HOTEL BUSINESS REVIEW
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Creating Engaging Social Media Content That Moves The Needle for Hotels and Restaurants

By Veronica Correa Social Media Manager, Crowe PR | October 2024

In today’s digital age, social media has become an indispensable tool for hotels and restaurants to connect with their audiences, showcase their offerings and drive business growth.

As the hospitality industry continues to evolve, creating engaging content that resonates with potential guests and diners is crucial for maintaining foot traffic. Effective strategies can be utilized to develop impactful social media content, highlighting the importance of investing in social media marketing for hospitality businesses.

The Power of Authentic Content

One of the most effective types of content for hotels and restaurants on social platforms is organic, user-generated content (UGC). Content that feels authentic and accessible to consumers tends to perform better than carefully curated, high-production value content created by a brand’s social media team. This focus on UGC allows businesses to easily showcase their personality and create a more relatable brand image.

Bringing the personality of a hospitality business and its staff to the forefront helps guests get a sense of the establishment’s values and feel more welcome in the space. Sharing behind the scenes content, like spotlighting staff members, giving an inside look at food preparation or hotel operations creates a sense of intrigue and fosters a deeper connection with the audience.

Encouraging guests to create content is another powerful way to leverage authenticity. When guests share their personal experiences on social media, it provides valuable social proof of positive feedback. It’s also important for hotels to engage with guest content on social media by resharing on the business’ official accounts. This increases engagement and helps build trust with potential customers who are more likely to be influenced by peer recommendations.

Tailoring Content Across Platforms

Content strategy should be tailored to each social media platform’s unique characteristics, tools and user behavior. Instagram should be treated like a skimmable website, providing readily available information about the experience guests can expect. Including key aspects like menu highlights and room visuals is crucial, especially when it comes to seasonality and rotating offerings. While organic content performs well on Instagram, ensuring that basic information is easily accessible is equally important.

On the other hand, TikTok requires a different approach. The platform favors authentic, creative content, and successful strategies often focus on trending keywords incorporated into campaigns. Influencer collaborations tend to be more effective on TikTok, as users are drawn to relatable, entertaining content that feels less like traditional advertising.

By understanding the nuances of each platform, hotels and restaurants can optimize their content for maximum engagement and reach. This may involve creating platform-specific content or adapting existing content to suit the preferences of users on different social media platforms. While a hotel might share short, dynamic video tours on TikTok, Instagram can be used to showcase high-quality images of rooms and leverage customer service interactions.

Leveraging Influencer Marketing and UGC

Influencer marketing and user-generated content play a significant role in cutting-edge social media strategies. When collaborating with content creators, it’s essential to develop clear contracts that tailor deliverables to specific brand goals. This could involve generating more content for social media feeds or obtaining usage rights for advertising purposes.

Building lasting relationships with influencers can create stronger connections between the brand and the influencer’s followers over time. Instead of opting for one-off expensive influencer partnerships, hotels and restaurants can benefit from long-term collaborations and relationships with influencers. Building strong, long-lasting influencer partnerships allows followers to create a bond and positive association between the influencer and the brand.

Utilizing UGC effectively requires establishing terms that suit the brand’s needs. This may include collaborative posts, complimentary stays or usage rights for marketing materials. By incorporating UGC into social media strategies, hospitality businesses can display authentic experiences and build trust with potential customers.

Avoiding Common Pitfalls

Hotels and restaurants often make several mistakes in their social media content strategies. One common pitfall is adopting an overly corporate aesthetic and tone that fails to engage audiences effectively. While professionalism is important, it’s vital to strike a balance with relatability to create content that resonates with users.

Another frequently made error is the lack of visual cohesion across social media profiles. Consistency in colors, styles, fonts and overall visual aesthetic is essential for creating a strong brand identity. A recognizable brand identity is key in creating a strong social media platform that builds brand awareness and draws in followers and potential customers. When a hotel or restaurant’s social media presence lacks cohesion across platforms, it can confuse audiences and dilute the intended brand message.

One of the most significant mistakes is being slow to respond to trends. Social media moves at a rapid pace, and content that feels outdated or arrives too late to a trend can impact engagement rates negatively. To avoid this, it’s important to empower social media teams to act quickly on emerging trends, maintaining relevance and engagement with audiences.

Measuring ROI and Success

To gauge the effectiveness of social media marketing efforts, hotels and restaurants can focus on key metrics that truly reflect engagement and conversion. While likes and comments will always be relevant, they should not be the primary focus for brand accounts. This is because users tend to engage differently with businesses compared to individual profiles.

An increase in profile visits is a strong indicator of growing audience reach. This metric suggests that the content is attracting attention and encouraging users to learn more about the brand. Shares and saves are particularly useful metrics, as they indicate that the content resonates with the audience and is considered valuable enough to reference later or share with others.

Click-throughs to the company website, booking pages or reservation systems originating from social media platforms provide a direct link between social media efforts and potential conversions. Tracking how social media engagement translates into actual bookings or reservations is vital for understanding the real impact of social media marketing on the bottom line.

Embracing Emerging Trends

The social media landscape is constantly evolving, and hospitality businesses must stay ahead of the curve to stay relevant. This requires a willingness to take risks and experiment with new features and content formats introduced by social media platforms. By being among the first to adopt new trends, hotels and restaurants can maximize visibility and engagement, gaining a competitive edge.

