Social media has become a vital marketing tool for a lot of different industries, the hospitality sector is no different. The approach and strategies taken for different brands of hotels can hugely vary. Not only will the content be different but even the platforms they use could vary. The target audience for different hotels will require different approaches. For example, a higher end hotel that is targeting mature individuals will probably have more success using Facebook for their social media marketing, rather than platforms such as Instagram, which tends to have a younger demographic.
Here at VerriBerri, hospitality marketing in Essex, our social media marketing team have listed some of the more beneficial social platforms a hotel should be using.
As mentioned above for most hotels Facebook will be their primary social media platform as a majority of their target audience will have accounts on the channel. This makes their social media marketing efforts easier. Facebook also allows businesses to use ads manager, allowing hotels to target specific audiences depending on what social media marketing campaign they are running at that time. For example, if the rooms are getting booked up but the restaurant isn’t, you can create a specific ad that targets people in the area who like to dine out.
Utilise Twitter by promoting individual services your hotel offers, by breaking down the hotel into categories you can apply specific hashtags to your posts to see a higher rate of valuable engagement, that in turn will achieve a better ROI. An example of this would be tweeting about the spa, restaurant or any events taking place on the grounds, rather than the hotel as a whole, as this will peak different specific interests and generate more engagement.
Instagram is a great platform to create a visual blog of your hotel. Although the demographic may not be your target audience, you need to keep in mind that business is all about the long game and by engaging with the younger audience on Instagram you may be setting up future success. As the younger generation gets older they will already have seen your brand and will be more likely to consider using your facilities.
If you need any help running your hotel’s social media marketing contact our hospitality marketing team in Essex on 01376 386850.