How We Approach Social Sharing at Crown Hotel & Travel Management

In hospitality marketing, trends move fast. One week it’s trending audio, the next it’s carousel posts outperforming Reels, and suddenly everyone’s asking why their engagement dipped overnight. As the Digital Marketing Strategist for Crown Hotel & Travel Management, my job isn’t to chase every trend—it’s to know which ones matter, when to use them, and how to make them work across a diverse portfolio of hotels without losing brand integrity.

That balance is where strategy lives.

Trends Are Tools—Not the Strategy

Let’s be clear: trends alone don’t build strong hotel brands. They’re tools. Useful ones, yes, but only when applied intentionally.

At Crown, we manage a wide range of properties: coastal resorts, interstate hotels, extended-stay brands, boutique experiences, and everything in between. What works for a beachside resort in peak season may fall flat for a weekday-driven business hotel. Our approach starts with this question:

Does this trend support the property’s goals, audience, and seasonality?

If the answer is no, we skip it—no matter how viral it looks.

We Watch the Data First, Not the Hype

Before we jump on anything new, we look at performance patterns across our portfolio:

  • What formats are actually driving saves, shares, and website clicks?

  • Which posts lead to profile visits and booking behavior?

  • How does engagement shift by season, location, and property type?

Trends that align with existing performance signals get tested. Trends that don’t? They stay on the watchlist.

This keeps us proactive instead of reactive—and it protects long-term growth.

Social Sharing Is About Community, Not Just Reach

One of the biggest shifts we’ve leaned into is social sharing as social proof.

Guests don’t just want to see polished marketing images. They want to see:

  • Other guests enjoying the experience

  • Real moments happening right now

  • Content that feels human, local, and timely

That’s why we prioritize:

  • Re-sharing guest content and tagged posts

  • Highlighting on-property experiences in real time

  • Posting in-the-moment content when weather, events, or seasons create relevance

This builds trust faster than any trend ever could.

Consistency Beats Virality

Here’s the honest truth: most viral moments don’t convert.

What does convert is consistency—clear visuals, recognizable tone, and messaging that reinforces why a guest should choose that hotel over the one down the road.

At Crown, we focus on:

  • Strong, repeatable content pillars per property

  • Brand-appropriate trends (not forced ones)

  • Captions that inform, not just entertain

  • Visual continuity that makes each hotel instantly recognizable

We’d rather grow steadily than spike once and disappear.

Staying Ahead Means Testing—Strategically

We don’t roll trends out across all properties at once. We test them:

  • On one or two properties

  • During the right season

  • With clear benchmarks

If it performs, we scale it—customized for each brand. If it doesn’t, we move on quickly and adjust.

That’s how you stay ahead without burning time, budget, or brand credibility.

The Goal Is Simple: Stay Relevant and Stay Real

Trends will keep changing. Platforms will keep evolving. Algorithms will keep us on our toes.

But the core goal at Crown stays the same:
Create social content that feels relevant, authentic, and valuable—while supporting real business results.

When strategy leads and trends support it, social media stops being noise and starts becoming a growth driver.