How to promote your hotel on Instagram

Comment promouvoir son hôtel sur Instagram?

Make publications regularly

Most importantly, keep in mind that your publications are a sales pitch. They must reflect the image that you want to convey about your property and they must help you stand out. Using photos or videos, you should highlight your hotel as well as its infrastructures. These can include your restaurant, your pool or your spa.
Instagram publications allow you to reach a wide audience thus it is important to take care of the text that accompanies your photos or videos. This text must be clear, valorizing and of course without spelling mistakes. The content published must be in accordance with your brand image but also with your audience if you want to create interaction. Publishing regularly will also help you to develop your reputation and create a sense of belonging among your subscribers.

Post interactive stories

Many properties use Instagram stories to interact with their audience. These are temporary, last a maximum of 15 seconds and are visible only 24 hours. Stories are a great way for your followers to get to know you better but also for you to learn more about them. For example, you can ask questions to your audience, make a survey, broadcast a live, make room tours, promote your activities and packages, conduct interviews with your employees and much more. All means are good to promote your hotel in an original and authentic way while sharing positive emotions that create a relationship of trust with your followers. Also, using storytelling rather than purely advertising arguments will allow you to multiply the digital word of mouth effect around your brand but also to reinforce the feeling of belonging in your community through multiple interactions.

Use content generated by your own customers

There is nothing more authentic than content generated by your own guests! By definition, user-generated content includes all the content created by Internet users for free and which is community-oriented. These can be photos, videos, reviews or stories.Therefore, this marketing strategy can only be beneficial for you. It is free and allows you to generate interest around your brand while strengthening trust and the feeling of belonging with your customers. Nevertheless, don’t forget to ask your guests if you can re-share their content and make sure that the content published about your hotel has a positive effect on your brand image.

Add hashtags to your posts

Hashtags are keywords that allow your content to be found quickly in the Instagram search bar. These should be short, concise and relevant. Creating your own hashtags will further encourage your customers to use them in their posts or stories and help you build your e-reputation. Also, it is proven that posts with hashtags generate much more engagement than posts without hashtags. In addition to gaining visibility, you gain subscribers and attract potential customers.

Create your Instagram store

It is proven that 8 out of 10 users follow their favorite brand’s Instagram account and 80% of followers use this social network to learn about various products or services. Therefore, creating your Instagram store will allow you to promote your packages, activities and gift vouchers and therefore increase your related sales.

Organize contests and collaborations

Partnering with an influencer or a local company for a contest or collaboration could help you gain visibility and increase your number of followers. An influencer is a person with a large number of followers who creates and spreads content on their social networks. For example, they can share photos, videos, stories of their stay at a resort and may also give advice or talk about their experience in order to make their followers want to live the same experience. However, most of the giveaways and collaborations are not free, so it’s important to choose who you want to collaborate with. Make sure that there is a coherence between the influencer or company you partner with and your brand identity and values. Their published content should align with your audience’s interests.

Set up campaigns on Instagram

Finally, setting up campaigns on Instagram is a costly but effective strategy if it is adequately done.

Initially, you should define the main objectives of your web campaign (gain visibility, increase traffic on your website, increase sales) and the audience you are targeting by filtering by location, gender, age and activities.

Then, you have to choose the right visual, the right content and the right redirection link in order to make the users want to click on your campaign’s call-to-action button. Finally, don’t forget to measure the results of your campaign by relying on performance indicators such as the number of views, the click rate, the conversion rate and the number of sales. From these, you will be able to see what was effective and what could be improved for future campaigns.


Instagram has become an important and strategic platform for hoteliers to promote their establishment and services.

With the competition on Instagram being very tough, your goal is to go beyond simply promoting your hotel. You need to showcase your brand and differentiate yourself while ensuring the image you are conveying aligns with your hotel’s identity.

Marketing to build customer loyalty in the hotel industry

Marketing to build customer loyalty in the hotel industry

Before the stay

Before your guest’s stay, it is important to initiate communication, especially with the help of booking confirmation emails and personalized stay reminders sent by your hotel management software. These emails will add value to your hotel due to their content and your guests will see it as an effort on your end to make their stay a success.

