Social Media For Hotels — What Should You Be Doing?

by Diana Evans | Oct 20, 2023 | Marketing

The social media landscape is constantly changing and it’s important for hotels to keep up to speed. As new generations come into buying power, we are seeing a rise in Instagram and TikTok. Facebook is still the #1 social platform, but there is a slight decline as the newer platforms are becoming more popular with the upcoming markets. Paying attention to emerging trends and markets is important and should be considered in every travel and tourism company’s social media strategy. 

In fact, as per a recent study by Arrivia, nearly one in three travelers seek their next vacation ideas on social media. A whopping 60% and 40% of Gen Z and millennials, respectively, turn to social media for travel planning.

When a hotel simply posts random content on an inconsistent basis, the results are likely to be disappointing. DAE & Company has seen firsthand that in order to get the greatest return on investment, you need to commit to staying on task and on time on ALL relevant online channels. In this blog, we will outline why social media marketing is essential and ways to utilize it in order to boost your hotel’s visibility, engagement with target audiences, and ultimately put more heads in beds.

Bookings Begin With A Swipe

The majority of today’s guests are turning to their social media feeds for travel inspiration. And in this process, they are on the lookout for stunning visuals, five-star reviews, and the opportunity to connect. This powerful trifecta of elements forms the heart of hotel social media success. Let’s take a moment to go into more detail about each one of these variables. 

Brand Visibility 

Every hotel has a unique story to tell, and your brand identity is the narrative that distinguishes you from the rest. Brand development is a pretty big process, which is why we suggest working with an agency like DAE & Company to help define and develop a brand that is meaningful. Necessary components include a brand mission, value, promise, positioning, market analysis, target audience identification and research, and target market relevance. From there, a campaign and creative strategy (including key messaging) is developed. This content is used for outreach and supports the brand while acting as the tool that effectively showcases your brand to the identified target market. This strategically developed brand and campaign can then be used for organic outreach. 

All that said, if you’re working with a tight budget and don’t have the funds to develop a researched and defined brand strategy, you can start by defining your hotel’s mission, values, and personality. Is it a luxury resort, a boutique hotel, or a family-friendly destination? Once you’ve clearly defined your hotel, your social media content should consistently reflect and reinforce this identity. It is also extremely important to create social media posts that are symbiotic with paid media so that both complement each other.

Remember, these online platforms essentially act as digital billboards offering your hotel the chance to reach an audience far greater than allowed by traditional marketing channels. So go ahead and flaunt all the brag worthy details that make your hotel spectacular! Post a blissful image of your hotel’s infinity pool or share a video showcasing the wow-factor of your regal lobby or share a recipe inspired by your bar’s signature cocktail. Embrace the ability to highlight your unique amenities while making your brand’s personality seem tangible through the screen.

Just be sure to use a distinct color palette, logo, and design style across all platforms to create a cohesive visual brand. Maintaining this consistency is an effective way to build brand recognition and trust among your audience.

DAE & Company Tip!  When it comes to social media for hotels, a picture truly is worth a thousand words. So be sure to invest in professional photography and videography to accurately capture your hotel’s features, rooms, amenities, and surroundings. High-quality visuals not only garner your audience’s attention but also invite them to dream about their next vacation at your property.

Direct Connection

Social media platforms are more than a stage to showcase your hotel’s charm. It is the chance to encourage positive, two-way communication. The simplicity of direct messaging allows guests to quickly ask questions, make special requests, and even plan their trip in real time. This opportunity to interact allows hotels to show off their hospitality skills and improve the overall guest experience. Engaging with your audience shows that you care about their opinions and are committed to delivering exceptional customer service. 

Never underestimate the impact of providing prompt, personalized responses to guests, taking interest in their opinions, and making a conscious effort to post content that is relevant to your audience. Bearing all of this in mind is key to optimizing your social media marketing strategy. In addition to being attentive, it is wise for hotels to be vested in encouraging guests to share their experiences online as well. This brings us to our next point… 

Audience Involvement

User-generated content is a great way to build a sense of community and authenticity. Encourage your guests to share their experiences by creating a hotel-specific hashtag and featuring their posts on your profile. You may also want to consider incorporating contests or giveaways that require users to share their content using your hashtag. People are always more willing to participate when there’s an incentive involved. User-generated content can be particularly powerful as it provides authentic testimonials of the guest experience.

