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Glossary overview

Social Media Hotel

Armin Gögele, last updated 21.03.2022


Social media refers to digital Internet platforms that allow users to connect and share information such as news, pictures and videos. For hotels, this provides effective marketing opportunities. The most popular digital platforms for hotels are Instagram, Facebook, TikTok, YouTube and LinkedIn.

Social Media for Hotels

For the hotel industry, social media marketing is a very powerful tool. Before potential customers book a night at a hotel, they want to be sure they will have a pleasant experience when they get there. This includes the look of the rooms and areas, the service, the other guests in the hotel, the food, and much more. Through social media, potential guests can get a complete picture of the hotel and interact with other past guests. Visitors can digitally share their best moments at the hotel and rave about their positive experiences. At the same time, sharing videos/photos of hotel experiences or memories forms the basis for emotional guest loyalty.

Organic vs. Paid Social Media Marketing

Regular posting on social networks generates reach. All you need to do is create and publish content, and there are no other costs involved. This form of organic social media marketing requires a few months of ramp-up time before it starts to show results. On the other hand, social media can also be used for paid advertising campaigns. The higher the advertising budget, the more people are immediately exposed to the hotel's social media account. Spending and key metrics such as click-through rates can also be tracked. This clearly shows the effectiveness of each social media advertising campaign.

Frequently Asked Questions about Social Media Hotel 

What is social media in simple terms?

Social media are platforms on the Internet where users can communicate with each other and share content. Examples of social media include Facebook, Instagram, Twitter, and LinkedIn.

What are social media tools?

Social media tools are tools used to plan, manage, and optimize social media activities. For example, they can be used to publish content, manage a hotel's social media presence, measure the performance of posts and ads, or interact with users. Examples of social media tools include social media management tools, social media analytics tools, and social media advertising tools.

Is social media good for hotel marketing?

Yes, and especially well. Social media builds trust and provides an opportunity to showcase the hotel in its best light.

What is important in social media?

As a hotel, it is important to target the right audience on the right social media platforms. The content shared on social media should be relevant and tailored to the target audience. To keep the attention of the target audience, it is important to regularly post new content and interact with social media users. The hotel should also appear authentic and genuine on social media to increase credibility.

Is organic or paid social media marketing better for hotels?

Both types of marketing have their advantages. Organic marketing only requires time and manpower, but takes longer to show visible results. Paid social media marketing requires an advertising budget, but usually results in immediate sales.

How does a hotel handle negative feedback on social media?

The motto for negative feedback is Always be kind. Negative feedback that is responded to in a friendly and courteous manner is a great opportunity to publicly demonstrate how much the hotel cares about its guests.

What is a Social Media Channel?

A social media channel is a profile used to create a hotel's online presence on a platform. Social media platforms such as Facebook, Instagram, Twitter or Pinterest allow users to set up a company account and then engage potential customers with their posts. In this way, hotels can increase their reach and draw more attention to their offerings.

What does social media mean to the hotel industry?

Basically, hotels can use any social media channel to gain reach. However, choosing the right channel depends on the audience you want to reach. Pinterest and Instagram are very image-heavy, while Facebook and Twitter reach their community through both text and images/videos. On different social media channels, hotels can reach out to different potential guests and convince them to book a room at the hotel. 

What is a social media strategy?

A good social media strategy for hotels includes both organic marketing and targeted paid advertising. In addition, there is the possibility of collaborating with influencers who can significantly help to increase the awareness of hotels. However, the individual strategy can vary greatly from hotel to hotel, and hoteliers will be happy to discuss this with an online hotel marketing agency.