With 60 hotels, resorts and suites across Australia, Minor Hotels is a key player in the travel industry. But in a crowded market, standing out takes more than just great locations – it takes a sharp social strategy to keep their brands top of mind when travellers are ready to book.
The challenge
In mid-2022, Minor Hotels came to The Content Division with a clear challenge: to elevate the social media performance of its hotel and food & beverage brands, including Oaks Hotels, Resorts & Suites; Avani Australia & New Zealand; Elysia Wellness Retreat; and Oak & Vine.
With engagement rates below 1%, similar to many of their competitors, they needed a strategy that would not only increase reach and engagement but also drive valuable traffic to their website.
We needed to create compelling content that their audience couldn’t ignore, and strategically amplify their social activity across all channels to increase brand reach and interactions online.
Our approach
We began by developing a comprehensive social playbook to lay the foundation for success. This involved identifying key audience segments, defining content pillars that aligned with brand goals and audience interests, and creating channel-specific strategies to optimise content performance.
With a clear strategy in place, our team got to work creating and delivering strategic, always-on content across all brands, channels and formats.
Over the past three years, we have implemented and refined a robust social media strategy, prioritising travel and lifestyle content, a reels-first approach, user-generated content (UGC), and strategic paid amplification.
The results
Our content-led, strategic approach has helped to transform Minor Hotels’ social media presence into an effective driver of engagement and traffic, ensuring their brands remain top of mind when their audience is making booking decisions.
By continuously refining our approach and staying ahead of content trends, we sustain ongoing growth and maximise online impact for Minor Hotels’ brands.
Want to know more? Contact us to find out what we achieved for this brand.
