What to post and when with a seasonal hotel social media marketing calendar

Busy seasons mean travel patterns shift more regularly, so guests look for different content depending on what they want to plan next. This could be anything from winter escapes to summer adventures that tick all the boxes. Hotels that are aligned with their messaging whatever the season will be in a strong position to help guests imagine themselves staying at your property before they’ve even considered confirming the booking. In fact, by personalizing your hotel offers to target audiences, you can increase your booking likelihood by 49%. This is where your top-of-funnel content really thrives, so you can nurture their digital journey from the start. If your content is outdated or lacks clarity during each season in the year, your guests will feel confused and may result in lower conversion rates.  

Why seasonality shapes the way guests discover hotels 

Throughout the year, guests want to experience different hotel stays depending on the season. Most of the time, travelers don’t start planning their holidays at the last minute, but they respond to what the weather may bring. A cold winter is approaching, so a getaway in the cold mountains might be on the cards. Or a long national weekend comes up, and a city break sounds like the ideal way to spend the time away from work.  

Once you embrace predictable patterns in the year, you will reach more travelers at the time they are searching, instead of driving empty content that doesn’t cater to what they are looking for.  

What travelers look for each season 

• Winter - Cozy getaways, wellness retreats, snow destinations, festive dining and Valentine’s escapes. 
• Spring - Family breaks, sports weekends, seasonal outdoor dining, graduations and early summer trip planning. 
• Summer - Family travel, extended stays, rooftop dining, destination experiences, Pride celebrations and July 4 festivities. 
• Fall - holiday prep, sports season games, cultural moments and early winter planning. 

With each seasonal shift, it creates an opportunity for content that resonates with what your audience are looking for and drives your future bookings. With 61% of travelers booking a hotel after seeing it on social channels, getting your content out at the right time is key.  

Finding where to start is the hardest part with any content planning or social media campaigning. That’s why we have pulled together our social media content calendar, which has been carefully constructed to bring you a clear roadmap on what each month will bring for your hotel marketing needs. Below we will take you through the importance of each season and how rich it is in marketing opportunities to boost your hotel.  

Winter is a season for recharging, romance and reflection 

From the peak of the Christmas period comes the lull of the New Year, which can have a knock-on effect on your bookings. Your winter content should target the emotional side of the season, with guests wanting a quieter getaway in January, and a romantic escape in February. 

• January – Promote a slower and more reflective travel experience with a focus on wellness and escape from the busy Christmas period. Guests look for cozy breaks or peaceful indoor places to enjoy the start of the year.  
• February – Once February hits, the focus shifts to relationships and romantic connections with Valentine’s Day landing in the middle of the month. Couple experiences and a long weekend with President’s Day also show great opportunities for a drive in bookings.  

Celebrations and warmer days in spring  

As spring begins, travelers start looking for summer trips or spring-break getaways with friends and family as well as big cultural celebrations like St Patrick’s Day bringing in more local interest.  

• March – This is when content can become brighter by emphasizing the lighter mornings and colorful gardens making a comeback. Spring creates opportunities for you to promote outdoor local community events and festivals which guests can visit during their stay.  
• April – This month brings a mixture of celebrations with Easter and warmer weather making it more enticing for guests to start booking. City events and Easter activities are a great way to make your hotel content stronger and helps your audience picture what their spring stay will look like.  
• May – Memorial Day, Mother’s Day and graduations are in full swing as we go into the summer season. It is the perfect time to highlight how hotel stays can bring together family moments as well as getting your teams prepared for the influx of summer demand.  

The rise of travel demand in summer  

Summer is the most socially engaging season as this is the time when families travel during school vacations and to get the best weather opportunities.  

• June – Wedding season, Pride Month and the start of the school holidays are great ways to boost engagement for your hotel marketing. Create content that feels inclusive and sun-kissed with terrace cocktails and poolside activities that make guests excited.  
• July – Independence Day is one of the biggest holidays for your hotel content as families travel up and down the country during the summer period. Promoting kids’ activities and big family room offers will make your audience consider staying at your hotel rather than at home so you can drive revenue opportunities.  
• August – The summer is ending, so travelers will want to get in some last-minute holidays while the weather holds up. Here, you can showcase your hotel benefits like warm barbeques or slow evening activities before the rush of fall begins.  

Culture and color in fall  

Once the rush of summer is over, it is usually when travelers return home and get back to reality. But with the return of major sports events and cultural celebrations, there are more marketing opportunities for your hotel’s offers.  

• September – Labor Day and the start of the football season help your hotel lean into the ways guests can start the fall season with emphasis on food and weekend experiences. As the majority of people return to their usual routine, it is best to balance energy with comfort and target audiences who want to relax after the busy summer season.  
• October – As the colder weather starts to set in, you can start changing your hotel content to align with autumnal pallets and cozy cooler evenings for spa day experiences. World Series watch parties are also a great way to drive guests to have themed weekend stays and get social.  
• November – As the year starts to draw to a close, this is when hotels can begin getting ready for the festive period. Give your audience a sneak peak into the behind-the-scenes operation of staff putting up decorations and getting festive menus ready so your guests know what to expect when the holidays arrive.  
• December – The festive season is in full swing, with Hanukkah, Christmas and the New Year celebrations just around the corner. Using story-telling content such as families checking in for the holiday season or the kitchen preparing your festive food offerings, it will draw in audiences to come and experience it for themselves.  

Your hotel marketing plan isn’t just about making videos or taking pretty pictures, it’s a revenue strategy that helps you understand your audience’s behavior. When you align your hotel’s offerings to what guests are looking for, it increases your chances of getting those lookers into bookers.  

Using our annual social media marketing calendar, you have the tips and tricks to keep your hotel consistent throughout the year to help build awareness and drive online audiences to your websites. At Access Hospitality, we support hoteliers with their digital marketing needs to drive more direct bookings and help them understand the importance of building an online presence. By targeting audiences with relevant content at the right time of the year, you put your hotel ahead of the competition.