Strategic Social Media with Clear Objectives
An effective social media presence is not built on sporadic posts. It requires a clear strategy, consistency, quality content, and a thorough understanding of your hotel’s target audience.
The strategy can be designed to support objectives such as:
- Increasing hotel brand awareness
- Showcasing rooms, facilities, and services
- Highlighting the destination and local experiences
- Increasing traffic to the official website
- Promoting special offers and packages
- Generating more direct bookings
- Re-engaging users who did not complete a booking
- Building long-term relationships with previous guests
Which Platforms Should Your Hotel Use?
Not every hotel needs to be active on every platform. We select the most appropriate channels according to the target audience, destination, property category, and commercial objectives.
Instagram
Ideal for visually showcasing rooms, views, gastronomy, and the overall guest experience through photos, Stories, and Reels.
Facebook
Useful for communicating with a broader audience, promoting offers, running advertising campaigns and remarketing, and keeping previous guests informed.
TikTok
Suitable for short, authentic videos that showcase the hotel experience and can reach younger travel audiences.
YouTube
Offers the opportunity to create more detailed videos about rooms, facilities, the destination, and the experiences offered by the hotel.
LinkedIn
Can be used by business hotels, conference hotels, hotel groups, and businesses wishing to promote their corporate identity and B2B services.
What Our Social Media Marketing Services Include
Strategy Development
We define the objectives, target audience, appropriate platforms, content themes, and the hotel’s tone of voice.
Content Plan and Publishing Calendar
We organise posts into a monthly plan, taking into account seasonality, booking periods, special offers, and important events at the destination.
Content Creation
We create copy and content ideas for:
- Rooms and suites
- Restaurants and gastronomy
- Pool, beach, and facilities
- Spa and wellness services
- Weddings and events
- Family holidays
- Local activities and attractions
- Seasonal offers and packages
- Behind-the-scenes moments
- Real guest experiences
Reels, Stories, and Short-Form Video
Video allows prospective guests to gain a more complete picture of the experience before booking. We develop themes and scripts for short videos tailored to the hotel’s identity.
Post Management and Scheduling
We manage and publish content consistently, ensuring that the hotel’s profiles remain active, up to date, and professional.
Social Media Advertising
We create targeted Facebook and Instagram advertising campaigns designed to:
- Increase hotel brand awareness
- Drive traffic to the website
- Promote special offers
- Increase direct bookings
- Re-engage website visitors through remarketing
User-Generated Content
With the appropriate permission, we identify and use authentic content created by guests. Real photos, videos, and experiences serve as powerful forms of social proof.
Reporting and Performance Evaluation
We monitor the strategy’s performance through metrics that are directly connected to the hotel’s actual objectives.
From Likes to Direct Bookings
The success of a social media strategy should not be evaluated solely by the number of followers or likes.
The most important metrics may include:
- Traffic to the official website
- Clicks to the Booking Engine
- Cost per visit
- Number of enquiries and messages
- Booking process starts
- Completed direct bookings
- Conversion Rate
- Cost per booking
- Advertising campaign ROAS
With accurate tracking, we can identify which content and campaigns make a genuine contribution to the hotel’s commercial performance.
Social Media and the Booking Funnel
Social media forms part of the traveller’s wider journey.
A user may first see a Reel, visit the hotel’s profile later, read reviews, compare prices, and ultimately visit the official website to make a booking.
For this reason, the strategy should be connected with:
- The hotel’s modern website
- The Booking Engine
- Google Analytics 4
- Conversion Tracking
- Google Ads and Google Hotel Ads
- Email Marketing
- Remarketing
- CRM and the Loyalty Programme
When all channels work together, social media can make a meaningful contribution to increasing direct bookings.
Why Choose Marinet?
Effective hotel promotion requires specialist knowledge of hospitality, online distribution, and the booking process.
Marinet combines Social Media Marketing with the other digital and technology requirements of a hotel business:
- Hotel website development
- Booking Engine
- Channel Manager
- SEO and AI Optimisation
- Google Ads
- Google Hotel Ads
- Email Marketing
- Conversion Rate Optimisation
- Strategies for increasing direct bookings
As a result, the hotel’s social media presence does not operate in isolation, but as part of an integrated sales and marketing strategy.
Frequently Asked Questions
How can social media increase a hotel’s bookings?
Social media showcases the guest experience, builds brand awareness, and directs interested travellers to the official website. When connected to a clear Call-to-Action, accurate tracking, and a user-friendly Booking Engine, it can contribute to an increase in direct bookings.
Which platforms are best for a hotel?
For many hotels, Instagram and Facebook are the primary platforms. TikTok can reach younger audiences, YouTube supports more detailed content, and LinkedIn is suitable for business and corporate communications. The final selection depends on the hotel’s audience and objectives.
How often should a hotel publish content?
There is no single publishing frequency that suits every hotel. Consistency and quality are more important than a high volume of posts. The schedule should be adapted to the available content, seasonality, and the platforms being used.
Should a hotel invest in paid advertising?
An organic presence is important, but it is usually not enough to consistently reach new travellers. Targeted advertising can increase visibility, promote specific offers, and re-engage users who visited the website without completing a booking.
How is Social Media Marketing performance measured?
Performance is measured through data such as website traffic, clicks to the Booking Engine, booking starts, completed bookings, cost per booking, and ROAS.
Can Marinet manage the entire social media presence?
Yes. Marinet can manage the strategy, content plan, copy creation, post scheduling, advertising campaigns, and performance monitoring.
Unlock Your Hotel’s Potential on Social Media
Create a presence that does more than generate views—one that builds trust, drives high-quality traffic to your website, and supports more direct bookings.
Contact Marinet to design your hotel’s Social Media Marketing strategy.
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