Midwest Hotels: What to Post on Social Media
- Posted by Arielle Rubenstein
- On June 5, 2020
- Clearly communicate health & safety updates
- Keep your audience updated on hotel renovations and reopenings
- Make the most of your location
The Midwest Region has seen less media coverage during the COVID-19 pandemic than other areas of the country, but there are still lessons to be learned from hotels in the region. As of June 2nd, our 7-Day Average Cases in the Midwest chart shows a steady decline in the number of COVID-19 cases, and our Midwest Regional Dashboard shows a week over week increase in the number of people shopping for midwest hotel stays in June and July.
As most of these prospective travelers are from the region (Illinois specifically) this shows that there is opportunity for hotels to reach their drive markets for summer stays. Whatever the status of your hotel, follow the lead of these hotels to show prospective guests why they should choose your property for their midwest getaway.
Be Transparent about Policy Updates
Wisconsin’s Abbey Resort took to Instagram to show that their staff is ready to welcome guests — while following COVID-19 safety protocols. If all employees at your hotel are required to wear masks as part of your cleanliness initiative, let guests know.
This is a great example of how your property can share a policy update in a fun manner, while simultaneously participating in a “hashtag holiday” (#NationalSmileDay) which helps maximize brand awareness.
Located just outside of Chicago, Illinois, Eaglewood Resort is known for its conference venues and has been historically successful when it comes to meetings and events. As most conferences have been canceled due to the pandemic (and corporate travel managers are opting for virtual venue tours), the resort adapted by adding a Zero-Risk Meeting Program that addresses the uncertainty of the event industry.
This post communicates that the resort acknowledges the concerns of meeting planners and that they are implementing the necessary social distancing and cancellation policies that are needed to recover meeting business.
Share Hotel Updates
Graduate Hotels’ management group currently operates seven hotels in the Midwest, but their eighth property in the region will look a little different—they’re building the I Promise Village in Akron, Ohio.
In partnership with the Lebron James Family Foundation, Graduate Hotels is renovating a historic apartment building to campus that will,”…provide shelter, safety and support for I PROMISE School families in need.” This post succeeds at updating their audience on the renovation progress and showcases their ongoing commitment to supporting the community.
Your hotel may not be in a position to renovate an entire building. But if you are making changes, be sure to share on social media. The Chattanoogan Hotel in Tennessee gave guests a sneak peek at their new spa with a video tour of the work in progress.
Posts like this are valuable because many people remain hesitant to travel so it’s important to keep your fans excited and interested in your property and amenities. After all, who couldn’t use a spa day right about now?
The status of your F&B outlet is one important update that most hotels will need to make sometime soon. If your dining venue is reopening, take a cue from Graduate Oxford and let your audience know your reopening date.
Simplicity is key here — all you need is a clear caption that communicates what’s open and/or what’s not. This also applies to hotels whose restaurants have remained open, as users may assume that the outlet is closed unless they see a post saying otherwise.
Highlight Your Location
Travel trends suggest that “road trips are at peak popularity.” If you’re property is road-trip friendly, let people know! For example, who knew that the famous Route 66 started in Illinois?
Eaglewood shared this fun fact and tied it back to the property by promoting their Road Trip special offer. Hotels can reach drive markets with similar messaging customized for their specific location, and can take it even further by creating a content piece that lists roadside attractions guests should stop at on the way to the hotel.
Located in downtown Chicago, Hotel Lincoln has a prominent location that sees a lot of foot traffic. The hotel recently used their location in a unique way by turning their windows into an art gallery, and asked their audience to submit anything that will “put a smile on passerby’s faces.” This is a fantastic way to make the most of your location, support the community, and share some positive vibes in these unsettling times.
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