As a digital marketing consultant specializing in helping hotels grow their online presence, I know firsthand how important social media is in today’s digital age. Social media has completely transformed the way businesses promote themselves, and hotels must keep up with the times.

As travelers increasingly turn to social media platforms to research and book their trips, it’s more crucial than ever for hotels to establish a strong presence on these platforms. That’s why I want to share with you five effective strategies that hotels can use to boost their brand awareness on LinkedIn and attract more business.

1. Create an effective LinkedIn Company Page

Your LinkedIn Company Page should be treated as an extension of your hotel’s website and social media profiles.

It’s important to optimize your Company Page by filling out all sections and using high-quality visuals that showcase your hotel’s amenities, services, and location.

• Complete your Company Page Profile: Fill out all sections of your Company Page profile, including the About Us section, the Overview section, and the Featured Groups section. Be sure to use keywords relevant to your hotel in your company description to improve your search rankings.
• Add High-Quality Visuals: LinkedIn is a visual platform, so it’s important to add high-quality visuals to your Company Page. Use professional images that showcase your hotel’s amenities, services, and location. You can also use videos and other multimedia content to give potential guests a virtual tour of your property.
• Showcase your Team: As mentioned before, adding team members to your Company Page is a great way to showcase your hotel’s staff and their expertise. This can help build trust with potential guests and show that your hotel has a team of knowledgeable and friendly staff. Encourage your team members to complete their LinkedIn profiles and to interact with your Company Page content.
• Engage with your Audience: Once you have created your Company Page, it’s important to engage with your audience by posting regular updates, responding to comments, and sharing relevant content. This will help build a following on LinkedIn and increase brand awareness for your hotel.
• Promote Your Company Page: To attract more followers to your Company Page, you can promote it through your other social media channels, email marketing campaigns, and your hotel’s website. Encourage your team members to share your Company Page content on their personal LinkedIn profiles as well.

By following these strategies, you can create an effective LinkedIn Company Page that will help increase brand awareness and attract more business for your hotel.

2. Publish educational content

In addition to the strategies mentioned earlier, here are some other ways that hotels can use LinkedIn to publish educational content and increase their brand awareness.

• Share Success Stories: Share stories of past guests who have had positive experiences with your hotel. This can include testimonials, case studies, and guest reviews. By sharing these success stories, you can showcase your hotel’s strengths and unique selling points to potential guests.
• Leverage LinkedIn Groups: Join LinkedIn Groups that are relevant to your target audience and engage with members by providing helpful insights and advice. This can help to establish your hotel as a valuable resource in the industry and increase brand awareness.
• Use LinkedIn Ads: Consider using LinkedIn Ads to promote your hotel to a targeted audience. LinkedIn Ads allows you to target specific job titles, industries, and locations, which can help you reach the right people with your message.
• Host Virtual Events: Host virtual events such as webinars, panels, and workshops that provide value to your target audience. This can help to establish your hotel as a thought leader in the industry and attract potential guests.
• Collaborate with Industry Partners: Collaborate with other businesses and organizations in the travel and hospitality industry to create co-branded content and promotions. This can help to expand your reach and increase brand awareness among new audiences.

3. Engage with Your Audience

I recommend that you prioritize building relationships with your LinkedIn audience. Engage with them by responding to comments, answering questions, and sharing their content. This helps to create a sense of community around your hotel and increase your visibility on the platform.

Remember to always respond to comments with thoughtful messages that show your appreciation for their engagement. By doing so, you not only strengthen your relationship with your audience but also demonstrate your commitment to providing exceptional customer service.

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Additionally, make sure to share user-generated content that showcases your hotel. This can include guest photos, reviews, and testimonials. By sharing this content, you’ll show that you value your guests and appreciate their support.

Here are some additional ways to engage with your audience on LinkedIn:

• Personalize Your Interactions: Take the time to personalize your responses and interactions with your audience. Use their names and respond to their comments or messages in a timely and meaningful manner. This will help to build stronger connections with your audience and show that you value their engagement.
• Monitor Your Mentions: Keep an eye on mentions of your hotel on LinkedIn and respond to any comments or questions that are directed at you. This can help to build a positive reputation for your hotel and address any concerns or issues that may arise.
• Host Q&A Sessions: Consider hosting Q&A sessions on LinkedIn where you can answer questions from your audience. This can be a great way to provide value to your audience and establish yourself as an expert in the industry.
• Share Relevant Content: Share content from other thought leaders and industry experts that is relevant to your target audience. This can help to establish your hotel as a valuable resource in the industry and increase engagement with your audience.

