6 Hotel Social Media Strategies to Steal in 2023 (With Examples)
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:
Content Production: Are you producing enough high-quality content?
Engagement: Is your content primed for comments, likes, and shares?
Target Audience: Are you speaking to the right people?
Brand Voice: Does your brand voice fit with the platforms you’re using?
Social SEO: Is your content optimized to appear in search results?
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
Overview
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.
Social Strategy Breakdown
Key Tactic: Embracing TikTok
1. Adapt your brand voice to suit the platform
2. Focus on authentic, humorous and relatable content
3. Tell stories through influencers, content creators and guests
4. Experiment with new content styles and trends
Marriott Hotels & Resorts
Overview
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.
Social Strategy Breakdown
Key Tactic: User-Generated Content (UGC)
1. Promote brand events through authentic content from the
guest perspective
2. Develop a TikTok creator program to leverage UGC and ramp up content production
3. Share valuable stories and guest perspectives to build brand loyalty
4. Use short-form video to showcase hotel properties & features
Four Seasons Hotels & Resorts
Overview
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.
Strategy Breakdown
Key Tactic: High-Quality Visuals & Storytelling
1. Use drone photography to highlight unique angles of resort properties
2. Share professional photographs for a luxe feel that reflects the brand image
3. Use short-form video to showcase properties from the guest perspective
4. Sell the guest experience through storytelling visuals
Small Luxury Hotels
Overview
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.
Strategy Breakdown
Key Tactic: Community Building & Engagement
1. Run contests to engage followers and inspire community
2. Use image carousels to showcase properties and increase engagement
3. Share behind-the-scenes content and feature employees to humanize the brand
4. Use current events and popular celebrities to remain relevant and expand reach
Hotel Plaza Athenee, Paris, France
Overview
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.
Strategy Breakdown
Key Tactic: Showcase the Guest Perspective
1. Showcase high-quality visuals from the guest perspective
2. Leverage user-generated content to romanticize the guest experience
3. Partner with local businesses and unique brands
4. Collaborate with influencers and celebrities
5. Embrace newer platforms and incorporate relevant trends
Key Strategies to Steal for Your Hotel Social Media
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:
Collaborate with Influencers: Work with influencers who align with your brand values to showcase your hotel to their followers. This can lead to increased visibility, credibility, and ultimately, direct bookings. Do not discount smaller influencers either, as their engagement rates are higher than any other category of influencer.
Leverage User-Generated Content (UGC): Reposting UGC is a great way to show off your hotel through the eyes of your guests. Encourage guests to share their experiences and use your branded hashtags to make it easy to find and repost their content.
Prioritize Short-Form Video Content: Short-form video content is more engaging and has higher reach on social media platforms like Instagram and TikTok. Use this format to showcase your hotel's unique features, events, and experiences.
Share Behind-the-Scenes Content: Sharing behind-the-scenes content of your hotel staff and marketing team can add a human touch to your brand and build trust with your audience. This could be in the form of photos, videos, or live streams.
Offer Exclusive Social Media Promotions: Use social media to offer exclusive promotions to your followers, such as discounts, upgrades, or special packages. This can incentivize followers to book directly with your hotel instead of using third-party booking sites.
Become a Destination Expert: By creating city guides for each of your hotel destinations and sharing them on your chosen platforms, you position your hotel as an expert on the destination and build trust with your audience. This can ultimately lead to more bookings and increased customer loyalty.
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.
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Posted Apr 10, 2023
How did Hilton create one of the most viewed videos on TikTok? Learn how to recreate the top performing social strategies used by both small and large hotels.
