Why Your Hotel's Social Game is a Bloody Big Deal, Mate!

Let’s not muck about: a smart, savvy social media approach for your Aussie hotel does way more than just get you a few extra likes. It opens the door to a massive audience of potential guests, both local and international, and gives you a direct line to get them booking straight with you – meaning you keep more of that hard-earned cash instead of forking it over to third-party booking sites. It’s all about sharing cracking content that tells your hotel’s unique story, running sharp, targeted ad campaigns that don’t waste your precious marketing dollars, and maybe even teaming up with some well-known Aussie influencers who can give you a leg up. Plus, by keeping a close eye on how all your online efforts are actually working (or not working!), you can constantly tweak and improve your social strategy to get the absolute best results and stay ahead of the mob. In short, it’s crucial for beating out your rivals and building a brand that people love and trust.

Way #1: Suss Out Your Punters & Tailor Your Yarns (Know Who You’re Talking To and Shape Your Posts)

The absolute heart and soul of any good social media plan, especially for Aussie hotels, is figuring out exactly who you want to reach. Who’s your ideal guest, your perfect punter? What do they like doing on their holidays? Are they families looking for kid-friendly fun, young couples after a romantic escape, adventurous grey nomads, or business travellers needing a comfy bed and good Wi-Fi? How do they travel, what’s their budget, and, importantly, where do they hang out online when they’re dreaming about their next trip?

Dig Into Your Audience – Become a Bit of a Detective!

Before you even think about crafting that first witty Instagram caption or scheduling a Facebook post, take some proper time to learn about your potential guests. This will ensure your social media efforts actually hit the mark.

• Check Your Current Guests – Who’s Already Loving Your Place? Have a good squiz at your booking records, guest registration info, and those all-important online reviews. What patterns are popping up? Are you attracting heaps of families during school holidays? Maybe you're a hotspot for couples on weekend getaways? Or perhaps a favourite for business travellers during the week? Understanding who’s already choosing your hotel gives you a beaut starting point for your targeting. Look at their age, where they're from (local, interstate, overseas?), and what they loved (or maybe grumbled about) during their stay.
• Scope Out the Competition – See What the Other Blokes are Up To! Have a stickybeak at what other similar hotels in your area, or even further afield if they’re targeting the same kind of guest, are doing with their social media. What sort of content are they sharing? Who’s liking, commenting, and sharing their posts? How much buzz and engagement are they actually getting? This isn’t about copying them like a galah, but it’s a grouse way to get a window into what might work (or what to avoid!) for your own unique approach.
• Ask People Directly – Go Straight to the Source! Don’t be shy! Run some quick, easy surveys or polls on your existing social media channels or via email to hear directly from past and potential guests. Ask them what they really want from a trip to your region. What kind of content catches their eye on social media when they’re planning a holiday? What are their biggest turn-offs? This straight-from-the-horse's-mouth info can seriously sharpen your online messaging.
• Listen to the Online Chatter – What’s the Vibe? Use social listening tools (some are even free!) or just regularly search for mentions of your hotel, your competitors, and key local attractions online. What’s the general vibe out there? What do people love about staying in your area, or what are their common gripes? This keeps your social content in tune with real, current conversations and helps you address any potential issues proactively.

Understanding your crowd like the back of your hand lets you craft a social media presence that truly hits home, speaks their language, and makes them feel like your hotel gets them.

Make Posts That Properly Shine – Show Off Your Best Bits!

Once you’ve got a good handle on who you’re talking to, it’s time to create content for your social media channels that they’ll actually connect with, engage with, and (most importantly) be inspired by.

