Winning guests before they arrive: Why hotels and restaurants need a social media presence now.

Guests don't just book a room or a table; they book an experience. Today, social media offers hotels and restaurants the opportunity to convey this experience even before the first visit, thereby boosting awareness, trust, and direct bookings.

The first impression is made online:

If booking numbers aren't meeting expectations, it’s not always the property itself that’s to blame. Often, the digital presence doesn't adequately show what guests can actually expect on-site. Atmosphere, service, cuisine, and special experiences can be conveyed through authentic images, videos, and stories well before arrival.

Social media creates desire and turns a potential stay into a tangible experience. At the same time, social platforms are increasingly becoming part of the research process. Guests discover hotels and restaurants via Instagram and TikTok, gather information on Google, and are increasingly turning to AI systems. A strong digital presence is therefore becoming a vital component of the customer journey.

Social media can do more than just reach guests:

A digital presence also plays a key role in the search for new employees. Insights into daily work life, the team, and company culture make a property visible as an employer and can be specifically supported through recruitment campaigns.

The key is that the right platform depends on the property's target audience, positioning, and goals. Not every hotel needs to be present on every channel. What matters is a strategic approach that is continuously updated with relevant content and complemented by community management.

Community management – dialogue is part of the package:

A successful social media presence consists of more than just published content. Comments, direct messages, questions, and reviews are direct touchpoints with potential and existing guests. Responding quickly, personally, and authentically builds closeness and trust.

Community management thus becomes an important part of the customer experience. Ideally, the personal care of a guest begins even before their actual stay, much like in the day-to-day operations of a hotel or restaurant. Questions can be answered, recommendations provided, and individual requests addressed early on. At the same time, comments and messages provide useful insights into the concerns, interests, and topics that truly matter to the target audience.

Expanding reach through giveaways and ad campaigns:

For hotels and tourism businesses in particular, giveaways have long been a staple of the social media mix. When used correctly, they can generate attention, reach new target groups, and activate the community. For example, Instagram is full of ads for travel giveaways that reach millions of users. The important thing is that the prize matches the property and the target audience—such as a stay, a dinner, or a spa experience.

Another area of potential lies in social ads. These allow content to be distributed strategically beyond your own community. Such campaigns are often used to promote seasonal offers, the aforementioned giveaways, recruitment efforts, or to drive direct bookings: with precise targeting, you can reach relevant audiences exactly where they already spend their time.

The key is the combination: organic content builds trust and brand loyalty, giveaways activate your community, and paid content provides additional reach and targeted conversions.

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