Over half of vacationers (60%) post photos on social media while away. When it comes to Millennials specifically, that number rises to 97%. Source: Passport-Photo

Influencer marketing is a social media content strategy that is brilliantly complementary to user-generated content. Having gained immense popularity in recent years, partnering with influencers who align with your brand and target audience can help you reach a broader demographic and generate interest in your property. 

These individuals who have garnered an impressive following on their own social media channels can effectively showcase your hotel, amenities, and local attractions. This is yet another online vehicle for impacting potential guests’ decisions. It can be the difference between them choosing to book with your hotel over your direct competitor. 

DAE & Company Tip! If you’re looking to increase engagement, ask questions and run polls to encourage interaction with your content. You can also share fun facts, trivia, or local tips related to your hotel’s location to spark conversations and build a sense of community among your followers.

Additionally, it is wise to incorporate some of the most shared social images and comments into your website (just make sure they are curated before they appear on your pages). Adding this user-generated content to your site will help with search engine optimization while impacting the decisions of others who are influenced by the opinions of their peers.  

The Right Platforms Get The Right Results

Not all social media platforms are created equal, and it’s essential to choose the ones that align with your target audience and goals. Instagram, TikTok, Facebook, and Twitter are commonly used for hotel marketing. Depending on your marketing strategy and positioning, platforms like LinkedIn can be used to attract businesses while Pinterest is great for the dreaming and planning stages of vacation.  Consider the demographics of each platform and tailor your content accordingly. For instance, if you run a luxury resort, Instagram’s visually appealing content and affluent user base may be a perfect fit.

More Good Social Media Stuff

In today’s digital age, where travelers are presented with an overwhelming amount of options of vacation destinations and accommodation options, it is pivotal for your hotel to have a compelling social media strategy. Just like Meredith’s infamous speech to McDreamy in Grey’s Anatomy, your content should clearly tell guests to “Pick me. Choose me. Love me.” You are more likely to get that message across by doing the following:

• Utilize Stories And Live Streams

Stories and live streaming features on platforms like Instagram and Facebook provide a great opportunity to share real-time updates, events, and behind-the-scenes glimpses of your hotel. Hosting live Q&A sessions with your staff or a virtual tour of your property can create a sense of transparency and engagement with your audience.

• Commit To Posting Regularly

Consistency is key to maintaining an active and engaging social media presence. Create a content calendar that outlines your posting schedule and content themes. Aim to post at least a few times a week to keep the interest of your audience and to prove the validity of your hotel within the travel industry. Hint! Be sure to change up your content across channels and tailor your message/photos/videos to fit each specific platform.

• Incorporate Paid Advertising

While organic reach is essential, paid advertising can amplify your social media efforts. Platforms like Instagram and Facebook offer highly targeted ad options, allowing you to reach users based on their demographics, interests, and behaviors. It is wise to consider investing in paid advertising for the promotion of events, special offers, or seasonal packages — especially considering that Facebook and Instagram have changed their algorithms to favor those that pay to play. This means advertisers get better organic exposure.

Measuring Success

Success on social media for hotels can be defined by a dynamic online presence that engages and captivates a broad and relevant audience. First and foremost, it involves consistently sharing visually appealing content that showcases the hotel’s unique features, amenities, and the overall guest experience. Engaging with the audience through timely responses to comments, messages, and reviews demonstrates a commitment to customer service. Successful hotels also leverage social media to build a sense of community and loyalty, fostering a network of brand advocates and promoting user-generated content.

DAE & Company Tip! An organic social media strategy should be considered as one part of a robust and integrated marketing strategy. Our agency can design a 360 degree campaign that helps enhance your social media efforts and effectiveness.

Monitoring key performance indicators, such as reach, engagement, and conversions, is essential for measuring the current social media strategy’s effectiveness and adapting strategies as needed. Ultimately, a thriving social media presence helps hotels increase bookings, drive brand awareness, and maintain a positive online reputation, which are key indicators of success for hotels in the digital age.

