Social Media Marketing Strategy For Hotels: Best Practices

Social media has become an indispensable tool for hotels aiming to enhance their online presence, engage with guests, and drive bookings. With platforms like Facebook, Instagram, LinkedIn, and TikTok offering unique ways to connect with potential guests, a well-crafted social media marketing strategy is essential for success. 

This guide will explore best practices for leveraging social media to showcase your hotel’s unique offerings, build a loyal community, and ultimately boost your business. Whether you’re just starting out or looking to refine your existing strategy, these insights will help you navigate the dynamic world of social media marketing for hotels.

Why is Social Media Marketing for Hotels so Important?

Social media marketing allows hotels to connect with a broad audience and build a strong online presence. Here are some key reasons why it’s essential:

1. Increased Visibility: With a significant number of people using social media daily, hotels can increase their visibility and reach a wider audience.
2. Engagement with Guests: Social media platforms offer direct communication channels with potential and existing guests, fostering a sense of community and loyalty.
3. Showcasing Offerings: Hotels can visually showcase their amenities, rooms, and experiences, making it easier to attract and convince potential guests.
4. User-Generated Content: Encouraging guests to share their experiences on social media can provide authentic content and act as powerful testimonials.
5. Targeted Advertising: Social media platforms offer advanced targeting options, allowing hotels to reach specific demographics with tailored messages.

Best Social Media Marketing Strategies for Hotels

1. 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.

2. 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.

3. 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.

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.

4. 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.

5. 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, 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.

6. 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.

7. 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.

8. Follow SEO rules

Optimizing your social media marketing for search engines is an absolute must. Add appropriate hashtags, use all available post features, and share at optimal times and dates based on your audience.

Learn more about hotel SEO- Mastering Hotel SEO: A Comprehensive Guide to Boosting Online Visibility

Hotel Social Media Marketing Tips for Each Platform

1. Facebook –  create a profile, go live, run ads!

When we talk about the best social media marketing strategies for hotels, Facebook always tops the list. As the most accessed social media platform, it offers numerous opportunities to advertise your hotel. It goes without saying that Facebook is an indispensable tool for your hotel’s social media marketing.

Create Your Business Profile

First things first, create your property’s business profile. Ensure that all required details are included and the profile is fully completed. Follow these steps to get your Facebook page rolling:

1. Create a New Facebook Page: Name it under your hotel’s brand.
2. Add a Proper Profile and Cover Photo: You can also use a video as a cover.
3. Complete Your Page’s Profile: Add information like description, category, address, phone number, and other relevant details.
4. Choose an Identifiable Username: Ensure your username is easily recognizable.

A proper Facebook page is a significant step towards effective social media marketing for hotels. For instance, Hotel Husafell highlights its primary attractions in its cover photo and profile picture, showcasing their offers effectively.

What to Post on Facebook

Facebook is an excellent medium to share your content without the constraints of word limits, links, or video size. Here are some types of posts that work well:

• Scenic Destinations: Share eye-catching pictures of nearby attractions and your hotel’s interior and exterior.

• Short Videos: Post engaging videos that showcase your hotel’s unique features.
• Stories and Live Videos: Use these to give real-time updates and behind-the-scenes looks.
• Special Offers and Promotions: Share deals and discounts to attract potential guests.

Increasing Engagement on Your Facebook Page

Engagement is crucial for maximizing the impact of your Facebook posts. Here are some ways to increase engagement:

• Encourage Check-Ins and Location Tags: Offer rewards to guests who use check-ins or location tags on their photos and videos.
• Live Videos: These have the highest engagement rates.
• Run Contests: Host engaging contests to attract more followers. For example:

Win a 2D/3N Couple Package at Royal Beach Resort. Enjoy luxury by following three simple steps:Like our pageLike this postTag three friends

Add-Ons: Facebook Ads for Hotels

Facebook ads are a powerful tool to target new and existing audiences. Running Facebook ads can help:

• Increase Direct Bookings: Attract more direct bookings by promoting your hotel’s unique offerings.
• Promote Offers and Discounts: Reach a broader audience with special deals.
• Target a Large Audience: Utilize Facebook’s advanced targeting options to reach specific demographics.

Learn more about Facebook Ads:

1. Facebook Ads for Hotels: The Ultimate Step-by-Step Guide
2. The Best Facebook Ads For Hotels and Popular Ad Formats

2. Instagram – reels are the new deal!

Instagram, the second most popular social media network after Facebook, is a powerful platform for hotels to enhance their online presence. With 1 billion active users monthly, it’s the fastest-growing media platform, especially popular among millennials. Visual content reigns supreme on Instagram, with the human brain processing images 60,000 times faster than text. Here’s how your hotel can leverage Instagram to its fullest potential.

