In the Inside the Campaign series, we explore the art and science of building successful marketing campaigns. From ideation to execution, we dive deep into the strategies, challenges, and triumphs that shape standout campaigns. By sharing these insights, our goal is to offer a behind-the-scenes look at what it takes to craft marketing that truly resonates.
In this edition, we focus on social media marketing for hotels, examining a real-life case study with The Master Builder’s House Hotel in Buckler’s Hard, an upscale New Forest property rich in maritime history. Freelance social media manager Sammie McPhail guided the hotel through a comprehensive strategy designed to enhance its online presence, engage audiences, and drive business growth.
Read More: Master the Art of Crafting Irresistible Email Marketing Campaigns That Skyrocket Engagement in 2025
Project Overview
The Master Builder’s House Hotel aimed to elevate its social media presence while staying true to its historic, cosy, and classic aesthetic. The hotel’s Marketing Director, part of The Woodford Group, was managing multiple locations and sought expert support in developing and executing a cohesive strategy. Sammie McPhail was brought on board to provide on-site content creation and social media management, ensuring the hotel’s digital presence matched its physical charm.
The campaign’s core objective was clear: craft engaging, high-quality content that captures the unique story of the hotel and its offerings while driving measurable engagement and website traffic.
Challenges and Goals
A major challenge was time and resource constraints. The Marketing Director was juggling responsibilities across three locations, limiting their ability to consistently create and post content. They needed a skilled professional who could work on-site periodically and provide both strategy and execution support.
The campaign’s goals included:
- Strengthening the hotel’s social media profiles
- Producing high-quality visual content for rooms, cottages, dining spaces, and hotel grounds
- Increasing engagement with followers
- Driving traffic to the hotel’s website to boost bookings and restaurant revenue
Addressing these goals required not just creative skills but strategic planning and an understanding of marketing for hotels in a digital context.
Solutions and Strategies
Sammie implemented a tailored social media marketing strategy designed for hotels. Her approach combined content creation, social media management, and SEO optimization, ensuring that each post aligned with both brand identity and audience interests.
Key strategies included:
On-site Content Creation
Sammie conducted monthly visits to capture professional photography and videography of the hotel’s rooms, cottages, restaurants, bars, and outdoor spaces. These sessions ensured fresh, visually compelling content that reflected the hotel’s historic charm and modern comforts.
Audience-Focused Storytelling
Content was crafted with the hotel’s target audience in mind. Every post aimed to highlight experiences guests could enjoy, from fine dining to relaxing stays, creating an authentic and immersive online presence.
SEO and Digital Marketing Integration
In addition to social media, Sammie applied on-page SEO strategies to enhance visibility across search engines. Optimized captions, hashtags, and web content ensured that posts reached relevant audiences and encouraged organic traffic to the hotel’s website.
Consistent Posting and Engagement
A content calendar was established to maintain consistency and relevance across platforms. Engagement strategies included responding to comments, sharing user-generated content, and running targeted campaigns to attract potential guests.
Campaign Content
The content strategy focused on showcasing the hotel’s:
- Historic charm: Highlighting architecture, interiors, and local heritage
- Cosy experience: Capturing the inviting and comfortable atmosphere of rooms and communal spaces
- Dining excellence: Featuring menus, culinary creations, and restaurant ambiance
- Guest experience: Presenting activities, local attractions, and seasonal offerings
Visual storytelling was paired with compelling captions to communicate the hotel’s brand identity and encourage bookings. Video content, including short reels and behind-the-scenes clips, helped engage audiences across social media platforms.
Results
The campaign achieved measurable success, demonstrating the impact of strategic social media marketing for hotels:
- Increased social media engagement: Followers, likes, comments, and shares all saw a significant rise
- Higher organic traffic: Optimized content and SEO strategies drove more visitors to the hotel’s website
- Revenue growth: Greater visibility and engagement translated into more bookings for rooms and restaurants
- Enhanced brand perception: The hotel’s social media presence effectively conveyed its historic charm, cosy environment, and high-quality hospitality
The collaboration between Sammie and the hotel team also highlighted the importance of tailored content creation. By integrating on-site photography, videography, and digital strategy, the campaign established a consistent and appealing online presence.
Key Takeaways
Sammie McPhail reflects on her experience with the Master Builder’s House Hotel:
“Working on this campaign was incredibly rewarding. The hotel team embraced the value of structured content days, making the collaboration seamless. It reinforced how strategic, creative, and visually compelling marketing can elevate a hotel’s online presence and directly influence business growth.”
Other insights included:
- The power of immersive content: Hotel environments offer rich opportunities for photography and videography that can captivate audiences
- Importance of planning: A well-structured content calendar and clear objectives maximize results
- SEO synergy: Integrating SEO into social media ensures content reaches broader audiences and drives meaningful engagement
- Audience-centric marketing: Tailoring content to guest preferences creates stronger connections and increases bookings
This case study exemplifies how hotels can leverage social media marketing not just as a communication tool, but as a revenue-driving strategy. By combining creativity with strategy, hotels can transform their digital presence into a compelling extension of the guest experience.
Behind the Scenes
Inside the Campaign offers a unique view of what it takes to execute impactful marketing strategies. From brainstorming sessions to content shoots and performance analysis, every stage provides insights that can be applied to marketing for hotels, restaurants, and hospitality brands.
The success of this campaign also underscores the value of collaboration. Close coordination between the social media manager and hotel team ensures that content aligns with brand identity, resonates with audiences, and delivers measurable business outcomes.
Frequently Asked Questions:
What are social media marketing strategies for hotels?
Social media marketing strategies for hotels involve creating engaging content, promoting services, and interacting with guests on platforms like Instagram, Facebook, and TikTok. The goal is to enhance brand visibility, attract bookings, and build long-term customer loyalty.
How can hotels elevate their social media presence?
Hotels can elevate their social media presence by posting high-quality photos and videos, sharing guest experiences, running targeted ad campaigns, and leveraging SEO techniques to drive organic traffic to their website.
Why is content creation important in hotel marketing?
Compelling content tells the hotel’s story, showcases its unique offerings, and connects emotionally with potential guests. Quality visuals and authentic storytelling help hotels stand out in a competitive market.
What role does SEO play in hotel social media campaigns?
SEO improves a hotel’s visibility on search engines, ensuring that posts, blogs, and website content reach a larger audience. It drives organic traffic, increases bookings, and strengthens overall digital presence.
How do hotels measure the success of social media campaigns?
Success is measured through metrics like follower growth, engagement rates (likes, comments, shares), website traffic, bookings generated, and overall brand awareness. Analytics tools help track performance and optimize campaigns.
Can social media marketing increase hotel revenue?
Yes. Effective social media campaigns drive more visitors to the hotel website, increase direct bookings, and promote services like restaurants, spa, and events—resulting in higher revenue.
What makes a hotel’s social media campaign unforgettable?
A campaign becomes unforgettable when it combines visually stunning content, authentic storytelling, strategic engagement, and consistency across platforms, leaving a lasting impression on the audience.
Conclusion
Effective social media marketing is more than posting content—it’s about crafting a compelling story that showcases a hotel’s unique charm, engages its audience, and drives measurable business results. By combining high-quality visuals, strategic planning, audience-focused storytelling, and SEO optimization, hotels can elevate their online presence and create unforgettable experiences for potential guests.