• Go Big on Pictures and Vids – A Picture Paints a Thousand Bookings! In the world of social media, especially for travel, good visuals are absolutely everything. Fuzzy, poorly lit photos just won’t cut it, mate. Invest in professional photos or even short, snappy videos that showcase your hotel at its absolute best – stunning rooms with a view, your inviting pool area, your delicious restaurant meals, unique architectural features, or those breathtaking local views. High-quality visuals are often the very first thing people notice and can make them stop scrolling. Think about user-generated looking content too – sometimes an authentic, less polished (but still good quality) shot can feel more relatable.
• Show What Makes Your Hotel Special – Your Unique Selling Points! What makes your Aussie hotel stand out from the pack? Is it a killer, unbeatable location right on the beach or in the heart of the city? Do you serve up amazing, locally sourced food in your restaurant? Perhaps you’ve got a spa worth bragging about, unique eco-friendly initiatives, or you're super pet-friendly (a big plus for many Aussie travellers!). Whatever your unique selling points are, highlight these consistently in your social media posts to pull in travellers who genuinely care about those specific features.
• Share Stories, Not Just Sales Pitches – Connect on a Human Level! People love a good yarn, a bit of a story. Don’t just use your social media to flog rooms. Post about your amazing staff and their stories (with their permission, of course!). Share interesting snippets about your hotel’s history or its connection to the local community. Feature happy guest experiences (again, with permission – user-generated content is gold, more on that later!). It’s far less about the hard sell and much more about building genuine connections and showing the personality behind your brand.
• Mix It Up, Keep It Fresh – Don’t Be a One-Trick Pony! Don’t just stick to posting the same kind of photos day in, day out. Variety is the spice of life, and it keeps your social media feeds fresh, engaging, and fun for your followers. Try short, engaging video tours of your rooms or facilities. Use Instagram or Facebook Stories for quick, behind-the-scenes glimpses, polls, or Q&A sessions. Run live chats with your manager or chef. A good mix of content keeps people interested and coming back for more.

Great content that authentically shows off your hotel’s best side, tells a compelling story, and speaks directly to your ideal guest is what draws people in and gets them seriously thinking about booking a stay.

Way #2: Let Your Happy Guests Do the Bragging! (Use Guest Posts to Build Trust)

User-generated content (UGC) – that’s photos, videos, and reviews created by your actual guests – is absolute gold for your hotel's social media presence. Why? Because it’s authentic, it’s trustworthy, and it’s basically a personal recommendation from a fellow traveller. Real snaps and clips from happy visitors can be incredibly persuasive in swaying others to pick your hotel for their next trip.

• Get Your Guests Sharing – Give 'Em a Reason To! Encourage your guests to post about their stay and tag your hotel. You can do this by running fun photo contests (e.g., "Best Sunset Shot from Your Balcony") with a prize like a future discount or a restaurant voucher. Offer small perks or a bit of local Aussie chocolate for guests who share a post and use your dedicated hashtag. Sometimes, just a friendly reminder card in the room with your social media handles and hashtag is enough of a nudge.
• Pick a Catchy, Unique Hashtag – Make it Yours! Create a unique, memorable, and easy-to-spell hashtag specifically for your hotel (e.g., #[YourHotelName]PerthGetaway or #[YourHotelName]GoodTimes). Encourage guests to use it whenever they post. This not only ties all their wonderful content directly to your brand but also makes it super easy for you (and other potential guests) to find and browse through.
• Show Off Their Stuff – Share the Love! When guests post great content featuring your hotel, ask for their permission to re-share it on your own official pages, your website, or even on screens in your lobby or reception area (with proper credit, of course!). This not only provides you with fantastic, authentic content but also makes those guests feel chuffed and appreciated, building a real sense of community around your brand. It proves you’re a legit, well-loved spot and reinforces that choosing your hotel is a top decision.

Guest-generated content adds a powerful layer of social proof and trust that’s incredibly hard to beat with even the slickest professional marketing.

Way #3: Make Your Socials Look Irresistible! (Get Your Profiles Ready for the Spotlight)

Making sure people can actually find your hotel online easily, and that your profiles look schmick when they do, is a key part of a successful social media approach. You need to tweak and optimise your profiles to stand out from the crowd and make a brilliant first impression.

