A professional networking powerhouse, LinkedIn offers hospitality industry leaders a multitude of benefits, from attracting top talent to building guest loyalty. Riky Bains, strategist at Brash, shares his tips for leveraging this essential, business-focused social media platform to drive growth.

Universally recognized as a powerhouse for professional networking, LinkedIn is also a goldmine for hotels looking to elevate their brand, attract guests and recruit top talent.

Catching MICE

The Meetings, Incentives, Conferences and Exhibitions (MICE) segment provides a crucial revenue stream within the hospitality sector, with hotels relying heavily on this market for consistent occupancy and revenue. LinkedIn has become a vital platform for MICE professionals to connect and collaborate. Notably, decision-makers within the B2B sector, responsible for selecting venues and partners for corporate events and conferences, are highly active on the platform.

Building a stellar hotel brand

Building brand awareness on LinkedIn is crucial for hospitality businesses for several reasons. Firstly, it positions the hotel as a thought leader in the industry. Secondly, LinkedIn allows for targeted audience reach. Thirdly, a strong LinkedIn presence enhances the hotel’s reputation and credibility, influencing booking decisions. Lastly, it serves as a platform for showcasing a hotel’s unique selling points, culture and guest experiences. By consistently sharing valuable content and engaging with an audience, hotels can significantly increase their visibility and brand recognition on LinkedIn.

Brand-building checklist:

• Craft a compelling company page – your hotel’s LinkedIn page is its digital storefront. Use high-quality images that showcase your property’s unique charm, write a captivating description highlighting your amenities and location, and encourage guests to share their experiences.

• Curate engaging content – share behind-the-scenes glimpses of your hotel’s operations, highlight guest experiences, showcase your team and share local attractions. Use visuals, videos and interactive content to capture your audience’s attention.

• Leverage LinkedIn ads – target specific demographics like leisure travelers, business professionals or event planners with tailored ads. Promote special offers, packages or your hotel’s unique selling points.

Connecting with guests, building loyalty

LinkedIn offers a unique opportunity for hospitality businesses to connect with guests in a more professional and meaningful way. Unlike other social platforms focused on users’ personal lives, LinkedIn is centered on professional interactions.

Engaging with guests on this key platform will help hotels to:

• Build stronger relationships – offering a more personalized touch through LinkedIn can foster loyalty and repeat business.
• Enhance guest experience – by addressing guest inquiries and feedback promptly on LinkedIn, hotels demonstrate a commitment to exceptional service.
• Leverage guest advocacy – satisfied guests can become brand ambassadors by sharing their positive experiences on LinkedIn, influencing potential customers.
• Gather valuable insights – guest interactions on LinkedIn can provide valuable feedback for improving services and amenities.
• Increase brand visibility – engaging with guests on LinkedIn can expand the hotel’s reach and attract new customers.

How to strengthen engagement:

• Join relevant hospitality groups – participate in groups focused on tourism, hospitality and your local area. Share insights, answer questions and build relationships with potential guests.
• Engage with guest reviews – respond to guest reviews and comments promptly, addressing concerns professionally and showcasing your commitment to guest satisfaction.
• Offer exclusive perks – reward your LinkedIn followers with exclusive offers, early access to promotions or personalized recommendations. Encourage guests to share their experiences with a dedicated hashtag.

Recruiting and retaining top talent LinkedIn is an indispensable tool for hospitality businesses seeking to recruit top talent. By showcasing a hotel’s culture and values, LinkedIn will help you to build a strong employer brand, attracting top talent and fostering employee loyalty.

Talent acquisition tips:

• Attract hospitality professionals – use LinkedIn’s job posting features to reach a wider pool of candidates. Highlight your hotel’s culture, career growth opportunities and employee benefits to attract top talent.
• Showcase your employer brand – share employee stories, company values and behind-the-scenes glimpses to create a positive employer brand. Encourage employees to share their experiences on LinkedIn.
• Build employee advocacy – empower your team to become brand ambassadors by sharing company content and engaging with the hospitality community.

By implementing these strategies, hotels can leverage LinkedIn effectively to enhance their online presence, build guest loyalty, attract top talent and ultimately drive business growth.