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Tips for Developing a Social Media Program as
Authentic and Singular as Your Hotel

By Daniel Edward Craig, September 29, 2010

The travel industry is ahead of the curve when it comes to social media, but in terms of originality and meaningful engagement hotels are lagging behind. It seems like everybody is posting the same content, in the same perky, cloying voice. Want to stand out from the pack? Here are a few tips for strengthening your social media program and developing a singular, authentic voice to evoke your brand. 

1. Oh right Ö a plan. By now most hotels are tweeting and status-updating their hearts out, but many have only a vague notion why. A recent survey from HSMAI revealed that only 40% of hotels have a social media strategy. Oops. Without knowing where youíre going, why, and how youíll get there, youíre wasting time and creating brand confusion. Relax, itís not too late. Back up the bandwagon and prepare a simple plan that defines your strategy, objectives, resources, responsibilities, voice and frequency. Then you can put the pedal to the metal. 

2. Yes, another meeting. Your social media platforms should have one distinctive voice, but behind the scenes itís a group effort. Approach it like the revenue management function in your hotel: assemble a team, comprised of managers and frontline employees from various departments (ideally including the general manager and at least one social media whiz kid); appoint a leader; and hold weekly meetings to review feedback and analytics and to set messaging and objectives for the coming week. 

3. Once upon a time there was a boring hotel. Traditionally, hoteliers are great storytellers. With all the comings and goings of guests, we have an enviable resource of content to draw from. And yet the majority of hotel content is trite and uninspiring. If your followers arenít commenting on, liking and sharing your content, itís a good indication they donít care. Meaningful engagement means telling compelling stories that capture the imagination of travelers and make them want to be a part of your hotel experience.

4. Put your guests to work. Even better than hotel-generated content is guest-generated content. Hold contests to encourage the sharing of stories, photos and videos, and donít be chintzy with prizes. Search YouTube and Flickr for photos and videos of your property and ask owners to share them on Facebook. Grab a Handycam and notepad and go talk to guests and staff. Et voila, fresh content and new connections.

5. We need to talk about your reputation. Yes, a lot of chatter is taking place on Facebook and Twitter, but the real decisions are being made on travel review sites. A recent study by PhoCusWright found that more than two-thirds of travel shoppers are influenced by ratings. Itís time to stop the finger-pointing between marketing and operations and to start taking joint responsibility for monitoring, distributing and responding to traveler feedback. 

6. Drop the mouse and back away. Social media is like a new friend whoís super-cool but a bit manipulative and kind of needy. Donít allow it to distract you into neglecting your tried-and-tested old friends in other areas of marketing.  Be disciplined with your time, and constantly ask yourself, ďIs this important and relevant?Ē If not, move on. And ignore those ďTen Reasons Why Youíre a Social Media FailureĒ articles; theyíre meant to scare you into buying services you probably donít need. Only you know whatís right for your hotel. 

7. Beware of the tweet factory. Some of the most inane social media content comes from outsourced social media companies who clearly donít get the hotel business. The most compelling, authentic content comes from on-property, where employees have a finger on the pulse of operations. Hire a social media strategist to help put together your plan, train staff and provide guidance, but your ultimate goal should be to bring execution in-house and to find a voice, tone and vocabulary as singular and authentic as your hotel. 

8. Memo to corporate office: loosen that death grip. Second prize for inane content goes to corporate offices of chain hotels. Yes, itís important for brands to have a social media presence, but travelers are more passionate about individual properties than brands. To complement brand platforms, corporate office should encourage properties to set up their own platforms, providing support and guidance along the way to ensure messaging is on-brand and on the mark. 

9. Take the guesswork out. The success of your social media program is measured not by how many tweets and updates you issue but by meaningful engagement, conversions and reputation. Use analytics tools to evaluate your activities and a social media monitoring tool to measure market share of guest satisfaction. Take the time to understand the numbers, even if it makes your head hurt, and channel resources to where youíre achieving the best results.

A few examples of successful social media activities:

1. Contests. Joie de Vivreís Road Trippiní California video contest
2. Blogs: Pan Pacificís A Room With a View in Vancouver and Red Carnation Hotels in London
3. Facebook: Best Western International 
4. Twitter: The Iron Horse Hotel in Milwaukee 
5. Reputation management: HKHotels in New York
6. Social media integration: Nickelodeon Resort in Orlando
7. And just for fun, a video from Prizeotel in Germany. 

Does your hotel or a hotel you know do a great job with social media? Share it at

Daniel Edward Craig is a former hotel general manager turned consultant and the author of the Murder at the Universe and other hotel-themed books and articles. His blog is considered essential reading for hoteliers, travelers and students alike. Visit or email Twitter: dcraig.


Daniel Edward Craig

Also See: A Ten-Step Program for Easing Your Hotelís OTA Dependency / Daniel Edward Craig / August 2010
Is the Role of the Hotel Concierge Going Obsolete? / Daniel Edward Craig / July 2010
Toss That Script Aside: Tips for Generating Positive Hotel Reviews / Daniel Edward Craig / July 2010
Tips for Managing Online Hotel Reviews: An Interview With TripAdvisor / Daniel Craig / March 2010
Does Social Media Make Your Head Hurt? Here Are a Few Helpful Resources for Hotels / Daniel Craig / January 2010

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