Regarding these emails, personalization is key if you want to attract the attention and curiosity of your customers. For example, you can promote your various offers and services, including activities, spa packages and restaurants. Increasingly, properties are communicating with their customers by text. To do so, you can take this as an opportunity to ask them if they require assistance to organize their stay while showing them that you are available if needed.

During the stay

Your customers’ arrival is a key point of contact that should not be neglected. Indeed, your customers’ first impression is crucial as it directly influences their overall satisfaction.

A kiosk becomes essential if you want to offer a modern and personalized welcome to your guests. You can speed up their check-in and avoid queues that are harmful to their satisfaction. You can also have a concierge at their disposal to give them information regarding what they can do during their stay and to better advise them. For guests who are used to staying with you, you can offer them a special welcome, such as an upgrade or personalized welcome gifts in their room, which they will greatly appreciate.

Throughout their stay, it is essential to make your customers feel special and pay attention to them. They must feel listened to, taken into consideration and made to feel at home. Do not hesitate to communicate with them by email or text to make sure they do not miss anything and that their stay goes well.

After the stay

Once your guests have left your hotel, customer loyalty can continue to be built. It is highly recommended to send them a thank you email to thank them for their trust and to learn more about their stay through a customer satisfaction survey. This is important because it will help you know if your customers are satisfied or not, what they liked and disliked and what could be improved.

Overall, this satisfaction survey will help you improve the guest experience you offer. You can also encourage your customers to leave online reviews on your social media platforms or on the most popular platforms such as Google, Booking.com, Expedia. Your goal should be to turn your guests into true ambassadors of your hotel. If they are satisfied with their experience and loyal to your hotel, they will not hesitate to refer you to their friends and family. Do not underestimate the power of word of mouth, especially digital word of mouth!

Also, email marketing is a great way to communicate if you want to stay in touch with your guests. By sending personalized and targeted newsletters, not only do you showcase your offers and services at a lower cost, but you also ensure your customers keep you in mind.

Finally, it is important to be active on social media to build your community while running campaigns to increase the visibility of your offers and services in order to increase your bookings.


Offering an outstanding experience to your guests is an essential factor to build loyalty. Indeed, it’s proven that a guest is more likely to pay more for a better experience. Marketing plays an important and useful role since it promotes customer loyalty by creating a lasting and trusting relationship with your guests. In addition to retaining your guests, you also increase your income and your notoriety in the long term.

Everything you need to know about referencing marketing: SEO, SEA, SMO, SEM

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Everything you need to know about referencing marketing: SEO, SEA, SMO, SEM

This digital marketing strategy is undeniably beneficial for your property since it will allow you to appear in the first results of a search engine and thus bring back traffic on your website and increase the number of online bookings.

SEO: Search Engine Optimization

You have probably heard your marketing team or your marketing agency talk about SEO at some point! Also called natural referencing, SEO is carried out using the algorithms of the different search engines. These algorithms rank the search results according to their relevance but also according to various positioning criteria. 

It is therefore necessary to use relevant keywords related to your property type and the services you offer, to structure the published content and ensure its quality, to use hashtags, relevant meta descriptions and external links to optimize your website as much as possible. 

Although SEO is a free or low-cost strategy, it requires continuous efforts and time to achieve significant results in terms of online visibility.

SEA: Search Engine Advertising

SEA, also known as paid or sponsored referencing, consists of bidding on a particular keyword and paying for it on a cost-per-click (CPC) basis. Thus, you can create your campaigns and advertisements whether it is for the promotion of a special offer or one of your hotel’s activities and appear among the first results of a search engine such as Google.

Sponsored campaigns are an excellent way to gain visibility, increase your website’s traffic and conversion rate rather quickly but can be quite expensive.

In the hospitality industry, these keywords are often used by the big players in the industry such as Booking.com or Expedia, which are partly responsible for your own marketing. It will therefore be wise to target keywords that are not used by these big players in order to position yourself strategically on less expensive but still relevant keywords.