• Fill Out Everything – Don’t Leave Blanks, Mate! This sounds basic, but you’d be surprised how many businesses miss bits! Make sure all your social media profiles have the absolute basics filled out completely and accurately: your hotel’s full name, correct address, phone number, website link, and a short, sharp, engaging pitch (your bio) about what makes your hotel special. Chuck in relevant keywords that people might search for, like “luxury Perth hotel,” “family-friendly accommodation Swan Valley,” or “hotel near Optus Stadium” to boost your visibility in local searches.
• Pick Sharp, Professional Images – Your Online Shopfront! Use a crisp, clear, high-resolution version of your hotel’s logo for your profile picture – it’s your brand’s main identifier. For your cover photo or banner image, choose a stunning, captivating shot – perhaps a panoramic view from your hotel, your most impressive architectural feature, your beautiful pool area, or iconic nearby scenery that screams "holiday!" These images are the visual face of your hotel on social media.
• Lock Down Your Listings & Keep 'Em Current – Consistency is Key! Make sure you’ve claimed and verified your business listings on all the big platforms relevant to travel – definitely Facebook, Instagram, and especially Google My Business (which massively impacts your local search visibility). Keep all the information across these platforms consistent and up-to-date (opening hours, contact details, amenities). This helps your social media efforts rank higher in searches and builds trust with potential guests who see you’re on the ball.
• Chat with Your Followers – Be a Good Host Online Too! Social media isn't a one-way street; it's a conversation! Make a real effort to answer comments and messages from your followers quickly, politely, and with a friendly, helpful, and genuinely Aussie tone. Talk back, answer their questions, solve their problems if you can, and generally show you care and you’re listening. This regular engagement is an absolute cornerstone of a social media approach that keeps people interested, feeling valued, and much more likely to book.

Good, well-maintained profiles make your hotel easy for Perth locals and travellers to find, provide all the info they need, and make it look like a place worth following and, ultimately, visiting.

Way #4: Smart Ads to Get Bums in Beds (Run Ads That Actually Hit the Mark)

While organic social media reach is great, sometimes you need to give it a bit of a nudge with paid advertising to really supercharge your efforts, reach a much wider (but still targeted) audience, and get those rooms filled, especially during quieter periods. This is where knowing how to sell hotel rooms using social media advertising comes into play.

• Use the Right Platforms & Their Amazing Targeting Tools! Platforms like Facebook, Instagram, and even Google offer incredibly powerful advertising tools. Tap into these to aim your social media campaigns with pinpoint accuracy at exactly the right crowd. You can target based on demographics (age, location – like people in Melbourne planning a trip to Perth), interests (e.g., people interested in luxury travel, family holidays, wine regions, adventure sports), recent travel planning behaviours (e.g., people who have recently searched for flights to Perth), or even target past guests to encourage repeat bookings. Understanding these tools is key to crafting effective hotel advertisement ideas that don't just reach people, but reach the right people.
• Make Your Ads Pop – Stop the Scroll! Your ads need to be absolute eye-catchers to stop people scrolling past. Use your best, most stunning photos or short, engaging video clips of your hotel. Write compelling, concise ad copy that highlights a clear benefit or an irresistible offer. Your call to action (like "Book Now" or "Learn More") needs to be crystal clear and easy to click. The goal is to make them desperately want to click through and find out more as part of your overall strategy for how to sell hotel rooms.
• Watch How They’re Doing & Don’t Be Afraid to Tweak! Don’t just set your ads and forget ‘em! Keep a close eye on their performance. Track key metrics like views (reach and impressions), clicks, click-through rates, and, most importantly, actual bookings or booking enquiries that come from your ads. See what’s working a treat (which ad creative, which audience targeting, which platform?) and what’s a bit of a fizzer. Then, use that data to tweak and optimise your campaigns to get more bang for your buck and improve your return on investment.
• Bring Back Those Window Shoppers (The Magic of Retargeting!) Ever looked at something online, then seen ads for it following you around the internet? That’s retargeting, and it’s a cracker tool for hotels! You can target people who have previously visited your hotel’s website (maybe they looked at rooms but didn’t book) and show them enticing ads on social media or other websites, gently nudging them back to complete their booking. It’s a powerful way to capture those "almost" customers.

