Facebook: Why Hotels Need To Be On It & What to Post
Facebook is the largest social media community in the world, and still growing! In June 2017, Facebook reported 2.01 billion active monthly users – a 17% increase year-over-year. Facebook is simply too big to ignore. Hotels not only have to be present on this channel, they must be active on it too.
Facebook provides something your Brand.com or hotel website cannot – the opportunity to have a conversation with travel shoppers. Through your hotel’s Facebook page, travelers can gain a better understanding of your property and what others are saying about it. It’s your opportunity to impart knowledge – about your hotel, the local area and what’s new and exciting! Furthermore, Facebook is a way to distribute this information quickly, without having to wait to update your website.
Posting fresh and engaging content on Facebook will increase your chance of be discovered by more travel shoppers. That’s because when someone “Likes” or “Shares” your Facebook post, it is seen by other people in their network of friends. But to increase your organic reach, and get your message out there to more people, you need to post the right content.
What Constitutes “Engaging” Content?
Take a closer look at what also happens day-to-day on your property. Do you have regular events, like cocktail hour? Sunday roasts? Or movie nights? Talk about them on Facebook! Keep in mind that Facebook is a highly visual platform, so consider what visuals can accompany your posts.
Inspiration for What to Post on Facebook
- Follow your local business bureau, nearby restaurants, event centers, and local tourism boards. They are great resources for what’s going on in your area. You can also share content from them on your own Facebook page.
- Follow travel blogs and travel pages; they are always posting new articles and videos that you can use, such as how to prepare for a trip, local eats, fun things to do, etc. The content may not always be relevant to you, but when it is, it’s a great thing to share. Example: The Circa 39 Hotel in Miami Beach shared an article from Visit Miami on where to see the best fireworks on July 4.
- Share user-generated content (UGC) created by your guests. This could be photos, videos, or a posts that mention your property or the local area. UGC is a quick and easy way to source content for your own page, but always ask for a guest’s permission before re-sharing it. Example: The Bougainvillea Beach Resort re-shared this update from a guest who donated his cricket gear to a local high school student.
- Share human interest pieces – because everyone loves a good story. Example: The Alyeska Resort shared this photo to congratulate a couple who got engaged onsite.
- You can even use Facebook to promote a cause, like the Comfort Suites Alamo/River Walk did by offering its hotel as a temporary housing solution for victims of Hurricane Harvey.
Drive Referral Traffic to Your Webpage
When to Post (And How Often)
In addition, you should monitor your Facebook page regularly – we recommend on a daily basis. Be on the lookout for guests who may have tagged your hotel in their posts, or written a review on your page. Respond to these actions quickly, thanking them for mentioning you and/or providing feedback. If you receive a negative review, take the conversation off-line. Ask the guest to message you privately so you can resolve the issue.
Encourage Guests to Get Involved
Encourage guests to post about your hotel while they’re onsite. Mention it at check-in, leave a reminder in their room, or include it on cards/posters around your property.
It’s Time to be Social
About the Author: Monica Berlin is a Success Coach at Leonardo who loves to travel, write and make people laugh. A true people person and Certified Hospitality Digital Marketer, Monica is an expert in all things social media along with being Google Analytics Certified. Her experience in hospitality includes guiding tours in Rome and serving cruise guests on the high seas. When she’s not helping hotels stand out online in a unique and engaging way, you can find Monica learning Italian, blogging, and Instagramming far too many photos of her dogs Blizzard and Felix.