SMO: Social Media Optimization

SMO is a set of strategies and actions that aim to optimize the online visibility of a property, particularly through social media. Social media, being widely used by all, is an essential tool to improve your positioning in search engine results and your online visibility. Improving the referencing of videos published on Youtube, creating authentic content dedicated to Facebook and Instagram, and using popular hotel keywords and hashtags are examples of strategies that can be implemented to optimize your social media. Also, inviting as many people as possible to follow you on social media and share content about their experience at your hotel can only be beneficial. Keep in mind that you will also have some form of control over what you want to share on your social media platforms.

SEM: Search Engine Marketing = SEO+SEA+SMO

SEM simply represents all the strategies of natural referencing, paid referencing and social media optimization used in order to generate qualified traffic on your hotel’s website and potentially increase your online reservations.


Digital marketing has never been so paramount for any property wishing to improve its online visibility, especially on search engines. Thus, it is essential to have a solid SEO marketing strategy in order to be present in the first results of a search engine, but also to increase the traffic on your property’s website and to convert simple Internet users into future guests.

Nevertheless, keep in mind that referencing marketing is a short to long term strategy, which requires recurrent and productive work!

Anticipating the recovery of the hospitality industry using marketing emails

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Why use newsletters as method of communication?

Emails are undoubtedly the simplest and least expensive marketing strategy and method of communication. Indeed, newsletters sent via email are an easy way to reach a large audience while having the possibility to target a specific reader profile.

If these people are on the mailing lists, it is because they have interacted with the brand. This may be either during their stay at the property or when they visited the website and signed up for the newsletter. Thus, customer lists are an effective way to distribute information, news and marketing messages to past customers who may potentially book a future stay. In most cases, the cost of distributing this newsletter is very low. Indeed, platforms usually charge by the number of people you wish to send it to or by the size of the database. Compared to any other marketing methods, a newsletter remains very affordable for any property owner, especially since the cost is related to the size of the clientele and therefore to the financial capacity of the company.

When to use newsletters?

Newsletters can be used for many different reasons: whether it’s to announce a new package, a last minute promotion or a property’s new feature. In fact, any occasion is an opportunity to communicate to the audience about the brand. The importance lies in the email marketing strategy but also in the frequency with which the audience receives information from the hotel in which they have an interest. Indeed, a punctual action will not have all the positive effects that can be obtained from prolonged campaigns. It is the rigor and the frequency of these actions that will ensure that the hotel manager benefits from their investment in this method of communication.

Who to send newsletters to?

Defining your target audience is crucial when sending newsletters. Indeed, as soon as the target audience is well defined, the marketing actions will be significantly more effective. For example, if the property owner wants to promote a family relaxation package, it is obviously not relevant to promote it to their business clientele. Guests will be more inclined to read and act on information if they feel concerned and interested by the information highlighted in the newsletter. Therefore, the frequency of sending does not matter if the message conveyed in the newsletter is of interest to the audience. 

The hotel owner who has a customer list has a lot of information about his guests, such as the date of stay in addition to the season, the type of package bought, the way of booking (by phone or online), the number of nights and the type of stay (business or leisure). All of these information are essentials for efficient communication as each element will allow the hotel manager to undertake specific actions. For example, it is not relevant to put an online booking button in a newsletter intended for customers who prefer to book by phone. It would be wiser to invite them to contact the hotel by adding the front desk’s phone number.


Newsletters are an excellent way to build customer loyalty. Indeed those on the mailing list know the property that is sending them information because they have already stayed there or have voluntarily subscribed to it. Therefore, the goal is to remain active with this clientele so that they renew their experience within the property and avoid being tempted by the competitors’ offers.

The storytelling concept in the hospitality industry

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What is storytelling?

By definition, storytelling is a marketing strategy designed to engage your clients through communications based on the telling of an authentic and realistic story. Moreover, storytelling communications allows you to attract attention, seduce and convince through emotion.

