Content Creation: Best Practices for Different Hotel Segments

by | April 5, 2024

Over the last few years, social media has become one of the most significant influencing factors for travelers. In a study conducted by Statista in 2023, 75% of respondents were influenced to travel to a destination by social media. Users are looking not only at hotel websites but also at photos and videos posted by the property on social media. These posts give potential guests a more realistic view and can influence them to book or not.

The number one rule of posting content on social media is authenticity. Being honest about your property online lets guests know exactly what to expect upon arrival. If you post stock images of a pool, gym, room, etc., that are not from your property, guests’ expectations will not be met and can result in complaints or bad reviews. 

Hotels fall under specific segments based on room features, size, amenities, cost, and purpose. Understanding your niche gives you a direction on what kind of content you should be posting. Be proud of who and what your property represents. Travelers will prefer different accommodations depending on their personal needs and preferences. Capitalize on what makes your property unique through social media content!

Content Creation

In the social media world, content creation is defined as producing and sharing digital media content for specific audiences online. This content can be text, photos, graphics, videos, GIFs, etc. There are best practices that properties can implement to ensure their brand is putting its best foot forward digitally. 

Ask questions about your guests and your brand to lead you in the right direction. What are my guest’s reasons for staying? What do their demographics tell? Why do they choose my property? What sets my property apart from others? These are the foundations of what type of content you should be posting. 

Overall, all hotel segments should be utilizing these best practices to garner a successful social media presence:

  1. Tell your story: Identify your brand’s unique selling points (USPs) and use them to connect with your guests emotionally. 
  2. Post quality content: Don’t post “fluff” content. Post insightful and valuable content that informs guests about your property or brings a human element to the page (employee highlights). 
  3. Implement interactive content: Post polls, quizzes, and question boxes on Instagram stories to spark engagement.
  4. Excite future guests: Post about upcoming events, promotions, new features, etc. 
  5. Work with influencers or local businesses: Pay influencers to create UGC for your property or partner with local companies for brand awareness. 
  6. Be authentic and helpful: The bottom line is to remain true. Do not advertise your property as something it is not. 
  7. Create a content calendar: Plan out your content a month ahead so you always have a plan to post.
  8. Stay consistent: Stick to your calendar and remain active on your platforms. Algorithms reward active profiles. 

Dive into specific content ideas for social media below based on your hotel segment!

Full-Service Hotels

  • Full-Service Accommodations (included breakfast, check-in gifts, and parking)
  • Photos/Tours of Amenities (fitness center, dining options, event spaces)
  • Room Tours
  • Concierge Assistant Highlights 
  • Promote the “Seamless Stay”
  • Events, Restaurants, and Attractions in the Area.
  • Language should be inclusive, friendly, and seamless.

Boutique + Bed & Breakfast Hotels

  • Promote Intimacy and a Personalized Approach
  • Capitalize on Niche Status
  • Unique Local Culture, History, or Theme
  • Property Tour
  • Room Tours
  • Breakfast Highlights
  • “Hominess” Factor + Tailored Stay for Guest
  • Language should be comforting, sentimental, and personalized. 

Budget-Friendly Hotels

  • Cost-Effectiveness
  • Reliability and Practicality 
  • Essential Services and Comfort
  • Ease of Booking and Stay 
  • Location – Restaurants, Attractions, or Events
  • Property Features
  • Language should be relatable, practical, and reliable. 

Luxury Hotels

  • Opulent Designs
  • Premiere Amenities
  • Tour of Suites
  • Gourmet Dining Experiences
  • Exclusive Offerings and Experiences
  • Personalized Butler Treatments
  • Included or Exclusive Features: Valet, Spa, Wellness Center, Pool, etc. 
  • Language should be luxurious, sophisticated, and elegant.

Resort Hotels

  • The Escape – Relaxation and Peace
  • One-Stop-Shop or Full Vacation Experience
  • Breathtaking Locations
  • Recreational Facilities (golf course, pools, spa, adventure sports, etc.)
  • Options for all Interests
  • Family Friendly or Adult Only
  • Room/Suite Tours
  • Team Highlights (lifeguards, golf caddies, or activities director)
  • Language should be adventurous or relaxing (dependent on the post), inclusive, and friendly.

Business Hotels

  • Convenience
  • Suitable for Business Professionals on the Go
  • Seamless Blend of Comfort and Efficiency
  • Proximity to Downtown, Business Buildings, or Airport
  • Work-Friendly Amenitities (meeting rooms, high-speed internet, workspaces in rooms)
  • Balance – Lounge, Fitness Center, Bar, or Pool/Jacuzzi
  • Language should be accommodating, professional, and convenient.

Extended-Stay Hotels

  • Comfort and Convenience
  • Affordability and Information for Longer Stays
  • Suite Tours – Emphasis on Space, Kitchen, and Laundry Facility 
  • “Make it Your Own” Examples (decorations)
  • Included Amenities (fitness centers, social spaces, outdoor areas)
  • Language should be comforting, welcoming, and informative.

Eco-Friendly Hotels

  • Room Tours
  • Property Features
  • Eco-Conscious Infrastructure (energy efficient lighting, heating, and cooling systems, water-saving fixtures to reduce resource consumption)
  • Requests of Guests (recycling/reusing towels and linens)
  • Partnerships with Local Organizations
  • Wildlife Conservation and Habitat Preservation
  • Language should be welcoming and emphasize being environmentally friendly.

Creating content does not need to involve big-scale photography or videography. Hoteliers can take photos and videos using a cell phone and create simple graphics using various online programs. For some, time is of the essence, and creating content is at the bottom of their list. Kick-start your social media strategy with TMG’s Social Media for Hotels digital solution that blends travel inspiration with compelling hotel content!