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Make the most of Facebook [2023]

Updated: May 1, 2023

If you're a hotel owner, then you know that one of the most important things you can do is to fill up your rooms. With over 2 billion monthly active users, Facebook is a goldmine for hotel owners who are looking to increase their bookings. Here’s how you can professionalise your Facebook presence and get more people through your doors.

Set up a Facebook Business Page, Business Manager and Ad account

The first step is to create a dedicated page for your hotel on Facebook. This will be a central hub where you can post updates, photos, and special offers for potential guests.

Read all the guides in the Hospitality series:


Create a Business Page

The first step is to create a business page for your hotel. This is different from a personal profile, and it gives you access to features and insights that aren't available on a personal page. Plus, when people search for your hotel on Facebook, they'll be able to find your business page more easily than if you only had a personal profile.

How to create a Facebook Business Page

To create a business page, go to and click "Create a Page." From there, you'll be prompted to choose a category for your page; select "Local Business or Place" and then fill out the required information about your hotel. Be sure to include high-quality photos and NAP (name, address, phone number) information so potential guests can easily find and contact your property.

Set up a Business Manager Account

Once you have a business page set up, the next step is to create a Business Manager account. This account will allow you to manage all of your Facebook properties in one place—including your business page, ad account, and any other pages or groups you may be a part of—and it also makes it easy to give other people access to those properties (such as an advertising agency) while still maintaining control over them.

How to create a Facebook Business Manager

To set up your Business Manager account, go to and click "Create Account." From there, you'll need to enter your business name and confirm your identity with either a phone number or credit card information. Once you've done that, you'll be able to add people to your Business Manager as well as start adding assets and properties (like your business page) to it.

Create an Ad Account

The final step is setting up an ad account so you can start running ads on Facebook. Even if you're not ready to run ads yet, it's still a good idea to set up an ad account now so you don't have to do it later when you are ready to run ads; plus, it gives you access to some cool features like the Audience Insights tool and the Meta Pixel.

How to create a Facebook Ad Account

To create an ad account, go back to and click "Ads Manager" in the top menu bar. From there, select "Create Ad Account" and follow the prompts to enter your ad account name and currency; then click "Continue." On the next screen, you'll need to agree to Facebook's Terms of Service; once you've done that, your ad account will be created.

Top tip: Remember to bookmark and save all your important webpages and access email addresses and passwords so you can easily make changes later on. Once you are locked out of your Business Manager, it's nearly impossible to reclaim your business on Facebook (but we've helped people with that, too.)

Create a strong profile and cover photo

Your profile and cover photos are the first things potential guests will see when they visit your Facebook page. Be sure to use high-quality photos that show off your property in its best light. You can also use video content to give potential guests a virtual tour of your hotel.

Post content with high-quality photos and videos

When it comes to booking a hotel room, people want to see what they're getting. That's why it's so important that you post high-quality photos and videos of your property on Facebook. Show off your rooms, common areas, pool, fitness centre, and anything else that makes your hotel special. The more people can see what your hotel has to offer, the more likely they are to book a room. You can also post posting engaging content, for example, helpful articles about planning a trip to Torbay.

Use Facebook Reels and Stories

What are Facebook Reels and Stories?

Facebook Reels is a new feature that allows businesses to create short, engaging videos. Facebook Stories is a similar feature that allows businesses to share photos and videos that disappear after 24 hours. Both Reels and Stories are great ways to connect with your target audience and show them what your hotel is all about.

How Can You Use Facebook Reels and Stories for Your Hotel?

There are a few different ways you can use Facebook Reels and Stories for your hotel business. For example, you could use Reels to give a tour of your hotel or show off some of the features that make it unique. You could also use Stories to share photos and videos of recent (or upcoming) events or promotions at your hotel.

Set up your Facebook Messenger

Messenger autoreplies are great way to automate some of the more tedious tasks associated with running a hotel, such as answering frequently asked questions or helping guests book a room.

Run Facebook Ads

Facebook Ads are a great way to reach new potential customers who might not be aware of your property. You can target potential customers based on their location, interests, and even the types of hotels they've stayed at in the past. With Facebook Ads, you can put your hotel in front of millions of people who might never have heard of it otherwise.

Facebook ads are a great way to reach a larger audience with your content. You can target potential guests based on their interests and demographics, which ensures that your ads are seen by people who are interested in what you have to offer.

Read the Guide to make the most of your Facebook Ads

Create A Facebook Group for Your Hotel

Creating a Facebook group for your hotel is a great way to build a community around your property. You can use your group to promote special events, offer exclusive deals, and answer any questions potential guests might have. A strong community will not only help increase bookings but also help create loyalty among your guests. Group members will appreciate feeling like they're part of an exclusive community, and they'll be more likely to book with you in the future as a result.

Here are a few tips on how to use Facebook groups to build a community of fans for your hotel:

Create a clear purpose for the group

Before you create your group, take some time to think about what its purpose will be. What do you want to accomplish by having this group? Once you have a clear purpose in mind, creating the group will be much easier.

Choose a catchy name

The name of your group is important because it will be one of the first things that potential members see. Make sure that the name is catchy and reflective of the group's purpose. For example, if your group is for people who have stayed at your hotel, you could call it "The [Your Hotel Name] Experience."

Make sure the description is clear

The description of your group should be clear and concise. It should explain what the group is for and what types of posts are allowed. For example, if you want to use the group as a platform to promote deals and special offers, make sure to mention that in the description.

Moderate Discussions

Once you have populated your Group with engaging content, it’s important to moderate discussions to keep the conversations going. When someone comments on one of your posts or starts a new discussion thread, be sure to reply promptly to keep the conversation going. You should also periodically check the Group for any negative comments or trolls so that you can address them quickly and prevent them from ruining the experience for other members.

Share content from your community

You can also use your Group to promote user-generated content contests, like asking members to post photos of their favourite memories from their stay at your hotel. Not only will this help keep things fresh and exciting for existing members, but it will also attract new people to join your Group.


Collaborate with other local businesses

One great way to increase awareness of your hotel is to engage with other local businesses on Facebook. For example, if you have a hotel near a popular tourist destination, you can partner with businesses in the area to promote each other. You can also run joint promotions or giveaways with other businesses to reach an even wider audience.

Case Study: Digital Marketing Collaboration Results

Encourage Reviews and Testimonials

Encourage reviews and testimonials from past guests on Facebook. People trust reviews from real people much more than they trust marketing material from businesses. When potential guests see positive reviews from past guests, they'll be much more likely to book a room at your hotel.

Your reviews are an important part of your online presence, so make sure you're monitoring them regularly. It's important to respond quickly to any messages or reviews that you receive on your page. Potential guests want to know that they will be taken care of if they choose to stay at your hotel. By responding promptly, you can give them the peace of mind they need to make a booking.

Run a Contest or Giveaway

People love free stuff! Running a contest or giveaway is a great way to generate interest in your hotel. You can offer a free stay at your hotel as the prize. To enter the contest, participants must like and share your post, and tag a friend in the comments section. We’ve seen other offers, such as a bottle of fizz on arrival, free parking, and book 3 nights, stay for 4!

Facebook plays a big part of your marketing strategy

If you own a hotel, B&B or a guesthouse, then it's important that you do everything you can to fill up your rooms. One great way to do this is by using Facebook. By creating a professional presence, you will unlock plenty of opportunities to reach your target audiences through this powerful platform—you just need to get creative!

Interested to learn more?

We are social media strategy experts with years of experience creating content and engaging with customers. Get in touch today by email at or book some time in our diary below. We are always here to help!

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