Capitalizing on seasonal trends and events in brand-specific ways is another effective strategy. Using trending keywords to guide content creation can help businesses tap into current conversations and interests. For example, if “dirty martinis” or “campfire looks” are trending, a hotel or restaurant could ideate ways to incorporate these themes into their offerings and content.

To effectively embrace emerging trends, it’s essential to place complete trust in social media teams and empower them to act swiftly. Lengthy approval processes can delay timely content, causing businesses to miss out on trending topics. By giving social media teams the autonomy to move quickly, hotels and restaurants can maintain a fresh and relevant online presence.

Curating a Cohesive Brand Experience

A successful social media presence should mirror the experience guests can expect when visiting the hotel or restaurant. This goes beyond simply posting attractive photos; it demands crafting a distinctive brand voice and persona through carefully curated captions and bios that embody a company’s unique character and resonate with the target audience. The overall look and feel of the account should match the type of experience offered, whether it’s a family-friendly resort or a serene spa getaway.

Visual consistency is key to creating a recognizable brand aesthetic. This involves maintaining a cohesive color scheme and photo style across all posts. When done effectively, a user should be able to recognize the brand’s content without even seeing the account username. The content shared should immediately reflect the energy that guests can expect. For instance, a family resort may showcase activities for children and highlight kid-friendly amenities, while a luxury spa retreat could focus on serene landscapes and indulgent treatment offerings.

Curating a cohesive brand experience extends beyond visuals, including the information provided on social media platforms. Hospitality businesses should ensure that all essential information is readily available and easy to find on social media profiles. Menus, room types, amenities and basic contact details should be accessible within a few taps. By providing this information in a visually appealing and organized manner, hotels and restaurants can create a seamless transition from social media browsing to booking.

Maximizing Social Media’s Impact

Investing in a robust social media strategy is no longer an option for hotels and restaurants – it’s a necessity in today’s digital-first world. By creating authentic, platform-specific content, leveraging influencer partnerships and staying attuned to emerging trends, hospitality businesses can effectively engage their audience and drive tangible results.

The key to success lies in understanding the unique aspects of each social media platform and tailoring content accordingly. Instagram should serve as a visual representation of the guest experience, while TikTok can be used to tap into trends and highlight the brand’s personality in more dynamic ways. Authenticity remains paramount across all platforms. By creating a more relatable and trustworthy brand image through authentic content, brands can increase brand awareness and build lasting relationships with audiences.

As the digital landscape continues to evolve, those who adapt and innovate their social media approach remain best positioned to thrive in an increasingly competitive market. Hotels and restaurants must embrace current trends, maintain a cohesive brand experience across platforms, tap into key metrics and consistently deliver valuable content to audiences. The leveraging of social media allows businesses to not just survive but thrive in the modern hospitality industry.

Ms. Correa

Veronica Correa is a seasoned strategist in the spirits and hospitality industry, with over a decade of experience in elevating emerging brands through innovative social media and content strategies. Born and raised in New York City, her journey in the industry began in the city's vibrant cocktail scene, where she honed her skills and developed a deep understanding of the spirits world. With a BA in Art and a minor in Marketing from Brooklyn College, Ms. Correa combines her creative background with strategic thinking to craft compelling brand narratives. Her commitment to continuous learning led her to complete a 4-month Digital Marketing Bootcamp at UC Berkeley, further enhancing her expertise in SEO, content strategy, and analytics. Throughout her career, Ms. Correa has worn many hats in the hospitality industry, including Head Bartender, Bar Manager, Brand Ambassador and Beverage Consultant. These diverse roles have given her a comprehensive understanding of the industry from multiple angles, allowing her to bring a unique perspective to her marketing endeavors.

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13. PRIVACY POLICY

The following is the Privacy Policy for HotelExecutive

We can be reached via telephone, email, or online at our contact page. When you visit our site we do not log any information regarding your domain or email address. Information Sharing: We do not share user information with any third parties other than via press release distribution as described below.

Hotel Newswire is a newswire service that distributes press releases on behalf of our users. If you decide to submit a press release for distribution through our system we will transmit your entire press release including any personal information therein contained to our media contacts and online distribution points including search engines. This is the only redistribution of your information that we engage in. Your submission of press releases through our system indicates consent with this policy. The information we collect during your registration process is used to notify users about updates to our service and inform users of any special events hosted by Hotel Newswire. This information is not shared with other organizations for commercial or non-commercial purposes.

Cookies: Our system requires the use of cookies to enable the user to log back into our website to access information from the newswire, without having to log in each time using the required username and password.

If you do not want to receive email from us in the future, please let us know by following instructions included in our communication with you. Users who supply us with telephone numbers online may receive telephone contact from us regarding their account, or informing them of new products and services available on the HotelExecutive website. If you do not wish to receive such telephone calls, please edit your account and remove your phone number from your account profile. This can be done from your user account menu.

Ad Servers: We do not partner with or have any relationship with any ad server companies. From time to time, we may use customer information for new uses not previously disclosed in our privacy notice. If our information practices change at any time, we will post the policy changes to our website to notify you of these changes and provide you with the ability to opt out of these new uses. If you are concerned about how your information is used, you should check back at our website periodically.

Upon request we provide site visitors with access to all information (including proprietary information) that we maintain about them. Users can access this information by logging in to their account.

Security: We always use industry-standard encryption technologies while transferring and receiving user data exchanged with our site. We have appropriate security measures in place in our physical facilities to protect against the loss, misuse, or alteration of information that we have collected from you on our site. We do not store credit card information in our systems.

If you feel that this site is not following its stated information policy, you may contact us.