DAE & Company has the expertise and resources to help your hotel achieve increased success on social media. We are capable of creating target audience assessments, design updates, developing content, monitoring results and more. Let’s talk!

Holiday Marketing Trends In 2023

by Diana Evans | Sep 30, 2023 | Marketing

With the holidays fast approaching, DAE & Company wanted to shed some light on some holiday marketing trends worth implementing. No matter what the size of your company, these marketing strategies have the potential to bring some significant profits and cheer this holiday season. 

When it comes to budgeting for ad spending throughout the year, all months are not created equal. During the holiday shopping season, which includes October, November, and December, you should be spending a disproportionate amount of money on your advertising. According to the National Retail Federation, nearly 40 percent of people begin their holiday shopping before Halloween. But when it comes to getting into the holiday spirit, it’s not just about product purchases. 

People love to travel and book vacations during this time of year as well. According to PricewaterhouseCooper’s (PwC) Annual Holiday Outlook Report, 47 percent of consumers will hit the road and spend 12 percent more — or about $510, on average — than they did last year. So if you’re in the tourism industry, you’ll definitely want to include targeted holiday campaigns to your overall marketing itinerary. And as you can imagine, planning in advance is crucial for reaping the best results.  

Across the board of business categories, there are increases in the factors that contribute to your overall sales during the holidays. Consider the following trends to be somewhat of a holiday marketing wish list. Make note of your favorite ideas, get motivated and start laying out the groundwork for your seasonal campaign!

Embrace An Attitude Of Gratitude

Being thankful for what you have involves making a conscious effort to pay it forward. As human beings and as a brand, it is important to find ways to give back. People love knowing their money is contributing towards the greater good is just one more reason for them to choose your company over the competition — especially during the holiday season when people tend to be in a more giving mood. 

Start by identifying a cause that is near and dear to your heart and that aligns with your overall brand mission. Whether it’s donating a portion of your profits or allowing the customer to choose to make a contribution to one of a handful of carefully curated nonprofits at checkout, your generosity will not go unnoticed. 

Within the world of tourism, there has been a push toward making travelers more aware of their particular impacts on the destinations they are visiting and placing more intentionality on how they engage with the people and the environment during their getaway. Consider creating some sort of initiative that encourages travelers to engage with locals in a meaningful and mutually beneficial way. These benefits can vary depending on the specific needs of each destination: Manual labor, financial investments in infrastructure, economic opportunities, or support of local conservation initiatives. Any of these options can incorporate a “holiday twist” and will set the foundation for a successful seasonal campaign.

Connect With Your Community

Look for ways to collaborate with other small businesses or individuals within your community. There are countless ways to implement this trend, but here are a few just to get your wheels turning. Find a business in your neighborhood that offers products or services that are complementary to yours and agree upon a special holiday offer you can market to customers. 

Another potential direction would be to run a contest that features local community members’ personal stories, highlighting their experience with your product or service. Yet another great option would be to hire local artists to design a limited edition version of your product, which creates a sense of urgency to purchase along with that desirable V.I.P. feeling. 

These types of collaborations work great as additional giveaways to add to a holiday vacation package. It gives that “home away from home” vibe that people always appreciate. In fact, the PwC Annual Holiday Outlook Report found that during the holiday season almost 60 percent of U.S. consumers plan to take a trip within their home state. So go ahead, and get your community-centric brainstorm going because working together is a big part of what the holiday spirit entails.

Incorporate Elements Of Surprise And Engagement

Fostering unexpected and memorable experiences for consumers is a great way to increase brand recognition and profits. Plan to have a holiday-themed pop up shop that showcases the seasonal products or services you want to promote. And be sure to take all the details into consideration i.e. music, decor, employee attire, etc. Everything plays a part in the overall environment and feel for consumers. A branded, holiday photo booth is also a great option. 

You can take things one step further and host a special holiday event! One that people will even willingly travel to attend! It’s worth noting that millennials are the biggest travel spenders this holiday season ($670), followed by Gen X ($611) and Gen Z ($447). These target demographics also tend to value experiences over things. This should reassure you that all the planning will be worthwhile when you see the turnout and have boatloads of amazing, authentic content (captured by the professional photographer/videographer you hired) to use as supporting holiday marketing in both social and traditional marketing efforts. There’s a reason repurposed content is all the rage these days — it’s cost effective and it works.

