How to Win at Social Media Marketing for Hotels: The Multi-Location Pillar Guide

Social media is no longer merely a digital brochure. It has become the main source of inspiration for travellers worldwide. Effective social media marketing for hotels encourages direct bookings and fosters loyalty.

For multi-location hotel chains, the challenge is amplified. You must maintain one consistent brand voice across dozens of unique properties. And you also need to appeal to guests and streamline content creation for a huge team.

This exclusive guide provides the complete strategy. We will cover the core content types that convert, as well as introduce the technology needed to master multi-location management at scale. Mastering this balance turns social media management chaos into booking success.

What are the biggest social media challenges for multi-location hotels?

Managing a single hotel’s social media is demanding. Managing a large chain is exponentially more complex. This complexity often leads to lost time, wasted budget, and damaged brand equity. Leading hotel chains overcome these barriers with technology and process. This section outlines the issues that you have to master

Maintaining brand consistency across all properties

Your brand's visual style and voice must be identical everywhere. Inconsistent messaging across all locations weakens both recognition and trust.

• Successful hotel chains treat this challenge proactively by utilising social media management tools with centralised content libraries, approval workflows, custom fields, and more.

• Decentralised content creation often leads to off-brand messaging.

• Local teams must access the correct, high-quality, and pre-approved assets instantly.

• Even small deviations in visuals or tone can confuse potential guests.

Scaling content creation and maintaining local relevance

Content volume must be scalable, yet it must remain hyper-local. The corporate office needs to generate content for the entire chain efficiently. But local properties must also create content specific to their immediate market and guests.

• Head office struggles to scale content while maintaining local relevance.

• Manually duplicating posts for each location wastes huge amounts of time and risks errors.

• The best teams use technology to adapt core content for location-specific posting quickly.

• Local teams often lack the tools or guidance to create high-quality, on-brand content, which is why having a centralised social media management content library and dashboard is crucial.

Check out how one of the most famous hotel chains does it for its Instagram profiles. Hilton Hotels has mastered localised content. Each location shared specific content, but they never fail to stick to their brand guideline. If you take a glance at their Instagram profiles for Paris, Sydney and New York, you'll clearly see the differences, but you won't think it's any other hotel.

Defining roles and managing approval workflows

A lack of clear team hierarchy is a major multi-location issue. If you're not sure who is responsible for the final post approval, then you have some work to do.

• Unclear responsibilities cause confusion and significant publishing delays.

• A lack of strict approval workflows introduces major compliance risk and off-brand messaging.

• The solution is clear role-based permissions and mandatory sign-offs.

• This structure limits oversight and protects brand consistency across all users.

Gaining centralised oversight and performance visibility

Leadership needs aggregated data that is both accurate and easy to understand. Centralised oversight is crucial to track social media success across all locations.

• It should not be difficult to track performance and ROI across every single property.

• You need a unified view to ensure quality and compliance across the entire brand.

• Centralised control gives you strategic power.

• This unified view informs better decisions across the whole chain.

What does this mean in simple words?

Your local team's KPIs must align with the overall business goals. Your reports must be coherent. And you need to find a way to make it all happen without wasting more time than needed.

How to build a modern social media strategy for hotel chains in 3 steps

Now that we've covered all the challenges, let's talk about how to resolve them with a solid social media strategy.

Your strategy must work at a macro (chain) and micro (property) level. It must focus on driving specific, measurable business goals.

1. Define audience personas for each location

A single hotel chain can serve multiple market segments. Guests for a major city centre hotel differ from those at a beach resort.

• Tailor content pillars based on the location and guest type.

• A resort property might prioritise family and wellness content.

• A city-centre property might focus on business travel or event spaces.

2. Choose the right platforms for the target traveller

Each platform serves a different phase of the travel journey.

• Instagram and TikTok are for inspiration and discovery. 61% of travellers have booked a hotel after seeing it on Instagram.

• YouTube Shorts offer high engagement for property tours and local area guides.

• Facebook is powerful for geo-targeted paid advertisements and community building.

• LinkedIn is best for reaching meeting planners and MICE (Meetings, Incentives, Conventions, and Exhibitions) promotions.

3. Prioritise direct bookings over third-party sites

Social media is a powerful tool to drive commission-free revenue. This is a key strategic win for hotel chains.

• Ensure your profile bios feature a clear, trackable booking link.

• Use short-term social-only offers to drive urgency and direct traffic.

• Reduce friction by making the path from discovery (social) to booking (website) as simple as possible.

What type of content drives the most bookings for hotels?

Today’s traveller is looking for authenticity and experience, not glossy brochures. Focus your hotel social media strategy on these high-performing content formats.

1. Go all-in on short-form video (reels, tiktoks, shorts)

Short-form video is the primary format for discovery and inspiration. 78% of people prefer short video content for learning about products and services.

• Create quick, engaging video tours of unique amenities.

• Show 'day-in-the-life' content from the perspective of a happy guest.

