted are likely things that will appeal to your guests, and more often than not, it’s the details that they’ll photograph and post to their own channels because they’re the things that make guests feel like they’re staying somewhere really special. Take The Line Hotel, for example, rather than posting stock images of their beautiful rooms, they recognize that most hotels have beautiful rooms, so choose instead to focus on the small details that set them apart.
KEEP IT MOVING
While a picture is worth a thousand words, a moving image gives you depth. Don’t limit your social media content to just still imagery, offer your potential guests the chance to imagine themselves there with a video. Show people what it’s like to spend a day in your hotel and show real people using the amenities. Take, for example, The Sheraton Gateway at LAX, who wanted to reimagine what was expected of an airport hotel. With the help of video, they transformed their hotel from a place to simply crash during a layover, to a destination worthy of exploring all of Los Angeles from.
It’s no secret that many brands are now paying influencers big bucks to help them sell their products, but hotels are at a huge advantage when it comes to influencer marketing. Many influencers are willing to do trade work with hotels and resorts because they’re looking for unique experiences. So, while many brands have to fork out the bucks to build relationships with these incredibly powerful individuals, hotels can often offer a free stay instead. And even if the influencer you want to partner with isn’t free, you can expect to see a direct return on investment from their posts because the tracking tools on social media sites are so advanced. So, start searching for influencers or other brands who align with the personality of your hotel and start thinking of unique ways – like The Standard, for example – to partner with them.
BE A TOUR GUIDE
Help people decide what to do on their trip. By posting about local events or by hosting your own, you’re giving potential guests an extra incentive to come to your hotel. This is especially important if you have a significant off-season and want to boost bookings, or if your hotel is a little off the beaten path and people need to justify why they’re making a trip there. So whether you host workshops, take on a full-scale music festival, or just want to promote local events, it all adds to the story of your hotel. Take The Soho Farmhouse teaming up with BMW to promote an electric car drive-in movie experience, which could’ve been just the excuse someone needed to get out into the countryside for a weekend away.
ONE FINAL NOTE
On millennials. Not only are they the one’s most likely discovering you on Instagram or lusting over the influencers who are enjoying your hotel, but they’re also the most well-traveled demographic. They travel A LOT. And the best part? They’re also willing to pay more than any other age group. In fact, research suggests that they would rather pay for a luxury room (preferably at a discounted price) over a budget room for the simple reason that luxury rooms are more Instagram-worthy.
What does this mean for you? Social media is no longer an after thought of your marketing strategy – it IS your strategy.
So if you feel that you’re struggling with the social media of your hotel, or struggling to understand how to bring your hotel’s personality to life, we’re here to help you. We specialize in social media strategy, content creation and management for hotels and multifamily apartments.
Simply send an email to firstname.lastname@example.org and she’ll get back to you soon.