3 people laughing as they look at some social media viral content on their mobile phones reflecting the value to hotels of social media marketing

Hoteliers shouldn’t underestimate the importance of implementing social media marketing for a property, because it is a powerhouse for driving direct bookings.

NB: This is an article from Travelboom

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In today’s digital-driven society, the influence of social media continues to grow exponentially among travelers of all ages. Hotels can use social platforms for inexpensive yet effective marketing by running optimized ad campaigns, posting authentic content highlighting features and amenities, hosting contests and giveaways, and sharing user-generated posts plus branded stories and visuals that get travelers’ attention. 

Social Media in the Hospitality Industry

From virtual travel to vacation inspiration, the use of social media in the hospitality industry has exploded in recent years. New trends are constantly emerging, sparking ‘fear of missing out’—FOMO—and travel envy among individuals across the globe. Thanks to influencer marketing for hotels and multimedia advertising opportunities, properties of any size can use social media marketing to make lasting impressions with potential guests.

Attracting guests to your hotel through social media requires a strategy for creating a compelling online presence that’s responsive, offers searchers valuable, authentic content and high-quality visuals, and speaks to your target audience on the channels they use most.

Social media platforms are one of our most effective ways for a direct connection with guests in various markets. Rivero Delgado, Area Vice President at Marriott International

How Hotels Can Capitalize on Social Media

Given the substantial participation rates, it would be foolish not to dip your toes in the water and splash in the waves that social media continues to make. Read on as we walk through ideas to help you capture your audience’s attention in this competitive landscape so you don’t miss out on this important marketing channel.

1. Select Social Media Platforms That Make Sense

Based on data, we know that Facebook, YouTube, Instagram, and TikTok are among the top five most-used social platforms available. Marketers must understand which audiences gravitate to each platform to make the most of social media marketing for their hotels. If you’re trying to attract younger hotel guests, market on the platform where they are likely to spend time—and then apply this same strategy to any group or demographic. Here are some facts about social media users and channels to consider: 

  • Facebook is the most widely used social media platform.
  • 75% of Instagram’s active users are between 18 and 24 years old, followed by users 25–30 years old (57%).
  • YouTube’s popularity correlates with the ongoing, long-term shift toward creative video.
  • Nearly 85% of social media users fall between 18 and 29 years old.
  • TikTok was downloaded on 1 in 5 devices in the past 24 months.

Read the full article at Travelboom