A well-organised social media content calendar helps hotels stay relevant, engage with guests, and drive direct bookings more effectively,
With a comprehensive, well-targeted social media content calendar, you can maintain a consistent online presence, align your hotel’s strategy with seasonal events, and tap into guests’ interests.
In this post, we’ll run through step-by-step how to create the perfect social media content calendar for your hotel, ensuring your social media plan is efficient, strategic and impactful.
Why do hotels need a social media content calendar?
Stay organised
Solid planning and organisation is crucial for anyone managing social media marketing. A content calendar lets you plan your social media content ideas ahead of time, so you never miss important dates like holidays, local events or popular travel periods.
Maximise resources
Planning your content in advance also helps you use your valuable time more effectively. Once you’ve scheduled your content, it’s a task ticked off your list, allowing you to focus on other important responsibilities.
Build engagement
By creating a forward-thinking content plan, you can ensure that your posts are timely and resonate with your audience at just the right moment, driving engagement effectively.
Building the perfect hotel social media content calendar
Content Pillars
Initially, it’s important to outline the key themes you’ll be posting about, these are also known as “content pillars.” These represent the core topics that best represent your brand. For a hotel, this could include:
- Local attractions
- Events and offers
- Behind the scenes
- User-generated content
Key dates and events
Next, you’ll want to map out important dates for the year:
- Holidays & celebrations (Christmas, Valentine’s Day etc.)
- Local events in your area
- Peak seasons (half-terms, summer holidays etc.)
- Days of the year (World Cocktail Day etc.)
Posting Frequency
Then, decide how often you want to post on your channels. We’ve put some guidelines on the best posting frequency for hotels, but remember – consistency is key.
- Instagram & Facebook: 3-5 times per week
- LinkedIn: 2-5 times per week
- X: 1-3 times per day
- TikTok: At least once a day
Choosing the right content for the right platform
Each social platform has specific content types that perform best, thanks to their unique features and the ways their audiences engage. It’s therefore important to tailor posts to suit the audience and platform to maximise engagement.
- Instagram: Photos and short-form videos showcasing rooms, amenities, views and scenery.
- Facebook: Photos, videos and content including hotel highlights, event promotions and blog posts.
- LinkedIn: B2B content such as conference facilities, corporate rates and business partnerships.
- X: Timely updates, event highlights and engagement with followers.
- TikTok: Short to medium-length videos showcasing hotel USPs and surrounding areas.
Plotting it out
Now you’ve got some content, start putting it into a calendar to keep everything organised and on track. Aim to schedule posts for peak seasons and holidays early. There’s a few tools that can help here:
- Hootsuite & SEMRush: Good for scheduling across multiple platforms.
- Notion: Great for planning, but no scheduling feature.
- Google Sheets: Free and easy to use, but no scheduling feature.
Our Calendar
At Arise Hotel Marketing, we’ve created a detailed content calendar template full of key dates and content ideas, built specifically for hotels.
There are individual post options:
It’s packed full of important dates:
If you’d like a copy, send us an email – hello@wearearise.com!
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Building a social media calendar for your hotel can help in several ways, allowing you to focus on what matters most. With careful planning, you can engage and grow your audience and inspire them to book their stay with you. Just remember, stay consistent and plan in advance.
While you’re here, why not check out our social media marketing tips for your hotel?