Paid ads, when done right and strategically, can flood your website with qualified traffic, significantly boost your direct bookings, and give your hotel a massive competitive edge.

Way #5: Get a Leg Up with Local Legends & Influencers (Team Up with the Right Faces)

Collaborating with social media influencers, especially those with a genuine connection to travel, lifestyle, or your local Aussie scene, can be a seriously effective way to widen your reach, build credibility, and add a bit of sparkle to your hotel's online presence.

• Find the Right Faces – It’s About Quality, Not Just Follower Numbers! Don’t just go for the influencer with the biggest follower count. Look for travel bloggers, lifestyle gurus, local Perth foodies, or family travel influencers whose audience and values genuinely match your target guests and your hotel’s brand. Authenticity is key. A micro-influencer with a smaller but highly engaged local following might be far more valuable than a mega-influencer whose audience is too broad or doesn't align with your hotel.
• Build a Real Bond – It’s a Two-Way Street, Mate! Don’t just send a generic pitch. Engage with their content, show genuine interest in what they do. Offer them a complimentary stay, a unique experience at your hotel, or perhaps something exclusive for their followers. Building good, respectful vibes with influencers is crucial for a successful collaboration and powers your overall social media approach.
• Plan Real, Authentic Campaigns – No Cheesy, Forced Ads! Work with your chosen influencers to create content – posts, stories, videos, blog articles – that feels genuine, natural, and authentically showcases your hotel and the experiences it offers from their perspective. The best influencer collaborations don’t feel like ads at all; they feel like trusted recommendations from a mate. This is a much more natural fit for your brand.
• Check the Results – Did it Actually Work? Track the impact of their work. Monitor website traffic coming from their posts (using unique links or promo codes can help), engagement rates on their content featuring your hotel, and any direct bookings or enquiries you can attribute to their campaign. See which influencers are genuinely delivering results and refine your influencer marketing strategy based on that data.

The right influencers can effectively spread the word about your Aussie hotel, make it a hot topic of conversation, and drive real bookings from an engaged and trusting audience.

Way #6: Stir 'Em Up with a Cracker Contest! (Throw Contests to Get People Talking)

Who doesn’t love a good competition or a chance to win something awesome? Contests and giveaways are a fantastic way to spice up your hotel’s social media, get your current followers super excited and engaged, and pull in a whole swag of new potential guests and followers.

• Offer Cool, Relevant Prizes – Something They Actually Want! The prize needs to be enticing enough to get people to bother entering. Give away a weekend stay at your hotel, a voucher for your amazing restaurant, a relaxing spa day package, or perhaps even tickets to a local Perth event bundled with accommodation. Make sure the prize fits your target audience and your hotel’s brand. A romantic getaway prize won’t appeal much if you’re a family-focused resort!
• Set Simple, Clear Rules – Don’t Make ‘Em Jump Through Hoops! Keep the entry requirements straightforward and easy to understand. Maybe they need to like the post, tag a few mates they’d bring, follow your page, and share the contest to their story. Make it crystal clear how to join, what exactly is up for grabs, and when the winner will be announced. Clarity keeps your social media contest running smoothly and avoids any confusion or grumbles.
• Spread the Word Far and Wide – Shout it From the Rooftops! Promote your contest heavily across all your social media channels, on your hotel’s website, and in your email newsletters. Encourage your followers to share it with their own networks to really maximise its reach and grow your audience. You could even consider a small paid boost for your contest post to get it in front of even more new eyes.
• Look at What Worked (and What Didn’t!) – Learn for Next Time! After the contest is done and dusted, have a good look at the results. Which types of prizes and which promotional posts got the most entries, engagement, and new followers? This data is gold for shaping your next social media contest or giveaway and making it even more successful.

Contests are a brilliant way to get people buzzing about your hotel, generate excitement, grow your follower base, and bring fresh eyes (and potential bookings!) to your Aussie accommodation.

Way #7: Track Your Wins & Be a Top Host Online! (Keep an Eye on How You’re Doing & Engage Like a Legend)

This final "true blue way" is really two crucial parts rolled into one: constantly checking your stats to see what’s what, and using social media as a platform to provide absolutely stellar guest service. These are vital for a social media approach that not only works but also builds lasting relationships.

