In today’s fast-paced, content-heavy digital world, it’s easy to fall into the trap of constantly pushing sales messages. For many businesses, the instinct is to use their social platforms as another avenue to shout about their services, promotions and products. However, this approach often misses the mark. Social media is SOCIAL, a space for connection, engagement, and entertainment. If hotels want to succeed, they must rethink how they use these platforms.
It can be tempting to bombard your followers with sales-driven posts, but this method quickly becomes exhausting. Constantly pushing for bookings or discounts is unlikely to build lasting relationships or loyalty. In fact, it can cause your audience to tune out or unfollow your account entirely. Social media users, especially those in the hotel’s target market, want more than just another sales pitch; they want content that resonates with their lifestyle and interests.
Here’s why constant sales messaging falls short:
- Over-saturation: Every brand is vying for attention. If your hotel’s feed is filled with nothing but promotions, it can quickly become just another noise in an already crowded space.
- Lack of Engagement: People don’t engage with content that feels transactional. Social media is about building community, not just making a sale.
- Missed Opportunities for Connection: When a hotel focuses only on sales, it misses the chance to showcase what makes it unique, the experience, atmosphere, and most importantly, the people.
It’s Time to Get Social!
So, how can hotels use social media more effectively? It’s all about providing value through entertainment, information, and engagement. Here are a few ideas for hotels to create a more compelling social media presence:
1. Showcase Behind-the-Scenes Content
People love seeing what goes on behind the scenes. Whether it’s Chef preparing a signature dish or a team member preparing a room for a VIP guest, sharing authentic, behind-the-scenes content humanises your brand.
2. Tell Stories Through Guest Experiences
Your guests are your best advocates. Share their experiences through user-generated content. This could be a simple photo of a guest enjoying their breakfast with a caption about their memorable experience, or a video of a guest sharing what they loved most about their stay.
3. Engage with Interactive Content
Social media is a two-way street. Don’t just post and forget about it. You must engage with your followers. Run polls, ask questions, or host Q&A sessions. Engaging with followers will increase brand awareness and build a loyal community.
4. Post Entertaining, Shareable Content
People love to share things that entertain or amuse them. Share fun facts about your location, quirky tidbits about your hotel, or interesting local events. This type of content is more likely to get shared by followers, helping you reach a wider audience without relying on paid advertising.
In the countryside? Shout about your local wildlife, hidden gems in the area, or the best spots to enjoy a picnic. By offering something valuable to your followers, you’ll see better engagement than simply posting about offers.
5. Provide Useful Information
Social media can be an excellent tool for informing your followers. Share tips about local attractions, weather updates, or seasonal events in your area. For instance, a hotel located in a ski resort could share snow conditions, the best slopes for beginners, or advice on the best ski gear to bring. By positioning yourself as a local expert, you offer value while showcasing your hotel’s area knowledge.
6. Celebrate the Unique Elements of Your Hotel
What sets your hotel apart from the competition? Whether it’s an award-winning spa, a stunning rooftop bar, or a historic building with centuries of stories to tell, social media is the place to show off these features. But again, it’s about storytelling rather than hard selling. For example, a hotel might share the history of a beautifully restored chandelier in the lobby, not just a post about the availability of rooms.
Sales Without the Push
While your social media strategy should prioritise entertainment, information, and engagement, that doesn’t mean you can’t include promotions. The key is balance. Occasional sales-driven posts can still work, but they should feel integrated into the broader content strategy, rather than taking over your feed.
Instead of just shouting about discounts, why not create a series of posts that highlight the unique experiences your guests can enjoy at your hotel? For instance, a “Weekend Getaway” offer could be framed around the experience, showcasing the activities and luxury services guests will enjoy, such as spa treatments, gourmet dining, or private tours of local landmarks.
Social media for hotels shouldn’t be about relentless sales messaging. Instead, focus on creating engaging, entertaining, and informative content that builds relationships with your followers. If you showcase your hotel’s personality, local knowledge, and unique experiences, your audience will be more likely to respond positively and eventually make that booking.
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