Promoting a single hotel takes careful social media marketing. Promoting a chain with dozens or hundreds of locations? That's even more complex, especially with multiple stakeholders, including managers and C-Suite leadership.
As a hotel CMO or VP of Marketing, you need to maintain a consistent brand while letting each property connect with its local market and attract customers.
This guide shows you exactly how to do it. Keeping your hotel brand strong while driving real results at every property.
Every hotel chain faces the same marketing and social media challenges.
How do you ensure every property follows your carefully-crafted core brand guidelines while still optimising for unique local attractions and offerings?
You can’t have local hotels looking like they’ve just put something together using Canva and posting it on Facebook like they’re hosting a bake sale. Every hotel in your group has got to promote itself consistently, while also maintaining a strong local presence, and that includes across every channel, and Google.
Guests expect the same experience everywhere. Every hotel is competing with every hotel in their local area, and other regions (if travelers are looking at multiple holiday destinations), and alternate options, like Airbnb.
Whether guests are booking in New York or New Orleans, they want the same quality and service your brand promises. A guest who loves your flagship property should feel confident booking any of your locations.
This consistency builds trust and recognition. It's what makes your chain valuable; guests know what to expect.
Travelers, whether on business or leisure, are hyper-local in their decisions. Someone searching for a hotel in Austin, TX, doesn't just want to know about your chain's amenities. They want specific information:
The same guest booking in Denver, CO, wants Denver-specific details, not generic messaging that looks like it was written by someone who’s never seen the Rocky Mountains.
This messaging has got to be consistent across every social media channel, from Instagram to TikTok, and third-party booking platforms.
This is the fundamental tension: standardization versus localisation. Without the right approach, you'll end up with one of two problems:
Neither scenario maximises your chain's potential or revenue. And ultimately, that’s the goal behind every single hotel social media post: Shift room inventory!
Plus, if you’ve got an on-site restaurant, maxamise food and beverage (F&B) revenue, too.
To solve those problems, you need three foundational solutions:
This balance lets corporate maintain editorial control and brand safety while property managers can capitalize on local opportunities and engage with guests effectively.
The foundation of successful hotel chain marketing is a centralized system that scales across all your properties while maintaining quality and consistency.
Create a central repository that serves as your single source of truth for all brand assets, approved messaging, and visual standards. This shared library should include:
Visual Assets:
Messaging Resources:
Property-Specific Content: Each property's unique photography, like their specific rooms, local amenities, and property-specific features, gets added to this library but must undergo approval before deployment.
This ensures your Park City (Utah) property can showcase ski-season visuals and your Miami property can feature beach content, while both maintain consistent visual language, lighting quality, and compositional style.
Clear Brand Guidelines: Your guidelines must be explicit and detailed:
Templated Copy Blocks: Create flexible templates for the following scenarios, while also accounting for others you might need:
These templates should allow local customization (a "Weekend Escape" template might say "Escape to [City Name] this weekend" rather than a fixed location) while maintaining voice and messaging consistency.
Centralised Access: Store this library in a platform accessible to all property teams, like Box, Dropbox, or Google Drive.
Sendible's content library feature allows marketing teams to organise approved assets, standardize messaging, and ensure every property manager has access to on-brand materials without requiring approval for every basic post.
Rather than making each property develop content from scratch, create universal campaign frameworks that deploy across all locations with local customisation layered on top.
Universal campaign framework example: “seasonal escape”
The corporate team develops:
Each property then localises it:
The framework stays consistent. Giving your chain the same visual style, same promotional period, same offer structure, but the execution feels locally relevant.
Benefits of This Approach:
Recurring Content Series:
Develop content series that work across the entire chain:
These series maintain consistent branding and posting cadence while allowing hyper-local content that resonates with each property's audience.
Implementation: Document these campaign frameworks, assign clear timelines, and provide property teams with templated assets and customisation guidelines. The result is a marketing calendar that feels coordinated and on-brand while remaining relevant to each local market.
Local search visibility directly impacts your ability to drive direct bookings. Each property needs optimization for its specific geographic market while maintaining your chain's overall search authority.
For hotel chains, Google Business Profiles (GBP) are in many ways your most valuable digital real estate, especially for Local SEO. They directly influence:
The Challenge of Scale: Managing GBP for potentially hundreds of properties requires systematic processes. The core challenge is maintaining Name, Address, Phone (NAP) consistency across all listings while ensuring each property's unique information and imagery are complete and current.
Top-Level GBP Audit: Create a comprehensive SEO and AI-based audit across all properties:
Quarterly Maintenance Schedule: Google frequently removes duplicate listings or consolidates variations, so regular audits prevent visibility issues.
