Social media has become a vital part of the marketing plan to attract and retain guests for their hotel visit. A good social media presence, led by personalities that attract attention, can really help a business stand out from local competitors.
We have personally experienced how well a good social media influencer, and the content they help generate, can promote even very "bad" businesses. When we have business partners fly in from out of town and ask us what we think of "this place we saw on Instagram" or "this other place we saw on YouTube", we often had to bite our tongue because we personally know it is not good, but we do not disparage businesses. We let the visitor find out on their own, and they may have a great experience on their own. But we recognize that a social media influencer has made to captivate, so that someone will go and spend time and money to visit the location.
We do want to ask if your restaurant, hotel, resort or spa has taken the time to have a program to train staff members on social media best practices. You may have hidden talent among your different departments that you do not know. Your sales team may be the ideal candidates for the roles, but social media talent can come from anywhere. We know from personal experience that one of the hotel shuttle drivers that we use to get to our local airport has charisma for days, a smile that will brighten the darkest storm day and knowledge of the area to help guide visitors to hidden gems. (Yes, Tray, we are talking about you.) Get someone like that in front of the camera, with a little training, and we can see the hotel that he works at have an increase of business, as his charms have captivated us.
With that being said, we wanted to offer this information to help enhance any social media and influencer work you may have at your property.
Training hotel staff in the best practices of social media and influencer dynamics can significantly enhance the ability to attract younger guests to the property. Here’s a strategic framework to train hotel staff effectively:
1. Understanding Social Media and Influencer Marketing Basics
- Conduct Social Media Workshops: Train staff on how different social media platforms function (e.g., Instagram, TikTok, YouTube, X/Twitter) and which platforms are popular among younger audiences. Emphasize key differences in platform demographics and usage patterns.
- Brand Voice & Aesthetic: Teach staff the importance of maintaining a consistent brand voice, aesthetic, and messaging across platforms that align with the hotel's values and target audience preferences.
2. Engaging with Influencers
- Influencer Identification: Provide training on how to identify the right influencers for the hotel—those who have genuine engagement and appeal to the desired target demographic. Teach staff how to analyze follower counts, engagement rates, and the authenticity of influencers.
- Types of Influencers: Explain the different tiers of influencers (e.g., micro-influencers, macro-influencers, celebrities) and how they serve different goals, such as increased reach versus deeper engagement with niche audiences.
- Influencer Partnerships: Train staff on how to negotiate and manage influencer partnerships, covering topics like contracts, content expectations, and influencer deliverables (such as posts, stories, and reviews).
3. Crafting Social Media Content
- Content Creation for Social Media: Encourage hotel staff to create high-quality, visually appealing content (photos, videos, reels) that showcases the hotel’s amenities, local attractions, and unique experiences.
- Behind-the-Scenes Content: Show how behind-the-scenes content, including staff interactions, property tours, and real-time guest experiences, can create a personal connection with potential younger guests.
- User-Generated Content (UGC): Train staff to encourage and amplify guest-generated content by creating shareable moments (e.g., aesthetically designed spaces, unique experiences) that inspire guests to post on their own social media.
4. Social Media Engagement
- Customer Interaction: Teach staff how to engage with guests on social media by responding to comments, liking posts, and resharing user-generated content. This humanizes the brand and fosters a community around the hotel.
- Influencer Hospitality: Develop training on how to treat influencers staying at the hotel—personalized service, welcome kits, curated experiences—ensuring they feel valued and are motivated to share positive reviews with their followers.
- Crisis Management: Train staff on how to handle negative feedback, online complaints, or influencer issues in a professional and timely manner to protect the hotel's reputation.
5. Incorporating Trends & Challenges
- Stay Current with Trends: Regularly update staff on current social media trends, challenges (like TikTok challenges), and viral content ideas that can be adapted for the hotel.
- Localized Content: Train staff on leveraging local events, landmarks, and experiences to create hyper-relevant content that taps into the interests of younger, adventure-seeking travelers.
6. Measuring Success and ROI
- Track Social Media Metrics: Teach staff how to monitor important KPIs such as engagement rate, reach, follower growth, and website traffic driven from social media. For influencer campaigns, focus on metrics like post engagement, new bookings attributed to influencer posts, or direct mentions of the hotel.
- Influencer Campaign Analysis: Provide insights on evaluating the success of influencer collaborations—whether through discount codes, referral links, or content impressions.
7. Internal Champions and Social Media Ambassadors
- Create Social Media Ambassadors: Identify hotel staff who are naturally adept at social media or have an interest in it. Train them to become internal influencers, sharing authentic and regular updates on the property.
- Continuous Learning: Establish ongoing learning opportunities, such as monthly check-ins or workshops on the latest trends in social media, to keep the staff updated and innovative.
8. Incentivizing Guest Engagement
- Offer Incentives for Social Shares: Train staff on how to create campaigns where guests are encouraged to share their experiences online using branded hashtags in exchange for rewards (e.g., discounts, free drinks, or room upgrades).
9. Collaborations with Local Influencers
- Leverage Locality: Train staff to identify and build relationships with local influencers who can highlight the hotel’s proximity to popular attractions and help boost its reputation as a go-to spot for younger tourists.
10. Case Studies and Role-Playing
- Real-Life Case Studies: Use examples of successful social media campaigns from similar properties or other industries to inspire staff. Analyze why these campaigns worked and how the hotel can implement similar strategies.
- Role-Playing Exercises: Have staff engage in role-playing scenarios where they act as social media managers, responding to guest comments, managing influencer inquiries, and crafting content ideas. This hands-on approach helps them practice in real-time.
Implementation Suggestions:
- Hire Experts: Consider bringing in social media consultants or marketing professionals to conduct initial workshops.
- Provide Access to Tools: Equip the staff with tools like Canva for content creation or analytics platforms for measuring success.
- Feedback Loops: Regularly gather feedback from staff and adjust training based on their needs and the evolving social media landscape.
This structured approach helps hotel staff become familiar with both the technical and interpersonal aspects of social media and influencer dynamics, ensuring that they can engage authentically with younger audiences.