Create an Instagram Business Profile

Just like on Facebook, start by creating a business profile for your hotel on Instagram. Ensure you fill in all the necessary information, including your hotel website link in the bio. Connect your Instagram profile with your Facebook business page for seamless cross-platform messaging. This integration allows you to respond to queries from both platforms in one place.

What to Post on Instagram

Instagram is a visual platform, so focus on high-resolution, captivating photos and videos. Here are some content ideas:

• Ambiance and Amenities: Showcase your hotel’s interior, exterior, and unique features.
• Travel Tips and Local Attractions: Share insider tips and highlight nearby points of interest.
• Special Offers: Post about ongoing deals and promotions.
• Reels and Short Videos: Create engaging reels with catchy music, showcasing snippets of your hotel and its surroundings.

Use the Best Suitable Hashtags

Hashtags are crucial on Instagram for increasing visibility and engagement. Posts with hashtags see 12.6% more engagement. Use a mix of super-popular and less popular hashtags to maximize reach and target specific audiences. Don’t forget to include location tags, which can boost engagement by 79%.

Examples of Super-Popular Hashtags:

• #Instalike
• #likeforlike
• #followforfollow

Examples of Less Popular Hashtags:

• #instatravel
• #hotels
• #luxuryhotels

Increasing Engagement on Instagram

Boosting engagement on Instagram requires more than just posting regularly. Here are some strategies:

• Instagram Stories: Use stories to share daily highlights, special moments, and quick updates. These disappear after 24 hours, encouraging immediate engagement. Add important stories as Highlights to keep them on your profile longer.
• Polls and Questions: Engage your audience by running polls, asking questions, and seeking feedback through stories.
• User-Generated Content: Encourage guests to tag your hotel in their photos, use location tags, and your unique hotel hashtag. Engage with these posts by liking, commenting, and reposting them using the Repost app.
• Boomerangs: Create fun, looping videos that showcase your hotel’s highlights, offers, and unique features.

Share Instagram Reels

Instagram reels are a fantastic way to create short, entertaining videos. These multi-clip videos, lasting 15 to 30 seconds, can include audio, effects, and various creative tools. Reels can significantly increase your reach and engagement, especially when shared from a public business account.

Learn more about Instagram hotel marketing- Boost Your Bookings: Instagram Hotel Marketing Essentials

3. LinkedIn for Hotel Marketing

If you’ve been overlooking LinkedIn due to its B2B focus, it’s time to reconsider. LinkedIn ranks among the top social media channels after Facebook and Instagram, boasting over 630 million users. This includes hotel owners, potential guests, and vendors, presenting an untapped client base that could significantly benefit your property.

Create Your Hotel’s Page

Before creating a LinkedIn page for your hotel, ensure you have a personal business profile. This profile can belong to an owner, CEO, or any designated member of your hotel team. Here’s how to set up your hotel’s LinkedIn page effectively:

1. Create a Company Page: From your personal profile, set up a company page.
2. Add Essential Details: Fill in all required details on both your profile and the company page to provide comprehensive information about your hotel.
3. Brand Consistency: Ensure the page name matches your hotel’s brand.
4. Detailed Description: Craft an engaging and informative description.
5. Visual Appeal: Upload a clear and attractive profile and cover images of your hotel.
6. Website Link: Include a link to your hotel’s website.
7. Regular Updates: Keep your profile and page updated quarterly, including profile and cover photos, to maintain engagement.

What to Post on LinkedIn

LinkedIn’s audience differs from other social media platforms; they seek valuable and insightful content. Here’s what you should post to attract the right audience:

• Hotel Amenities: Highlight your hotel’s unique amenities.
• Attractive Deals: Share special offers and promotions.
• Short Videos: Post engaging short videos about your hotel.
• Virtual Tours: Offer virtual tours to give a sneak peek of your property.

Add 3-5 relevant hashtags to your posts to increase visibility and engagement, similar to practices on Facebook and Instagram.

How to Increase Engagement on Your Hotel’s LinkedIn Page

Effective social media marketing on LinkedIn is about maximizing engagement. Here are some strategies to boost engagement:

1. Connect with the Right People: Build connections with individuals relevant to your industry.
2. Grow Your Followers: Take steps to increase your follower count.
3. Utilize Marketing Tools: Run polls, share carousels, post engaging stories, and use all available LinkedIn marketing tools.
4. Join Relevant Groups: Participate in groups related to your industry and share your posts to reach a broader audience.
5. Timely Responses: Respond promptly to both positive and negative feedback, ensuring all interactions are pleasant.
6. Stay Active: Consistency is key. Regular activity keeps your audience engaged and informed.

