Social media is no longer about simply filling out a calendar. Every action you take must be backed by clear logic and, most importantly, a solid understanding of why you’re doing it. Throwing together a strategy and hoping it works isn’t the best approach—it might work occasionally, but the odds are slim.
So, how can you increase your chances of success? By diving deep into research. Understand the industry, your target audience, and what your competitors are doing. This will help you identify gaps and shape a strategy that’s truly effective.
In this guide, we’ll cover everything you need to know—starting from a thorough understanding of the industry to creating a powerful strategy tailored for your hospitality brand.
Table of contents
- What is Hospitality Social Media Marketing All About?
- Why is Social Media Marketing Important for Hospitality Brands
- How to Create Social Media Marketing Strategy for Hospitality Brands
- Conclusion
- Frequently Asked Questions
What is Hospitality Social Media Marketing All About?
The hospitality industry is a broad, vibrant sector that includes hotels, resorts, restaurants, travel services and event venues. Each type has its own approach to social media, yet they all have one goal in common— creating a memorable digital experience that mirrors their real-life charm.
Social media for hospitality brands is also about guiding potential guests through a seamless journey, from the discovery stage right through to booking and, ideally, becoming advocates.
For example, someone might spot a stunning hotel view on Instagram, check reviews on TripAdvisor, see the brand’s customer service responses on Facebook and then book directly. Each of these moments is an opportunity to impress, engage and bring guests closer to the experience.
Why is Social Media Marketing Important for Hospitality Brands
Social media is like the new “Word of Mouth” for hospitality industry. Reputation is everything in this industry. Social media amplifies word-of-mouth recommendations and experiences, with guests sharing their stays, meals and adventures online.
Positive reviews and recommendations from peers make it easier for potential guests to trust a brand and take the next step. Brands that harness this effectively create a powerful, organic marketing force.
Here’s why marketing is important for a hospitality brand.
1. Reaches Guests at Every Stage of Their Journey
Social media marketing allows hospitality brands to influence guests at each point in the travel decision process—discovery, planning, booking and post-experience sharing. For instance, a traveller might first see an inspiring travel reel from a resort on Instagram, then engage with the brand’s posts and ultimately book their stay directly through a link in the bio or book over the call. Each interaction along this journey increases the likelihood of conversion and creates opportunities for brands to build a connection.
2. Drives Direct Bookings, Reducing OTA Dependency
Online travel agencies (OTAs Make My Trip, Agoda, etc) are popular booking channels, but they charge commissions, cutting into profits. Social media can drive direct bookings by using targeted ads, exclusive offers and promotional content. For instance, many hospitality brands use Instagram Stories with “Swipe Up” links leading directly to booking pages, allowing them to connect directly with guests and bypass OTA fees.
3. Enhances Customer Experience and Loyalty
Social media isn’t just about marketing; it’s also a customer service tool. Guests expect quick responses to inquiries, complaints and compliments. Addressing questions or concerns in real-time on social platforms demonstrates a brand’s commitment to customer satisfaction, fostering loyalty. Perhaps, a quick response to a booking inquiry on Facebook might be the deciding factor for a potential guest.
4. Enables Targeted and Cost-Effective Advertising
With social media’s advanced targeting tools, hospitality brands can maximise advertising ROI by focusing on niche segments. Ads can be tailored based on demographics, interests and travel behaviours. For example, a beachfront hotel might run a campaign targeting winter travellers from colder regions looking for a sunny escape. This ensures ad spending is directed where it matters most, driving more relevant traffic.
5. Creates FOMO and Brand Affinity
Hospitality brands thrive on creating memorable experiences that guests want to share. By showcasing these moments—like a picture-perfect sunset by the pool or a chef’s gourmet creation—brands can instill FOMO (fear of missing out) and foster brand affinity. When followers see these experiences on their feed, they’re more likely to want to book and enjoy them firsthand.
Knowing this will help you understand the brand’s perspective and why they have reached out to hospitality digital marketing agency.
Let’s move forward!
How to Create Social Media Marketing Strategy for Hospitality Brands
As we said earlier, research is highly essential to create an effective strategy. Don’t jump in directly into the strategy. Research as much as you can. Try to know everything you can about the industry, their competitors, their target audience etc. Even professionals at the best social media marketing would swear by this.
Follow this guide to create your strategy.
