10 Pointers to Consider When Building an Effective Hospitality Industry Social Media Management Strategy

The hospitality industry has been one of the hardest hit by the pandemic, with small independent hotels and restaurants particularly struggling to keep their doors open. But as travel restrictions to and from the Caribbean begin to lift, there's hope that a resurgence in visitors will help bring travelers back to the region and in particular, to the Island of Jamaica.

One of the best ways for small independent hotels and restaurants businesses to take advantage of this opportunity is to revamp their social media management and content marketing approaches. By creating engaging and informative content, promoting special deals and promotions, highlighting new amenities, and making their COVID-19-related policies clear, businesses can attract the attention of potential customers both local and international.  Many businesses have taken advantage of the downtime due to the pandemic, to either upgrade their facilities or add new amenities.  For example, some hotels are now offering touch-less checkins and online food ordering, and some restaurants are offering food delivery.  In any event, if you have made it easier and safer for your customers, then it is in your best interest to promote your new amenities and upgrades on all of your social media channels.

Here are a few tips on how to build an effective social media strategy for the hospitality industry: 

1. Plan Your Content Strategy

The first step is to plan your content strategy. What kind of content do you want to post? What are your goals? Who is your target audience? Once you have a clear idea of what you want to achieve, you can start creating engaging content that will resonate with your audience. 

Your social media channels are a great way to share information about your business, whether it's new amenities, special offers, or even just a sneak peek at what's to come. If your hotel is on or near the beach or offer water sports activities, it is a great idea to post pictures of those activities.  If your restaurant has a dynamic chef, you will get a lot of traction by posting a few sample clips of him/her in action. Make sure to keep your content fresh and engaging so that potential customers will want to keep coming back for more.  If your content becomes stale, you will quickly lose your audience.

2. Create a Schedule

Creating a content calendar is one of the most critical aspects of social media management. Once you have a plan in place, it's essential to create a schedule and stick to it. Remember, consistency is key. Decide how often you want to post and make sure you stick to that frequency. This will also help you stay organized and ensure that you are regularly sharing fresh and relevant content.  Our recommendation is that you should post fresh content on a daily basis.  If you provide daily specials for your restaurant or hotel, it is a good idea to post your updated specials on your social media channels.  Do not assume that your customers will know your specials and do not rely on customers physically coming into your establishment, just to read your daily specials board.

3. Use High-Quality Attractive Visuals

In the hospitality industry, visuals are key. People want to see beautiful photos and videos of the places they'll be staying or dining, so make sure to use high-quality visuals in your posts. People love pictures and videos. After-all, if you are happy with what you have to offer, then why not shout it out from the mountain top, or in this case, on all of your social media channels. This will help give potential customers a better idea of what to expect from your business. 

Make sure to use plenty of visuals in your posts, as this is what will really grab people's attention. High-quality photos and videos are essential for any hotel and restaurant business, so make sure to invest in a good camera and editing software.  You will see the return on your investment in a very short time.

4. Engage with Your Audience

Make sure to engage with your audience on social media. Respond to comments and questions, and start conversations. The more you interact with your followers, the more likely they will become loyal customers.  Do not make the mistake of letting comments to your posts go unanswered.  If you do not have the time to monitor your channels, assign it to one of your responsible employees.  If you prefer that they focus on their core tasks, then find an affordable digital marketing agency to take on this role for you.

With so many businesses competing for attention, it's also essential to promote any deals or promotions you may be running. Let's face it, the Caribbean has hundreds, if not thousands of the same businesses, offering similar services.  A properly executed social media marketing strategy can help you to get your business out in front of those potential customers, ahead of your competitors.  This will also help potential customers see that your business is the best choice for their needs. 

5. Use Hashtags

Hashtags are a great way to reach a broader audience on social media. When used correctly, they can help your posts get discovered by people who are searching for relevant information. Therefore, when using hashtags, use relevant ones that will resonate with your target audience. For the hospitality industry, some popular hashtags to use include #travel, #vacation, #beach, #jerkchicken, #watersports #staycation, and #beachhotel. 

6. Boost Your Local SEO

Ensure your website and social media channels are optimized for search engines by using relevant keywords and phrases. This will help ensure potential travelers can find you easily when searching online for hotels or restaurants in your area.  Many businesses underestimate the value of Local SEO.  In short, this is when a user searches on Google for "Beach Hotel in Negril", or "Jerk Chicken restaurant".  Google will use their algorithm to identify the user's location, and then return the search result of of hotels matching the search description or restaurants that serves jerk chicken closest to the user's location.  In order for your business to be included in those search results, you will need to either purchase Google AdWords or develop a good local SEO plan with appropriate meta tags and keywords for your website and Google My Business Account.  Digiedg can assist you with both.

7. Encourage Guest Reviews

Positive reviews from past guests can be extremely helpful in convincing potential guests to book your property or visit your restaurant. Make it easy for guests to leave reviews by linking to your profile on popular review sites like Google, TripAdvisor or Yelp. 

8. Partner with Influencers

Influencer marketing can be highly effective in the hospitality industry. By partnering with travel influencers, you can reach a larger audience and generate more interest in your property. Be sure to research when selecting an influencer to work with and only partner with those who have a genuine interest in your brand. 

9. Run Social Media Contests

Social media contests are also a great way to engage with your followers and generate interest in your property. When running a contest, promote it heavily on your social media channels and make sure the rules are clear. Engage with your employees and loyal customers to be Brand Ambassadors for your business.  Allow them to post your content for you, on your behalf and reward them for their loyalty.  Popular contest ideas for the hospitality industry include giveaways for free stays or meals. 

10. Make Your COVID-19 Policies Clear

With so much uncertainty still surrounding the pandemic, it is important to make your COVID-19 policies and procedures clear to potential guests. Whether it's outlining what steps you're taking to keep your guests safe or offering flexible cancellation policies, make sure this information is readily available on your website and all social media channels. 

The Bottom Line 

To capitalize on this resurgence in travel, hospitality businesses must have a solid social media presence. After all, potential guests will likely be looking for online information about hotels and restaurants before booking their trip. By following these tips, you can create an effective social media management strategy that will help your hospitality business succeed. 

Digiedg is a full-service digital marketing agency that specializes in helping businesses in the hospitality industry boost their online presence. We can help you create engaging content, develop a targeted social media strategy, as well as improve your website's search engine ranking. 

Contact us today to learn more about our services and how we can help you boost your business!