4. YouTube for Yor Hotel Marketing

Videos tend to capture higher engagement compared to images and textual content, and YouTube is the perfect platform for showcasing your hotel through video. With 2 billion monthly logged-in users, YouTube offers immense potential for driving significant traffic and attracting potential guests to your hotel. Here’s how you can make the most out of YouTube for your hotel’s marketing strategy.

What Type of Videos Should You Publish?

To effectively market your hotel on YouTube, consider creating the following types of videos:

• Hotel Tour: Provide a comprehensive video tour of your hotel, highlighting amenities and services. This can excite potential guests and give them a clear idea of what to expect.

• Guest Testimonials: Share video testimonials from satisfied guests. Authentic reviews can build trust and encourage bookings.
• Time-Lapse Videos: Capture the beauty of your hotel’s surroundings with time-lapse videos of nearby locations, showing scenes from sunrise to sunset.
• Exterior Shots: Show your hotel’s exterior and its location to give guests a better sense of the environment.
• Event Coverage: Post videos of events or concerts happening at your hotel to showcase its vibrant atmosphere and versatility.

Optimizing Your Videos for YouTube

After publishing your videos, the next step is to ensure they rank well on Google and YouTube. Here’s how:

• Title Optimization: Use Google Keyword Planner to choose precise and effective titles for your videos. This helps in making your videos discoverable.
• Tags and End Screens: Enrich your videos with relevant tags, such as the city and state, and include engaging end screens to keep viewers hooked.
• Detailed Descriptions: Make your video descriptions as comprehensive as possible. Include links to your website and social media channels, along with your hotel’s contact number. Detailed descriptions help with SEO and provide viewers with easy ways to get more information or make bookings.
• Engage with Comments: Reply to comments left by viewers, especially negative ones. This shows that you value feedback and are committed to improving the guest experience.

5. Maximizing X (formerly Twitter) for Hotel Marketing

While X (formerly Twitter) may not be as prominent in the hospitality industry as other social media platforms, its growing popularity makes it an essential part of your hotel’s social media marketing strategy. With 368 million active users worldwide, X offers significant potential to attract guests and drive traffic to your hotel’s website.

What to Tweet on X

Despite the character limit of 280 characters, X provides a fast-paced platform to share quick updates and engage with your audience. Here are some ideas on what your hotel should tweet:

• Special Deals and Offers: Announce promotions and discounts to attract guests.

Example: “Royal Beach Resort is happy to announce 30% off on all bookings from March 6 to March 10 celebrating Women’s Day. Use code WOM30 #WomensDay #TravelDeals”

• Event Announcements: Share updates about upcoming events and notable guests.

Example: “The Royal Beach is all set to welcome [celebrity name] on March 18. Book your room now to meet this youth sensation! #CelebrityStay #RoyalBeachEvents”

• Quick Updates: Provide real-time updates about your hotel’s services, amenities, or any changes.
• Guest Experiences: Retweet and share guest feedback and experiences to build trust and engagement.
• Local Attractions: Highlight nearby attractions and activities to entice potential guests.

Increasing Engagement on X

To maximize engagement on X, timely and consistent interaction with your audience is crucial. Here are some strategies to enhance your engagement:

1. Timely Responses: Always respond promptly to mentions, tags, and direct messages. Whether it’s positive or negative feedback, addressing it quickly shows that you value your guests’ opinions.
2. Engage with Followers: Retweet, like, and comment on posts related to your hotel. Engage in conversations and show appreciation for your guests.
3. Use Hashtags Effectively: Include relevant hashtags to increase the visibility of your tweets.
4. Run Contests and Polls: Encourage participation by running contests, polls, and engaging questions.
5. Visual Content: Use images, GIFs, and videos to make your tweets more appealing and engaging.

6. Pinterest – Creating Impressive Boards for Hotel Marketing

Pinterest, a visually-driven platform, offers a unique way for hotels to showcase their offerings and attract potential guests. Often underappreciated, Pinterest can be a powerful tool in your social media marketing strategy. Here’s how to make the most of Pinterest for your hotel.

Set Up a Pinterest Profile

Start by creating an excellent Pinterest profile for your hotel. Your profile should include:

• Profile Photo: A clear and inviting image representing your hotel.
• Name and Bio: Use your hotel’s name and a brief, engaging bio that highlights what makes your hotel special.
• Location (Optional): Add your location to make it easier for users to find you.

Your profile will display your followers and the boards, topics, and people you follow. You can edit these details anytime to keep your profile up-to-date.

