Facebook hotel marketing is a powerful tool for businesses in the hospitality sector. It is an industry where engagement with the public is crucial. In this article, you’ll learn how to leverage the power of Facebook as a platform — not just for advertising but to connect with your audience, improve brand awareness, and obtain valuable feedback.

Table of Contents:

What Is Social Media Marketing?

Social media marketing for hotels is increasingly essential. Social media marketing is a set of strategies using social media platforms (such as Facebook, Twitter, or Instagram). Connecting with your customer base via social media can drive sales, improve brand awareness, and generate additional website traffic – a great example of personalization marketing. As well as an effective social media advertising program, you’ll need quality content that adds value to your users. You’ll also need to engage and listen to your social media followers and analyze them to ensure your strategy works.

You can use social media advertising to fine-tune your campaign and focus on particular audiences. You can also gauge your brand’s public image by monitoring conversations on social media and looking at how people engage with relevant mentions. Analyzing your reach, sales, and overall engagement on social media can provide valuable business insights.

What Is Facebook for Businesses?

Facebook is beneficial for small and mid-sized businesses thanks to its large user base. New platforms are becoming more popular, but Facebook dominates the social landscape. According to Facebook’s Final Annual 2023 Report, the Daily User Count in December 2023 was 2.11 billion. Facebook’s billion-plus users mean it’s an indispensable platform in today’s business world.

Another plus point is the platform’s versatility; instead of being limited to one or two forms of content, Facebook allows you to post everything from short text updates to panoramic photos and videos. The platform also allows you to create pages for your business where it’s easy for customers to find you. These pages can provide up-to-date information on your business and content, such as blog posts, videos, and events.

Why Should Hotels Use Facebook for Marketing?

According to The State of Marketing 2023 survey report by Hubspot, Facebook remains the dominant choice among marketers, boasting the highest popularity and delivering superior ROI compared to its competitors in 2023. Let’s take a look at some of the factors that make Facebook so crucial for hotel marketing.

Facebook Is Commonly Used During Travel Inspiration Research

Facebook is vital for hotel marketing. You’ve probably seen friends and family members posting their vacation snaps or describing their experiences on the platform. According to some studies, more than 9 out of 10 users rely on Facebook when researching, planning, and arranging travel and vacations. People turn to Facebook for inspiration, recommendations, local information, and travel tips. Travelers have been found to spend as much as five times as long on Facebook as they do on other travel-related sites. Facebook ads can help your business reach a travel-oriented audience far more effectively than many other advertising options.

Facebook Hotel Marketing - Facebook Is Commonly Used During Travel Inspiration Research

Facebook Allows In-Depth Targeting of Potential Audiences

Facebook allows you to select the audience for your ads very precisely. Advanced options let you leverage Facebook’s famously in-depth knowledge of its users to tightly target your ads so that they’re seen by the audience you want to engage. You can focus on travelers in a particular income bracket or those from a specific area. The audience can be refined by travel dates, interests, and the purpose of their trips. Facebook lets you use “Trip Consideration” and “Custom Audiences” when targeting your ads, ensuring that people looking for hotels and resorts like yours find out about your property and services.

The Platform is Directly Connected with Other Social Media Platforms

You might wonder whether Facebook’s competition might make it less relevant shortly. After all, other platforms, such as Instagram and WhatsApp, also occupy much space in the social media sphere. It’s worth noting that the company behind Facebook, Meta, also owns both these big-name platforms. It also owns the VR platform Oculus and the popular Facebook Messenger app. This means you have even more reach to explore in social media if you establish your business on Facebook. This big market share also means that Facebook will remain highly relevant even in its fast-moving field.

3 Key Aspects of a Successful Facebook Marketing Strategy for Hotels

There are several factors involved in an effective Facebook hotel marketing strategy.

1. Knowing The Target Audience

The first and most crucial element of a successful social media marketing strategy for hotels is identifying the audience you need to engage and understand what they’re looking for. For example, running a luxury spa in an exclusive location won’t help you reach student backpackers or families looking for a traditional vacation. When you first set up your ads, Facebook’s ad manager allows you to select specific demographics to ensure reaching the right users. Facebook’s Audience Insights will enable you to fine-tune your approach further, providing more granular information on the response of prospective guests so you can keep your ads relevant and exciting.

