Social Media Influence in the Hotel Industry

Your Dream Destination Through A Camera’s Phone

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Hotel & Hospitality Renovation Insights
Cassandra Soto
Brand & Marketing Strategist

September 3, 2019

The digital world and new technologies have undoubtedly impacted every industry in different ways. Picture-perfect spaces are being used nowadays in the hospitality industry to market hotel brands and sell mix-use designed spaces to both business and leisure travelers.

According to’s article “Why Hotels Are Designing Picture-Perfect Spaces,” social media platforms that focus specifically on images have become a powerful force in the travel and hospitality industries. Selling experiences and the sense of comfortability through an eye-catching image offers an instant trip for the spectator that lets their imagination fly. The desire and longing are what marketers seek to inspire in future travelers, and how they use this visual tool will affect what destinations they may choose.

Influencers are also playing a starring role in this new digital marketing battle. The opinion of a frequent traveler who has visited different places and has first-hand experience choosing the right hotel for an enjoyable getaway will often facilitate the decision-making process for the one traveling to a new location. An influencer’s job is to make its word valuable and recognized.  Their recommendation is key when posting on a social media platform.

post on hotel review

The colors, trendy furniture, lighting, functional areas, and especially how they describe their experience through high-quality pictures invites engagement. A reader’s curiosity will draw them in as they search web and travel review apps to explore details about that striking image. The ideal for their type of perfect escape trip or business environment plans can find a match a traveler’s Instagram feed. Therefore, being on social media and communicating their brand identity is what hotels are strategizing on.  Provoking and inviting pictures are the cutting-edge strategies in the industry.

There’s also a reason behind this marketing strategy: I It helps to promote a hospitality property’s most profitable areas. “Developers have to build on smaller footprints and maximize the gross floor area to ensure the financial model stacks up due to rising land costs,” says Sashi Rajan, SVP Strategic Advisory and Asset Management from JLL, a leading professional services firm that specializes in real estate and investment management.

Showing off perfect common areas invites visitors and freelance workers to spend more time in a comfy and welcoming lobby, or a relaxing pool and bar floor which translates in a more efficient revenue margin. “These features play a critical and complementary function,” he says. “They allow for creative and efficient use of space, while upping the experiential aspect of vibrancy, currency and fun.”

Current mobile-driven days will keep being part of our lives in the years to come. Hotels have widened their spectrum of ways to reach out to new guests in online channels to stretch their brand target. A big market full of offers for travelers force hotels to specialize and never stop strategizing on how to provide the best experiences and satisfying atmospheres hoping travelers will capture them through their camera’s phone lens and share them with everyone they know.

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Cassandra Soto
Brand & Marketing Strategist

About Triple Crown Construction:

Founded in 1991, Triple Crown Construction built a reputation for itself as a reliable partner in the hospitality and commercial construction industry by understanding and delivering on its partners’ expectations. Based in Frederick, Maryland, Triple Crown Construction strives to approach each and every project with the goal to deliver quality, service, and value, and is committed to raising the standard of excellence in all areas of its work. The company operates with a family mentality, a commitment to the greater community, and a desire to work with those who aim to improve their customers’ experience.

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