luxury hotel social media marketing

Luxury Hotel Social Media Marketing – 10 Strategies to Win in 2024

By: Frank DePino | June 5, 2024

Did you know that 75% of travelers turn to social networks as their primary source of travel inspiration?

In the luxury hotel industry, leveraging these platforms is essential for attracting and engaging with potential guests.

What is Luxury Hotel Social Media Marketing?

Luxury hotel social media marketing involves using platforms like Instagram, Facebook, and Twitter to showcase your hotel’s unique offerings, engage with guests, and build a strong online presence. It’s all about creating a connection that turns followers into loyal guests.

In this article, we’ve put together a list of the top 10 social media marketing strategies.

Keep reading if you want to boost your hotel’s online presence and attract more guests.

1. Know Your Target Audience

This is Rule Number One for any business, but it’s especially important for luxury hotels. Who are the guests you’re trying to attract?

What kind of experiences do they want to have at your hotel?

Once you know the answers to these questions, you can start creating targeted content on the platform that will speak directly to your ideal customer.

2. Optimize Your Website

If you want to take your luxury hotel social media marketing strategy up a notch, optimize the website.

Data shows that 48% of global website visits come from mobile phones.

Adapting to your customers’ digital habits by having a mobile-friendly site will help make a great first impression on potential customers.

Also, updating the site will make it easier for potential customers to find you on search engines.

Click here for our article on Hotel SEO, making their first experience as frictionless as possible.

Tourists love to stay in luxury hotels after seeing the optimized social profile

3. Strategize Campaigns Based on Seasonality

Luxury hotels are busiest during peak travel seasons like summer and winter. But that doesn’t mean you should only be active on social media during those times.

Your content strategy should reflect the changes in seasonality.

For example, during the winter you should focus on promoting your hotel with marketing campaigns as a romantic getaway, while during the summer you’ll want to focus on your family-friendly activities.

4. Offer Brand Exclusivity

One of the things that makes luxury hotels so special is that they offer an exclusive experience.

You need to make sure that comes across loud and clear in your social media content.

We’ve written about why your values impact your hotel branding.

Be sure to promote special deals and packages that are only available to your followers.

Highlight the VIP treatment that guests will receive when they stay at your hotel.

Basically, let your followers know that they’re getting something that nobody else can get.

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10 Website Mistakes Luxury Brands Should Avoid

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5. Use a Specific Strategy for Each Social Media Channel

With so many different social media channels out there, it’s important to have a specific strategy for each one.

What works on Instagram might not work on Facebook, and vice versa.

Figure out which channels are most popular with your target audience and then tailor your photos, videos, and other content accordingly.

6. Invest in Professional Photography

If your hotel’s Instagram feed is filled with iPhone snaps, it’s time to invest in some professional photography.

Hiring a professional to help you take photos or videos of your hotel’s rooms, amenities, and surroundings will make all the difference in the world.

Ensure that every image or video you share reflects your hotel’s luxury and is of the highest quality.

Once potential customers see beautiful pictures that portray your hotel as a welcoming and luxurious place to stay, they will be far more likely to make a reservation.

Inside the luxury hotel with eco-friendly design

7. Establish a Sense of Community

In addition to investing in professional photography, you should also focus on curating user-generated content (UGC).

When people experience the luxury of your hotel for themselves, they’re going to want to share photos and videos on Instagram or Facebook.

Encourage them to tag you in their photos so you can share them on your own social media platforms and attract potential guests.

Not only does this help establish a sense of community around your brand, but it also gives you free content to share!

8. Use Hashtags Strategically

Hashtags are a great way to reach new people on social media—but only if you use them correctly.

Stuffing your posts with as many hashtags as possible might seem like a good idea, but it will actually just come across as desperate and spammy.

Instead, make sure to plan in your social media marketing campaign that you use a few well-chosen hashtags that are relevant to your brand and target audience.

For example, we’ve shown how to reach luxury travelers, so hashtags like #luxurytravel or #luxuryhotel are a good fit.

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9. Collaborate with Influencers

We’ve said it before: “Rather than promote your hotel, promote a lifestyle.”
Working with influencers is an excellent method to promote the lifestyle of your upscale hotel while expanding your social media following.

Look for influencers who have loyal followings and who reflect the luxury image you want to project.

You don’t want to be linked with someone whose actions could harm the reputation of your company.

Scare away potential guests, therefore it’s crucial to make sure the influencer you choose shares your beliefs.

10. Respond Quickly to Comments and Complaints

In the hospitality industry, customer service is key—and that extends to social media as well. If someone leaves a negative comment or review on one of your posts, respond quickly and courteously.

We’ve touched on this before, don’t get into an argument or try to defend yourself; just apologize and offer to help rectify the situation offline. 

Once someone has something nice to say about your hotel, be sure to thank them and share their testimonial! A little kindness goes a long way on social media (and in life).

Read on for our tips on how to tailor your luxury hotel social media marketing content for the top five social media platforms you must be using.

Select the Best Social Media Platform for Your Luxury Hotel

In the luxury hotel industry, social media is an essential tool for driving brand awareness and customer engagement.

But with so many different platforms, it can be hard to know which ones are right for your business.

Since 61% of social media interactions, in North America, occur through mobile technology it’s crucial you choose the right platforms.

To help you choose the right platform to use for your social media strategy, we’ve compiled a list of the top five social media platforms you should use.


Example of a Facebook page optimized for luxury hotel social media marketing

With over 2.9 billion monthly active users, Facebook is by far the largest social media platform in the world.

