Hotel marketing content is often most effective when it’s visual. You need to show off your property in a way that makes people want to visit.
That’s why it’s a good idea to optimize your hotel Instagram account. When leveraged appropriately, it can serve as a great source of consistent, strong visual content. To improve yours, keep these hotel marketing ideas in mind.
Essential Hotel Instagram Marketing Tips
Hashtags categorize Instagram posts. For example, if a user was posting a photo taken in front of the Statue of Liberty, it makes sense that they would include such hashtags as “#statue of liberty,” “#nyc,” “#newyorkcity,” etc.
Thus, you should use hashtags when posting pictures on your Instagram page. Don’t limit them to simply the hotel’s name. Think about the kinds of topics your ideal customers would be interested, and use hashtags that correspond to them. For instance, maybe your hotel is located near a popular ski destination in Vermont. Using a hashtag such as “#skivermont” will help you reach users who might want to stay at your property during their next ski vacation. If you’re struggling to get hashtag ideas, you can research what the competition is using.
As further proof of the value of hashtags, research indicates that Instagram posts with at least one hashtag typically get 70% more engagement than posts without hashtags.
Encourage Users to Generate Content
Hashtags help you reach users who don’t follow your Instagram page. Another way you can achieve this goal is to inspire guests to create and post content of their own. This content will be seen by anyone following them.
You might do this by running a contest. Ask guests of your hotel to share pictures of themselves on the property (or simply pictures of the property) with a corresponding hashtag. Offer an enticing enough prize for the winner, and plenty of guests will be happy to post their photos, helping you cast a wide net.
Focus on Value, Not Marketing
The content you post on Instagram should provide users with some form of value. It should be visually-appealing and eye-catching. Simply posting photos of your front desk and talking about how courteous your employees are may come across as too “salesy.” You won’t appeal to users if your posts feel like ads (because most consumers dislike most ads).
Instead, post photos of the gorgeous views your property offers. Post photos of the food at your hotel restaurant. If you host any events, post photos highlighting them. Most importantly, hire skilled photographers to take these photos. Your goal is to show your property off in its best light.
Create Visual Opportunities
Your guests are more likely to post photos of your hotel on Instagram if you give them good reasons to. That means identifying opportunities to provide visual experiences.
This might involve serving food that’s plated in a unique or striking manner. You could add interesting features to your property, such as works of art or gardens, which guests will likely take photos of. Inside the hotel, perhaps you’ll hang famous or historical works of art. Quite simply, you want to provide guests with reasons to post about your hotel on Instagram.
As always, you should also consistently monitor the performance of your hotel Instagram marketing campaigns. While these tips will absolutely help you reach more users, you need to monitor your progress to ensure they’re delivering results.