Guess what, marketing your hotel in only in the traditional way isn’t going to cut it anymore. Humans thrive on connection. Building relationships, exchanging ideas, and staying connected are part of our nature. That’s where social selling shines. With social selling, your hotel can tap into this powerful instinct—and the potential is enormous, with over 39% of travellers using social media to plan their trips.
Social selling is the chance for your hotel to create trust, engage with potential guests on a personal level, and drive bookings in a competitive market.
Let´s explore how social selling can set your hotel apart with this guide by our hotel marketing solution.
Article Summary:
- What Is Social Selling?
- Why Social Selling Matters for Hotels
- How Hotels Can Implement Social Selling
- Success Stories: Hotels That Excel at Social Selling
- Tips for Staying Ahead in Social Selling
- Conclusion
Key Takeaways
- Social selling builds trust and drives bookings by engaging with guests on social media.
- Authentic content and interactions create a loyal community and enhance credibility.
- Influencer partnerships and user-generated content boost visibility and engagement.
- Social media ads and analytics help hotels optimise their marketing efforts.
- Staying updated on trends ensures continued success in social selling.
What Is Social Selling?
Basically, social selling is all about leveraging social media to discover, connect with, and nurture meaningful relationships with your potential guests. Unlike hard selling—which focuses on aggressively promoting products or services—social selling thrives on authenticity, engagement, and value-driven interactions with your guests.
For hotels, this translates into using platforms like Instagram, Facebook, and TikTok in a strategic, and guest-focused ways:
Showcase the unique aspects of your hotel: Highlight what makes your property stand out.
- Share eye-catching photos and videos of your rooftop pool with sunset views, your locally inspired cuisine, or your serene spa facilities.
- Use Instagram Stories or TikTok to take followers behind the scenes, like a day in the life of your concierge or how your chef creates a signature dish. Real-life glimpses build excitement and intrigue.
Engage with travellers by answering questions and providing inspiration: Be active in responding to comments, DMs, and tags.
- If someone asks about nearby attractions, suggest your favourite hidden gems.
- When a potential guest comments on your post about an upcoming trip, recommend your top room choice or offer tips for their stay.
- Share travel inspiration through posts like “The Top 5 Things to Do Near Our Hotel” or “How to Spend 48 Hours in [Your Destination].” These personal touches make travellers feel valued and understood.
Build a community of loyal guests who advocate for your brand: Encourage past guests to share their experiences and tag your hotel.
- Repost their photos and thank them publicly—it not only shows appreciation but also creates social proof for potential guests.
- Start a branded hashtag (e.g., #StayWithUs or #[YourHotelNameStories]) to foster community engagement.
- Offer exclusive perks to your followers, such as a discount for direct bookings, to deepen their connection to your brand and encourage repeat stays.
Why Social Selling Matters for Hotels
Before jumping head-first into social selling, it´s always important to understand why it can matter so much for your hotel. From our experience, we´ve seen that your hotel can mainly benefit from:
- Personalized Guest Experiences: Social selling allows you to understand your audience’s preferences, enabling them to offer personalized recommendations and experiences.
- Enhanced Trust and Credibility: Engaging authentically with travellers on social media builds trust and positions the hotel as a credible and approachable brand.
- Broader Reach: Social media platforms have billions of users. Social selling taps into this vast audience, ensuring that the hotel’s offerings reach potential guests worldwide.
- Real-Time Engagement: Guests increasingly expect instant responses to their queries. Social selling enables hotels to engage with potential customers in real time, providing timely solutions and boosting conversion rates.
How Hotels Can Implement Social Selling
Now, we´ve put together a step-by-step guide to get you started. Here it goes:
1. Optimize Social Media Profiles
Your social media profiles are often the first point of contact with potential guests. Ensure they are professional, engaging, and informative:
- Use high-quality visuals that showcase your property’s best features.
- Include a compelling bio that highlights your unique selling points.
- Provide clear contact information and links to your booking platform.
2. Share Engaging Content
Content marketing is king in social selling. Share content that resonates with your target audience and inspires them to book:
- Behind-the-scenes glimpses of your hotel staff preparing for guests.
- Testimonials and user-generated content from satisfied guests.
- Travel tips and local attractions to position your hotel as a destination expert.
