Today’s consumers are social-media savvy and one of the most popular ways to search for travel inspiration online is through social media sites like Twitter. In fact, the site has over 270 million monthly active users, who send 500 million tweets a day! 1 In addition to getting travel inspiration, today’s online travel shoppers use Twitter to research hotels and gain a deeper understanding of what they can offer. Once they’re at their destination, 71% tweet while on holiday.2 On Twitter, you can search for people actively talking about your hotel brand or location, engage with travel shoppers searching for their next trip, and join in on the conversation to get your hotel on the radar.

Considering the amount of people relying on this network for travel ideas and sharing their travel experiences, it’s essential that hoteliers make the most of Twitter to reach and engage travel shoppers – and convince them to stay. This Cheat Sheet explains what you need to know to tell a compelling hotel story on Twitter.

71% tweet while on holiday.

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The first thing travel shoppers see when they visit your hotel Twitter page is your cover photo. Capture travel shoppers’ attention with a visually-compelling header photo that makes your hotel stand out. This is the place for you to be creative, like hilton hotels, which showcases travelers snorkeling in beautiful clear waters, and even goes further by encouraging travel shoppers to share their #hiltonStory.

On the other hand, your hotel’s Twitter profile picture should represent your hotel brand, such as your hotel’s logo.

a picture is worth a thousand words, but a few words can change its story, said author Sebastyne young, and he couldn’t be more correct. Once you’ve got a captivating header photo, and a clear profile photo, then get started on your short description, which is the space underneath the profile photo. In this space, you should quickly explain what makes your hotel unique and what you can offer travel shoppers. This description should enhance the story that travel shoppers learn by viewing your cover and profile photo and provide context to understand why your hotel would fit their travel needs.

Consider how the hotel galvez tells travel shoppers that they’re the only historic beachfront hotel in Texas, or how citizenm hotels stands out by categorizing itself as a “new breed of hotel.”

FIRST IMPRESSIONS

Hilton Hotels

Hotel GalvezA picture is worth a thousand words, but a few words can change its story, especially on Twitter.

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A tweet is a compelling, short message – just 140 characters or less – that can help you engage with prospective, current and future hotel guests by showcasing what makes your hotel story unique, joining conversations that are already happening about your hotel or location, and broadening your social community.

keep in mind that your “tweets” are a reflection of your hotel and what it represents - so show off what makes your hotel unique: the stunning views of your hotel, the local nightlife, or your favorite nearby restaurant.

your hotel story could also include the people who make your hotel unique – your guests and your staff! If you’re not sure what your hotel story is, then join in on the conversations happening around you to get an idea of what travelers are looking for. are your potential customers looking for a place to relax? your ocean view rooms are part of your hotel story, so snap a picture and let your Twitter travelers know.

Twitter’s new visual layout makes it easier than ever to show off your hotel’s features. The new layout made room for a large, visually-appealing cover photo which you can take advantage of by adding a photo that really shows travel shoppers what your hotel is all about. The new layout also makes your tweets that have received more engagement appear larger in your Twitter stream – and you’ll notice that the most engaging tweets are ones with photos. In fact, adding a photo to your tweet can boost retweets (increasing exposure of your tweets) by 35%! 3

tweeting 101

Fairmont Hotels

Four Seasons HotelAdding a photo to your tweet can boost retweets by 35%!

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make sure that you are using proper spelling, grammar and punctuation in your tweets – since you are representing your business, after all. however, this does not mean you are not allowed to use a conversational and fun tone. Just remember to keep it professional.

Best practice tip: make your hotel story more personable by showcasing photos of your hotel’s staff behind the scenes or of your happy guests relaxing by the pool.

If you have a story to tell, but no one is there, does anyone really hear it? There’s no point in creating a compelling hotel story if no one is listening! you want to share that story – by amplifying it on Twitter. One of the best ways to get your hotel story across the Twitterverse is by interacting in conversations happening around you. you can start by following people who share your interests. Is there a local bar famous for its nightlife? you can include these local attractions as part of your hotel story, tweet about it on Twitter, and increase your audience – the amount of potential hotel guests who are visiting your hotel story.

Is your hotel a popular wedding destination? make your hotel story more personal and relatable to future guests interested in this feature by “re-tweeting” (or sharing) these photos on your account. not only will you be showcasing what your hotel has to offer, you’re also exposing a new side of your hotel story.

Be Professional but Fun

join the conversation

Water Beach Hotel

If you have a story to tell, but no one is there, does anyone really hear it?

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Studies show that 44% of people are most likely to respond to and engage with brands that post photos than any other type of media.4 This is especially true for the travel industry! what’s more enticing – reading about a relaxing beach vacation or seeing a photo of a happy traveler lying on the beach, with a drink in their hand?

Photos share a part of your hotel story that words alone cannot. give travelers a true sense of your hotel by including rich media – photos, videos and virtual tours – on your Twitter page. Videos show off your hotel’s experience and allow travel shoppers to envision the experience they’ll be having at your hotel. plus, using videos in tweets can boost retweets (the social following you’re building) by 28%.5

Tell a visual story

Aloft Hotels

Hilton Hotels

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a your cover photo is visually compelling and represents your hotel story

a your profile picture quickly conveys your hotel’s brand

a your short description section gives travel shoppers the “snackable” information they need

a you include photos and videos of local attractions, events, and your staff and guests

a you post content that encourages fans to engage with you, like questions

a you make sure to tell a consistent hotel story across all channels, including social media

Posting

profile

Check Out Where You Stand on twitter

Sol Wave House

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a you entice Twitter users with unique special offers and promotions

a you encourage guests checking in to share their experiences on social media

a you engage with past, present and future guests by responding to questions and comments

engagement

DoubleTree by Hilton

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The Epicurean Hotel uses compelling images and rich descriptions in its hotel story, which makes it stand out on Twitter. from their mouth-watering close-up images of their famous cuisine to tweets announcing contents and special offers, the epicurean tells a story that travel shoppers want to hear and see. The San Juan Water Beach Club knows how to showcase its personality online, which is why their hotel story stands out. not only do they post photos of their guests enjoying their amenities, they also suggest ideas of local attractions to visit and activities to try, like rooftop cocktails and pool massages.citizenM hotels plays up its visual storytelling on Twitter, with nearly every tweet including a photo, and publicizes events occurring in and around their hotel, enticing their followers - and giving them a reason to book.

learn from the pros

The Epicurean Hotel

citizenM hotels

hotel marketers that showcase their hotel story on Twitter will be one step ahead of the competition, showing potential guests why they should choose their hotel over others. Use this Cheat Sheet to make the most of your hotel Twitter page, and start reaching and engaging travel shoppers on this important social channel!

where to go from here

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SOURCES 1 https://about.twitter.com/company 2 https://blog.twitter.com/en-gb/2014/travelwithtwitter-twitter-users-and-summer-holiday-tweeting 3 https://blog.twitter.com/2014/what-fuels-a-tweets-engage-ment 4 http://www.slideshare.net/performics_us/performics-life-on-demand-2012-summary-deck 5 https://blog.twitter.com/2014/what-fuels-a-tweets-engagement

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