Rather than solely using advertising arguments, many properties use storytelling to tell a story and even their own story. Some of them do not hesitate to tell the stories of their own customers by highlighting theirs memories of their stay at the hotel. Like many other marketing strategies, storytelling can be promoted through creating videos, using your social networks and even via the “About” page of your website.

The importance of storytelling in the hospitality industry

As a result of the growing thirst for new experiences and discoveries, travelers are more interested in the story of your hotel and the way you tell it. Therefore, using storytelling to convince your future customers using emotions can only be beneficial for your hotel since the emphasis on the human dimension allows you to create a much stronger connection between travelers and your hotel. Moreover, they will be more enthusiastic about visiting your hotel and meeting your team. 

Narrative communication is also a great way to show your authenticity to your customers. Beyond the transactional relationship, this marketing technique allows you to build a long-lasting relationship with your customers and to establish loyalty.

How to use the storytelling concept to promote my property ?

First, think about the content you want to put forward, including the relevant and interesting elements of your story. It is important not to invent or make your own a story which is not yours. You want to remain as transparent as possible. In addition, there are several key elements to successful storytelling, such as incorporating emotions, being personal and engaging, and keeping the story short enough to keep your clients’ attention and interest throughout. The goal is not to tell a perfect story but a real one. While your customers will appreciate knowing more about your greatest successes, they will also be interested in your most difficult moments and how you overcame them. Also, don’t forget to pick a narrative which is adequate for your customers so that they can identify with your storytelling.


In conclusion, you can use a few tricks to perfect your storytelling, such as a timeline to facilitate reading and help your audience see the evolution of your activities. A video can also be adequate, as a picture is worth a thousand words. Moreover, you can interact with your subscribers by adding a question at the end of a storytelling publication. For example, you could ask them to talk about their experience at your hotel and then share their answers.

Don’t wait any longer to express your creativity and be a source of real, touching and inspiring stories for your community!

User-generated content is a winning marketing strategy for hotels

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What is user-generated content?

User-generated content (UGC) refers to all content created by Internet users free of charge which is for community or exchange purposes. Represented by pictures, videos, reviews or stories, these contents are published on different platforms such as websites, blogs, online reviews websites, and most importantly social media.

Moreover, this marketing strategy allows to you to promote your property for free, to transform your social media platforms into sources of information, to generate more interactions around your brand and to strengthen the trust and sense of belonging of your most loyal guests.

A source of inspiration for travelers

It has been proven that content generated by your users helps around 59% of travelers to plan their future stay, especially during their travel research. Additionally, user-generated content can be a true source of information, inspiration and even a way to evaluate alternative options for travelers. Thus, almost 53% of Millennials claim that this type of content strongly influences their final purchase decisions. Similar to a digital word-of-mouth effect, user-generated content allows you to promote your property and its various services while encouraging travelers to confirm their booking at your hotel.

Content which generates interaction between travelers

In practical terms, user-generated content reflects your guests’ experience, whether it’s the room they stayed in, the food they ate at your restaurant, or the activities they did.

Therefore, this authentic content inspires travelers, creates interactions between them, reinforces their trust for your hotel and encourages them to book their stay in order to enjoy the experience offered by your hotel. Also, UGC generates 6 times more interactions than a simple promotional content created by the property itself and also improves your online ranking, i.e. your SEO.

For a hotel, it’s not complicated to convince users to generate content as 76% of them already publish pictures of their stay on their social media. Nonetheless, you should first obtain their consent before using their content on your own social media platforms.

In order to create a buzz around your hotel and generate more interactions, you can also organize contests on your social platforms and create hashtags that your guests can use to identify your property on their own social media.

A strategy to build trust and customer loyalty

When your guests stay at your hotel and generate content, they are showcasing the relationship they have with your property and sharing their experience with their own audience. While this helps to generate a lot of interaction around the property, it also reinforces travelers’ trust in your establishment. Indeed, it has been proven that 92% of them prefer to trust the content published by their friends, family or acquaintances rather than the promotional content of a brand.

