Top 10 Ways Hotels Can Use Social Media Aggregators

Hotels are not just places to halt for the night anymore. Today's travelers view hotels as an integral part of the travel experience, places that can deliver once-in-a-lifetime moments. 

But even for out-of-this-world experiences like desert domes or underwater suites, they never compromise on one thing: finding hotel brands that resonate with them.

And this is where it gets tricky. Polished marketing won't always bring in that emotional connection. To stand out and inspire connection, hotels need to show their brand story, not just tell it.

One easy way to do it? Embed social media walls on hotel websites using social media aggregators. By curating content from your social channels and guests, you can give them a taste of your brand experience and connect with them better.

In this blog, we discuss the top 10 ways hotels can use social media aggregators to turn casual website visitors into loyal customers.

10 ways for hotels to use a social media aggregator

Here are the top 10 ways hotels can use a social media aggregator to display custom social media walls on various pages of their websites. The benefits of showcasing each of these types of content on hotel websites range from building brand authority to attracting and retaining top talent to boosting booking rates. Read on to learn more about the different use cases with real-life examples.

1. To showcase luxury services

Luxury travelers are always on the lookout for exotic experiences. But the moment they feel they’re being sold to, they lose interest. That means the way you showcase your luxury services directly impacts conversions.

Just website copy and polished visuals can sometimes feel like a hard sell. That’s where social media aggregators like Flockler help. By embedding a curated social wall, you let travelers discover your services organically and get a taste of your unique experiences.

Take Accor, the leading hospitality group, for example. The brand recently launched a luxury experience campaign, 'The Butlers Did It,' exclusive to Raffles Hotels. They featured related posts on their website using a curated social media wall with catchy captions and professional shots of butlers in action.

2. To promote brand authority

The hospitality industry is now more crowded than ever. When VIP perks like airport transfers become basic expectations, travelers start looking beyond amenities when picking a hotel.

They base their decisions on your unique story, the principles you stand by, and the experiences you offer. But unlike before, they aren't convinced of your brand authority by sleek websites or polished visuals.

They need social proof, guests enjoying your amenities and services, employees sharing impact and your values in action.

Accor is a brand that excels in this. Their well-curated social media wall is the perfect mix for building brand authority in a non-flashy way. The wall features everything from customer testimonials, panel discussions, sustainability initiatives, and employee spotlights to hotel-specific content.

With Flockler's GardeAI, the brand can consistently refresh its feed with the latest content without fearing going off-brand.

3. To attract and retain the right hospitality talent 

Just like your target audience, your potential employees won’t just buy into bold claims of DEI and positive work culture on your website. They want proof to assure themselves that they are entering an environment where they are respected, valued and appreciated.

Adding a social media feed with employee spotlights and testimonials to your careers page is an effective way to do this. Not only does it attract potential employees with the same mentality, but it also gives them the confidence to jump on the bandwagon.

Hilton Grand Vacations, a Florida-based vacation ownership company, nails it. Their career news page has a social wall embedding posts from their Instagram page, HGV Careers. They also use a custom hashtag, #LifeatHGV, to encourage employees to post more and aggregate them together.

But unlike most employee spotlights, HGV focuses more on the impact they make in their employees' daily lives rather than the other way around. Most of their posts are candid visuals about specific work perks like pet insurance or supportive work benefits.

Here's a heartwarming post on how one of HGV's employees adopted a girl with their adoption assistance program. Including posts like these on your career page doesn't just attract applicants. It proves how positive work culture is more than just a tagline and how it is woven into the fabric of your brand.

4. To spotlight hotel amenities

Travelers these days value experiences over facilities. But that doesn't mean you don't need to discuss or showcase your amenities. What it means is you can strategically spotlight your hotel amenities to support your unique brand story.

For example, instead of talking at lengths about sustainability, use visuals from your hotels on how they are put into practice. This could include something as simple as using refillable designer toiletries or something luxurious like a solar-powered infinity pool.

Again, Accor's social media wall on its website with posts about its amenities is the best example of this. The brand uses amenities to support its story and differentiate itself from its competitors. Here's a post from their social media wall announcing the new look of Accor's Paris headuarters. 

5. To highlight event-based content

Be it Beverly Hills during the Oscars or hotels in Paris during Fashion Week, the hospitality sector is not unknown to event-based marketing. They use local events to spearhead their branding and boost their conversions.

But it is much more than just benefiting from the buzz. It is about creating unique experiences around the event so you become an organic part of the event experience. For instance, Beverly Hills Hotel follows the annual tradition of rolling out the red carpets to officially announce the Oscars season. 

While not a part of the Oscars, how they blend event marketing into their branding makes us feel like they are an integral part of it.

Here's another example from a tourist website for El Paso. The page uses the event, 'Tony the Tiger Sun Bowl and Fan Fiesta' to promote tourism in El Paso. They also have a social media wall with attendee interviews, fun moments from previous years, The Sun Bowl game updates and giveaway alerts.

6. To promote UGC content

No amount of polished marketing can compete with the authenticity of user-generated content. This holds true in the case of hotel marketing as well. Potential customers find you more credible when you showcase customer-generated content on your website and social media channels.

The NRMA Murramerang Beachfront Holiday Resort is a hospitality brand that does this the best. With Flockler, it aggregates UGC content from its customers as a social wall on its website. This includes visitor experiences and guest interactions showcasing amenities and family-friendly activities like biking, quad rides, and adventure rides.

In other words, sharing your brand story from the visitor's lens signals your confidence in the value you offer.

