Social Media Hotel Marketing Strategy 2023

-Updated on 23rd May 2023-

Social media has impacted us more than ever, thanks to the lockdown we had during the pandemic. The emergence of new social media applications such as TikToks has changed the social media landscape forever. As the travel and tourism industry reopens, it’s only wise for you hoteliers to start prepping yourself up with what’s to come in 2023. This article covers the four leading social media platforms you might or may not be familiar with and what you can learn as part of your 2023 social media hotel marketing strategy. 

4 Reasons Why You Should Focus On Social Media For 2023

Social media dominates everyday life, and we are all influenced by them. And, in this socially isolated period, when more people are confined to their homes, everyone is more technologically connected than ever. Understandably, hotels want to be where their potential guests are. But if you still aren’t convinced, here are the 4 reasons why hoteliers like you should focus on social media for the year 2023.

  • Reach new customers

It is crucial for hoteliers always to keep reaching out to new customers. People with different interests will organise themselves according to categories, and social media is one of the ways you can use to find those new customers. For example, hoteliers looking for a younger target market as customers might consider tapping into the more casual type of social media commonly used by those ages like Instagram. 

  • Be visually appealing to customers

We live in an information age, and every day, internet users sift through tens of thousands of postings and articles. That's why text-based types of internet advertising get less engagement: if you provide simple, appealing visual assistance, a potential guest is more likely to stop and look at your post. Even if potential visitors don't book right away, they’re more likely to remember it than other competitors if they view your property several times over a week or two.

  • Increase your hotel’s brand awareness

The great thing about social media is that it allows you to represent your brand to your clients directly. You can target specific markets with targeted mobile ads, build relationships by responding to their posts on Facebook and Twitter, and build a following through our events page. As a result, clients will have more confidence in your brand and service.

After all, a hotel's website is still your best and most direct tool to shape your online presence, and if done correctly, it can quickly become the main driving force behind most bookings. Since people are becoming more self-reliant in a technologically driven world, hotels must follow suit and create direct booking channels online for their internet-savvy customers.

As previously said, there are numerous benefits that hotels can gain by investing additional time and effort in their internet and social media requirements. Though it is a largely traditional industry, hotels worldwide realise that they will struggle to compete in our increasingly virtual reality without effective management strategies for their social media. 

There are, of course, numerous social media sites that you hoteliers can go through and create more revenue-generating opportunities. Still, in this article, we would suggest you focus on the top 4 social media platforms, one of which you need to get a start on! 



Facebook: Is Old Still Gold?

Statistically, Facebook has stayed as the most popular, if not most used social media platform up until now. According to DataReportal. Facebook had 2.910 billion monthly active users up until 2021. The number of users increased monthly in three months by 15 million until October 2021. 

Simply put, around 36.9% of people on Earth use Facebook. 

So yes, we would say that Facebook is still the leading platform you should focus on for your social media marketing strategy. But here are some pointers that we can suggest for you to look out and put more effort into following 2023:

  • Facebook Messenger

We often think of social media as limited to Facebook, Twitter, and LinkedIn. But that approach ignores much of social media. That includes Facebook Messenger. Over half of the 12,500 Facebook IQ respondents prefer to shop with a business they can message. Hoteliers can use Facebook Messenger to re-engage potential customers and provide quick customer service.

Customers who visited the pricing page but did not book or asked questions via Facebook Messenger can be re-engaged using these Facebook Messenger ads. Send them relevant content and offers, or use click-to-Messenger ads to ask them questions.

Sprout Social says most customers expect a response within four hours (while brands take an average of 10 hours to reply). They also found that 30% of people would switch brands if they did not respond. 

    • How to use set up automated response/reply in Facebook Messenger?

      To use this feature, you need to be an admin, editor or moderator of a Facebook Page to use Messenger. 

        1. Go to the Facebook section of Creator Studio.
        2. Select Inbox.
        3. Select Automatic responses.
        4. Toggle on or off any of the automatic response options.
        5. To customise an automated response, click the blue Edit Message button after selecting an option. You can make changes to things like:
          • Timing (when the message is sent after being triggered).
          • Personalisation (dynamically include the person's name).
          • Images, videos and buttons.