Additionally, if the content generated by your guests is of high quality and highly appreciated, it will help to promote your property and build its online reputation.

Influential clients to pamper

If you can find guests which share a lot of content of your hotel on various social media platforms, it could be interesting for you to reward them so that they continue to produce free content for you. With the help of your PMS (property management software), identify these guests so that you recognize them on their next stay. An easy way to do so is to label them as VIP with an additional “influencer” label for example. On their next stay, these labelled guests may receive special treatment upon arrival, such as being offered a superior room by your staff or some other small kindnesses during their stay. They can share these special attentions and allow future guests take a peek into the great experience your property offers.


User-generated content (UGC) is an advantageous marketing strategy for properties wishing to promote themselves at a low cost.

This strategy allows you to highlight your guests’ experience, but keep in mind to check that their content does not have a negative impact on your hotel’s reputation. Indeed, as this content is a direct reflection of your property, it must be of high quality and appropriate.

In order to encourage your guests to generate more content, you can redesign some areas of your property. Do not hesitate to promote your social media platforms and your hashtags so that your guests can easily identify you. More importantly, try to promote the clientele who is actually promoting your property. Finally, it’s important to use UGC in a legal and ethical manner, by asking for consent and giving credit to the content’s owner.

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The influence of social media on travelers

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Being present and active on these platforms offers the opportunity for your property to learn more about your potential customers, adjust your offers and services and to promote itself by using personalized and attractive content.

It seems obvious that the influence of social media on travelers is undeniable, but how do these social networks manage to convince them?

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Content sharing

Using social media allows properties to promote their offers and services through quality, targeted and attractive content at a reasonable cost. Also, more than 60% of travelers love to share their travel content, whether during or after their stay, so why not take advantage of it? Indeed, their own social platforms are transformed into a true digital album that introduces other travellers to new destinations and makes them want to book their next stays. Therefore, encouraging your guests to share content on social media would promote your property and its guest experience for free to a larger audience by catching new customers’ attention. It could then lead to future bookings.

Interactions between travelers

More often, travelers are not sure about the destination to choose or even which accommodation and activities to book. They feel the need to escape and relax and therefore use social media to find inspiration for their next trip. As a result, travelers don’t hesitate to interact with other travelers, ask for advice and tips and most importantly, check online reviews on Google or Tripadvisor. In fact, it is proven that 63% of Millennials consult social media to choose their next destination and nearly 84% of them read comments and reviews before making their reservation.

E-reputation

In a hyper-connected world, building and consolidating your e-reputation has become a real priority. Indeed, the online reputation reproduces the effect of a digital word of mouth, meaning that everything Internet users say about you has an impact on your property. Plus, many travelers trust what they read on social media, which means the better your property’s online reputation, the more travelers want to stay at your property and the more your number of bookings will increase. 

On the contrary, a bad reputation online can lead to a bad buzz or a crisis situation. It becomes important to ask your guests to leave reviews on your social platforms, but you must regularly check it in order to identify and respond to good and bad reviews.

Influencer marketing

This marketing strategy involves using an influencer’s awareness to promote your property. In fact, influencers are excellent brand ambassadors who will not only allow you to enlarge your visibility and your audience, but also generate interactions around your brand. This partnership will help you enhance the experience offered by your hotel and increase your bookings. Note that there are several types of influencers, depending on their number of followers. Each type uses different communication channels, produces different types of content and has different audiences. Moreover, the role of these people is to influence the purchasing decision of Internet users, while remaining as transparent as possible. Indeed, it’s proven that 85% of consumers prefer to trust an influencer rather than a brand directly.

Before signing a partnership, make sure that the chosen influencer shares the same values as your property, and that their content reaches your audience. Also, don’t forget to set your goals, your marketing budget and your ROI in advance.