Keep an Eye on Your Stats – Know What’s Working!

You can’t improve what you don’t measure. Regularly checking your social media performance is vital.

• Track the Big Stuff That Matters for Bookings: Don’t just get fixated on vanity metrics like follower numbers. Watch your reach (how many unique people see your posts), engagement rates (likes, comments, shares), click-through rates from your posts to your website’s booking page, and, ultimately, actual bookings or enquiries that can be attributed to your social media efforts. These are the numbers that truly guide your online success.
• Use Handy Tools to Dig Deeper: Most social media platforms have their own built-in analytics (like Facebook Insights or Instagram Insights) that provide a wealth of data. You can also lean on third-party social media management tools like Hootsuite or Sprout Social to get even deeper insights into who’s engaging with your content, when they’re online, and why certain posts perform better than others. This is invaluable intel.
• Peek at Your Rivals (But Don’t Get Obsessed!): Keep an eye on what other similar Aussie hotels are posting on their social channels and how their content seems to be landing with their audience. This isn’t about copying, but it can spark new ideas or help you identify gaps and opportunities to sharpen your own online game.
• Make Decisions with Data, Not Guesswork: Use what you learn from your analytics to constantly tweak and refine your posts, your targeting for ads, your content schedule, or even your overall spending on social media. A numbers-based, data-driven approach to your social media always pays off much better in the long run than just winging it.

Be a Great Host to Your Guests Online – Service with a Digital Smile!

Social media isn’t just a broadcast channel; it’s a perfect spot to shine with exceptional customer service, build strong relationships with past, present, and future guests, and manage your hotel’s reputation.

• Answer Fast and Friendly – No One Likes Being Ignored! Make it a priority to reply to comments and messages on your social media pages as quickly and politely as possible. A prompt, helpful, and friendly response shows you’re on the ball, you’re listening, and you genuinely care.
• Handle Issues Openly and Professionally – Turn a Grumble into a Grin! If someone posts a complaint or a negative comment (it happens to the best of us!), address it publicly (if appropriate) in a calm, professional, and empathetic manner. Offer to take the conversation offline to resolve it. Fixing complaints well, where everyone can see your positive approach, can actually prove you’re serious about guest satisfaction.
• Connect with Your Guests Personally – Show You’re Human! Don’t be afraid to engage in a bit of friendly banter! Share useful local tips if someone asks for recommendations, answer their pre-arrival questions thoroughly, or suggest local spots or activities they might enjoy during their stay. This kind of personal interaction makes your hotel feel much more approachable and welcoming.
• Turn Bad Feedback into Good Improvements – Always Be Learning! Use any gripes or constructive criticism you receive online as a genuine opportunity to learn and get better. If multiple people are mentioning the same issue, it’s a clear sign something needs addressing. Fix things, and if appropriate, even share updates on your social media about how you’ve improved things based on guest feedback. This shows you value their input.

Staying on top of your performance data and providing truly great service online keeps your social media efforts on track, your guests happy, and those all-important bookings rolling in.

The Wrap-Up: Your Hotel's Social Success Story Starts Now, Mate!

So, there you have it – seven true blue ways to get your Aussie hotel’s social media really firing and packing those rooms for a bumper 2025! In today’s super-connected world, a sharp, engaging, and authentically Australian social media presence is absolutely essential to stand out from the crowd, connect with your ideal guests, and drive those direct bookings. By consistently applying these steps – really sussing out your crowd, crafting posts that shine, leveraging the power of your happy guests, running smart ads, and engaging like a local legend – you can truly use social media to not just fill your rooms but also to hit your revenue targets and build a brand that people love and trust.

At Emersion Wellness, we get just how big a deal a well-crafted online presence is for Aussie hotels like yours. Our team of savvy digital marketing pros can help you craft a tailored social media strategy that perfectly fits your unique goals, your brand’s personality, and, most importantly, boosts your bottom line. Our unique wellness program expertise also allows us to help you connect genuine guest wellbeing initiatives directly to higher room bookings, increased spa visits, and greater dining revenue – all showcased beautifully through your social channels. Keen to learn how we can help your hotel truly stand out online and make 2025 your best year yet? Contact us today for a no-obligation yarn. Let's get your hotel the attention it deserves!