‘Tis The Season To Get Sentimental 

Without a doubt, many purchasing decisions are dictated by emotions rather than logic. During a time of year filled with tradition and heartfelt memories, this theory becomes even more relevant. That being said, it is wise to create holiday campaign concepts that evoke feelings of warmth, comfort and the need to purchase your product in order to keep those sentiments going strong long after the holiday season has come to a close. 

During your ideation process, look to universal truths for inspiration. You want an idea to which everyone can relate. Invite and make room for compassion. Showcase your brand’s capability to embrace empathy. Reveal the power of kindness and what humanity is capable of accomplishing when people work together. Capture the essence of what it means to remove unwanted distractions and responsibilities in order to spend quality time with loved ones. 

You want to tug at the heartstrings while instilling a sense of hope and optimism, finding a way to tie it back to your brand. At the end of the day, people have a tendency to remember how something makes them feel more than the specifics of what was said or done. Unlock the power of those holiday emotions in your marketing tactics.

The Holidays And Tradition Go Hand-In-Hand

Don’t let the more traditional, proven marketing tactics get lost amidst all these innovative and intriguing ideas. Print, OOH, TV commercials and email campaigns have a track record for being extremely effective. As cited in a blog by Neil Patel, ad impressions typically increase by 50 percent during the holiday season, click-through rates rise 100 percent, direct traffic increases 150 percent, the average order value grows by 30 percent, and conversion rates go up 60 percent! That is a very impressive and convincing collection of statistics in support of budgeting for traditional holiday marketing methods.

Additionally, giving a holiday deal, discount or limited time vacation package promo is something that will never get old for consumers. After all, everyone loves to save money!  Whether you decide to offer free shipping on all orders, complimentary gift wrapping, a fun holiday card included with every purchase, a bonus excursion or amenity, customers will appreciate these little gestures of generosity. 

Wrapping Things Up

Almost four years after COVID-19 and the resultant restrictions, consumers are looking forward to going all out and celebrating the seasonal festivities. This is supported by a recent McKinsey survey that found 55 percent of Americans were excited about holiday shopping, with 56 percent of them starting their shopping in the month of October. 

Another effect of enduring lockdowns has led to a trend endearingly termed “revenge travel.” Consumers have a reinvigorated desire to travel for longer and more frequently. According to Skyscanner, three-quarters (77%) of those surveyed said they’re planning to spend the same or more on trips abroad than they did in 2022, with almost half (41%) planning to spend more.

It’s about getting back lost time and experiences. This shift includes hospitality players looking for ways to provide a more experiential user journey, such as incorporating elements like augmented reality tours — a perfect opportunity to add seasonal marketing elements. 

As you prepare to get your marketing budgets and strategies on point for the holidays, DAE & Company has the right team, skills and experience to deliver the perfect holly, jolly and effective campaign. It’s all about building brand awareness, making emotional connections with consumers, and convincing them to choose you over the competition. 

If you want to end this year on a high note and get on the right track for the new year, DAE & Company is the marketing agency for you. The holiday season has already started, so contact us today!

30 Content Ideas for Your Business

by Diana Evans | Aug 24, 2023 | Marketing

As a trusted and effective creative marketing agency, DAE & Company knows a thing or two about the importance of having the right content. From planning to creating to repurposing, every part of the process has the potential to help increase brand awareness and sales. We’d like to impart some of our wisdom by sharing content creation strategies — specifically for your business blogs and social platforms. 

Whether the current content could use a refresh or you’re in need of some content idea inspiration, we’ve got you covered. Without further adieu, here’s 30 days worth of potential content guaranteed to result in share worthy posts.

1. Product Tutorials

Taking the time to walk consumers through the features and various uses for your products is extremely beneficial content. Potential and current customers want and need to know more about what you sell and how making a purchase from you can help solve a problem or make their lives better in some way. 

