Harnessing the power of social media In our drive-through visitor economy can be a game changer for a Tahoe/Truckee business.
Just walk out to any busy, people-filled, area and look at what our visitors are doing. Half, if not more will be on their phones, looking for directions, connecting with a fellow traveler, booking a table, or taking a photo to celebrate their current adventure. Mobile search, documentation, and social media have become a driving force in the tourism industry. Resort towns, with their picturesque landscapes and unique offerings, can significantly benefit from leveraging social media platforms to reach and engage with their traveling audience. People want to disconnect from their daily home lives when traveling but know that the only way to navigate their own vacation is online. Here are some tips on capturing and curating your traveling audience.
Before they get here:
Social media platforms provide an opportunity to showcase the beauty and attractions of a resort town to a global audience. Not to mention any advanced booking deals or offers you may have. By creating engaging and visually appealing content, local businesses can capture the attention of potential visitors from all around the world. Social media offers a platform for showcasing stunning imagery, videos, and stories, allowing resort towns to reach a larger audience beyond traditional marketing channels.
When they get here:
Location targeting is when the real power of social media can be of utmost value. Running your ads and events locally captures people who are here now looking for something to do, eat, or book. Having intriguing posts that show up on their feeds while they are traveling through can be the catalyst to get them in your door. They may have thought lunch at the lake was where they were going until the hike went later than expected, everyone got hungry, and they are nowhere close.
Three tips for harnessing the power.
Showcasing Amenities and Activities:
Our area offers a wide range of amenities and activities, including water sports, hiking trails, spa services, golf courses, and more. Social media platforms provide an ideal space to showcase these offerings through visually appealing content. By highlighting our diverse activities and experiences available, resorts can attract tourists who are seeking specific amenities or looking for a variety of experiences.
Real-Time Updates and Promotions:
Social media enables resorts to provide real-time updates, promotions, and exclusive offers to their visitors. This helps to create a sense of urgency and encourages potential visitors to take immediate action. One of my seasonal clients has one goal for my services: Fill the boat every day. They get enough advanced reservations to run the daily cruises but there were still seats left unfilled until they began using social media. A traveler can purchase tickets online quickly for that unexpected happy hour cruise. Local businesses can share updates on events, special packages, discounts, or limited-time offers, driving engagement and conversions. Additionally, social media allows resorts to quickly communicate changes in services, such as weather-related updates or temporary closures, ensuring visitors have the most up-to-date information.
Encouraging User-Generated Content:
Resort towns are often the backdrop for memorable experiences and breathtaking views. Social media platforms empower visitors to share their experiences, photos, and reviews, generating user-generated content. A long-time client has a way to capture these photos, his guests send them every season and I use them in the resorts’ marketing. As a content creator I can’t stress enough the value of this content, you just can’t buy this kind of authentic social proof. These are real people loving Tahoe. So actively encourage guests to share their moments using resort-specific hashtags or by running photo contests. User-generated content provides authentic and relatable experiences that resonate with potential visitors, fostering trust and social proof.
I know we hear all the time about screen usage and the few people who declare full disconnection from our online world, but let’s face it that demographic is going the way of the dinosaurs. Yes, I want to be present and take in the beauty and wonder when I travel as well as eat dinner before 9 PM and avoid long lines by booking in advance as often as possible. As for the business end of things, having sandwich orders a day in advance gives the staff the ability to create a wonderful lunch experience with the freshest of ingredients ready for pick up at the busiest times, because let's face it, waiting in long lines for lunch really is not the Tahoe experience any of us want to promote.
If you want more on navigating the local social media waters, I will be hosting a Truckee Chamber Lunch and learn on July 12th on this very topic. I’ll dive deeper into the best practices, platforms, and strategies of Social Media Marketing in our mountain town.
Reach out for a talk over coffee or a hike I give information freely. I only ask to be paid when I do the work. tgold@bigwaterci.com
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Trina Gold
Master Creator