First of All Figure Out Your Target Audience
In the hospitality space, audiences are often diverse—from solo backpackers to high-end business travellers to families on their annual holiday. Each group has specific needs and browsing habits, so identifying the right audience is crucial.
Here’s How to Define Your Client’s Target Audience
- Study Your Client’s Current Guests: Use data from your client’s past bookings and surveys to see who’s already visiting. Are they younger couples, families with kids or business professionals?
- Dig Into Social Analytics: Analyse your client’s social media demographics. Insights from Instagram, Facebook and Twitter can tell you more about their age, location and engagement levels.
- Check Out Competitors: Look at how competitors are engaging their audience. Do they cater to similar groups and how do their posts resonate? Observing top posts on their social channels can reveal valuable trends and ideas.
Build Personas That Feel Real
Now that you have a good grasp on the audience, it’s time to get specific by creating detailed customer personas. In social media, these personas help you speak directly to the audience’s preferences and motivations.
Start with the basics—age, income, gender and location. Then, add a layer of interests and lifestyle —are they eco-friendly travellers, adventure seekers or luxury lovers?
Also, map their needs and challenges— Knowing their main motivations and frustrations makes it easier to target them. For example, a budget traveller values deals, while a high-end guest might look for exclusivity.
Also, create distinct personas if required. For example, “Luxury-Seeker Natasha” who wants a high-end experience and “Adventure-Lover Khushi” who’s looking for an offbeat stay.
Time to Choose Platforms that Fit the Brand and Audience
Each platform has its own strengths, so choose them based on where your client’s audience spends time and what each platform can do for the brand.
Here’s What Each Platform Holds for Hospitality Brands
- Instagram : Ideal for showing off scenic views, interior aesthetics and daily life at the property. You can also give travel tips and educate your audience using this platform.
- Facebook: With its broad user base, Facebook is useful for community-building, event announcements and handling customer queries. You can also cross-post on Instagram & Facebook.
- LinkedIn: A good fit for targeting corporate travellers or promoting business event spaces. Also useful for recruiting and sharing industry news.
- Pinterest: Popular for planning trips, Pinterest lets you showcase inspiring visuals that encourage bookings.
- YouTube: Great for long-form videos, such as virtual tours, customer testimonials and destination guides, which work well in hospitality.
Brainstorm Content that Will Appeal to Your Audience
You can educate, show the property and many other things if you think your audience is interested.
Here are few basic ideas to get started. You can give it your own twist and come up with interesting ideas for the brand.
Invest in top-quality images and videos. Show everything from panoramic views to cosy rooms and vibrant events.
Share real stories from past guests. A satisfied guest sharing their spa experience, for instance, becomes a powerful endorsement.
Highlight special offers or decorations for holidays and local events. If your client hosts events, post about it before, during and after for maximum engagement.
Include posts that showcase nearby attractions. This makes your client’s property feel like a gateway to local experiences.
Use social-only promotions to encourage followers to book directly or sign up for exclusive packages.
Partner with Influencers to Build Trust
Influencer marketing can do wonders for hospitality brands. When travellers see their favourite influencer enjoying a stay or experiencing a property, it’s a powerful recommendation.
However, choose relevant influencers. Focus on influencers who attract the right audience. If your client has a family-friendly resort, work with family bloggers. For luxury hotels, lifestyle influencers with a premium following are ideal.
Try to keep it authentic. Avoid overly scripted posts. Let influencers share their experience in their own style—authenticity makes it more relatable and trustworthy.
Also, track the success of influencer campaigns by monitoring reach, engagement and any spike in inquiries or bookings.
Conclusion
Creating a social media strategy for a hospitality brand is all about telling a story that guests want to be a part of. By taking time to understand the audience, building detailed personas, choosing the right platforms and crafting content that truly represents the brand, you can make your client’s social media presence shine.
Remember, the best social media strategies are flexible. As trends change, adapt and experiment. Use data to guide you, try new formats and above all, keep the brand’s story front and center. With the right mix of planning, creativity and engagement, you’ll turn followers into loyal guests and help your client’s brand become a trusted name in the world of hospitality.
Good Luck!
Frequently Asked Questions
Vasim Samadji is a partner at Flora Fountain, where he leads the Business and Marketing Strategy divisions. In a world where everyone is used to sugarcoating, his directness is often considered rude. But that shouldn't be a problem if you like the no-nonsense approach. Because he is a seasoned professional...