2. Case Studies

One of the best ways to build trust among consumers is to share success stories and real-life examples of how your products or services have benefited customers. As much as we believe in staying humble, there is a time and place for bragging — and this is it!

3. Behind-The-Scenes

People love to get an insider look of what goes on behind closed doors. Whether you’re offering a glimpse into your company’s daily operations, workplace culture or ideation process, the viewers get the feeling they know you better. This, in turn, leads to increased brand trust. 

Hint: Video is great for this type of content.

4. Testimonials

According to Wyzowl, 95 percent of people say that reviews – whether positive, or negative – influence their purchasing decisions. That’s an undeniable significant number. That being said, you’ll want to showcase positive feedback and reviews from satisfied customers on your social media channels. And if you can find a way to work them into your blog posts, you’ll earn some successful business marketing bonus points.

5. Industry News

One of the most effective ways to gain recognition as a thought leader among consumers is to provide updates on the latest news, trends and developments relevant to industry. It shows that you value staying informed and recognize the power of innovation while caring enough to share that inside with your followers. That’s a win-win-win.

6. Sources Of Inspiration

Everyone loves a good quote or book suggestion to get an extra boost of motivation, creativity, confidence or whatever else one might need in that moment. These are quick and easy posts that can be a one-off on social or a list for your blog.

7. Interviews

Tap into your network of industry experts or influencers and conduct an interview with one of them. These types of posts are great because the interviewee is motivated to share your content on their channels as well, which means you get double the customer reach!

8. FAQs

As a business owner or employee, you are aware of the questions and concerns that most frequently arise among consumers. Compile a list and provide all the detailed answers in one place. Your customers (potential and current) will thank you. 

9. Collaborations

We believe that smart, strategic partnerships can be extremely beneficial for businesses. Anything from an event to a limited edition product is a great opportunity for content. Be sure to tag or give a shout out to your partner as it’s important to give credit. After all, you would expect them to do the same on their social media channels and blog.

10. Comparison Guides

Go ahead and call out your competitors on their shortcomings (in a professional way). Comparing your products or services to the other options on the market will help customers make informed decisions. Of course, the goal here is to highlight the ways your business is superior. So be sure to know your strengths ahead of time and focus on those aspects in your post.

11. Tips And Tricks

Sharing useful information related to your industry is a great way to gain customer loyalty. By providing a list of relevant tips and tricks for getting the most out of your products or services, you are giving consumers another reason to choose your business over that of a competitor who is not as informative. 

12. Dos And Don’ts

People appreciate the opportunity to learn from the mistakes of others as opposed to experiencing a first-hand mess up. Feel free to share what your business has learned along the way so that others can benefit from the knowledge you’ve obtained. Paving a smoother path for your consumers is a great way to earn brownie points.

13. Video Tours

Video content is extremely effective on both social media channels and blog posts. It helps to keep viewers engaged and is more likely to be shared. Creating a virtual tour of your office space, production facility or stores is a great way to give customers a better sense of what you do on a daily basis to ensure they receive the highest quality service or products.

14. Client Spotlights

If you have a happy client, make sure you highlight them in a social post or blog. Showcase how you’ve helped them to achieve their goals and how you can do the same for other potential clients. Be sure to praise the client for helping to make the process a positive one as well. 

15. Employee Highlights

We believe the people can make or break a place. Keeping that in mind, you want to give credit to the employees that contribute to the success of your business. Introduce team members along with their roles and responsibilities within the company. Adding a photo, video or fun facts are a great way to add some personality to your brand.

16. Industry Insights 

Social media posts and blogs are the perfect place to offer in-depth analyses, statistics, or predictions regarding the future of your industry. Consider creating an infographic, which is a visually appealing element that will help present this information to the consumer as well. 

17. Contests And Giveaways

Everybody pays attention when the word FREE or WINNER is involved. Find ways to run strategic, on brand contests or giveaways online. These types of promotions are great ways to both engage and reward your audience. It will also help you build your email list, as most people are willing to provide that information for a chance to win something valuable or cool.

18. User-Generated Content

Don’t be afraid to let your audience do some of the content building legwork. Encourage customers to share their own experiences using your products or services. These types of social and blog posts allow you to avoid being overly salesy while adding an appreciated level of authenticity to your brand.