FAQs: Your Burning Social Media Questions Answered, No Worries!

1. Why Does a Rip-Snorter Social Media Strategy for Hotels Actually Matter So Much? It’s a game-changer, mate! It boosts your hotel’s name and visibility like nothing else, helps you get more direct bookings (which means more profit for you!), lets you connect directly with your guests, builds a really positive reputation, and gives you a massive edge over your competitors who might be a bit slack online.

2. How Do I Figure Out Who My Hotel Should Be Talking To on Social Media? Have a good look at your current guest records – who’s already staying with you? Watch what your competitors are up to and who they’re attracting. Don't be afraid to ask your followers or email list directly with quick polls or surveys. And keep an ear out for what people are saying about your place and your area in online social chatter.

3. What Really Makes Social Media Posts Work for an Aussie Hotel? What Gets Likes & Bookings? Cracker photos and engaging videos are a must! Highlighting what makes your hotel unique and special (your views, your service, your local connections). Telling good, authentic stories rather than just constant sales pitches. Mixing up your content formats to keep things interesting. And definitely sharing real content from your happy guests – that stuff is gold!

4. What’s the Key to Running Hotel Ads Online That Don’t Just Waste My Money? Targeting is everything! Use the ad platforms (like Facebook and Instagram) to aim your ads at the right people based on their location, interests, and travel habits – that's crucial for how to sell hotel rooms effectively. Make your ads visually catchy with great images or video. Track your results like a hawk so you know what’s working. And use retargeting to remind people who’ve visited your website but haven’t booked yet.

5. How Can Aussie Influencers Actually Fit into My Hotel's Social Media Plan? Find local or travel influencers whose followers match the kind of guests you want to attract – it’s not just about big numbers, authenticity matters. Build a genuine relationship with them. Work together to run campaigns that feel real and showcase your hotel naturally. And always measure the results to see who’s actually driving interest and bookings.

6. What’s the Real Trick to Running Social Media Contests That People Actually Enter? Offer a really good prize that your target audience would genuinely love (like a free weekend stay or a dinner voucher). Keep the rules dead simple and easy to follow. Promote your contest far and wide across all your channels. And afterwards, have a squiz at what worked best so your next one is even more of a cracker!

7. How Do I Actually Track if My Hotel's Social Media Efforts Are Paying Off? Keep a close eye on your reach (how many people see your stuff), engagement (likes, comments, shares), clicks through to your website (especially your booking page!), and any direct bookings or enquiries you can trace back to social media. Use the analytics tools provided by the platforms or other social media management tools. Compare your efforts to your rivals. And make your decisions based on that data, not just guesswork.

8. How Should My Hotel Team Help Guests and Handle Complaints Online? Be quick, friendly, and helpful when you answer comments and messages – show you’re listening! If someone has a whinge, handle it openly and professionally (offer to take it offline to sort it properly). Chat with guests personally – offer tips, answer questions. And use any feedback, even the tough stuff, as a chance to get better. Good online service makes a huge difference.

9. What If I Just Ignore Having a Proper Social Media Strategy for My Hotel? What’s the Harm? You’ll be missing out on a massive number of potential guests, mate! You’ll likely lag behind your competitors who are using social media well. You could lose out on direct bookings (and pay more commission to online travel agents). And you risk your hotel getting a bad name online if you’re not there to manage your reputation. It’s a risk not worth taking these days.

10. How Can Emersion Wellness Specifically Boost My Hotel’s Social Media Plan? Emersion Wellness can help craft a full, tailored social media strategy for your hotel that really clicks. They specialise in tying your hotel's unique wellness offerings (or helping you develop them!) directly to getting more bookings and increasing revenue across all areas – rooms, spa, dining. They know how to showcase that on social media to attract the right guests.