Create Your Own Boards

Pinterest organizes content into boards, which are like personal categories for your pins. These boards make it easier for users to find and follow content that interests them. Here are a few board ideas you can create for your hotel:

• Boutique Hotels: Highlight the unique features and charm of your boutique hotel.

• Traveler Tips: Share helpful travel advice and tips for guests.
• Food and Drinks: Showcase your hotel’s restaurant dishes or popular nearby eateries.
• Scenic Destinations: Post stunning images of nearby attractions and scenic spots.

What to Post on Pinterest

Pinterest is all about visual content, so focus on high-quality, engaging pins that showcase your hotel and its surroundings. Here’s what you can post:

• Hotel Features: Highlight your hotel’s best features, such as rooms, amenities, and unique architectural details.
• Local Attractions: Post photos of nearby scenic destinations, beaches, hiking trails, and popular tourist spots.
• Guest Activities: Create separate boards for different types of activities guests can enjoy near your hotel, such as family activities, adventure sports, or cultural experiences.
• Culinary Delights: If your hotel has a restaurant, post attractive images of your dishes. If not, share photos of popular local cafés and food joints.
• Travel Advice: Provide helpful advice or information for visitors, such as packing tips, local customs, or travel itineraries.

Example Boards and Pins

Here are some examples of how you can organize your Pinterest boards and what pins to include:

• Board: Boutique Hotels
  • Pin: A beautifully decorated guest room with a cozy ambiance. Link to your booking page.
  • Pin: The lobby area showcasing unique artwork. Link to a blog post about the hotel’s interior design.
• Board: Traveler Tips
  • Pin: A packing checklist for a beach vacation. Link to a downloadable PDF on your website.
  • Pin: Tips for traveling with kids. Link to a family-friendly travel guide on your blog.
• Board: Food and Drinks
  • Pin: A mouthwatering dish from your hotel’s restaurant. Link to the restaurant’s menu page.
  • Pin: A popular local café’s signature coffee. Link to a blog post about the best coffee shops in the area.
• Board: Scenic Destinations
  • Pin: A stunning sunset view from a nearby beach. Link to a blog post about local attractions.
  • Pin: A picturesque hiking trail. Link to a guide on the best hiking spots near your hotel.

7. Using TikTok for Hotel Marketing

TikTok, the rapidly growing social media platform, offers a unique and engaging way for hotels to reach a younger audience. With over 1 billion active users, TikTok’s short-form video content can capture the attention of potential guests and showcase your hotel in a fun and creative manner. Here’s how your hotel can leverage TikTok to enhance your social media marketing strategy.

Why TikTok for Hotels?

TikTok’s user base is predominantly younger, with a significant portion being Gen Z and millennials. This demographic is highly influential and often seeks out new travel experiences, making TikTok an ideal platform to attract these potential guests. TikTok’s algorithm promotes engaging and trending content, providing an opportunity for your hotel to gain widespread visibility.

What Type of Content Should You Post?

To effectively market your hotel on TikTok, focus on creating engaging, entertaining, and informative short videos. Here are some content ideas:

• Hotel Tours: Provide quick and visually appealing tours of your hotel’s rooms, amenities, and common areas. Highlight unique features that set your hotel apart.
• Behind-the-Scenes: Share behind-the-scenes footage of your hotel operations, from kitchen preparations to housekeeping. This humanizes your brand and builds a connection with viewers.
• Guest Experiences: Showcase guests enjoying their stay through user-generated content. Encourage guests to share their experiences and tag your hotel.
• Local Attractions: Highlight nearby attractions, restaurants, and activities. Create short guides or tips for visitors to explore the area.
• Special Events: Promote special events, conferences, or weddings hosted at your hotel. Use creative transitions and effects to capture the excitement.
• Challenges and Trends: Participate in popular TikTok challenges and trends. This can help your content reach a wider audience and engage with the TikTok community.

Best Practices for TikTok Marketing

1. Engaging Captions and Hashtags: Use catchy captions and relevant hashtags to increase the discoverability of your videos. Research trending hashtags in the travel and hospitality sector.
2. Consistent Posting: Maintain a consistent posting schedule to keep your audience engaged. Regular content updates help build a loyal following.
3. Collaborate with Influencers: Partner with travel influencers and TikTok creators to expand your reach. Influencers can provide authentic endorsements and attract their followers to your hotel.
4. Use TikTok Ads: Utilize TikTok’s advertising options to target specific demographics and promote your hotel. In-feed ads, branded hashtags, and TopView ads can help increase visibility.
5. Engage with Your Audience: Respond to comments and interact with users who engage with your content. Building a community around your brand fosters loyalty and trust.