Social media. It’s a revolution, not a mere tool, and it’s reshaping the way we do business. It’s turning strangers into friends, friends into customers, and customers into ambassadors. It’s the new marketplace, and it’s here at Placeworks, where we’re embracing this change head-on.
In the hospitality sector, social media isn’t just a ‘nice to have’ anymore—it’s becoming the heartbeat of marketing success. The key is understanding that social media for hotels isn’t about broadcasting—it’s about engaging. It’s about starting a conversation and creating a community.
Picture this: you’re in the business of selling dreams, not rooms. You’re painting a portrait of the perfect getaway, a tantalizing escapade, a moment of serenity, all from behind a screen. It’s not about just getting people to click ‘book now’, but about making them feel like they’re missing out if they don’t.
Now, imagine harnessing that power. That’s the art of social media marketing for hotels. It’s a reality, not a pipe dream, for those in the know.
We’re about to dive into a journey through this bustling digital marketplace, illustrating the profound impact of social media marketing strategies on the hotel industry. We’ll walk you through a case study from Porto, Portugal, where 12 hotels dared to embrace the social media revolution. Their experiences and results will astound you.
If you’re curious, if you’re daring enough to ride this wave, this article is your roadmap. It’s time to stop watching the revolution and start leading it. So, come along. The future of hotel marketing awaits.
A Study in Social Media Marketing
For this case study, we’ll be drawing insights from the study “Digital Marketing in Hospitality – Case Study of Social Networks as a Communication Toll in Oporto Hotels” published in Journal of Internet Social Networking & Virtual Communities.
Before we go further, let’s picture Oporto, Portugal, a city brimming with stunning architecture, world-class wines, and luxury hotels.
Naturally, the competition to reach potential guests and promote a hotel brand is fierce. So it’s here, in this vibrant locale, the power of different hotel’s social media marketing was put to the test, and the results were illuminating.
Hotel Internacional Porto – Mixing Social Media Channels
Take, for example, Hotel Internacional Porto.
Their strategy? To create a diverse and engaging content mix across Facebook, Twitter, Instagram, and YouTube.
They gave their audience a virtual tour of the hotel’s facilities, staff, and guests through photos and videos, creating a sense of familiarity and intimacy. They didn’t stop there; they added a dash of excitement with contests and giveaways, turning their social media platforms into a hub of engagement and anticipation.
They embraced the social media wave and rode it to a 20% increase in brand awareness. That’s right, a fifth more people recognizing their name, understanding their ethos, and considering their offerings—all thanks to their social media strategy.
Hotel da Música – The Spotlight Social Media Marketing Strategy
Next, we have Hotel da Música, who used social media as a beacon, luring people to their website.
They created a blog, a hub of stories about their hotel and the beautiful city of Oporto. They used social media to spotlight their special offers and discounts, creating a virtual trail of breadcrumbs leading straight to bookings.
The result? A 30% spike in website traffic, all driven by their compelling social media presence.
Hotel Teatro – Winning The Hearts and Minds of Social Media Accounts
But it’s not just about getting your name out there or driving clicks to your website. It’s about real, tangible results.
Hotel Teatro took a different approach. They viewed social media as an extension of their customer service.
They created a dedicated Twitter account to answer queries and resolve complaints, turning complaints into commendations. They also used social media to seek feedback from guests, showing their commitment to continual improvement. Their goal was to win customers over with their commitment to professionalism.
And that’s precisely what Hotel Teatro achieved with their social media efforts—a solid 15% increase in bookings. That’s 15% more guests experiencing their hospitality, 15% more chances to create lasting memories, and 15% more opportunities for word-of-mouth recommendations.
Hotel Palácio da Bolsa – The ‘Community’ Marketing Strategy
Hotel Palácio da Bolsa, also, used social media to cultivate a sense of community. They set up a Facebook group for guests to share their experiences, fostering a sense of camaraderie and belonging.
They spiced things up with live events like cooking demonstrations and wine tastings, using social media as a stage to showcase their unique offerings.
Beyond the numbers, social media also emerged as a tool for human connection and customer service.
Hotel Palácio da Bolsa and Hotel Teatro turned to social media to resolve complaints and answer questions, making their guests feel heard and valued.
And then, we have the star of our story—Hotel The Yeatman.
Hotel The Yeatman – A Shining Example for the Hospitality Industry
The hotel’s social media strategy has been a resounding success, helping it to increase brand awareness, drive traffic to its website, and increase bookings. The hotel used a dedicated team to participate in every social media platform.
From their Facebook page they’d share photos and video content from the hotel. On Twitter they’d share news of local events in Porto and the hotel, they’d wow Instagram users with photos of Porto and the hotel, and on Youtube they’d take their target audience on a tour of their wine cellars.
This multi-faceted approach is a lesson you should engrain, not only for social media marketing, but hotel marketing strategy period.
They saw a staggering 50% increase in revenue thanks to the hotel’s social media marketing. That’s not just success; that’s a revolution. If you’re unsure of the power of social media marketing for your hotel, take this as one example of what’s possible.
The Lessons for Luxury Hotel Brands
So, what can we glean from these inspiring stories?
What are the lessons here for luxury hotels around the world looking to tap into the social media goldmine?
Firstly, use social media marketing as your megaphone. Find the social media platform that your target audience uses and engage with them there.
Social media marketing is your medium to reach wider audiences and amplify your brand awareness. Your social media marketing strategy should engender in potential guests the burning need to experience your hotel brand.
Turn social media channels into your lighthouse, guiding people to your hotel website. By creating a community with through your social media posts, it makes your hotel not just a place to stay but a place to participate.
Don’t just think of social media marketing as advertising. Transform social media into your booking engine, make it easy for guests to see the window of opportunity open in front of them and jump through it! This is your key to driving more reservations.
And finally, employ social media as your customer service hub, answering queries and resolving issues. This doesn’t just improve the guest experience, but reflects a positive brand image on your hotel and the hospitality industry at large.
Remember though, you can’t improve what you can’t measure. Track the outcomes of your social media efforts, make necessary tweaks, and keep evolving.
Each hotel, with its unique approach, constantly learned and improved to figure out how best to utilize different social media platforms. This is how they reaped the benefits of social media.
Whether it was enhancing brand awareness, driving website traffic, improving customer service, or building guest relationships, social media emerged as a versatile and potent tool. These narratives underline the importance of a tailored social media strategy, one that aligns with your specific goals and audience.
Adapt your social media strategy to your specific goals and audience, share content that intrigues and resonates with your target demographic, engage actively with your audience, and constantly assess and improve your social media efforts.
In essence, social media is more than just a tool; it’s a dynamic, interactive, and incredibly powerful platform that can revolutionize your hotel business.
Remember, a social media marketing strategy is not a one-size-fits-all solution; it’s about being flexible with social media platforms, adapting and molding them to fit your needs. So, take a cue from these hotels, and start crafting your unique social media narrative.
If it’s one thing you should learn about how these hotel’s used their social media accounts, it’s this: It’s not about jumping on the bandwagon; it’s about driving the wagon yourself, steering it in the direction of success. So, are you ready to take the reins?