2. Providing Diverse and Quality Content

All the visibility in the world won’t help you if your content doesn’t add value to your users’ Facebook experience. After all, they don’t come to the platform for advertisements. You need to ensure that your content is relevant, engaging, and enjoyable to bring in guests and generate the engagement that Facebook will reward with greater visibility. High-quality shots of your property and facilities, videos showcasing outstanding views, and valuable tips on local attractions will help engage potential visitors. While it’s essential to post regularly, quality remains more critical than quantity. A few excellent posts will do more for your page than many low-quality ones.

3. Engaging and Interacting with Your Audience

Maintaining an effective Facebook presence can be time-consuming. Monitoring your business page, creating content, engaging with users, and responding to page interactions can be somewhat overwhelming, especially if you have a lot of traffic. Many hotels choose to work with an agency specializing in social media management; however, these agencies can’t offer the in-depth knowledge of your hotel and the local area that your own team can. For this reason, it’s better to hire a dedicated manager to help run your social media. If that’s outside your budget, you could still consider expanding your team to ensure that nobody’s workload gets out of hand.

Video: How to Effectively Use Social Media For Successful Hotel Marketing

Utilizing Facebook Ads to Maximize Your Hotel’s Presence on Facebook

As you’ve seen, Facebook’s ads, sponsored posts, and other paid marketing strategies can effectively reach a large but narrowly defined audience. This can boost your business, driving up reservations and generating higher revenues. Facebook provides extensive tools to enhance your reach and ensure that the right audience sees your ads. While the average online ad is estimated to be about 38 percent effective in conversion, Facebook claims 89 percent effectiveness for its targeted ads. With Facebook’s tools, you can narrow your target audience based on income, demographics, location, past behavior, interests, etc.

“Trip Consideration,” as mentioned previously, is used to target your content to those planning to travel. They might have a specific date and destination in mind or have a more general ambition to travel sometime in the future. Trip Consideration targets these prospects with a static creative.

“Dynamic Ads for Travel (DAT)”: DAT helps you turn website traffic into reservations by converting those who’ve visited your site but have yet to book. These ads track users via their browsers and serve content related to your business, encouraging them to make a booking.

“Dynamic Ads for Travel for Broad Audiences“: If a prospective guest hasn’t visited your site yet, Facebook can detect their intent to travel through their online behavior. A tracking pixel embedded in your website, plus feedback from dynamic ads, will let you know which properties your visitors are researching, looking at, or purchasing.

Facebook Hotel Marketing - Utilizing Facebook Ads to Maximize Your Hotel's Presence on Facebook

What Are Some Specific Facebook Hotel Marketing Tools?

Facebook offers some tools that are especially useful for the hotel industry.

Facebook Business Pages

You’ve already seen how important creating a dedicated Facebook page for your business is. Facebook pages are devoted to a particular organization, individual, location, or other interest. Your Facebook business page is the place to showcase important information (such as contact details, location, the name of your hotel, etc.) and regular posts.

Facebook Reviews

Facebook Reviews can help you gather valuable feedback about your guests’ experiences and opinions. Facebook Reviews will show up directly under the name of your Facebook Business Page. Because reviews significantly impact consumer trust, keeping your guests happy and obtaining positive feedback is crucial.

Facebook Live

As the name suggests, this is a live video feed streamed via Facebook. Facebook Live feeds have a positive reputation with users, seen as more authentic and trustworthy than edited footage. You can stream footage of your property, interviews with team members or guests, walkthroughs, or special events.

Facebook Stories

Facebook Stories are bite-sized pieces of content that vanish after 24 hours. Facebook Stories are perfect for sharing photos or short video snippets to capture your audience’s attention. They appear at the top of the newsfeed and are great for generating engagement.

Facebook Groups

Facebook Groups are online community spaces where group members can discuss their interests. Setting up a Facebook Group for your property lets you engage with your audience as a community, building brand awareness and generating helpful input. You can also join Facebook Groups and share relevant content.

Facebook Events

Facebook Events lets users schedule events such as gatherings, meetups, tours, and more. You can make events work by keeping your audience connected to your page’s activity. For example, if you’re planning a Facebook Live stream, you can create an event to promote it.

Digital Strategies & Facebook Hotel Marketing

In the dynamic landscape of digital marketing, integrating Facebook marketing strategies with other online initiatives is essential for hotels looking to maximize their online presence and engagement. The following table showcases various digital strategies alongside practical approaches for integration with Facebook marketing, highlighting the benefits of a unified digital marketing approach.