Create a standard checklist for every property manager:
Review Response Strategy: Rather than having a central team respond to every review at every property, give local managers authority to respond to GBP reviews using provided templates and guidelines. This ensures:
Regular GBP Posting: Schedule regular posts to your GBP listings:
Google's algorithm favors active, recently updated listings.
Use a centralised social media tool like Sendible that can schedule posts simultaneously across multiple GBP listings, saving time while maintaining consistency.
Each property should have a dedicated landing page optimized for location-specific search intent. A guest searching "luxury hotel near Denver airport with spa" is looking for something from someone searching "mountain resort near Denver."
Given the importance of AI in search results, you probably need to do an AI-based audit too. See if your hotel is appearing in AI tools, Google’s AI Overview (AIO), and AI Mode.
If not, then this is something you’ll need to work with, either with your current SEO agency, or one that can solve this problem.
Landing Page Template Structure: Work with your web development team or agency to create templates that maintain consistent structure and design while allowing local customisation:
Again, make sure you’re able to do this for AI in search and across multiple GBP listings.
Hyper-Local Keyword Strategy: Optimise each landing page using location-specific modifiers:
Local Backlink Building: Partner with local sources to create backlinks to your property landing pages:
These local signals strengthen your relevance for location-specific searches and improve overall search rankings.
Schema Markup: Ensure your location pages include schema markup that explicitly defines:
This structured data helps search engines understand your property's local context and can lead to enhanced search appearance with rich and AI-based results.
Managing social media at scale requires balancing corporate control with local agility. The right systems make this possible without overwhelming your team.
Managing social media for dozens of hotel properties would be impossible without structured approval workflows. Local teams need autonomy to respond quickly to local opportunities, but corporate needs to maintain editorial control and ensure brand safety.
Tiered Approval System: Implement a system where different content types require different levels of approval:
No Approval Required:
Corporate Approval Required:
Platform-Based Solution: Use a platform like Sendible that enables role-based access controls:
Templated Approval Requests: Rather than submitting free-form posts for approval, use templates that prompt local managers to:
This discipline ensures approvers have context and can make decisions faster.
Clear Approval SLAs: Establish that corporate will approve or request revisions on submitted content within 24 hours. This prevents local teams from missing time-sensitive opportunities (a flash sale needs to post today, not next week) while maintaining brand control.
Running dozens of social media accounts means hundreds or thousands of guest conversations happening simultaneously across different time zones and platforms. Without a system for monitoring and delegating response authority, critical opportunities and serious problems could easily slip through the cracks.
Social Listening Implementation: Use social listening tools to track mentions of your brand and all property names across all social platforms. This monitoring should flag:
A guest might tag a property in a post without the property team seeing it. Your social listening tool should catch that.
Triage System: Create clear guidelines for conversation routing:
Corporate Response Required:
Local Team Response:
Response Tools for Local Managers: Provide resources that enable quick, on-brand responses:
Unified Inbox Functionality: Use platforms like Sendible that consolidate messages from all properties into a single dashboard, known as the Priority Inbox. This allows:
Most hotel chains measure social media success one property at a time, and this means missing the strategic insights that emerge at the chain level.
A better approach is to develop a unified reporting framework that aggregates KPIs across all locations while allowing drill-down capability into individual property performance. Here are the most useful metrics to track across an entire chain:
This unified reporting helps leadership prove marketing effectiveness, allocate resources efficiently, and identify opportunities for improvement across the chain.
Want to grow your hotel's or hotel chains' social followers, customers, and bookings across all locations? Sign up to Sendible: From scheduling to reporting — manage everything in one place, build engagement, and shift room booking inventory.
The biggest challenge for hotel chain social media marketing is balancing brand consistency with local relevance. Hotel chains must maintain a cohesive brand identity that builds guest trust and recognition across all locations.
At the same time, CMOs needs to ensure that each property to optimised for its unique local market, attractions, and search behaviors.
Without proper systems in place, chains either become indistinguishable copycats that fail to connect with local audiences, or they operate independently.
If every hotel does whatever it can or wants, this creates brand inconsistency and wastes marketing resources. It also potentially confuses customers and dilutes rather than strengthens your brand.
Brand voice consistency is ensured through three key ingredients:
Check out our library of templates, audits, and guidelines to get your hotel brand started.
Combined, these three elements work together to maintain brand safety and consistency at scale while still enabling local teams to move quickly.
The best approach to handling local property social accounts combines centralised control with local autonomy:
Make the following local:
Keep the following in a central team:
Use a unified platform like Sendible that allows corporate teams to maintain oversight while local managers access their own calendars, draft content, submit for approval when needed, and handle daily engagement independently.
This approach provides the best of both worlds: brand consistency and safety with local relevance and quick response times.