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Glossary overview

Social Media Management for Hotels

Armin Gögele, last updated on August 10, 2023

Social Media Marketing for Hotels 

Social media platforms such as Instagram, TikTok or Facebook offer hoteliers the opportunity to connect directly with their target groups and thus generate more reach. In doing so, they can build an engaged community that seeks interaction with hotel content and is willing to share it. Not only does this allow them to reach out to younger audiences, but it also allows them to showcase the hotel in all its diversity to appeal to potential guests.

Advantages of social media hotel marketing

  • Direct interaction with target groups
  • Increased reach and visibility
  • Building an engaged community
  • Possibility to specifically address different target groups
  • Increase in conversion rates such as bookings and inquiries 

The options of hotel marketing on social media

The options for hotel marketing on social media are numerous. On the one hand, hotels can regularly publish posts and content on platforms such as InstagramTikTok or Facebook to organically increase their visibility and receive valuable feedback from their target audience. This method also makes it possible to actively involve potential guests in the hotel's activities, to better understand their wishes, and to build an emotional connection.


On the other hand, there is the option of paid social media advertising. Here, hotels can run targeted campaigns with different goals such as brand awareness, conversion, inquiries. This form of marketing makes it possible to directly increase sales. An example would be the significant increase of room reservations through targeted social media marketing campaigns. This approach opens up the opportunity for hotels to convey their messages precisely to their target group and thus achieve the desired results.

Frequently Asked Questions about Social Media Management for Hotels

On which social media channels should I be active as a hotelier?

The channels already mentioned are popular with most target groups, which is why social media marketing is particularly useful on Instagram, TikTok and Facebook. If you as a hotel have more business travelers than guests, a profile on LinkedIn or Xing is equally suitable, as they are also there professionally. These platforms are also considered popular for online employee search in hotels (topic recruiting in the hotel industry).

How often should a hotel post on social media?

Frequency varies, but regular updates are important. One to several times per week is common. Consistency is critical to engage and remember the target audience.

What should be published on my hotel's social media channels?

It is important to offer a balanced mix of informative and entertaining content that addresses the needs and interests of your guests and delivers added value. Pictures of the hotel, its rooms and special features are very effective. Likewise, insights into the premises, services, culinary highlights as well as attractions in the surrounding area can appeal to potential guests.

How do I measure the success of my social media marketing activities in hotel marketing?

Success can be measured by metrics such as engagement (likes, comments, shares), reach, clicks on links, and conversion rates. Tools such as Google Analytics and Social Media Insights offer detailed analyses.

What is important with social media?

With social media, it's important to build an authentic and consistent presence. This means sharing high-quality, diverse content that speaks to the interests and needs of the target audience. Actively interacting with followers, responding quickly to comments and messages, and using relevant hashtags all help to strengthen the online community and increase reach. It is also important to measure the success of the activities through regular analysis and adjustments to ensure the effectiveness of the strategy.