Digital Strategy Integration Approach Amplified Benefits
Email Marketing Use Facebook to grow your email list by promoting sign-ups through posts and ads. Share exclusive email content previews on Facebook. Increases email subscriptions; enhances content reach and engagement across platforms.
Search Engine Optimization (SEO) Share content from your hotel’s website on Facebook to drive traffic. Use keywords in your Facebook posts that align with your SEO strategy. Improves website traffic and search engine ranking; increases the visibility of your Facebook content.
Content Marketing Distribute content marketing materials (blog posts, videos, infographics) on Facebook. Use Facebook insights to tailor content topics to audience preferences. Boosts content engagement; provides valuable insights for content strategy.
Influencer Collaborations Feature influencer collaborations on both Facebook and other platforms (Instagram, blogs). Cross-promote to reach wider audiences. Leverages influencer reach; creates cohesive cross-platform marketing campaigns.
Online Reputation Management Monitor and respond to Facebook reviews and mentions. Share positive reviews on other platforms and your website. Builds trust and credibility; integrates customer feedback into broader reputation management efforts.
Pay-Per-Click (PPC) Advertising Coordinate Facebook ad campaigns with Google AdWords or other PPC campaigns to target similar keywords or demographics. Optimizes ad spend; ensures consistent messaging and targeting across ad platforms.
Loyalty Programs Promote loyalty program sign-ups and benefits on Facebook. Encourage members to share their experiences and reward redemption stories. Enhances loyalty program enrollment and engagement; leverages social proof to attract new members.

Tech Trends in the Hospitality Industry

Are you curious about how new technology can help you boost your business? Staying abreast of the latest technological trends is vital in a highly competitive sector. As well as technology like social media marketing, technological advancements specific to the hotel industry may shape how people use your facilities and services in the future.

In “The Latest Technology Trends in the Hospitality Industry”, you’ll learn about travel tech innovations, hotel-specific apps, smart hotel technology, etc.

Social Media Marketing and Your Hotel

You’ve seen how Facebook marketing for hotels can boost your brand and drive up revenue. Now, you want to know more about social media marketing for hotels across other platforms. How can you promote your hotel in spaces beyond Facebook, such as LinkedIn, TikTok, or Pinterest?

In “Social Media Marketing Tips to Promote Your Hotel”, you’ll discover key tips to create a marketing strategy that works. You’ll learn to craft content relevant to specific platforms and how the unique character of each platform can be made to work for you.

Facebook Hotel Marketing FAQs

The best way to market a hotel on Facebook is by creating a business account, including high-quality photos and videos, regularly posting engaging content, highlighting special offers and directly interacting with users. Facebook also offers excellent paid advertising features, allowing you to target very specific demographics.

To recommend a hotel on Facebook, write a positive review on the business page. You can also publish a post on your own account, complete with photos and videos, and tag the hotel in the post.

The optimal approach to marketing on Facebook is to focus on regularly adding high-quality, engaging, and useful content so people encounter your brand frequently and get a sense of your brand values. You can monitor page performance, identify the content that is most effective, and use paid ads to expand your reach further.

A hospitality business can make use of Facebook to post photos and videos, share news, promote special offers, and respond to customer questions. Facebook is also a great platform for review management, while user-generated content can be shared as a form of social proof about your hotel’s reputation and marketing claims.

A ‘Book Now’ button can be added to your Facebook channel, linking people directly to your booking engine. You can also share exclusive special offers on your page and target key demographics with paid ads.

Social media marketing for hotels can be daunting, especially on a platform as large and complex as Facebook. With the information in this article and those introduced above, you’ll be ready to create the perfect Facebook hotel marketing strategy and see your business grow like never before.

Want to Learn More About Facebook Hotel Marketing?

Marketing plays a crucial role in helping businesses to maximize bookings and revenue. In the following articles, you will find more essential social media marketing strategies to boost your revenue:

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Revfine.com is a knowledge platform for the hospitality & travel industry. Professionals use our insights, strategies and actionable tips to get inspired, optimise revenue, innovate processes and improve customer experience. You can find all hotel & hospitality tips in the categories Revenue Management, Marketing & Distribution, Hotel Operations, Staffing & Career, Technology and Software.

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This article is written by:

Martijn Barten

Hi, I am Martijn Barten, founder of Revfine.com. With 20 years of experience in the hospitality industry, I specialize in optimizing revenue by combining revenue management with marketing strategies. I have successfully developed, implemented, and managed revenue management and marketing strategies for individual properties and multi-property portfolios.