Following the Leaders
Over the past few months, I’ve been following five hotels on LinkedIn, a mix of global, luxury, boutique, and sustainable pioneers. One is a torchbearer in conscious hospitality. Another is a design-forward boutique hotel that redefines elegance. A third brings big-city energy to its cosmopolitan offerings, while the remaining two use storytelling and lifestyle branding in a way that would make any creative agency proud.
Despite their differences, these hotels share one thing in common: they understand their audience deeply. Their content is insightful, emotionally intelligent, and distinctly human. It doesn’t scream for attention—it earns it. So when someone asks, “Is LinkedIn even important for hotels?”—the answer is a confident yes.
Why LinkedIn Matters for Hotels?
LinkedIn isn’t just a space for job seekers and B2B brands. It’s one of the few platforms where the audience is already in a decision-making mindset.
Here’s why hotels, especially those in the travel and hospitality space, should invest in LinkedIn marketing:
- Audience of Decision Makers: Over 65 million LinkedIn users are senior-level influencers and 4 out of 5 drive business decisions. That includes travel planners, corporate event heads, and lifestyle curators.
- High Recall, Low Clutter: With less noise compared to Instagram or Facebook, brand messages on LinkedIn stick better and are more impact-driven.
- Content Longevity: LinkedIn posts tend to have longer shelf lives—with the right content, engagement continues for days.
- Thought Leadership = Trust: Consistent, well-thought-out posts elevate your hotel from just another stay to a voice in hospitality and a brand to watch out for.
What Hotels Can Learn from the Best in the Business?
Here are four key principles based on an analysis of five standout hotel profiles on LinkedIn:
1. Know Your Audience – Like Singita Does
https://www.linkedin.com/company/singita/posts/?feedView=allSingita, known for its sustainable luxury safaris, speaks directly to travel advisors. Their tone is warm yet informative, and posts often blend poetry, travel wisdom, and curated guest experiences. Their posts don’t shout deals; they whisper transformation.
2. Lead with Legacy – Like The St. Regis Dubai, The Palm Does
https://www.linkedin.com/company/stregisdubaithepalm/posts/?feedView=allAt The St. Regis Dubai, The Palm, luxury finds its highest expression in thoughtfulness. Beyond the crystal chandeliers and curated rituals lies a deeper rhythm, one of compassion, culture, and quiet leadership. Whether it’s sharing Iftar meals with the city’s unsung heroes or hosting heartfelt moments of togetherness during festive seasons, their initiatives echo the brand’s enduring legacy of service.
3. Add a Human Touch – Like Hotel Plaza Athénée
https://www.linkedin.com/company/hotel-plaza-athenee/posts/?feedView=allPlaza Athénée features its staff, from the head concierge to pastry chefs, giving their feed a very human warmth. A recent post featuring a female host providing heartfelt welcomes got massive engagement. Hospitality is, after all, about people.
4. Embody Philosophy – Like Aman Resorts
https://www.linkedin.com/company/amanresorts/posts/?feedView=allEvery post by Aman feels like a meditation. Their aesthetic is clean, minimal, and intentional—just like their properties. They don’t post often, but when they do, it feels like an invitation to pause.
5. Heal Through Story – Like Ananda in the Himalayas Does
https://www.linkedin.com/company/ananda-in-the-himalayas/posts/?feedView=allSet in the serene embrace of the Himalayas, their voice is soft yet profound, much like the stillness they invite you into. Each post flows with the wisdom of Ayurveda, Vedanta, and ancient healing, delivered not as lessons, but as gentle reminders to return to oneself. Their stories are not about indulgence but about inner transformation. No noise, no urgency, just a sacred pause between the chaos of the world and the calm of the soul.
So, What Can Independent Hotels Learn?
You don’t need a massive marketing team or a luxury pedigree to shine on LinkedIn. You just need clarity and consistency.
How Independent Hotels Can Win on LinkedIn:
- 1. Build Your Brand Page Thoughtfully: Keep it crisp. Don’t copy-paste your website content. Think: Why should someone follow your hotel?
- 2. Engage Intentionally: It’s better to post once a week with purpose than daily without meaning. Comment, share, and talk like a person, not a PR robot.
- 3. Connect with the Right Circles: Event planners, local DMCs, wedding agencies, and hospitality groups. LinkedIn is your virtual trade show floor.
- 4. Showcase Experiences, Not Just Rooms: Highlight a guest story, a chef’s recipe, a view at sunrise, or an event you hosted. Think moments, not marketing.
- 5. Turn Guests into Followers: Add your LinkedIn page link to your email signature, invoices, check-in welcome kits, and post-stay thank you and visit again soon emails.
In Conclusion: More Than a Platform, a Philosophy
LinkedIn is the only platform where storytelling meets strategy and elegance meets engagement. If done right, it doesn’t just help your hotel sell rooms—it helps build a brand that guests remember long after checkout.
And for the record: no, you don’t need to go viral. You just need to matter to the right people.