The future of social media is still promising, since the number of users is estimated at more than 4 billion by the end of 2021, compared to 3,4 billion in 2019. Using social media has many advantages. Your goal is not necessarily to be on every platform, but on the most popular ones, in order to increase your online visibility and strengthen your notoriety. Regarding your property’s e-reputation, it is essential to make a follow-up of your social platforms in order to identify your guests’ opinions, improve your offers and services and stay informed about emerging trends that could allow you to attract new guests.

How to promote your property’s guest experience online?

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To do so, the different platforms on the Internet have inevitably become some of the most consulted information sources by travelers and therefore a strategic way to promote your property’s guest experience online!

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How to promote your property’s guest experience online?

Your website

Your website is an essential tool for promoting your guest experience. It’s also your property’s main online showcase, since it is one of the first platforms that travelers will visit to find all the information needed and have an overview of the experience offered. As you may understand, the more attractive your website is, the more it will stimulate Internet users’ curiosity and make them want to book a reservation. Therefore, you can use high quality photos and videos or even room tours to highlight your property, your rooms and all the available activities.

Furthermore, your website must be as optimized as possible in order to facilitate Internet users’ purchasing process and to encourage them to finalize an online reservation. The design of your website must be web responsive, which means that it adapts to the devices used, such as smartphones, tablets and computers. Moreover, it is important to have a clear and simple website navigation, since nearly 85% of travelers book their stays from their mobile devices. For properties that have specific units with names instead of different types of room, keep in mind that Internet users have to see quickly if the unit they wish to book is still available or not. To do so, an online calendar connected to your PMS could be a very interesting option, since travelers would be able to see units’ availability in real time.

Don’t forget that your website allows you to collect information on individuals who visit it, communicate with them directly through your online chat or to retarget them.

Your online booking

Did you know that your online booking engine is also an interesting tool for promoting your property? Indeed, you will be able to personalize it, choose the content you want to highlight, create packages or items for sale and update your prices. Thus, this tool will be directly connected to your PMS (property management software) and your channel manager, which will allow you to simplify your operations and your booking process.

Therefore, if you want to generate more online bookings, keep in mind that your online booking engine must be attractive and efficient. Its style and design must be coherent with your website and the information must be complete, precise and available in different languages and currencies based on the user.

Your social media

In the hospitality industry, social media represents real opportunities to attract potential customers. These platforms are consulted on a daily basis and the publication of travel content often creates curiosity and imagination for Internet users, which could encourage them to book their next stay at your property.

Furthermore, a good social media strategy allows you to promote your offers, packages and activities to a large audience, but could also reach a specific type of clientele, if wanted. This kind of advertisement is free, but you could choose to pay to add more visibility to your campaign. To reach as many people as possible, you can also use social media to share your guests’ content, including their photos, videos and stories. Indeed, it’s proven that 74% of travelers use social media during their stays and almost 97% of Millennials share photos of their stays on social media. So why not take advantage of it to increase your property’s visibility and interactions, but also to strengthen your e-reputation?

Even if  the use of social media has many advantages for your hotel, don’t forget to check it regularly and respond to positive and negative guests reviews, so it doesn’t weaken your e-reputation.

Bloggers and influencers

Have you ever heard of influencer marketing? This strategy involves working with bloggers and influencers to promote your property to a larger audience, but also to gain more visibility online and increase your number of reservations. The role of these influencers is to affect the purchasing decision of Internet users and reassure them in their booking process, while remaining as transparent as possible. The main goal isn’t to lie to your audience to win their trust, but to share the experience of your property. In addition, it is important to mention that 85% of consumers will rather trust an influencer and follow their recommendations.

Thus, you have to define your campaign, your marketing budget and calculate the return on investment. Moreover, make sure that the influencer shares the same values as your property, that their audience matches the clientele you want to attract and that its content is consistent with your property’s brand image before signing a partnership.


In the hospitality industry, guest experience is very important and it’s at the heart of a property’s success. Moreover, the guarantee of a good customer experience is your PMS, since it includes all the guests’ stay information and allows you to coordinate with all the hotel departments. Therefore, it is not only necessary to refine your guest experience so that your guests can fully live the experience offered, but also be able to promote it in an efficient and intelligent way by using digital marketing tools.

