The social media hype had the effect that now any hotel chain and destination have implemented a more or less successful (and a more or less sophisticated) social media strategy.

However, most hotels cannot afford full-time effort to operate a responsible social media campaign as well as the majority of hotels neither can waste tenthousands of dollars in AdWords and SEO. So what, after all, is a single small boutique hotel on a Greek island able to perform terms of social media?

With a very specific presentation, the social media consultant Anna-Lena Radünz referred a variety of measures, that she had taken for her client's hotel San Giorgio in Mykonos. She started with a  key spice in tourism pr, an element which is inseperably linked to any travel planning: the dream.

"My decision is to travel in dreams. Planning and booking have to follow. If something positive about a destination on a social network is shared, this will inspire other people to do the trip as well." By the way, many dream about a vacation who actually do not plans to go. To draw a conclusion, social media create only vacation needs. At the same time it brings long haul travel destinations closer to the people and therefore creates confidence"

Share inspirations

But what does this mean in the case of a hotel? Social media and other portals were used for the "dreaming" impression. It was thus not alone to inform but to spread rather beautiful pictures and inspiration.

Therefore, Pinterest image networks play an important role. This leads to much more Facebook "likes", images are shared and this does bring even booking requests via Facebook.

Thus a well planned combination of paid Facebook and AdWords ads can be helpful. "You have to work out a strategy before you go into battle – you need to define whom you want to reach!", so the blogger said. Here it is important to use Twitter as well. A good use of a Hashtag and proactive approach to people who report a trip on Twitter, can make an important difference.

Motivate guests to the use of social media

But not only bookings directly from the consumer are social media relevant. Finally, the actual goal is make guests report the positive experiences they had at a certain destination to their friends. This is the only method to motivate other travellers to choose a specific hotel.

"We must motivate people and make it easier for them to share their experiences on social networks." This can be influenced by various means and promising activities. One rationable strategy is to embed social media links already as a standard in reservation confirmation mails.

Another simple catalytic converter is to offer free WiFi all over the hotel or destination – a feature which today is still not self-evident! Third way is the consequent encouraging those guests who have voted for the hotel in a personal discussion, to share their attitude on review sites as well.

Radünz lecture revealed a simple wisdom that is often forgotten: Social media have to be fun, and everybody using them must be convinced of their product. To draw a conclusion: People who spend only half an hour per day actively on administering social media and despite the often dull hours can enspire others of her own enthusiasm, has achieved much.

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Roland Wildberg is Travel Writer and Correspondent based in Berlin, Germany. He started as an Editor for the National daily 'Die Welt' (tourism section), later on switched to a freelanced career and nowadays mainly publishes on the Web. Observing the hospitality industry has always fascinated him as it looks like the perfect combination of sleeping and writing – work-live-balance at its best.