You may think the travel & hospitality industry has it easy when it comes to social media marketing – it’s just photos of tropical beaches, tweets offering discounts, and video tours of hotels or spas. But who would follow a brand on social media whose content simply shows off their product and service offerings? Let’s take a look at some travel brands whose social media channels offer more than promotions.
Expedia’s content says more than “here are photos that make you want to travel and here’s a link to our website so we make money“. Looking at their page, the content is stunning and varied. Plus, their captions are more than just descriptions or promotions, but often reference a link in their bio, like the one below. This education/inspiration aspect is great for consumer engagement and loyalty, plus it elevates their social media to more than just picturesque destinations. Their social media shows they truly care about their customers’ experience.
Yes, states now advertise, and Cali is killing it. I have never seen a better organized YouTube channel. Their videos have substance and are not just California beaches or families having a fantastic vacation. For example, each video in their “California Dream Eater” playlist highlights a different restaurant in the state. Their Facebook page is up-to-date and extremely detailed, with a following of 1.5 million users. They’ve also branded the hashtag #California101, which represents their video series on Instagram. Way to go, Cali.
This hotel chain excels at building social connections with consumers through various social media channels, including Snapchat. They often partner with other brands and influencers like VSCO and TED Talks to ensure their content is informational and compelling. For example, the Tweet below does not promote Marriott but instead offers a new idea on business. Who knew hospitality was more than just fluffy pillows and speedy room service?
— Marriott Hotels (@Marriott) January 3, 2018
With more and more travelers looking to social media for inspiration and trip-planning, any travel-related brand without a developed social media marketing strategy is missing out on opportunities to grow brand awareness and loyalty. Obviously, there are thousands of other brands successfully utilizing social media as a marketing tool. These examples go above-and-beyond by creating compelling content with real substance that expresses true care for consumers and their experience, not just profits. They vary their content and don’t force their brand onto the user, instead offering information and tips on travel.