Michelle Leighton
Social media success isn’t luck – it’s strategy.
Without a doubt, the most successful brands on social media today got there through a dedicated strategy. If you’re feeling like your social accounts aren’t generating the results you’d like, your best bet is to step back and look at your overall approach to social media.
Some common areas that might be holding you back include:
Now, if the social media strategy for your hotel doesn’t include everything above, do not panic. To help you understand what a well executed strategy looks like, I've compiled a list of 6 hotels that are crushing it on social media in 2023.
We'll not only discuss each strategy in detail but also provide real-life examples of hotels that are already using them successfully. So, if you're looking to take your hotel's social media game to the next level, keep reading to steal these strategies and make them your own.
Hilton is one of few hotel chains that have fully embraced the power of TikTok, and to great effect. By adapting their brand voice to fit the authentic, laid back style of TikTok, they have generated over 50 million views and 1.7 million likes.
In February 2023, the brand went viral with a 10 minute long TikTok video, which is currently sitting at 36 million views – one of the most successful videos ever shared on the app. The video cleverly incorporated top TikTok creators, platform-specific humor and incentives for those that watched the full 10 minute ad.
The results? HiltonHonors.com saw an influx of over 2.1M unique visitors in the month of Feb 2023, up over 15% year-over-year. This video proves that not only is TikTok a viable marketing channel for hotels, but that social media success comes when your content feels authentic, relatable and fits the content experience of the platform you’re posting on.
Key Tactic: Embracing TikTok
Marriott excels at showcasing their guest experience through authentic storytelling. Whether you’re on their Instagram account or Twitter, Marriott’s social teams are able to transport you around the globe, all through the eyes of their guests.
In 2022, Marriott launched a TikTok campaign titled “30 days, 30 stays” which followed the travel experiences of three Marriott TikTok collaborators. This is a clever example of how to leverage user-generated content for hotel social channels.
96% of Gen Z, and 80% of Millennials use social media to make buying decisions, and what form of content influences them the most? User-generated content, or UGC.
UGC is influential because it feels organic, authentic, and showcases relatable experiences. It is clear that this is a priority for Marriott, as their social feed features stories from influencers and small creators alike.
Key Tactic: User-Generated Content (UGC)
Four Seasons Hotels and Resorts has done a fantastic job on social media by using stunning visuals and engaging content to showcase their properties and connect with their audience. One thing that stands out about Four Seasons' social media strategy is their commitment to high-quality visuals and professional videography. Their social media posts often feature breathtaking landscapes, gourmet cuisine, and luxury amenities like spas, pools, and fitness centers. These elements come together to create a feeling of luxury and exclusivity, which is essential to the Four Seasons brand.
Key Tactic: High-Quality Visuals & Storytelling
Small Luxury Hotels excels at engaging with their community and sharing behind-the-scenes content that humanizes their brand. Their focus on short-form video and high-quality content results in a highly engaged audience, making direct bookings more likely.
In addition to their strong focus on engaging with their community and sharing behind-the-scenes content, Small Luxury Hotels also prioritizes providing valuable information to their followers through their City Guides. By curating and sharing these guides to their Instagram highlights, they position themselves as a trusted source of information for their audience and establish themselves as destination experts.
These City Guides not only showcase the unique features and attractions of each destination, but also highlight Small Luxury Hotels' properties in those areas. By providing this valuable resource to their audience, they are able to build trust and credibility with their followers, which can ultimately lead to more bookings and brand loyalty. It's a smart strategy that not only benefits the audience, but also helps to position Small Luxury Hotels as a leader in the luxury travel industry.
Key Tactic: Community Building & Engagement
Hotel Athenee excels at creating content from the guest perspective, and it shows. Their Reels average between 50-100k views per video, and generate thousands of likes, comments and shares.
At a glance, you might think it’s due to their high-quality videography, and it most certainly helps. But every video is filmed as though you are walking through the hotel yourself. This opens the doors to the guest experience, and takes something as simple as walking down a beautiful staircase, and turns it into a marketing angle.
Key Tactic: Showcase the Guest Perspective
Now that you've seen how the most successful hotels on social media approach their content, let's quickly breakdown a few strategies employed above:
Revamping your social media strategy doesn't have to be difficult, but it can be a lot to manage. Luckily, I'm here to help! If you'd like help transforming your social accounts, or you're looking for support with building a social media strategy, book a strategy call with me today.