By engaging with your audience on LinkedIn, you can build stronger relationships with your followers and increase your visibility on the platform.

This can ultimately lead to increased brand awareness and business growth for your hotel.

4. Leverage Influencers

LinkedIn influencers can help you reach a broader audience and increase your visibility. Collaborating with influencers who align with your hotel’s brand values and target audience can be a powerful way to generate interest in your hotel and attract new guests. So, consider working with LinkedIn influencers who have a large following and are relevant to your hotel’s niche.

Here are some key points to keep in mind when leveraging influencers on LinkedIn:

• Identify influencers who align with your brand: Research influencers who align with your hotel’s brand and values. Look for influencers with a significant following that matches your target audience.
• Set clear expectations: Establish clear expectations and guidelines for the partnership, including the types of content influencers should create, the hashtags they should use, and the timeline for the campaign.
• Provide creative freedom: Provide influencers with creative freedom to showcase their unique style and voice while incorporating your hotel’s brand messaging. This will make their content more engaging and help to build trust with their followers.
• Analyze the results: Track the performance of the campaign and analyze the results to assess its success. Use this information to refine future influencer partnerships and improve your LinkedIn strategy overall.

5. Utilize Hashtags

To increase your hotel’s visibility and engagement on LinkedIn, try utilizing relevant and specific hashtags. This is a powerful strategy that can help you reach a wider audience and attract potential guests to your property.

Consider researching popular hashtags in the hospitality industry and using ones that are relevant to your hotel’s unique selling points.

In this section, I will explore some best practices for using hashtags on LinkedIn to boost your hotel’s brand awareness and ultimately drive business growth.

• Use relevant and specific hashtags: Avoid using generic hashtags that are too broad and don’t necessarily relate to your hotel or your target audience. Instead, use more specific hashtags that are relevant to your hotel’s location, amenities, and services. For example, #luxuryhotels or #boutiquehotels can attract guests looking for upscale or unique accommodations.
• Keep an eye on trending hashtags: Stay updated with the latest industry trends and popular events related to travel and hospitality. Incorporating trending hashtags in your posts can increase the visibility of your content to a broader audience and generate more engagement.
• Monitor and analyze your hashtag performance: Keep track of the engagement and reach of your posts that include hashtags. This can help you identify which hashtags are most effective in reaching your target audience and adjust your strategy accordingly.
• Create branded hashtags: Consider creating your own branded hashtags that are unique to your hotel. This can help you differentiate your brand and increase brand awareness on LinkedIn. Encourage guests to use your branded hashtags when they share their experiences at your hotel, which can help spread the word about your hotel to their network.

6. Measuring Success

• Follower growth: Keep an eye on the number of followers your hotel’s LinkedIn page has. This will give you an idea of how many people are interested in your hotel and its content.
• Engagement: Track the number of likes, comments, and shares your posts receive. This will give you an idea of how engaged your audience is with your content.
• Referral traffic: Use Google Analytics to track how much referral traffic your website is receiving from LinkedIn. This will give you an idea of how many people are clicking through to your website after seeing your posts on LinkedIn.
• Conversion rate: Track the number of leads or bookings that come from LinkedIn. This will give you an idea of how effective your LinkedIn strategy is at generating business.

Conclusion

To do this, it’s important to create a company page, publish educational content, engage with your audience, collaborate with influencers, and utilize relevant hashtags. By following these strategies, you can build a strong online presence that will attract potential guests and ultimately lead to increased bookings.

Additionally, keep track of your key metrics such as engagement rate, reach, and click-through rate to ensure that your LinkedIn strategy is effective. If needed, adjust your approach accordingly.

With a strong presence on LinkedIn, your hotel can easily stand out in a crowded market and attract more business than ever before.

If you need help with using LinkedIn the right way to increase your hotel’s bookings, don’t hesitate to get in touch with us.