The UK currently boasts 45 million active social media users, with the average user spending almost 2 hours on social platforms every day. An estimated 1.1 million people identify as LGBT in the UK, and social media use tends to be higher among LGBT people than the general population. Considering that LGBT tourism is one of the fastest growing tourism sectors, with British gay men traveling twice as often as heterosexual men, promoting your hotel to the LGBT community on social media can only be a recipe for success.
Social media marketing is an excellent way to promote your LGBT-friendly hotel while keeping your MCPB (marketing cost per booking) down, and driving your DRR (direct revenue ratio) up. But while maintaining an active presence is important, a coherent hotel social media strategy is what will eventually lead to more bookings.
At World Rainbow Hotels, we’re experts at marketing hotels to an ever-growing community of LGBT travellers. Through our monthly marketing campaigns, available exclusively to members of our consortia programme, hotels can reach over 24,000 global travel agencies through email and social media. If you want to take a page out of our book, here are three tips on how to successfully promote your LGBT hotel on social media:
Know your LGBT audience
First and foremost, to successfully promote your hotel to an LGBT community, you need to know what that community looks like on social media. This is your target audience. Ask yourself: What age group are you trying to reach? What’s their average income? Do they have any common interests or characteristics? And most importantly: Which social media channels do they use?
Once you know who makes up your LGBT audience on social media, do some research on how they engage with other brands. What content do they share? Do they communicate in a specific tone of voice? Whatever your findings may be, make sure your social media content matches the language your audience uses. LGBT customers tend to prefer brands that seem more human, so don’t be discouraged to use more conversational and informal language on social media.
Also it’s important that the photos you post are representative of an LGBT audience. This doesn’t mean you need to only share photos of gay couples – a photo of a single man will work just as well. We recently published an article on how to make sure your hotel’s brand identity attracts LGBT travellers. Have a look, it might help you find some inspiration for your hotel’s social media content!
Promote interesting LGBT content
While you may be tempted to use your social channels to promote your hotel and upsell, don’t overdo it. The key to winning your LGBT audience’s heart is to do it subtly while sharing a large variety of engaging content alongside any promotional posts. Think of your social media channels as a sort of concierge service and share tips on local LGBT events and activities near your hotel.
A great way to attract an LGBT audience is to offer promotional packages for LGBT events, such as your city’s local Pride parade. Promoting LGBT specific rates and packages will demonstrate your hotel’s LGBT-friendliness, improve your reputation within this community and ultimately increase your average occupancy rate. Have a look at how we advise hotels in New York to promote themselves for this year’s World Pride. You might just learn a thing or two for your own hotel!
Engage with your audience
While having excellent content is important, don’t forget that the key way to grow your LGBT following is by engaging with your social media audience. All too often we’ll see a hotel spending a great amount of time optimising their posts, only to then fail at interacting with their followers. Always monitor any mentions you get, and reply to all comments and messages, whether they’re positive or negative. This will truly help you build more trust and loyalty from your followers.
What’s more, social media engagement is an excellent way to show your individuality. In an industry with unlimited competition, standing out is key. And what better way to do so than by having a reputation for being an LGBT hotel with a fun and unique personality? Don’t just copy-paste your standard ‘thank-you-for-your-message’ posts – have some fun with your responses! Hotels with quirky comebacks are ones to be remembered. For some (rather entertaining) post ideas, have a look at these brands that excel at the art of social media comeback.
Promote your LGBT hotel on social media
|World Rainbow Hotels brings together a global community of gay and lesbian welcoming hotels, providing accommodations like yours unprecedented visibility and access to the LGBT market. By joining our programme, hotels receive exclusive LGBT-focused marketing opportunities, including promotion across our own social media channels. And with almost 5,000 engaged followers across Facebook, Twitter and LinkedIn, it’s an excellent way to reach an active LGBT traveller community.|