Social networking for hotels - strategies and best practice
why are we (still) interested in social networks?
A traveller looking for a room no longer simply types "hotel in Lyon" into a search engine. They scour Instagram to see what the rooms look like, read reviews on Facebook, watch a Reel of an influencer having breakfast on the terrace, then check the establishment's stories to find out what the atmosphere is like that evening. In other words, social networks have become a second reception hall: open 24 hours a day, accessible from anywhere, capable of convincing people in a matter of seconds.
For the hotelier, the question is not "Should you be present?", but "How can you be present without spending your nights there?" This article answers that question by detailing:
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Best practices that are already working.
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The trends to watch out for.
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The essential time-saving features.
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A clear action plan and concrete examples.
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Common mistakes to avoid.
Throughout the guide, you will see how to Hotel Web Design helps establishments transform their networks into direct booking engines, thanks in particular to its connected booking engine and its visibility audits free (internal link to a relevant blog post).
Current best practice: the foundation you need to master
1.1 Choosing the right networks, not quantity
| Network | Why be there? | Pitfalls to avoid |
|---|---|---|
| Room photos, 30 second reels, daily stories. | Publish without replying to comments. | |
| News, local events, private message customer service. | Leaving the page without an update for months. | |
| TikTok | Short fun videos, behind the scenes, viral challenge. | Overly commercial content that "advertises". |
| Corporate targets, recruitment, MICE partnerships. | Too relaxed a tone, at odds with the professional audience. |
Tip: start with two social networks maximum. A regular presence on a well-chosen duo is better than a ghost account on five platforms.
1.2 Rule 3-2-1 for content
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3 inspirational posts: sunset photo from the terrace, pool shot, chef's recipe.
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2 posts with information: season promotion, new "family friendly" pack.
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1 post that sells: direct link to your booking engine.
This simple rule balances inspiration and conversion without tiring out your audience.
1.3 Responding quickly and effectively
A private message left unanswered for more than 12 hours often turns into a lost booking. Set up :
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A notification on the receptionist's phone.
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An automated response "Hello! We'll get back to you within the hour."
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A direct link to the booking page for all price requests.
1.4 Using UGC (user-generated content)
Ask your customers to tag the hotel; republish their best photos as a story (after agreement). Travellers trust their peers: 72 % say that a photo taken by another customer has more influence than a professional image in a catalogue (source: Statista 2024).
Hotel Web Design is the web agency 100% dedicated to the hotel industryWe can help you with all aspects of digital communication for your accommodation: booking websites, natural referencing specialising in the hotel industry, Google Ads referencing and Google Hotel Ads, social networking campaigns, graphic charters and logos for hotels.
Make an appointment today for free advice on how to optimise the digital management of your accommodation.
Social networking trends what's changing
Short vertical video compulsory
TikTok set the standard, Instagram Reels follows: sequences of 15 to 45 s. Show:
- Entrance at 6pm: soft lights, smiling welcome.
- Discover the bedroom: curtains open, view.
- Full breakfast in five seconds.
Local search integrated into platforms
Since mid-2024, users have been able to type "romantic hotel" directly into Instagram and filter by distance. Have your Google Business and your local hashtags (#HotelParis, #SejourProvence) becomes crucial.
Generative AI for customer service
Chatbots capable of responding in natural language on Facebook or WhatsApp, based on your FAQs, reduce the burden on staff by 30 %. At Hotel Web Design, a dedicated plugin links the chatbot to real-time availability information.
Niche micro-influencers
Rather than the star with a million followers, aim for the "local gastronomy" or "zero waste travel" influencer: a smaller but ultra-engaged audience, often located in your region.
Essential time-saving features
- Shared editorial calendar (Google Sheet or Trello): who publishes what, when?
- Visual bank by season.
- Programming tool (Meta Business Suite, Later, Buffer).
- Monitoring links Use a shortcut to find out which post is generating clicks.
- Unified dashboard : Hotel Web Design brings together site + network statistics in a single table.
Step-by-step action plan (30 days to boost your networks)
Day 1-2: setting your SMART objectives
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Example: "Generate 50 clicks per week to the booking engine within three months".
Day 3-5: choosing your two networks
Analyse your customer base: young couples? Corporate clients? Families? You decide.
Day 6-10: Preparing your accounts
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Profile photo = identical logo.
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Short bio with direct link to the booking page.
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Practical information (address, telephone, e-mail).
Day 11-15: create 15 posts for a month
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9 inspirations, 4 information, 2 sales.
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Include the main keyword "social networks" naturally in two captions.
Day 16-20: scheduling publications
Use a free planning tool. Free yourself from "live" publishing.
Day 21-25: setting up automatic replies
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Thank you for your message! Click here to see our availability.
Day 26-30: launch a €5/day mini advertising campaign
Target: 40 km around the hotel, "relaxing weekend" interest. Add a "Book" button.
Examples that speak for themselves
The Magic Room Reel
A 3 ★ hotel in Annecy filmed the automatic opening of the shutters on the lake view at sunrise; 27,000 views in five days, 14 direct bookings thanks to the organic link.
The #pastrychallenge
A hotel pastry chef launched a challenge: reproduce the homemade twisted croissant at home. Travellers shared, the hotel republished and local visibility doubled in a fortnight.
Common mistakes to avoid
| Error | Impact | Quick correction |
|---|---|---|
| Publish the same photo on all networks | Lower commitment | Adapting the format and legend to each platform |
| Replying with copy-and-paste messages | Lack of authenticity | Include the customer's first name and a personal detail |
| Forget foreign school holidays | Fewer international bookings | Export-import calendar integrated into Hotel Web Design |
| Delete a negative review | Public mistrust | Answer calmly, explain the solution |
| Not measuring results | Lost time | Unique Dashboard Hotel Web Design |
Request a quote: move on to the next stage
Find out how our connected booking engine turn your social visitors into customers?
Request your free demo on Hotel Web Design.
Would you prefer to start with a diagnosis?
Download the free "Visibility and social networks" audit and receive personalised advice.
Hotel Web Design is a Google partner with the Google Hotelsincluding our customers enjoy every day: information about your accommodation, availability and prices is sent continuously to the search engine, which displays booking links free from Google search, directly to your booking page. These free links represent around 15% of additional commission-free bookings for our customers in 2022! Read our article on free booking links from Google
Conclusion: profitable and sustainable leverage
The social networks are not a passing fad; they are a natural extension of the hotel experience. A simple, regular and authentic strategy can :
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Increase your direct bookings.
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Reduce your dependence on OTAs.
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Strengthen your customer relations before, during and after your stay.
By drawing on the tools and support of Hotel Web DesignYou save time, you measure your results and you turn every like into a smile when you receive it. All it takes is one click: contact the team and make social media your best salesperson!
Booking / reservation website
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Direct booking for your accommodation
- Bespoke booking/conversion site delivered turnkey, with training on the administration interface on delivery
- Adapted logo and graphic charter. Possibility of using your existing elements
- Specific referencing for holiday lets
- Integration of reservations module internal
- or integration of an external booking engine (Reservit, D-EDGE, MisterbookingRoomcloud, etc)
- Integration of specific HTML elements (review portals, customer reviews, weather, press, pop-ups, direct chat, etc.)
- Secure SSL / HTTPS
- Multilingual website & booking engine
- Simple, intuitive user interface
- High-availability hosting and domain name
- Delivery usually within 30 days
