When travellers reflect on their favourite stays, it’s rarely just about the sheets or the check-in. It’s the feeling of being part of something, a local story, a shared moment, a sense of belonging. That sense of connection starts long before they ever step through your doors. Today, it begins online.
Social media is more than a marketing tool. Used with intention, it becomes a place to build community whether that is through one post, comment, and story at a time. For independent hotels, that can be the difference between being just another option and becoming a destination in your own right.
The Role of Community in Hospitality
Hotels are natural hubs for connection. Whether guests are mingling at the bar or asking for a recommendation at reception, human interaction drives the experience. Bringing this same energy online creates a virtual extension of your lobby, one that is open 24/7 and accessible from anywhere in the world.
Community creates loyalty. It generates word-of-mouth. It invites past guests to become brand advocates and future guests to feel welcome before they even arrive.
How Each Platform Contributes to a Sense of Community.
Instagram
A visual diary. Perfect for storytelling, showing off your property’s personality, and sharing guest experiences. Through comments, tagged photos, and stories, Instagram fosters organic interaction, especially with younger travellers and digital nomads. Behind-the-scenes posts, staff shout-outs, and local partnerships help humanise your brand.
Facebook
Still a cornerstone for longer conversations and guest groups. Independent hotels can build private communities for past or upcoming guests, where people swap tips, share memories, and stay connected. Facebook is also useful for local engagement and highlighting upcoming events, neighbourhood stories, and community updates.
TikTok
More than just trends and dances, TikTok is where spontaneity lives. It’s a space for showing the fun side of your hotel. This could be through quick room tours, snippets from events, or funny guest moments (with permission, of course). It’s less polished, more authentic, and builds trust through realness and often user generated content.
LinkedIn
Not typically the first choice for hotels but often overlooked. Ideal for highlighting team culture, recruitment wins, and collaborations. It strengthens your reputation within the business and travel industries and helps connect with local partners and corporate guests.
Why It Matters
Building community through social media isn’t about follower counts or fancy campaigns. It’s about making your hotel feel familiar to someone before they’ve even checked availability. It’s about being part of a wider conversation, not just broadcasting into the void.
In a world where travellers are craving more connection and meaning, your hotel’s community might be what makes you stand out.
Need help turning your social media into a thriving community space?
At Nuvho, we support independent hoteliers to bring out their unique voice and help them build a loyal online following. If you’d like to learn more, get in touch with our expert marketing team and see how we can grow your story, one post at a time.
