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What the Best Hospitality Brands Know About Social

Sprinklr Team

January 21, 2021  •  5 min read

When planning a trip, finding the right place to stay can be as crucial a decision as choosing the destination itself.

So many factors go into hotel selection: price, location, amenities, room size, food and beverage offerings, etc. No matter the purpose of the trip, all of these considerations ultimately drive the decision to book a stay. Today, smart hospitality brands are taking to social media and other digital platforms to make their case.

The best hospitality brands doing social media understand the importance of online searches and make it easier for customers to find what they’re looking for. They use social media to tell their stories and show off what their properties have to offer.

Here are three ways hotel chains attract guests all over the world with their hospitality social media marketing.

Exclusivity

Luxury brands know that limited supply drives demand. If everyone could get their hands on a Rolex, it wouldn’t be the status symbol it is today.

We see the power of exclusivity every day. From beer to electronics, if certain brands announce that a certain item can only be found in one place at a specific time, crowds will line up hoping to be one of the lucky few able to make that purchase.

Marriott Hotels is one hospitality brand using exclusivity to its advantage. Platinum Premier, Platinum and Gold Elite Marriott Rewards Members are granted entrance to M Club lounges, which are otherwise closed to the public. The tagline – “Go where the world can’t follow.” – reflects the privileged nature of the elite memberships.

Go where the world can't follow. Explore more of our M Clubs worldwide: https://t.co/0bwGH4MQ2z @MHBethesda pic.twitter.com/pwFJ8dD82v

— Marriott Hotels (@Marriott) May 30, 2018

M Club guests enjoy 24/7 access to luxe spaces supplied with complimentary food and beverages, WiFi, wireless printing, and other services. For business travelers, it’s a comfortable office with everything needed to get work done. For vacationers, it’s a place to unwind and refresh after the day’s excursions. For Marriott, it’s an exclusive reward for brand loyalty.

Dukes London is another hotel that benefits from exclusivity. The hotel is perhaps most famous for its Dukes Bar, which is believed to have served as inspiration for Sir Ian Fleming’s James Bond series (It’s where Bond orders his signature martinis “shaken, not stirred”).

Dukes London promises guests an exclusive getaway that can’t be replicated. Everything from the historic location nestled among royal palaces, to its old Hollywood glamour, and even signature scents add to the overall feel.

When our famous trolley goes to the #drawingroom for a #MarTEAni afternoon tea 🍸☕️👌🏼 . . . . #british #classicbritish #britishstyle #martini #afternoontea #afternoonteatime #afternoonteatearoom #london #londonafternoontea #5starhotel #boutiquehotel #classic #gorgeous #instagood #londoner #londonlife #mayfair #mayfairlife #luxury #luxurytravel #luxurylifestyle #luxuryhotel #smallluxuryhotels #londonhotel #fabulous #wednesday

A post shared by Dukes London (@dukeslondon) on Jun 27, 2018 at 4:13am PDT

Experience

While people travel for different reasons, most people want to have some fun when they’re away from home.

To attract guests online, hotels must showcase the top experiences that they offer – and do so in a compelling way. Whether they’re spotlighting local attractions, unique property features, or exciting events, brands need to think about why people travel and what will set their hotels apart from others.

MGM Grand makes the most of its Las Vegas locale by sharing panoramas of the strip as well as up-close peeks at hotel offerings. From rocking out at a concert to perfecting their golf swings, MGM Grand highlights the many activities guests can enjoy on-site.

Do more of what makes you happy.

A post shared by MGM Grand Hotel & Casino (@mgmgrand) on May 25, 2018 at 7:59pm PDT

Hilton Hotels takes a similar approach. It regularly posts about amenities guests can enjoy, but goes a step further to showcase the “why” behind travel. Hilton shares captivating images of natural wonders and beautiful sunsets around their properties that aim to inspire fans to plan their next vacation.

Golden hour is the best hour #RightHere at Hilton Curacao 📸IG: hannaholsonn

Posted by Hilton Hotels & Resorts on Tuesday, July 17, 2018

Add visiting Aruba's natural bridges to your bucket list when you stay at Hilton Aruba Caribbean Resort & Casino 📸IG: nainoalanger

Posted by Hilton Hotels & Resorts on Wednesday, July 25, 2018

Taste

Senses like taste and scent have a way of transporting us back to a particular place at a specific time. That’s why so many destinations work to develop one-of-a-kind creations that potential guests probably haven’t tried elsewhere. It’s another exercise in exclusivity – not everyone can have this delectable item, but if you come here, you can be among the select group to try it.

Among hospitality brands, there are a few that stand out for their unique culinary concoctions, which are prominently featured on social media.

The Cosmopolitan of Las Vegas does a great job of showcasing the exotic fare on its menu. The photos are professional and intriguing, but the offerings themselves are what really drive attention. Why have a regular margarita in a salt-rimmed glass, when you can have a margarita topped with salt “air” foam, inspired by the sea?

Inspired by the ocean, @chinapoblano's Salt Air Margarita is topped with a refreshing salt "air" foam and will make you rethink how you tequila. #NationalTequilaDay pic.twitter.com/0WYRRtJvmo

— The Cosmopolitan (@Cosmopolitan_LV) July 24, 2018

Hyatt Hotels & Resorts is another brand that capitalizes on the value of taste. On Pinterest, its Sip and Savor board features colorful drinks and tasty-looking bites served up in a way that highlights the resorts as much as the products.

Promoting your hospitality brand online

Hospitality brands need to understand their customers and what’s driving them to travel. What experiences and tastes will resonate most with each audience? How can you create an exclusive feel that guests won’t be able to get elsewhere?

Create moments and products meant to be savored and shared with the world. Not only will guests be driven to book a stay – they’ll show their friends what all the fuss is about once they arrive.

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