Use Social Media to Boost Your Bottom Line

Are you a hotel manager looking to drive more direct bookings and increase occupancy? Then you need a killer social media presence to represent your brand. With beautiful imagery and imagination, we’ll help you craft a compelling story that customers can’t resist.

Story of White Sun Media

White Sun Media was created to give voice to those with something special to say and someplace beautiful to share. To help you define your value, tell your story, and share it with the world in a unique and compelling way.

As a hotel or guesthouse competing with OTAs and other hotels, how do you build an online presence that stands out? It’s tough. Things change quickly. TripAdvisor, Facebook, Instagram, Twitter – it’s overwhelming. You know it’s important, but you don’t have time to learn the ins and outs. That’s where we come in.

White Sun Media brings clarity. We connect the dots and show you how social media directly impacts your bottom line. We handle the heavy lifting of updating profiles, growing an audience, and managing your online reputation. You just continue to do what you do best – create amazing experiences for your guests.

Frequently Asked Questions
What is social media and how can it benefit my hotel?

Think of social media as a toolbox composed of websites and mobile apps that allow users to create and share content in the form of text, images, and video. Social media allows users to share information, engage in conversation, and build relationships. Savvy hotel managers leverage social media to gain credibility, shape public perception, and expand their property’s online presence. This leads to stronger customer relationships and increased revenue.

Which social media networks are most effective?

What is your goal and what type of customer are you targeting? Instagram is very visual and drives high levels of engagement. Twitter is excellent for customer service and guest recovery. TripAdvisor is king of online reviews. If you’re looking to drive traffic, consider a blog. Above all, you must understand your guests just as much as you understand your product.

How often should I post and respond to comments?

It depends on your goal. In most cases, it’s best to generate content at least a few times per week to increase effectiveness and maximize ROI. Certain tasks, such as responding to online reviews, should be done every day. This is especially important for negative reviews posted on popular travel sites such as TripAdvisor. You have a voice. Let it be heard.

Tip: When responding to negative reviews, add a personal touch. Whatever you do, don’t use a generic-sounding template. A templated response is almost as bad as ignoring the review altogether.

Is there research that supports the case for social media?

Yes! Numerous studies have been conducted by the likes of Cornell University, Harvard Business School, TripAdvisor, Travelocity, and others. The results show that hotel social media and online reputation management campaigns can boost occupancy and significantly increase RevPAR.

What is Online Reputation Management (ORM)?

Online Reputation Management (ORM) is the process of controlling the information that appears when someone searches for your brand online. Research shows that just a 1% improvement in reputation can increase RevPAR by up to 1.42%.

How is ORM related to social media?

Having a strong social media presence improves your overall online presence. Try this: Do a Google search for your hotel. Your website should appear at the top of the search results. But what else do you see? For many, this valuable real estate is filled with links to competitors and 3rd-party booking sites. That’s a wasted opportunity. Those top search results should be filled with links to your Facebook and Instagram pages, marketing photos, and positive online reviews.

Why should hotels respond to negative reviews on TripAdvisor?

If you want to influence buying behavior, it is essential that you shape public perception. While you can’t control what a reviewer says, you can control how you respond. It’s important to address negative feedback in a respectful and empathetic tone. It probably won’t change the reviewer’s opinion, but it will influence the behavior of anyone who sees it. By responding, you effectively transform a disappointing experience into a powerful marketing opportunity.

Isn't it dangerous to put yourself out there too much?

Whether you know it or not, you are already “out there.” Regardless of whether you’re listening, people are constantly talking about your brand. Ignoring them is not the solution. It’s much more sensible (and profitable) to take a proactive approach in managing the information that’s circulating online.

1-point increase on a 5-point scale allows for 11.2% room rate increase.
Cornell University Center for Hospitality Research
Cornell University Center for Hospitality Research
60% of hotels spent more on Online Reputation Management in 2015 than in 2014. Ranked #1 of 11 key categories.
TripAdvisor TripBarometer 2015
TripAdvisor TripBarometer 2015
1% increase in reputation boosts ADR by 0.89% and occupancy by 0.54%. Up to 1.42% increase in RevPAR.
Cornell University Center for Hospitality Research
Cornell University Center for Hospitality Research
“In fact, the truth probably is that it will increasingly be key to promoting Hawaii to all travelers…”
Hawaii News Now
Hawaii News Now
ORM is the biggest area of investment in 2016. 93% of hotels say online reviews are important for the future of business.
TripAdvisor TripBarometer 2016
TripAdvisor TripBarometer 2016
1-star increase in Yelp rating leads to 5-9% increase in restaurant revenue.
Harvard Business School
Harvard Business School

[ how can we help you ]

Social Media

Studies show a direct correlation between social media activity and increased hotel occupancy. We’ll grow your audience and boost engagement to raise brand awareness. Enjoy more direct bookings while building relationships with your guests.

Online Reputation

Savvy hoteliers know the importance of online reputation. Research shows a 1% improvement in reputation can increase RevPAR by up to 1.42%. We shape public perception by monitoring brand references and responding to feedback on sites such as TripAdvisor.


The secret to social media is to create engaging content that inspires. Whether you just want the basics, need guidance on an existing campaign, or just have a few questions, White Sun Media can help. Gain valuable insight so you can move ahead with confidence.

Contact Info
We'd Love To Hear From You

Curious to learn more about social media and how it can jumpstart your revenue growth? Ready to build a solid online reputation? Let’s get started!

At White Sun Media, we understand the hospitality industry – TripAdvisor, OTA commissions, competition from short-term rentals such as Airbnb, and more. We specialize in social media management for hotels, making it easy for you to drive direct bookings, increase occupancy, and boost RevPAR. So what are you waiting for? Contact us today! You’ll be glad you did.

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