As a hospitality digital marketing consultant, I frequently recommend that resort teams create and maintain a LinkedIn company page.
Building out and maintaining a LinkedIn company page and strategy increases visibility and provides a platform to showcase your resort’s offerings and build relationships with potential clients, partners, and referrals.
Audience segmentation
Three core audiences will see your hotel page and posts on LinkedIn and are most likely to benefit from them, including:
- Leaders seeking a new career
- Past guests who are ambassadors of your hotel
- Meeting planners and companies that engage with your sales team
Value of maintaining a LinkedIn company page
It is understandable, given turnover concerns, the difficulty in determining which department should manage the LinkedIn page between marketing and human resources, and a lack of time, that a LinkedIn page is not always of high priority. However, creating and maintaining a LinkedIn profile benefits multiple teams, including marketing, sales, and human resources. Some of the values that can be attributed to LinkedIn strategy are:
- Increased visibility: A LinkedIn company page allows your resort to showcase its brand and offerings to a broader audience, including potential customers and industry professionals. Maximizing your resort’s exposure on LinkedIn can open up opportunities to engage with a wider range of people, leading to increased growth and success.
- Lead generation: A well-managed LinkedIn company page can help generate leads by providing a platform for the resort to share content and engage with potential customers.
- Sales Enablement: A LinkedIn company page allows your sales team to share resort news, updates, and events to help them build their professional brand and attract potential customers while creating conversation starters with current clients.
- Recruitment: As part of the overall recruitment playbook, a LinkedIn company page can be used to help the resort attract and hire top talent. Highlight high-priority leadership roles, internal promotions that showcase growth and career paths within the company, and team member engagement activities and benefits.
- Industry positioning: A LinkedIn company page can help position your resort as a thought leader in the industry by consistently publishing relevant, high-quality content and engaging with industry professionals.
- Cost-effective: A LinkedIn company page is a cost-effective way to reach a large, targeted audience, and it can be managed by a professional consultant with the right skills and experience to ensure that your resort’s page is well-maintained, updated, and optimized for lead generation.
Example LinkedIn post types for a hotel or resort
- PR Placements: Share the latest media about your resort, including press releases, media interviews, and articles about your resort.
- Events and initiatives: Publish upcoming events so team members can share them with their audiences, or highlight initiatives taking place within the resort, including upcoming venue openings, renovation, and enhancement updates, or ESG (Environmental, social, and governance) efforts.
- Group offers: Promote seasonal and need-date related group promotions and initiatives.
- Group activations and images: With their permission, tag and share images from recent companies that hosted events at your property, highlighting the different layouts, packages, and offerings your team can execute.
- Key leadership positions: Highlight the key leadership positions that are currently open, promoting both their titles and the benefits that they offer by joining your property.
- Internal promotions: Congratulate recent internal promotions as team members move into new roles, sharing the possibilities for career growth and advancement within the company.
Increase engagement on your LinkedIn page
Consider implementing the following strategies to increase engagement on your LinkedIn page:
- Engage your followers in your posts and encourage them to share the posts that you share.
- Encourage leaders and executives to tag and mention your page, while being active on the platform via their personal profiles.
- Share posts from team members highlighting events and initiatives happening at the resort.
By having a well-managed LinkedIn company page, your resort will be able to increase visibility, generate leads, engage employees, recruit top talent, position itself as a thought leader in the industry, and be cost-effective.
Hotels With Actively Engaged LinkedIn Company Profiles
Internally managed LinkedIn pages often face periods of inactivity. Even if a team member is enthusiastic about their content, the page may become dormant between their departure and the onboarding of a successor. At any given time, you’ll find numerous hotel pages, once active, that have not been updated for over a year.
Based on our research, the following hotels consistently engage with their audience, discussing topics tailored to their ideal customers.
Arizona Biltmore
Followers: 3,952
Fountainebleau Miami Beach
Followers: 17,172
The Broadmoor
Followers: 11,245