3. Engage Authentically
Social selling thrives on meaningful interactions. Respond promptly to comments, answer questions, and participate in conversations. Remember to:
- Use a friendly and approachable tone.
- Personalize responses to make guests feel valued.
- Proactively reach out to travellers sharing their travel aspirations online.
4. Leverage Influencer Partnerships
Collaborating with travel influencers can amplify your social selling efforts. Partner with influencers who align with your brand’s values and target audience to:
- Showcase your property to their followers.
- Create authentic content that highlights your hotel’s unique offerings.
- Drive bookings through exclusive promotions or affiliate marketing links.
5. Utilize Social Media Ads
Social media advertising complements organic social selling by targeting specific demographics with tailored messages. Use ads to:
- Promote special offers and packages.
- Retarget users who have interacted with your website or social media.
- Highlight seasonal events or limited-time deals.
6. Monitor and Analyze Performance
Track the effectiveness of your social selling efforts using analytics tools. Monitor metrics such as:
- Engagement rates on posts.
- Click-through rates on social media ads.
- Conversion rates from social media referrals.
Success Stories: Hotels That Excel at Social Selling
Example 1: Boutique Hotel
This Boutique Hotel turned Instagram into a storytelling platform. They regularly used Instagram Stories to highlight their beautifully designed rooms, cosy nooks, and unique touches, like locally sourced art or vintage furniture. To engage directly with potential guests, they hosted live Q&A sessions, answering everything from “What’s the best time to visit?” to “What’s your most popular suite?” This interactive approach not only showcased the hotel’s personality but also built trust and excitement among followers. In our opinion, it´s the way to go in boutique or luxury hotel marketing!
Actionable Tip: Dedicate 10–15 minutes a day to posting an Instagram Story and engaging with your followers’ questions or comments. Highlight one unique feature of your property daily to keep your content fresh and engaging.
Example 2: Resort
As a resort property, you can definitely benefit from families as a target market. This resort tapped into the power of family travel to showcase its family-friendly amenities, like kids’ clubs and spacious suites. They encouraged past guests to share their vacation photos on social media, creating a treasure trove of user-generated content. Reposting these genuine moments helped potential guests visualize their own stay. The result was a tight-knit online community of travellers who actively engaged with the resort and often recommended it to others.
Actionable Tip: Set up a simple branded hashtag for your guests to use when posting about their stay. Monitor the hashtag daily and share at least one guest photo or story to your own profile to create a consistent flow of authentic content.
Example 3: City-centre Hotel
This downtown property turned to Instagram Reels to highlight its urban appeal. Short videos showcased their rooftop bar with panoramic city views, stylish lobby spaces perfect for networking, and insider tips on nearby cultural hotspots. They also collaborated with local food bloggers to feature the hotel’s restaurant, adding a layer of credibility and excitement. This approach not only positioned them as a hub for urban explorers but also drew the attention of locals looking for a trendy spot to unwind.
Actionable Tip: Spend one hour a week brainstorming and recording short Reels featuring your hotel’s standout features. Focus on capturing authentic, behind-the-scenes moments to resonate with your audience.
Tips for Staying Ahead in Social Selling
- Stay Updated on Trends: Social media platforms evolve rapidly. Keep up with new features, algorithms, and hotel marketing trends to stay ahead of the curve.
- Invest in Visual Storytelling: High-quality visuals and videos are essential for capturing attention in a crowded digital space.
- Encourage Guest Participation: Invite guests to share their experiences on social media using branded hashtags. Reward participation with incentives like discounts or shout-outs.
- Train Your Team: Equip your staff with the skills to excel in social selling, from crafting compelling content to engaging authentically with potential guests.
The Final Word on Social Selling for Your Hotel
As you can see, social selling is not just about marketing—it’s about building relationships, sparking inspiration, and creating a sense of trust long before guests even arrive. By using social platforms to engage authentically, showcase your unique offerings, and foster a loyal community, your hotel can stand out in a crowded market. The key to success? Our Hotel Marketing Solution recommends starting small, staying consistent, and focussing on what makes your property truly special.
It’s all about connecting with people, one post at a time.
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About WIWT
WIWT - Wish I Was There is an AI powered Hotel Marketing Solution.
With our cutting edge Travel Affiliate Program technology hotels can easily connect to influencers, content creators and our AI Travel Assistant.