  • Facebook Live

On Facebook, live videos have a 148% higher organic reach than photos. Users can share live streaming video from their smartphones/mobile devices using Facebook Live Videos. All Facebook users who have a profile or a page can use the feature.

Not only are more people interested in watching a Facebook Live Video, but Facebook has also implemented an algorithm that prioritises these videos in the News Feed, increasing their chances of being seen organically.

Facebook Live Streaming Videos can reach a larger audience, increasing online visibility and branding. Your business could attract more viewers than a simple post update because of the immediate interaction, commentary, and the fact that it is a viewable video.

    • How to use Facebook Live? 

        1. Click What's on your mind, [Name]? At the top of your News Feed.
        2. Click dotted, then click Live video.
        3. Write something about your live video.
        4. In the bottom left corner, click Go Live.
        5. To go live from your computer, use the Google Chrome web browser.

You can go live from multiple types of devices and apps. Click the link for Android, iPhone, iPad and Facebook Lite.

  • Facebook Check-In & Reviews

Users who check in to your business on Facebook are now encouraged to write a review about their experience.

This is beneficial to businesses because most check-in people have a good time. It's almost as if Facebook is enlisting the help of little brand ambassadors. On the other hand, businesses are under no obligation to take action (But you should act on this)

Encourage your guests to use Facebook Check-Ins and leave reviews on your Facebook page. This can lead to a positive image for your hotel to new customers. Don’t forget to reply to each review! (Be it positive or negative).

    • How do I manage check-ins at my business Page on Facebook?

        1. Click Pages in the left menu of your News Feed.
        2. Go to your Page.
        3. On the left-hand side of your Page, click About.
        4. Select Edit Page Info from the drop-down menu.
        5. Next to Address, check the box next to has a street address and type in your property's address.
        6. Toggle the box next to Customers visit my business at my street address below the map (unticking this box will hide your street address and check-ins).
        7. Save your changes by clicking the Save button.

If you can't allow check-ins, you may need to change the category of your Page.

  • Facebook Ads

Facebook Ads has now constantly been improved by Facebook to allow users more effective performance. Here are three main points to keep in check when using Facebook Ads:

    • Style them like Regular Post

The key to gaining higher engagement is to make it as organic as possible, which in this case, you can edit the style of your ads to be just like the posts you might see on the News Feed. Ensure that your content blends in with others since this can help you capture the view and focus while scrolling through their feed.

    • Chill out with the grammar

Facebook can be a more casual site, so don’t stress too much on your grammar. Say your target market are those between the age gap of the 20s to 30s. Try to follow their writing style. It also doesn’t hurt if you join in the latest viral punchline. However, don’t overdo it. Follow the basic rules of grammar, at least. Or else you’ll be perceived as unprofessional to your audience. 

    • Use short videos

For 2023, we suggest you use short videos for your advertisements. You don’t need to stress so much about video quality. Today’s smartphones are more than capable of capturing good quality videos. You don’t need to spend money on professionals for this, but if you want to, why not! We also will suggest keeping the videos short. How short? Anything from 20 seconds to 30 seconds. Don’t worry; it is highly engaging since current social media users have shorter attention spans. Nothing is more annoying than long draggy video ads. 

In case you haven’t gotten started on using Facebook Ads, here’s how:

    • How do I get started on Facebook Ads?

      1. Create a Facebook Business Page if you don't already have one. You'll be given an Ads Manager account once you've created a Page.
      2. To double-check your account information, go to your ad account settings.
      3. Create a payment method.

To launch your first campaign, learn more about creating an ad. Read here on what to consider before running your hotel Facebook Ads.



Instagram: There’s More?

Instagram must’ve been one of the top apps most-used apps during the pandemic. The simple interface and constant updates to make it more user-friendly have resulted in them having 1.074 billion users worldwide in 2021. This is a significant rise from 2020 by 22.9%. We can only expect this number to increase, so you should hop in before you miss out more! We have covered some strategies on Instagram which you can read more about here.

