Digital marketing is an integral part of showcasing your hotel. The quintessential hotel rack cards have been pushed aside for e-commerce and social media. The hospitality industry is extremely visual and there is an abundance of opportunities on social media to showcase your property.
While it’s easy to snap some pretty photos and call it a day, the competition is heavy. There are thousands of beautiful hotels. Instagram is oversaturated with stunning imagery that can make a gorgeous estate appear typical. You can put a lot of thought into a post that will be forgotten within seconds.
So, how can you stay relevant? Whether you’re a destination resort or a small boutique hotel, properly utilizing platforms like Instagram and Facebook can give you a leg up. Here are some tips on going beyond the standard hotel shots.
1. Don’t Just Take Pictures, Start Recording
Did you know that by 2021 it’s predicted that video is going to account for 82% of all internet traffic! Data shows that video is considered the future of digital media. Regardless of who your target audience is, people prefer video over text.
To make this more quantifiable, a positive experience with a video ad has been shown to increase a consumer’s purchase intent by 97% and brand association by 139%. In 2016, Mark Zuckerberg compared the rising of video to that of the mobile web – “Video is a mega trend, almost as big as mobile.” It’s gotten way bigger since then, and it will continue to grow.
If you haven’t taken video seriously, it’s time to do so. There’s a large chance your competition is already doing it.
Be creative! Invite a customer to create videos on behalf of your hotel, live stream events/FAQ sessions or post videos of local attractions. The opportunities are endless. You may even think of something completely unique to your hotel! Make the first few seconds count, because if their attention is not grabbed, they will scroll past.
2. Get an Influencer to Showcase Your Hotel
Some companies put heavy investment in celebrity or high-level influencer endorsements. However, studies have found that 70% of Millennials preferred endorsements from friends, family and smaller influencers over recommendations from traditional celebrities. In fact, it’s been found that only 4% of people trust what influencers post online.
So, does that mean we should ditch endorsements and influencers altogether? Not exactly.
While you are probably aware of influencers, you may be unfamiliar with micro-influencers. Micro-influencers typically have between 1,000 – 1,000,000 followers. These smaller individuals often have a larger impact because they’re more personal with their audience and generate more engagement.
Build relationships with relevant influencers and don’t be afraid to start the conversation! Don’t expect benefits from their following unless you are willing to give them something in return. Consider offering them a complimentary hotel stay with the amenities you want them to talk/post about. Remember that authenticity is key, and the best influencers are the ones that endorse with honesty.
3. Let Your Staff Shine
Yes, the generic hotel picture is nice, but your staff is a part of what makes your hotel unique! Whether it’s your front-of-house employees, housekeeping or HR, your employees shouldn’t be hidden in the shadows. These are the people that cultivate relationships with your guests.
Guests love getting a behind-the-scenes glimpse of the action that goes behind their experiences. This is also a great way to increase morale by giving your employees recognition for their hard work. This can be done by posting a weekly employee spotlight, hosting weekly employee takeovers or just posting silly moments on social media.
With all of that said, there is nothing wrong with the staple hotel stock footage. In fact, it’s necessary. But when everyone does it, it’s no longer unique and it’s easy to get buried in a pile of other gorgeous hotels. Find ways to stand out from the crowd and you’ll find yourself on your way to a successful social media strategy.
Disappointed in your online presence? Is it time to find a marketing director that is more in touch with today’s marketing tools and techniques? If the local talent pool is not giving you the candidates you need, call JDI. Joseph David International works hard to find the ideal fit for both the candidate and the property to ensure your future success. For more information about our hotel recruiter services, please click here.