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  • Writer's pictureTaylor Kelly

Social Media Storytelling For New York Hotels: A Hospitality Consultant's Best Practices

In the fast-paced world of New York's hospitality industry, standing out from the crowd isn't just a goal—it's a necessity. As marketing consultants, we understand the power of effective social media storytelling to capture the essence of a New York hotel and engage local, national, and even international audiences. While there are many powerful strategies to consider when showcasing your property’s most impactful elements, let’s take a look at some important tips for your marketing team to remember.

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Understanding The Local Pulse

It is crucial to comprehend the beat of the local environment. New York is a city of diverse neighborhoods, cultures, and experiences. When it comes to hospitality consulting in New York City, our team makes it a priority to immerse ourselves in the distinct characteristics of each area, understanding what makes it unique. Whether it's the historic charm of the Upper West Side or the vibrant energy of Brooklyn's Williamsburg, tailoring your storytelling to resonate with these local nuances is key. Marketing your property too broadly, such as a simple: “hotel in New York City” is not an effective way to communicate your hotel’s true essence.

Crafting Compelling Narratives

Storytelling isn't just about pushing promotions or deals; it's about creating narratives that draw your audience in. New York hotels have incredible opportunities to tap into a rich tapestry of stories waiting to be told. From the historical anecdotes of the building's past to the personal journeys of your staff, every element contributes to your hotel's narrative. An example our team often uses is a comparison between posting content that simply shows a hotel restaurant's menu versus sharing a story about a dish on your menu that perhaps was the chef’s great-grandmother’s favorite dinner item from her childhood in Argentina. I'm sure you can imagine which post would compel a potential guest to want to learn more about the property. Humans are naturally curious and born storytellers. Use this to your property’s advantage.

Visuals that Speak Louder Than Words

In a city where iconic visuals are a part of daily life, harnessing the power of imagery is paramount. High-quality visuals on social media platforms can serve as a window into the experience you offer. From the breathtaking views of Manhattan from your rooftop bar to the intricate details of your interior design, each image should tell a story on its own. It's important to remember that as guest expectations grow higher and higher, hotels should consider influencer marketing as a way to increase their organic content library and showcase more natural experiences on-site. Your team can also be mindful of creating influencer-worthy photo opportunities around your property to compel your guests to take photos during their stay and share them with their own audiences.

For example, our team visited a property in Cancun Mexico that had amazing architecture in the lobby of the hotel - overlooking the ocean. However the tall arcs were a bland color, and not very clean. Something as simple as painting those arcs with a pop of tropical color like pink could make an incredibly interesting photo opportunity for guests that would be perfect to encourage organic social media engagement.

Embracing Local Influences

New York's local culture and trends have a significant impact on its residents. To connect with the local audience, it's important to embrace these influences. Hotels should tap into relevant events, festivals, and trending topics that align with the hotel's values. By participating in the conversation, you position your hotel as an active member of the local community. While these events also offer out-of-town guests an opportunity to have a more enriched tourism experience, it is also important to remember that your local community can easily be a large portion of your hotel’s revenue. Too many times, hotels forget to offer locals special opportunities to join their property and relax in their own community.

Fostering Engagement Through Interactive Content

Social media isn't a one-way street; it's a platform for engagement. We can’t emphasize enough the importance of building this into your social media strategy and resisting the urge to do such things as buying followers. Interactive content can drive conversations and build a sense of community around your hotel. Polls, quizzes, and user-generated content campaigns can encourage guests and followers to share their experiences and perspectives. A consultant can design and implement these initiatives, creating a space where your audience actively participates in your hotel's story.

Consistency And Authenticity

In a city known for its authenticity, your social media presence should mirror this trait. Consistency in tone, style, and messaging is essential. As an immersive hotel consultancy, we constantly advocate for an authentic voice that reflects the hotel's personality and values. Authenticity fosters trust and a deeper connection with your audience, making them more likely to engage and become loyal advocates.

Leveraging Local Hashtags And Geotags

Local hashtags and geotags are treasure troves for expanding your reach within the city. They allow your content to be discovered by users who are actively seeking recommendations and experiences in New York. It is important to identify relevant hashtags and geotags that align with your hotel's target audience, amplifying your content's visibility and engagement.

Measuring Success And Iterating Strategies

No strategy is complete without a means to measure its impact. At IMMRSE Partners, we always work with a data-driven approach, using analytics to assess the effectiveness of social media storytelling efforts. Metrics such as engagement rates, click-through rates, and audience growth provide valuable insights into what's working and what can be improved. This iterative process ensures that your storytelling strategies evolve with the changing dynamics of the social media landscape.

In the bustling city of New York, hotels have the opportunity to craft narratives that resonate deeply with the local community. Social media storytelling, when executed thoughtfully, allows hotels to transcend the role of mere accommodation providers and become integral parts of the city's fabric. As a hotel marketing consultant, my role is to guide hotels on this journey, helping them craft stories that captivate, engage, and connect.

By understanding the local pulse, embracing authenticity, and harnessing the power of visuals, hotels can create an online presence that reflects the essence of their unique offerings. With each post, New York hotels can invite locals and visitors alike to experience their story, creating memories that extend far beyond the confines of a stay.

In the end, effective social media storytelling is not just about promoting a hotel; it's about creating an experience that becomes a chapter in the vibrant narrative of New York City itself.

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