Here’s how to customize your hotel’s social media presence to attract the right audience
More and more people from older age groups are using social media, especially when it comes to booking travel – but not everyone is using it the same way. Learn how your hotel can target the right age group with the right content on social media.
Social media has revolutionized the way people interact with each other and with companies. It has created a whole new world for marketers where there are deeper, more organic relationships between consumers and brands. In this new world, it is not enough for a consumer to know just one brand – they need to know that brand’s mission and culture and make sure it aligns with their own.
As more and more people use social media, the platforms and their content have become more diverse. There’s a room for every demographic, and different groups of users enjoy different types of content. So how can hoteliers understand all of this and be successful in the world of social media? There are a few important questions that you need to answer, such as: B. which platforms should be used, which message should be sent and what content should be created. Read on to learn all about our best tips for creating your social media presence.
Popular platforms and the people who use them
One of the most basic advertising rules is to be where your customers are, and social media is no different. There are several social media platforms that are good for marketing, but each represents a different demographic and is good for different types of content. Hoteliers need to analyze their data to determine which demographics they are targeting. You should pay attention to what age group the majority of your guests fit into and what age group your best guests (those who spend the most money) fit into.
Monthly active users: 2.7 billion
Largest age group: 25-34
Monthly active users: 1 billion
Largest age group: 25-34
Daily active users: 187 million
Largest age group: 30-49
Monthly active users: 400+ million
Largest age group: 30-49
Monthly active users: 100 million
Largest age group: 18-24
Monthly active users: 265 million
Largest age group: 13-34
Monthly active users: 2 billion
Largest age group: 15-25
* Info taken from Sprout Social
Popular content types by platform
Once you know where your target customers are active, you need to focus on content that is effective on that platform. Each social media platform is unique and displays different types of content in different ways. Some are better for pictures and videos, others support longer or shorter content, and others have interactive elements that encourage engagement.
Articles and guides: For extensive content such as travel guides, articles and hotel reviews, LinkedIn and Facebook are the best choices. Other social media platforms just don’t support this content effectively (if at all). If you have good articles, guides, or reviews on your hotel website, these are great social media content when shared on the right platform.
pictures: Instagram and Pinterest are designed to share images and provide inspiration, so take the crown, but images can also work very well on Facebook, Twitter, LinkedIn, and Snapchat.
Videos: Videos can do very well on social media, but the different platforms lend themselves to different types of content. Facebook Live is great for announcements and engaging with your audience, IGTV is best for long videos and roles, and TiKTok is great for viral content that is relatable, witty, or funny.
Infographics: Facebook and LinkedIn are the best platforms for infographics, but Twitter is also a viable option.
Infographic: Here are some interesting stats on Disney’s Hotel New York – The Art of Marvel #HNYArtOfMarvel pic.twitter.com/hTghtWYz8d – DLP Report (@DLPReport) August 25, 2021
Reviews: Facebook is great for showcasing reviews and even shows star ratings on company pages.
Polls / questions: Facebook, Instagram, and Twitter have built-in features that you can use to create polls on your posts. Facebook and Instagram support two option questions, while Twitter supports multiple choice questions. However, Twitter is the only one that doesn’t support pictures or videos.
Talk to your audience
After a hotel has determined the best social media platform and format to use, it remains to create the content. When designing social media marketing content, it is important to understand how different demographics interact with social content. Of course, users from different age groups have very different attitudes and habits on the Internet.
Hotels targeting a younger demographic want to use more interactive content on social media. Generation Z and Millennials users are welcome to interact with brands, make purchases on social media, and even share information – as long as it’s used appropriately. These users want personalized experiences, instant responses, and socially conscious brands. Interactive content like surveys and quizzes are great ways to start conversations.
Users who fall into an older demographics use social media very differently. They are less likely to shop online and generally need more information before interacting with a brand. At the same time, they have more patience for lengthy content and appreciate honesty, attention and old-fashioned hospitality. Articles, long videos, and tutorials can be very effective in educating users about the brand and the usage of specials.
Interact with your followers
Even if a company is creating brilliant content, good social media performance means more than just sitting back and waiting for the likes and reactions to come in. When users and businesses start following your account and seeing your content, they need to be engaging with your audience. Follow accounts that follow you, interact with their content, reply to comments on your posts, and start conversations where and whenever you can. As you do this, keep in mind who your target audience is and try to use the social media platforms the way your customers do. This will help you better understand the content they like and the language they use, while the increased activity and communication leads to more visibility for your own content.
Social media can be an incredibly useful tool for marketers, but only when used effectively. As more and more people spend more time on social media platforms, it seems destined for users of all ages to discover, explore, and ultimately book their travel experiences. As a result, hotel brands that use social media properly are not only reaping the rewards now, but positioning themselves as the most successful in the future. As always, Cendyn’s social media and digital marketing experts will be happy to help you tailor your social media presence to the right generation.
Cendyn is the leading provider of innovative cloud software and services for the hospitality industry. Their software solutions increase sales, marketing and revenue performance for tens of thousands of hotels around the world with an emphasis on integrated hotel CRM, hotel sales and revenue strategy technology platforms. The Cendyn Hospitality Cloud provides a complete set of software services for the industry that align marketing, sales and revenue teams to optimize their strategies and increase the performance and loyalty of their business units. With headquarters in Boca Raton, FL, USA, and worldwide offices in Germany, Singapore, Thailand and Japan, Cendyn proudly serves customers in 143 countries. Their software solutions deliver billions of data-driven, personalized communications on behalf of their customers every year. More information about Cendyn can be found at cendyn.com.