• Focus on experiences rather than just static property images.

• Keep videos short—aim for between 15 and 60 seconds.

2. Leverage authentic user-generated content (UGC)

Potential guests trust other travellers more than they trust your ads. UGC is more authentic and relatable.

• 92% of people trust user reviews and posts more than advertisements.

• 79% of people say UGC highly influences their purchasing decisions.

• Actionable tip: Actively monitor your branded hashtag across all locations.

• Always ask permission before re-sharing guest content.

Real-life example: The Pig Hotels

The Pig Hotels in the UK often repost to Instagram Story candid, rustic guest photos. These posts reflect their brand's authentic, country-house charm. They feature simple moments like garden-fresh meals or fireside chats. This UGC approach builds strong trust because the experience feels real.

3. Tell a story with property, staff, and local spotlights

Humanise your brand to create a warmer, more engaging presence. People book experiences, not just rooms.

• Run a 'Meet the Team' series featuring a chef or concierge at a specific location.

• Highlight unique, location-specific elements. This is essential for location-specific content that performs well.

• Showcase local partnerships, such as a nearby restaurant or attraction. This appeals to regional travellers and boosts local SEO.

How to use tools to streamline multi-location hotel social media management

Scaling social media marketing for hotels across multiple locations is impossible without the right platform. The solution is using tools that enable collaboration, centralisation, and dynamic publishing.

Maintain brand governance with shared content libraries

Brand governance starts with a single source of truth for assets.

• Corporate teams can pre-approve images, videos, and copy snippets.

• These assets live in a Shared Content Library.

• On-site teams can access them instantly in their local Calendar. This ensures every post is instantly on-brand.

Scale publishing with custom fields and bulk scheduling

The time spent duplicating content manually is time lost. You need a way to publish similar content efficiently.

• Use Custom fields to add local details like the property name, address, phone number, and a specific booking link.
• By adding a chosen field to your posts, you'll easily customise them for that particular location. Pair it with bulk importing, and you'll achieve a major strategic win.

Ensure compliance with mandatory approval workflows

Brand safety and compliance are non-negotiable for large chains. You must eliminate the risk of off-brand content going live.

• The Approval workflows feature ensures all stakeholders review content before it goes live.

• Local teams can create content, but the Head Office retains final oversight for compliance.

• You can set up different approval levels based on user roles and locations.

Get clear ROI with location-specific reporting

Leadership needs simple, aggregated data to track performance and ROI.

• Use Custom Reports to keep stakeholders informed.

• Organise your posts into campaigns to create automatic reports on content pillars.

• You gain full visibility into content performance and engagement across every location.

• The platform allows you to see performance for the entire chain and each individual property separately.

What are the top hotel social media trends for 2025?

Staying ahead means anticipating social media trends. Look for ways to use new technology to drive efficiency and authenticity.

AI-powered personalisation and smart automation

AI is changing how we handle content and customer experience.

• AI helps segment guests for hyper-targeted, location-specific content promotions.

• Smart automation can streamline tasks like monitoring brand mentions across hundreds of profiles.

• However, final sign-off and empathetic customer response must always remain human.

Nano-influencer collaborations

High-profile influencers are expensive. Nano-influencers offer a better, more authentic return for hotels.

• Nano-influencers have highly engaged, smaller audiences (1k–10k followers).

• Their content feels authentic because they are seen as genuine peers.

• This is perfect for location-specific marketing, targeting regional travellers or niche communities (e.g., local food bloggers).

The rise of social commerce and direct in-app booking

Social platforms want to keep users in their environment.

• Social media is becoming a direct sales channel.

• The goal is to move a user from interest to booking in fewer clicks.

• Look for opportunities to integrate platform booking features.

Conclusion: From management chaos to booking success

Effective social media marketing for hotels is a blend of strategy and technology. The goal is simple: to be remarkable at scale. You need to scale your message without losing your authentic local voice.

By streamlining collaboration and centralising content governance, your chain can stand out. Technology can reclaim valuable time lost to manual duplication and inconsistent posting.

Ready to see how to manage your content, approvals, and reporting in one efficient hub?

Join our webinar to learn more: Book more stays: Q4 hotel social media playbook for multi-location hotels or book a call with our experts to better understand how to solve all social media management challenges you're facing.

Frequently asked questions (FAQ) answered by our team

How many users can I add to manage our hotel social media?

Sendible offers flexible plans to accommodate different team sizes. You can add as many users as you need. This is true whether you have one property manager or a large corporate team.

Can I post across all our hotel locations at one time?

Yes, you can post across all locations at once. Features like Custom Fields and bulk scheduling let you publish one post and then customise it for each profile.

Can I view each hotel location's social media separately?

Yes. Sendible enables corporate teams to manage all locations from one place. It also gives on-site teams access to their own social media Calendar and performance reports.

What kind of reports do I have access to for my hotel chain?

You get profile-specific and fully customisable reports. You can organise posts into Campaign Reports and schedule automated reports by profile or location.