Hotel branding: tell a story on social media
Branding is incredibly powerful and when it comes to the travel industry there are some leading examples when it comes to building a recognisable brand. Think Ryanair’s “Low Fares, Made Simple” or Airbnb’s “Belong Anywhere”.
In fact some of the more successful hotels have now moved away from long standardised campaigns to bite-sized narratives told though bold photography and short videos on social channels like Instagram and Facebook.
1. Define your brand narrative
Do you understand what makes your hotel stand out? Maybe it’s your relaxed and homely service, your beach location or perhaps your outdoor spa facilities, but whatever defines you as a hotel needs to become the central focus of your brand narrative. You need to create a distinct brand personality with clear values and messaging that drives all your social media activity and helps you create a memorable brand.
So do you want to tell your potential guests how family-friendly your establishment is? Let a picture of a happy family enjoying your facilities do it for you. Want to tell your guests you take cuisine seriously, post videos of your chef’s attention to detail on every plate.
2. Key message development
A good idea is to generate particular keywords you want to focus on in your content marketing efforts. Make sure to create hashtags around these keywords and have them inform your content ideas. Planning social media posts ensures you always have excellent content to share on a consistent basis. A social media calendar builds the framework for what you’re going to share. After that you can fill in any gaps with topical content or by engaging with your community.
Hotels are perfectly positioned to leverage the dreaming stage of travel using brand storytelling. With the photo, video and stories advertising tools you can also buy the exposure rather than rely on purely organic reach. Remember that targeting your niche market with your key messages is what will develop brand awareness for your hotel so define your target audience, your top keywords and make sure your content is speaking to them at all times.
3. Build a community
Follow people who love posting photos of food. Does your hotel have remarkable interior design? Follow people with the same passion for design and interact with them by engaging on their posts. Pay attention to what your followers are saying, and share posts from other Instagram users when they suit your style. This will help bring your brand to a wider audience organically. Remember to also look at the paid advertising options across these channels though to really amplify your best content.