And for luxury hotels, it’s a great platform for promoting special offers and deals, as well as connecting with guests so they can provide testimonials about their stay.

Here are more of our tips on how to get the best from Facebook.


Example of a Instagram page optimized for luxury hotel social media marketing

Instagram, often seen as a younger, trendier version of Facebook, is rapidly gaining popularity among luxury brands.

This platform’s visual-centric nature makes it ideal for hotels, as it allows you to share stunning images and videos that showcase the unique experiences your property offers.

Aspen Luxury Concierge, for instance, leveraged Instagram to significantly boost its online presence.

By posting high-quality photos and engaging videos of their luxurious accommodations, amenities, and local attractions, they attracted a sophisticated audience seeking premium experiences.

This approach not only increased their follower count but also drove direct bookings from the Platform.


A video-sharing platform that’s often underutilized by hotels, with over 2.6 billion active users, it’s a powerful tool for reaching potential guests.

YouTube offers a great way to share behind-the-scenes footage, promotional videos, and video storytelling.

Hilton, for instance, leveraged this by sharing high-quality, compelling stories about their luxurious properties.

These captivating narratives attracted a sophisticated audience, significantly increasing their follower count and engagement.

We’ve highlighted the importance of video storytelling in this article.


The Marriott Hotels LinkedIn Profile optimized for luxury hotel social media marketing

Although it’s not typically thought of as a social media platform, LinkedIn is actually a great tool for connecting with potential guests and creating relationships with B2B influencers in the hospitality industry.

LinkedIn users like statistics but the data shows that when statistics are paired with a relevant picture, retention jumps to 25%.

So, on LinkedIn use your unique visuals to connect with potential guests.


The Hilton Pinterest profile featuring different luxury hotels and tourist attractions

Last but not least is Pinterest, a visual-based platform that’s perfect for sharing photos and videos of your hotel property.

It’s also a great place to connect with potential guests who are planning their travel arrangements and looking for inspiration on where to go.

There you have it: five social media platforms that every luxury hotel should be using.

By utilizing these platforms, you can reach new guests, promote special offers and deals, and much more.

So, what are you waiting for? Start using them today!

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10 Website Mistakes Luxury Brands Should Avoid

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Case Studies: Luxury Hotels Social Media Strategies

Now you know all the best hotel social media marketing strategies.

Let’s look at some case studies, exploring two luxury hotels’ social media campaigns: JW Marriott and Hilton Hotel & Resorts.

JW Marriott

The JW Marriott website featuring their luxury hotel

JW Marriott Hotels excels in social media marketing by creating vibrant and engaging content. On Instagram, they share stunning visuals and high-quality images that make followers dream of their luxurious locations.

On Facebook, they dive deeper with longer posts and videos, sharing guest stories, behind-the-scenes peeks, and updates about their properties. This approach fosters a strong sense of community and connection.

They also collaborate with influencers and encourage guests to share their own experiences. This authentic, user-generated content helps build trust and amplify their brand presence.

By tailoring their content to each platform, JW Marriott effectively engages their audience and boosts brand awareness

Hilton Hotels & Resorts

The Hilton Hotels & Resorts Facebook profile

Hilton Hotels & Resorts excels in social media marketing by creating an immersive travel experience.

They highlight travelers and the significance of the destination using professional photography, community engagement, and video storytelling.

Hilton tailors content for each platform: LinkedIn features business-related content, Facebook shares longer destination videos, and Instagram showcases destination glamor shots, local employees, and company milestones.

This platform-specific approach ensures consistent branding while reaching the right audience with the right message.

FAQs about Luxury Hotel Social Media Marketing

1. What are the 4 P’s of marketing in the hotel industry?

The 4 P’s are Product (services offered), Price (rates and packages), Place (location and distribution channels), and Promotion (advertising and marketing strategies).

2. How can luxury hotels measure the success of their social media marketing?

Luxury hotels can measure success by tracking metrics like engagement rates, follower growth, website traffic from social media, and booking conversions from social media campaigns.

3. How often should luxury hotels post on social media?

Luxury hotels should aim to post on social media at least 3-4 times per week to maintain engagement and visibility, but posting daily can yield even better results.

4. What are the emerging trends in social media marketing for luxury hotels?

Emerging trends include leveraging user-generated content, using immersive technologies like VR, focusing on personalized marketing, and engaging with potential guests through live streams and stories.

Do you have more questions

Do you have more questions about Luxury Hotel Social Media Marketing, or are you seeking expert guidance to enhance your Marketing Strategy? Contact Mediaboom today to see how our expertise in luxury digital marketing can transform your brand’s online presence and drive exceptional results.

Elevate Your Luxury Brand Today

Schedule Your Free Consultation

Seeking to elevate your luxury business? Let Mediaboom guide you. Secure your exclusive, free consultation with our luxury marketing experts today.

Partner with Experts in Hospitality Marketing

Creating a robust social media presence is vital for any luxury hotel aiming to attract new guests and build brand loyalty.

By implementing the strategies and tactics outlined above, you can elevate your hotel’s social media marketing efforts to new heights. For even greater success, consider partnering with a specialized agency like Mediaboom.

Your brand’s success is our priority. Contact us today to discover how our digital marketing experts can help your luxury hotel shine online and reach its full potential.

By: Frank DePino

Frank DePino is Principal and Founder of Mediaboom. Since 2002, Frank has led Mediaboom’s award-winning staff of creative and technical professionals, building the most effective marketing and advertising solutions for its clients.


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