In today’s digital age, social media has become an indispensable tool for hotels looking to connect with travelers and drive bookings. However, amidst the ever-evolving landscape of social platforms, numerous myths and misconceptions have hindered hotels from fully embracing the power of social media to their advantage. 

This blog aims to debunk some of the most prevalent myths surrounding social media in the hotel industry, shedding light on the realities behind these misconceptions and offering insights into how hotels can leverage social platforms effectively.

1. You Need To Be On Every Social Media Platform

Having an online presence is essential for your property’s success. However, being on every existing platform is not necessary. It can actually hurt a property that doesn’t have enough bandwidth to maintain consistent activity across each profile. Choose platforms where your target audience is most active and, more importantly, platforms you can effectively manage.

Knowing your audience and specific goals can determine which platforms would be best for your property. Focus on being present on platforms where you can put time and effort into consistently posting quality content and engaging with your community. Use your money and resources efficiently; two quality profiles are better than five inconsistent ones.

2. Social Media Is Only For Young People

If your hotel’s demographics are on the older side, you may think social media is not the proper marketing tactic for your hotel. While it is true that Millennials and Gen Z occupy a more significant portion of the social media pool, Gen X (born between 1965 and 1980) and Baby Boomers (born between 1946 and 1964) still exist and travel. In 2023, 51.8 million Gen X and 36.9 million Baby Boomers were active on social media. 

Facebook and TikTok have the highest percentage of Gen X and Baby Boomer users compared to other platforms. With the option to utilize computers, tablets, and cell phones, social media has become accessible to everyone, not just younger people. If your audience is older, don’t disregard social media altogether. Restructure your strategy to target those individuals.

3. Follower Count = Success

Nothing catches an eye more than a page with thousands of followers. However, upon further investigation, this same page may only receive 100 likes on its posts. In 2013, buying followers became a popular trend for businesses and influencers. More important than a follower count, engagement across posts more accurately determines success. Page owners can’t precisely analyze their metrics if their follower count is misrepresented.

A smaller but engaged audience is more accessible to connect with, resulting in brand loyalty. A company engaged with each of its followers proves value and dedication rather than a page with thousands of followers and little to no engagement. 

4. Repurposing Old Content Isn’t Effective

One of the primary purposes of analyzing metrics is to determine what kind of content your audience enjoys and responds well to. Repurposing these ideas in new and innovative ways will keep your followers engaged over time. Overall, videos perform better than photos, and photos perform better than graphics. If you notice certain content is not getting much engagement, remove it from your strategy and continue to test other pieces until you find your rhythm. 

Creating different series is a great way to leave your followers interested. Posting a travel tip of the day, employee highlight, poll, or even just a new angle of a photo that performed well keeps your feed up to date and encourages engagement.

5. Businesses Need To Have Professional Content

There’s a notion that content must adhere to a professional standard in marketing. However, in today’s social media landscape, authenticity is more important. While polished images certainly have their place, what truly resonates with users is content that feels genuine and relatable. Travelers are drawn to hotel profiles that offer a peek behind the scenes, showcasing real experiences and moments that evoke a sense of connection. 

More often than not, users are driven by a fear of missing out (FOMO) and a desire to immerse themselves in the experiences they see online. Therefore, rather than striving for overly polished content, hotels should focus on creating a narrative that invites guests to be a part of the story, creating a sense of excitement and inclusivity.

6. Influencer Marketing Doesn’t Sway Consumers

Influencer marketing has become a powerful tool for hotels to reach and sway consumers. Social media users are inherently drawn to individuals they admire or aspire to be like, and influencers hold significant sway over their followers’ preferences and decisions. Whether it’s a travel blogger sharing their luxurious hotel stay or a lifestyle influencer showcasing an adventurous vacation experience, users are eager to emulate the lifestyles and experiences of those they follow. 

Influencers lend credibility and authenticity to a hotel’s brand, offering firsthand accounts and recommendations that resonate with their audience on a personal level. By strategically partnering with influencers whose values align with their own, hotels can effectively leverage the influence and reach to capture the attention and loyalty of potential guests.

7. Don’t Get Too Personal

In marketing in general, there’s a persistent myth that businesses shouldn’t get too personal with their audience. However for the hotel industry, building strong, personal connections with followers is not just advisable; it’s essential. Hotels should seize every opportunity to engage with their audience on a personal level, fostering a sense of community and loyalty. 

Encouraging guests to share their experiences through user-generated content, such as photos and reviews, not only amplifies the hotel’s reach but also creates a genuine connection with guests. By inviting guests to post pictures and tag the hotel, properties can create a sense of belonging and pride among their followers, ultimately strengthening brand loyalty and driving repeat bookings. In an industry where guest satisfaction is paramount, embracing a personal approach to social media can be a powerful tool for hotels to forge lasting relationships with their guests.

8. One Person Can Do It All

It may seem like one person can single-handedly manage all aspects of a hotel’s social media presence, but the reality is that success often requires the collaborative efforts of a team. While a designated social media manager may be responsible for day-to-day operations, from content scheduling to engagement with followers, the creative process thrives on diverse perspectives and input. Brainstorming, creating, and executing ideas that captivate and engage audiences necessitates a collective effort. 

Ideas can stem from various sources within the organization, including frontline staff who interact directly with guests, marketing teams with insights into trends and strategies, and even guests themselves who provide valuable feedback and inspiration. By utilizing the collective creativity and expertise of multiple individuals, hotels can create a dynamic social media presence that resonates with their audience and sets them apart in a crowded digital landscape.

We Can Help

Debunking these social media myths is just the beginning of a journey toward maximizing a hotel’s online presence. By challenging misconceptions and embracing the power of authenticity, engagement, and personalization, hotels can unlock the full potential of social media as a dynamic marketing tool. 

Navigating the complexities of social platforms can be challenging, and that’s where Travel Media Group’s Social Media Solution comes into play. With tailored strategies, expert guidance, and unique content, our team is dedicated to helping hoteliers and hotel management companies elevate their social media presence.