Practical social media tips for the leisure industry
The leisure sector is all about experience. People want to be able to imagine their stay before they book. And where do they look first these days? Right, your social media! Instagram, TikTok or Facebook are often the places where potential guests get a first impression of your campsite, hotel or holiday park. So it is important to be visible and convey your unique atmosphere. With organic social media marketing (i.e. without paid ads), you can already make a difference. In this blog, we provide practical tips to present your company successfully on social media!
1. Why organic social media marketing is important for the leisure sector
People are increasingly taking inspiration from social media when planning their holidays or weekend getaways. Think of a mother seeing beautiful pictures of a camping location via Instagram or friends discovering a new hotspot via TikTok. For you as an entrepreneur in the leisure sector, this is the time to show why your accommodation is the perfect choice.
Organic social media marketing gives you the opportunity to:
Give an authentic impression of your accommodation with photos and videos.
Inspire guests with beautiful images, stories and tips.
- Build rapport with existing and new customers.
More and more people are looking directly at your Instagram or TikTok page, often even before they visit your website. So a good social media page is an online business card. Make sure it invites, inspires and shows why they should book with you.
2. Choose the right social media platforms for your target audience
Not every social media platform is suitable for every type of recreation business. Choose the platforms where your target audience is active to use your time and energy efficiently.
Overview of relevant platforms:
- Instagram: Ideal for visual content such as beautiful photos, Reels, Stories, or carousels. Perfect if you want to reach a broad audience.
- Facebook: Useful for sharing events, announcements, and news. Especially suitable if you have a target audience of families or older adults.
- TikTok: The place for creative, short videos. Ideal if you want to reach young adults.
- Pinterest: Smart for sharing inspiration, such as vacation ideas or packages.
- LinkedIn: Suitable for businesses aiming to attract corporate guests, such as venues for retreats or meetings.
3. Create authentic and engaging content
Images speak louder than words, especially in the tourism sector. With beautiful photos and videos, you can instantly convey the atmosphere of your accommodation and excite potential guests.
What type of content works well?
- Beautiful photos and videos of your accommodation: Think of cozy rooms, a charming campfire, or a stunning view. Professional photography can be a consideration but is not necessarily required.
- Behind-the-scenes footage: Show how your team works, the preparations for a new season, or how you all have fun together. This helps build a connection with your followers.
- Local inspiration: Share tips on fun activities, hiking routes, or hidden gems nearby. Don’t just focus on renting your accommodation but try to offer genuinely valuable tips.
- User-generated content (UGC): Ask guests to share their best vacation photos. Repost these (with permission) on your page. Reviews on your site are also considered UGC and are indexed by Google, as long as your Search & Book feature supports this (Recranet’s Search & Book is fully indexable).
- Activities at your location: Are you hosting workshops, kids' activities, or special events? Show them off with short videos or photos.
4. Ensure consistency and regularity
To remain visible, it’s important to post regularly. Social media is all about consistency: if you regularly appear in your followers' feeds, they’ll keep thinking about your business.
How to maintain this?
- Create a content calendar: Plan in advance what posts you want to publish and when. This helps prevent stress and keeps you consistent.
- Work with a recognizable style: Choose consistent colors, fonts, and a writing style that suits your business.
- Use templates: Tools like Canva offer templates that allow you to easily create professional visuals.
5. Interaction is key: build an engaged community
Social media is not a one-way street. By actively responding and engaging, you build a community that doesn’t just follow, but also shares and returns. They’ll advertise for you. (Note that this can be both positive and negative, so be careful and polite when dealing with negative feedback, as your response will be visible.)
How to encourage more interaction?
- Respond to comments: Always reply to questions or comments on your posts.
- Repost content from guests: When visitors post about your location, repost it on your own channel (with permission).
- Encourage sharing: Ask your guests to share photos of their stay and make it fun with a hashtag or contest.
6. Capitalize on trends and seasons in the travel industry
The recreation sector is perfect for seasonal content. Think about summer vacations, autumn hikes, or Christmas vibes. Current trends, such as popular hashtags or music on TikTok, can also help increase your reach.
Examples of seasonal content:
- Promote spring packages or special activities in the summer.
- Share autumn photos of the nature around your location.
- Show how your accommodation transforms into a festive atmosphere in the winter.
7. Tips for working efficiently: tools and planning
Managing social media can seem time-consuming, but with the right tools, you can save a lot of time and work more efficiently.
Useful tools for social media:
- Meta Business Suite: For managing and scheduling Facebook and Instagram posts.
- Later or Buffer: For scheduling posts across multiple platforms.
- Canva: For creating attractive visuals.