19. Community Involvement

According to an article by Zippia, 82 percent of customers shop from brands that share their values. Showcasing the ways in which your business gives back to the community through participation in local events and initiatives is a great way to bring attention to your brand values. At the end of the day, doing good is good for business.

20. Resource List

We don’t know about you, but we happen to love a good list. And it would seem that most consumers do, too. Compiling a list of helpful resources, tools, books or articles that your target demographic would find relevant makes for a great social media or blog post.

21. Sneak Peeks

For those consumers who have a case of FOMO (fear of missing out), sneak peeks or teaser campaigns prove to be effective approaches. Whether it’s a new product release, special edition features, or upcoming events — you can create content that generates excitement and anticipation.

22. Holiday-Related

‘Tis the season to create content around holidays or special occasions. In addition to offering discounts or special promotions, try to think outside of the box to create engaging, themed content. Whether it’s a downloadable screensaver or a company branded greeting card, put a little bit of your business personality into your content.

23. Webinars Or Live Streams

During the pandemic, we all realized the value of working together online. And that value still exists. Take advantage of the convenience and expanded reach potential by hosting live online sessions to educate, entertain, and interact with your audience. Just be sure to properly market the event in advance so that you get a good turnout.

24. Interactive Polls 

Part of building trust among consumers involves letting them know you value their opinions. Conducting polls or surveys to gather insights from your target demographic allows you to receive relevant feedback while showing you care. Hint: Adding a gift card or some type of “thank you” to show you appreciate the consumer’s time is always a good idea. 

25. Educational Series

Choose a topic that is on-trend, up for debate or relevant to your industry in some way and develop a series of posts or videos that delve deeper into the subject matter. Encourage comments and consumer engagement along the way. Maybe even incorporate some quizzes or “did you know” visuals to make the content more easily digestible. 

26. DIY Projects

Find your inner Pinterest-inspired voice and share DIY projects or ideas related to your industry. Find ways to showcase the creativity that exists within your products or services to get people excited about the possibilities of working with you or putting your goods to use. Hint: Ask your audience to share their DIY ideas with you, too!

27. Educational Articles 

In marketing, it’s wise to incorporate a variety of short form and long form content. Therefore, there is a time and place for offering in-depth guides or reports on relevant topics. Consider providing partial content for free and offer the remainder of the article in exchange for contact information.

28. Solution-Based Posts

We all are faced with challenges on a regular basis. However, you may be aware of problems your customers are more likely to be dealing with — so create content that will help them to find a resolution. Nowadays, Google is the go-to problem solver for consumers, so be sure to include keywords and terms they are likely to use when searching.

29. Flashback Posts

Feel free to take a trip down memory lane and direct the viewer’s attention to something impressive or fun you’ve done in the past. Everyone can appreciate a sense of nostalgia. Just be sure to tie it back to the present day in a way that makes the content relevant to the consumer. 

30. Repurposed Content

This last one is a biggie! Repurposing content offers a multitude of benefits that empower businesses to maximize the value of their creative efforts by:

• Saving time and effort
• Reducing the need for generating entirely new content
• Enhancing SEO efforts
• Reaching target audiences across various platforms
• Increasing online visibility and driving organic traffic
• Strengthens brand recognition, impact and credibility

One blog post can be broken down into parts to become a series of posts. Or the blog content itself can be transformed into a video or infographic — perfect for posting on social media channels.

Stay focused and committed to the content creation cause.

Producing high-quality, consistent content helps brands establish credibility and the greatest ROI (Return On Investment). Also, the longer you produce content the more you are legitimized as a business. Just remember to tailor your ideas to the unique strengths, target audience, and desired results for your business. 

In order to do that, you will need a content calendar, which is a foundational tool that brings organization, consistency and efficiency to a company’s content marketing efforts. By outlining topics, publication dates, and distribution channels in advance, a content calendar allows ample time for research, creation, and review. This seamless planning process ensures the content you create is coherent and aligned with overarching goals. Here are some of the best content calendar templates.

Working with an experienced agency like DAE & Company can help boost content success while saving you time and resources. Join our family of happy clients and let us get to work for you!