Younger generations now also tend to find the social media presence of something they’re thinking of purchasing. It’ll help your hotel tremendously to have a humane and friendly social media appearance.

Here are the pointers we would suggest for you to get ready for Instagram in the year 2023!

  • Instagram Live

Instagram Live-Your Best Booster (literally, top of the IG Feed). They are more likely to be seen on Instagram Live than regular posts. Instagram Live is an Instagram Stories feature that allows users to broadcast live videos to other users.

Instagram statistics for 2021 show that at least 80% of users use the platform to make purchases. Instagram is a great marketing tool, but what about Instagram Live? If you haven't disabled Instagram Live notifications, Instagram will notify your followers.

Instagram Live is an incredible tool for connecting with and engaging your audience in a compelling and personal way. And, as live video becomes a more integral part of people's daily communications, mastering this powerful medium now will undoubtedly pay dividends in the future.

      1. Right-swipe anywhere in Feed, then scrolls to the bottom to go Live.
      2. To add a title, go to the left-hand menu and tap Title, then Add a title.
      3. Tap record at the bottom of the screen. The number of viewers is displayed at the top of the screen, and the number of comments is displayed at the bottom.
      4. By tapping Comment at the bottom of the screen, you can add a comment.
      5. To make a comment more visible to viewers, tap it and then tap Pin comment.
      6. When you're finished, tap the top right's End button, then tap to confirm. You can save it to your camera roll or share it to your profile by tapping save in the top left corner. 

Keep in mind that only the broadcast is saved when you save your live broadcast to your profile or download it from Live Archive; comments, likes, and viewers are not saved. Your live broadcast may take a minute to save to your phone, especially a longer video.

  • Hashtags for Instagram

Instagram hashtags can significantly affect your marketing strategy on Instagram, and you need to pay attention to them. Use them right, and more customers will see your posts interested in your products or brand.

Using the wrong way can do more harm than good. You can annoy your potential customers or be punished by Instagram's algorithm if you use it the wrong way. You could upload your picture to one of the many Instagram hashtag generators out there and get a lot of free hashtag ideas. If you want to be more strategic and practical, you should research yourself.

    • How to use hashtags for Instagram?

Simply type a pound sign followed by your keyword or keywords, with no spaces, to add a hashtag to a post. As you type, popular hashtags will appear, along with the number of posts that have used the hashtag. Simply tap to add it to your post if you see one you'd like to use.

You can also use online hashtag generators (available for free). Some can be used by using AI, which will use your post to generate suitable hashtags, while others you can search manually and suggestions of higher ranking hashtags will be given.

Read: Social Media Posts Ideas for Hotels

  • Instagram Reels

A new social media feature called Instagram Reels has recently been launched in 50 countries worldwide. Instagram Reels is a direct competitor to TikTok. Facebook, Snapchat, Instagram, and their Stories apps, as well as TikTok itself, are all great places to showcase your brand or business in video.

Instagram Reels are a new video type that can be shared with just your followers or with everyone in the Explore tab. Reels are 15-second videos with music, AR effects, drawing, text, and stickers that often tell a story. Since Reels is 100% organic, you can use traditional social media metrics to gauge your company's success.

    • How to use Reels in Instagram? 

      1. Swipe right anywhere in Feed or tap add at the top.
      2. At the bottom of the page, scroll down to Reels.
      3. To record a clip, tap and holdrecordig, or tap it to start recording and then tap it again to stop. You can also add a video from your camera roll by tapping it in the bottom left corner.
      4. To watch, trim, or delete the previous clip you recorded, tap backarrow. In the bottom right corner, tap Done.
      5. To add stickers, drawings, and text to your reel or download it to your device, tap nextarrow (Android) or Preview (iPhone). To change the timing of when text appears, use the slider at the bottom.
      6. To change your cover photo and write a caption, tap Share, then Cover if you want to share your reel to your storey instead of Explore, tap Stories at the top.
      7. Then tap Next, then Share.

