What I Wish Every Hotelier Knew About Social Media
What most hoteliers miss about social media is that it’s not really about aesthetics—it’s about how your energy translates online. Guests don’t book because you’re flawless. They book because they feel something.
Here are five unconventional tips hoteliers won’t find in a generic “social media for hotels” guide:
1. Treat Your Feed Like a Lobby Interaction
Imagine a repeat guest walking into your lobby. Would you only point to framed photographs of your rooms on the wall? No—you’d greet them, remember their favorite drink, ask about their travels. Translate that same live exchange into your captions and comments. Call your returning followers by name, reference their last stay, or drop an inside-joke only regulars would get. When your digital presence mirrors in-person hospitality, loyalty builds long before check-in.
2. Make Micro-Moments the Star
It’s not the infinity pool photo that hooks people—it’s the staff member who picks fresh mint at sunrise to garnish poolside cocktails. Or the bellhop sneaking a dog treat to a guest’s pup. Showcase these blink-and-miss-it gestures. They become memorable precisely because they carry humanity, not polish. Bonus: they’re easy content gold that doesn’t require huge production.
3. Run “Guest-Led Storylines”
Instead of only posting top-down ownership-driven content, let guests be your creative directors. Invite people to vote on things like what cocktail should be next month’s special, which local artist should play live in your bar, or what throwback photo from your archive you should share. This not only drives insane engagement but makes guests feel co-owners of your brand identity.
4. Answer DMs Like a Concierge Desk
The best hotels don’t just answer questions—they anticipate needs. Instead of a generic “Yes, we’re pet-friendly,” reply with: “Yes, we’ve got beds for furry friends and we’ll have welcome treats waiting with their names on them—when’s check-in?” Every DM is a booking in the making if you treat it like a mini concierge moment.
5. Curate Your Social Rituals
The way people remember a great hotel is often through its rituals: a lobby candle lit at dusk, champagne sabering on Fridays, or Sunday morning jazz. Translate those rituals into recurring social features. Maybe it’s “Golden Hour Check-In” stories capturing your property at 6PM every Friday, or weekly staff takeovers from behind the scenes. Social media becomes not random posting but an ongoing rhythm, just like the heartbeat of your hotel.
