Hospitality social media marketing can be something of a cat and mouse game. Between inspiring travelers to come to your destination and putting out fires from angry guests — it’s all about how you respond.
Hospitality marketers should continually be aware of how engagement impacts their bookings. It’s more than just calming an angry guest; it’s also about proactive engagement.
Here are a few tips to making those responses and connections count.
Be positive in a sea of negativity
Hospitality social media marketing can be our best friend and worst enemy— especially when we come across a negative review or comment.
The best way to handle these is to respond quickly and positively. How fast you respond makes a difference in how guests think of your brand.
Some studies suggest that responding to direct mentions within 30 minutes and indirect mentions (without an @ sign) within three hours, is the appropriate timeline.
Focus on personality over prettiness
A beautiful photograph is fantastic. And curating your Instagram might get you likes, but what will make guests want to stay with you again and again?
Capture authentic and unique moments that speak specifically to your property. A great way to do this is by communicating with your guests. See a great shot they took of their morning view? Compliment the shot and ask if you can share it.
Hospitality social media marketing is about more than your pretty property photos. Highlight the experience as a whole.
Be the tour guide
Travelers are more likely to book with you if they feel like they’re getting an experience. Be the expert in what’s happening in and around your hotel and share the information with your followers and subscribers.
Pay attention to the questions your visitors are asking via social or during their stay, and take the time to respond to them. If you see a similar question popping up like “what’s happening this weekend in town?” start curating your information to make it readily available.
71% of social media users are using the platforms to plan their vacations. Be the reason they get inspired to book with you.
If customers feel like they’re being heard and catered to, they’re much more likely to return to your property.
Use proactive engagement to your advantage
Most of these tips center on proactive engagement. As a rule, you should be super aware that you’re doing this regularly. Continuously monitor your feeds for questions, complaints, and suggestions from guests and be prepared with a standard way of handling specific issues.
The more you learn what guests expect of you, the better you can shape your social media marketing to cater to their needs.
Hospitality social media marketing can be a beautifully engaging Instagram feed, but it can also turn into a place where guests air their grievances. To navigate your way through all the highs and lows, stay on top of your response times and keep turning out captivating content.