It's worth noting that you can record one or more clips totalling 60 seconds. The progress bar at the top displays the amount of time you've spent recording. If you share your reel with Explore, it will appear in your profile's Reels section. You won't be able to use interactive stickers in your reel (for example, poll, Q&A, or challenge). 

Because the demand for quick and fresh content is growing, your Instagram marketing approach should reflect this by incorporating Instagram Reels and short, entertaining videos. Here are 3 things you can keep in check while doing Reels:

    • Provide useful content

Think again if you thought Reels were just for the latest dancing fads. When it comes to giving useful information, countless people have gone viral.

Your audience will benefit from the instructional content you provide, and it will help you establish your hotel better. You can share the how-to book with your hotel’s website, share what you offer on your property, or even share a compilation of reviews from your happy guests.

    • Trends

We recently noticed that Instagram’s recent update took away one of the most legitimate and valuable hacks to using viral audio. But, thanks to Creators on Instagram, you would be able to receive updates on audios that you can use for your next reel. You can also search online for viral audios and trends, such as this website which provides weekly updates on trending audios.

    • Include close-caption

For Instagram Stories or Instagram Reels, you can make video content. This is one of the best ways to get your content in front of as many people as possible! It's clear that 85% of Facebook videos are watched without sound, so adding subtitles to your videos is easy to reach more people.

Besides, subtitles are excellent for people who don't have sound, but they're also crucial for people who can't hear.

So far in Malaysia, closed captions are still not available. However, you can just do this manually. Sure, it takes more time, but it is indefinitely more user-friendly. And that is what you should aim for always.


Youtube: Really? 

YouTube is a fantastic resource underutilised, but you can take advantage of this with the right marketing strategy. Video marketing is ideal for mobile platforms. Videos are a more engaging way to connect with your audience. Using YouTube to promote your business has many advantages.

You'll likely reach new audiences, and the service is free. Because Google owns YouTube, you'll probably see a significant boost in your SEO results. Customers can learn more about your products than they might from a recommendation on YouTube, which can lead to higher direct bookings.

68% of shoppers utilised YouTube to make a purchasing decision. YouTube's "how-to" videos grew 70% year on year in 2015. Create how-to videos and publish client testimonials of your hotel to assist customers research your business before purchasing. But before that, read what you should prepare for Youtube as part of your social media marketing strategy for 2023. 

  • Youtube Shorts

According to Google, they define Youtube Shorts as “a way for anyone to connect with a new audience using just a smartphone and the Shorts camera in the YouTube app. YouTube’s Shorts creation tools make it easy to create short-form videos that are up to 60 seconds long with our multi-segment camera.”

    • How to create Youtube Shorts? 

      1. Open the YouTube app and log in.
      2. After that, tap Create. Make a quick beta.
      3. Tap 15 above the record button to record up to 60 seconds if you want your Short to be longer than 15 seconds (60).
      4. Note that you can only record for 15 seconds using music from the Youtube library or the original audio from other videos.
        • (Optional) To speed up or slow down recording, tap Speed.
        • (Optional) Set the countdown to record hands-free and choose when to stop recording automatically by tapping Timer.
      5. To record a clip, press and hold the capture button to start recording, then tap it again to stop.
      6. Tap undo to delete the previous video clip you recorded or redo to restore it.
      7. To preview and improve your video, tap done " ".
      8. To add more information to your video, tap NEXT. Add a title (max 100 characters) and select settings from this screen, such as video privacy.
      9. Note: The default video privacy setting for creators aged 13–17 is private. Your default video privacy setting is set to public if you're 18 or older. This setting allows anyone to make their video public, private, or unlisted.
      10. To choose your audience, tap Select audience and then "Yes, it's made for kids" or "No, it's not made for kids." Find out more about made for children.
      11. To publish your Short, tap UPLOAD.


Similar to Reels, these are shortened versions of videos. Here are three things you can focus on while making Youtube Shorts:

    • The title is just as important.