3 best SEO practices to increase your property’s visibility

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Moreover, keep in mind that your website’s position takes into consideration several criterias,  defined by the algorithm and filters of the search engine. It also varies depending on the context and the nature of the search. For example, search engines will rate the accessibility of your site, if your website’s map is simple and clear and if the navigation is fast and logical. Furthermore, it will take into consideration the relevance of the information by measuring the user’s experience, especially if your website’s pages provide answers to searches made by Internet users. Finally, the loading speed of your website’s pages and its responsiveness are two elements to consider to improve your user experience.

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Optimize your website

The first good SEO practice is to optimize your property’s website in order to make it more responsive. In other words, its design must support different mobile devices such as computers, phones and tablets, whether it’s an Apple or Android, as well as different web browsers. Being web responsive means ensuring that texts and images resize and adapt to the device used and that call to actions buttons are easily clickable. Thus, the more responsive your website is, the more it will facilitate the booking experience for travelers and will encourage them to finalize their online reservation.

Moreover, make sure your website pages load quickly to avoid Internet users leaving your website and that your bounce rate becomes too high. Bounce rate is an important marketing metric to analyze as it represents the percentage of visitors who arrive on your website and immediately leave it, without visiting another page. On average, the bounce rate is about 50%, but it depends on the analyzed sector.

We also advise you to keep URLs and HTML elements short and straight to the point to increase your website traffic. Thus, be sure to give a descriptive name to images and a description similar to the text alternative. In addition, keep in mind that updating titles, descriptions and meta descriptions of your pages, while integrating keywords, will increase the click rate of your results on Google and improve your SEO. These are elements that Googlebots read first and it helps them to better understand your website’s content.

It would be relevant to add internal links that would redirect visitors to other pages as well as external links that would take them to other websites. This will help increase your presence on search engines. Therefore, make sure not to redirect users to a 404 error page or to broken links as it could impact your user experience, cause you to lose potential bookings and affect your ranking on various search engines.

Improve your content

To improve your SEO and increase your visibility on search engines, you must offer attractive and unique content that meets Internet users’ expectations. Your content should be kept simple, clear and understandable if you want to catch the attention of visitors and keep them on your website as long as possible. For example, you can use good quality photos and videos that might answer travelers’ expectations. You can also write relevant and informative blog posts about what’s new at your hotel, current hospitality trends, travel tips and events related to your property. You can even write about your industry and your geographic area. Furthermore, it could be beneficial to optimize your content but remember that over-optimization can be penalized by Google.

Thus, it’s inevitable to focus on keywords. Try to put yourself in your potential customers’ shoes who search on Google. Target keywords or sentences associated and produce content related to those keywords. Moreover, take into account the search volume of your geographic area. This could help you know how many times a sentence is searched per month.

Using social media to share your website or blog’s content and promote your customer reviews will also be useful to improve your SEO. Google will evaluate your presence on these social platforms. Highlighting your customers’ opinions is an excellent way for you to gain Internet users’ trust, but also guarantee the quality of your services. Therefore, keep in mind that your average rating is not enough to appear at the top of organic results. You should also take into consideration several criteria such as the quantity of reviews, their publication date as well as the quality of your answers.

Use Google My Business

Having a Google My Business profile is essential if you want to increase your visibility on Google, boost your property’s SEO and work on your brand image. This is why it’s important to check the consistency of the information provided on Google My Business account. Make sure of the accuracy of your property’s name, its geographical location area, prices, contacts, the link to your website, services offered (free wifi, access for people with reduced mobility, vegetarian menu, valet service, pets friendly. ) make sure to include your property’s photos, which have to be classified by specific albums. Moreover, don’t forget to add your property’s description with the maximum number of relevant keywords in order to encourage potential customers to click on the call-to-action button “Visit the website”, “Call” or “Book now”. To increase your visibility, you can also create posts on Google My Business to inform travelers about various events, promotions, packages and activities related to your property and of course, respond to reviews left by customers whether they are positive or negative.