Pro tip: Create custom branded hashtags and encourage visitors to use them while posting content. Create a custom social media wall, pull content using these hashtags and display them on your website. Also, if you want to increase the production of UGC, you can either incentivize customers or conduct hashtag campaigns.

7. To promote loyalty programs

According to the 2024 study by H2C, 60% of the total revenue of large hotel chains comes from loyalty programs. But for today's guests, especially millennials and Gen Z, loyalty programs are much more than free stays or bonus points. In fact, according to a 2023 study by Toronto University, hotel loyalty for them is about 'psychological ownership.'

Their loyalty is directly linked to the say they have in their hotel experience, from choosing the right pillow type to feeling deeply connected to the hotel's history and brand story. This means hotel marketers should reframe the way they sell loyalty to customers. They should make an extra effort to showcase both the monetary and experiential benefits of a loyalty program to boost signups.

With a dedicated page for their loyalty program, ALL, and a balanced narrative that stresses on monetary and experiential aspects, Accor nails this strategy the best. But the cherry on the top, is their curated social media wall showcasing content from their Instagram page for ALL.

This gives potential customers a taste of the impact of the loyalty programs and witness how it runs deeper than just monetary perks or complimentary stays.

8. To spotlight sustainability initiatives

83% of travellers today wish to travel sustainably. They are ready to adopt sustainable practices when hotels initiate these efforts. But here's the catch, their willingness is directly linked to your messaging strategy.

A study by Accor and Bookings.com tested two versions of messaging for a hotel buffet service. One was factual, explaining the importance of reducing food wastage, while the other one was emotionally appealing, focusing on the impact guests can make by reducing food waste. The result? The people responded more positively to the emotional message.

In other words, instead of imposing, empower guests to be drivers of sustainability practices. One of the best ways to do this is by using a social media wall to spotlight your sustainability initiatives on your website.

Accor does this perfectly. Here's an Instagram post from their social wall, showing how Accor is officially a part of ChangeNow 2025 to support the cause of a sustainable future.

9.  For place-based marketing

‘Live like a local’ is more than just a buzzword for travelers. They want more immersive experiences to feel more connected with the local culture and community. This can range from something as simple as a locally sourced breakfast to sensory-like artisan workshops.

By combining place-based marketing with hotel branding, hotels can stand out from their competitors and drive more bookings. One way to showcase these on websites is through social media walls.

Take El Paso’s website for example. The social wall on their website displays UGC from tourists trying tacos at El Paso, making the experience unique and relatable.

10. To showcase video testimonials

Showcasing a healthy mix of video testimonials and UGC content is a powerful way to boost your hotel website’s conversion rates. These two content types influence visitors differently: UGC builds awareness and relatability, while video testimonials provide compelling reasons to consider your offerings.

Jay Peak, a popular American ski resort, does this exceptionally well. Their social wall features a blend of both formats. Here’s an example of a candid yet professionally shot video testimonial post that captures the guest experience in an emotionally resonant way.

Here's a table summarizing the various ways in which hotels can use a social media aggregator to build their brand and increase conversions:

How to use Flockler to add social media feeds to your hotel website?

Flockler is your go-to choice if you are a hotel marketer looking for a social media aggregator with a minimal learning curve and time of implementation. The tool lets you curate social media feeds by aggregating content from over 13+ social media channels like Instagram, Meta, X (Twitter), LinkedIn, TikTok and BlueSky. 

It also comes with advanced content moderation features like GardeAI, which is especially useful for hotel brands that display content from multiple channels on the same feed. You can add off-brand themes to GardeAI to ensure only relevant on-brand posts appear in your feed.

Here's a step-by-step guide on using Flockler to embed social media walls on your hotel website:

Step 1: Sign up for Flockler and head to the 'Automated Feeds' page.

Flockler offers a 14-day free trial for first-time users. Once you log in, select 'Feeds' from the nav bar and click on the 'Add a new automated feed' button.

Step 2: Choose the social media channel and content type

Clicking on the 'Automated Feeds' button takes you to a chat window. You can pick the social media channel of your choice from the options provided. For channels like Instagram and Facebook, you might need to first log into your personal account and then connect it to your business account.

Then, pick the type of content you want to collect from the social media channel, hashtag mentioned, images and videos from users, mentions or stories of your business.

Step 3: Moderate posts to stay on-brand.

You can moderate content manually by removing certain posts. Alternatively, you can feed GardeAI the type of content or certain words that are offensive, spammy or irrelevant to your brand. Whenever a post showcasing any of these themes appears, Flockler removes it from the feed.

Step 4: Edit the wall if needed and copy-paste the embed code.

Flockler lets you display your social media wall in 4 layouts - slide show, grid, walls and carousel. On top of that, you can also edit the look and feel of the wall to match the rest of the website. Once you are happy with the results, generate an embed code and paste it on websites and emails or display it on signages or jumbotrons.

Want to try out Flockler and see if it is the right fit for you? Start with a 14-day free trial.

FAQs

Why should hotels use social media aggregators?

Hotels should use social media aggregators to market their brand without sounding promotional. By embedding social media walls on websites showcasing resort-specific experiences, sustainability initiatives, employee spotlights and UGC, you give them a social proof of your brand and offerings. This is beneficial to convince potential customers to book your hotel.

What are the types of content that hotels can aggregate?

Hotels can aggregate a variety of content on their website using social media aggregators. This includes content like customer testimonials, sustainability initiatives, resort-specific experiences, employee spotlights, luxury experiences and UGC shared by customers.

What are the best social media aggregators for hotels?

Some of the best social media aggregators for hotels include Flockler, TaggBox, TagEmbed, FlowBox and Curator.io.