One critical item to consider is the names of your YouTube Shorts to capture the user's interest. You should work on the title of your YouTube Shorts in the same way that you would a thumbnail.

The title of your short video should inform the viewer about the content you'll be providing. Don't try to deceive the user with deceptive labels; you'll only lose their trust, which will lead to a drop in future interaction.

    • Shorts are on LOOP!

Unlike Instagram Reels, which automatically moves to the next one after finishing, Youtube Shorts play on loop! So pace your content accordingly and think of ways you can encourage replayability.

    • Make them useful

You don't want just to post random stuff on your Shorts; it needs to be specific, brief, and most importantly, helpful. If your viewers don't find your Shorts useful, They’re less likely to engage with your channel in the future. All you have to do now is extract a view from the user.

You'll sabotage any future chances of them subscribing to your channel and watching all of your material over an extended period.

However, several experts' opinions suggest Youtube Shorts is not where you should focus. Long-form material is what YouTube users want, and long-form content will translate better to sales, community building, and long-term success.

The people who matter to you want to learn more about you and your business, not just find what they're searching for and go on. Because YouTube is a search engine, it's only natural that viewers turn to it when they're looking for a solution to a problem, and creators rely mainly on the search to get their material discovered. However, take this with a grain of salt. It’ll never hurt you to try out something new for the betterment of your hotel!



TikTok: The Rising Rookie 

TikTok's popularity is skyrocketing, and its marketing potential for businesses. Hoteliers can't afford to overlook the reach of this social media site, which has over 1.2 billion monthly active members.

While some genres are more likely to go viral than others, TikTok's travel tag is one of the most popular, with over 50 billion views to date. TikTok hotel marketing gives hotel owners and managers a big target audience.

It has quite a similar format as IG Reels, but here is the guide on how you can create your first TikTok:

  • How to create a TikTok?

      1. At the bottom of the screen, tap +.
      2. Use the TikTok camera or upload content from your device's library.
      3. Use sounds, effects, filters, or other camera tools to enhance your video.
      4. Press the Record button to begin recording your video.
      5. Make a recording of your content.
      6. Click the checkmark.
      7. Make any necessary changes to the post page.
      8. Share your video with the world!

If you already have a built-in mindset that utilises TikTok as part of your hotel marketing strategy, try reading our recommendations of what to do for them!

  •  Room Tours

Living in a visual era, it is advantageous to share your hotel’s beauty with your followers. Share the room tours in this short video platform, and see people getting intrigued into booking a room with you! 

  • Travel Influencers

On TikTok, there are a plethora of travel influencers and accounts who have amassed large followings. Hotels new to TikTok can work with these accounts to achieve a larger audience more quickly. Many TikTok influencers like travelling, even if they are not interested in compensated cooperation. If you offer them a free stay at your facility for a few nights, they're likely to make a TikTok about it.

  • Hotel Introduction

No one enjoys reading a background story more than people on TikTok. It’ll create a more personal connection between you and your viewers. Again, always remember that. Emotions are what sells. Show your hotel’s history, your staff. These are some of the things you can do for your next TikTok.

Most Inexpensive Marketing Strategy for Your Hotel Business


Check out this video where we provide you some tips on doing some marketing strategies that is cost-free. 


This will sound like a broken record, but keep it short for anything you do. Science has shown that we humans have an average attention span of 8 seconds, even shorter than a goldfish! Hoteliers will have challenges in the year 2023 and beyond. After the pandemic, a complex concoction of new consumer behaviours will profoundly alter how we utilise the web and social media. The pandemic's actual influence on marketing may take a decade. So it's time to reconnect with customers, examine what works, and be humble in the face of changes we're just learning about. Best of luck in 2023; we are sure it’ll be a better year for the travel industry as a whole!

You're reading a blog compiled by Softinn. We're a hotel-technology company with the mission to make hotelier work easier. Do subscribe if you enjoy reading our blog or you may interact with us on our Facebook Page.

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