In conclusion, having a strong SEO or natural referencing strategy is beneficial for any property wishing to improve its visibility on search engines. Furthermore, having good SEO practices will also increase traffic to your website and will sometimes convert it into direct bookings.

Adapting your social media strategy in times of post-crisis

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Adapting your social media strategy in times of post-crisis

Perform a post-crisis assessment

Before planning any post-crisis strategy, it’s important to analyze your social platforms and determine which ones are the most active, what types of content were used during the crisis period, which actions were most appreciated and created most interactions. Take advantage of your powerful tools to consult activity reports, statistics, results obtained from the crisis period and compare it with the pre-crisis period’s ones. For example, you can analyze several performance indicators such as the number of followers, impressions, visits, interactions and the engagement rate.

Adjust your social media strategy

Getting back to normal can raise a lot of questions. This is why you need to identify new travelers’ needs and expectations in order to redefine your goals and adjust your strategy accordingly.

Start by reviewing all planned posts and campaigns to adapt your communication in the current context.  Make a distinction between content that is reusable and content which is better not to use anymore.

Furthermore, remember that you need to stay authentic and true to your brand identity and values. Your social media platforms are a showcase for your property. You need to be honest, transparent and must help your audience feel listened and reassured. As a matter of fact, if you want to win your audience’s trust, they must feel that you fully understand their current situation. To do so, your goal should not focus only on your social media traffic but on the level of interaction and engagement. Be innovative, agile and show that you can adapt quickly. Before creating content, ask yourself the following questions: Is it relevant? Is it adapted to my audience’s reality? Also, favor the creation of positive, useful and original content such as videos, lives, Instagram videos, stories and IGTV. Only refer credible and reliable sources to avoid misinformation. For example, you can post a thank you video highlighting your employees, guests, partners and everyone else who helped you through the crisis as well as people who encouraged you to move forward. You can also use Instagram’s IGTV lives, stories and videos to announce your resumption of activity. Enhance all the measures set up and efforts made by your teams not only to ensure your guest’ safety and comfort, but also that they get an outstanding customer experience.

Using influencer marketing is also a good idea for your communication strategy. Of course, influencers are great brand ambassadors and they will help you reach a larger audience, gain more visibility and quickly generate more interactions.

Set up a social media management policy

Even if the situation changes quickly and it is impossible to predict a crisis, you can always prepare your emergency social media strategy. Furthermore, make sure you have an updated list of emergency contacts in the event of a crisis:  those in charge of social media, guests, partners and staff members. Prepare useful technical sheets in order to connect to these platforms promptly and identify main guidelines that define the extent of the crisis, determine the property’s operations that are likely to be most affected, as well as a specific communication plan dedicated to all of your employees.

Keep in mind that a property should not remain silent and inactive during times of crisis and post-crisis. Even in hard times you should keep informing, reassuring and listening to your audience and your team.

Track your social media regularly

Tracking your social media regularly will help you spot quickly good or bad reviews as well as comments. It is important to be very responsive and answer every comment, otherwise it could damage your property’s reputation. Indeed, not giving an answer gives the impression that you are neglecting your audience. To do so, do not hesitate to thank a guest for leaving a positive review on your page or offer him a solution in case of a bad experience during their stay.

Also, it is interesting to take a look at the different types of audiences you have on your social media and analyze it with different indicators, such as age, socio-professional category, location in order to compare it with your hotel PMS’ data. If there is a big gap between your audience and your guest’s profiles, a campaign adjustment would be recommended. Indeed, if the content you published interests your audience, but does not generate bookings, you should adapt your message or your offers in order to persuade your followers to book a stay.


Social media are not just simple communication channels, they allow a property to communicate and strengthen long-term trust with its community, particularly by informing them, reassuring them and offering them support.

Even if crisis and post-crisis periods are not the most profitable, they force hoteliers to adapt to the current reality and innovate. Therefore, forget about making excessive publicity and take this opportunity to humanize your brand and favor a strong relationship with your audience!