While it’s simple to take some pretty pictures of your hotel and call it a day, the competition on social media is fierce. Instagram is oversaturated with stunning imagery, which can make a beautiful estate appear mundane. You can devote a lot of thought to a post that will be forgotten in a matter of seconds. The quintessential hotel rack cards have been pushed aside for e-commerce and social media, making it necessary for brands to hop on board. Luckily the hospitality industry is extremely visual and there is an abundance of opportunities on social media to showcase your property.
So, how can you stay relevant? Whether you’re a destination resort or a small boutique hotel, platforms like Instagram, Facebook and TikTok can give you a leg up. Here are some tips on going beyond the standard hotel shots.
1. Start Recording
Video is going to account for 82% of all internet traffic this year in 2022! Data shows that video is considered the future of digital media. Regardless of who your target audience is, it’s undeniable that video is effective.
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%. If you haven’t taken video seriously, it’s time to do so. There’s a large chance your competition is already doing it.
Marketing on TikTok takes this to a whole new level. While Instagram is probably the most popular platform for hotels, the app has become overrun with those attempting to capitalize on the same strategy. As a result, an increasing number of users simply tune out sponsored posts as they would any other advertisement. TikTok is more personal and although it’s becoming more commercialized, it is still super effective in garnering views and customers. Having a TikTok can be a great addition to your overall marketing strategy, especially if you’re trying to reach the 18-24-year-old demographic.
It’s worth noting that paid TikTok ads cost more than ads on most other social media platforms. While you can run an ad campaign on Facebook or Instagram for as little as $20, the minimum cost to run an ad campaign on TikTok for Business is $500. It’s a good idea to start posting regularly to establish an audience before diving into a pricy ad campaign.
2. Influencers
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 a recommendation from a traditional celebrity. 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. Micro-influencers still are considered reliable as they typically only have a following of 1,000 to 1,000,000 people. Because they are more personal with their audience and generate more engagement, these smaller individuals frequently have a larger impact and can be a fantastic selling point for your establishment. They also may be the more economic option for hotels that aren’t attached to the larger brands like Marriot or Hyatt. Remember that authenticity is key.
3. Let Your Staff Shine
The generic hotel picture is nice sometimes, 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 a secret. These are the people that are ultimately building 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 fun moments on social media.
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, contact us. Joseph David International works hard to find the ideal fit for both the candidate and the property to ensure your future success.