B&B Social media is a powerful tool for owners. I’m going to share how to use it effectively to attract more guests and build a loyal following.

In the modern world of hospitality, social media and review platforms are essential tools for attracting guests to your Bed & Breakfast. Whether it’s through Instagram posts that showcase your property’s charm or glowing reviews on TripAdvisor, a strong presence on these platforms can help boost your B&B’s visibility and drive bookings.

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In this post, we’ll cover the best practices for using social media to engage with potential guests and how to encourage positive reviews on platforms like TripAdvisor and Google.

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Why Social Media Matters for Your B&B

With over 4 billion people using social media worldwide, platforms like Instagram, Facebook, and Pinterest have become crucial for marketing a B&B. Social media gives you the chance to showcase your property, highlight guest experiences, and engage directly with potential customers.

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Showcase Your B&B’s Personality 

Social media is a great way to show off what makes your B&B unique. Use photos, videos, and posts to highlight the cosy atmosphere of your rooms, the delicious breakfasts you prepare, or the stunning local scenery. Unlike a formal website, social media allows you to inject personality into your content, making your B&B feel more approachable and memorable.

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Engage with Your Audience 

Social media isn’t just about posting pretty pictures—it’s about building relationships with your audience. Responding to comments, answering questions, and sharing guest testimonials all help foster a sense of community. Engaging with your followers makes them more likely to book a stay because they feel connected to you and your B&B.

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One B&B owner I know posts weekly “pet guest of the week” features on Instagram, showcasing dogs, cats, and even a pet parrot! These posts are a hit with her followers, many of whom end up booking because they know their pets will be welcome./

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Best Practices for Social Media Platforms

Each social media platform offers unique opportunities for B&B owners. Let’s look at how you can make the most of the three most popular platforms: Instagram, Facebook, and Pinterest./

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Instagram: The Visual Platform 

Instagram is perfect for showcasing your B&B’s aesthetics. Share high-quality photos of your rooms, common areas, and surrounding landscape. You can also post short videos or Stories featuring behind-the-scenes glimpses, such as prepping breakfast or tidying up a cosy reading nook.

• Post Consistently: Aim to post a few times a week to keep your audience engaged. Regular posts help you stay top of mind with potential guests.
• Use Hashtags: Include relevant hashtags like #BedAndBreakfast, #BBGetaway, or hashtags specific to your location, like #StayInCornwall, to reach a broader audience.
• Promote Special Offers: If you’re running a seasonal promotion or offering a discount for direct bookings, Instagram is a great place to spread the word.

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Facebook: Connecting with Your Community 

Facebook allows you to engage with guests more personally. Create posts that highlight local events, share guest reviews, and post updates about what’s happening at your B&B. You can also use Facebook ads to target people interested in travelling to your area.

• Encourage Guest Interaction: Ask your followers questions, post polls, or share stories to encourage interaction.
• Run Facebook Ads: Facebook’s advertising tools allow you to target specific demographics, such as travellers in your area or people interested in weekend getaways.
• Share Guest Experiences: Share photos or stories from happy guests (with their permission), showing how much they enjoyed their stay.

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Pinterest: Inspiring Travel Dreams 

Pinterest is a powerful platform for inspiring travellers who are in the planning stages of their trips. You can create “boards” featuring different aspects of your B&B—like “Cozy Room Ideas,” “Best B&B Breakfasts,” or “Top Things to Do Near [Your Location].” This is a great way to capture the attention of travellers looking for inspiration.

• Create Beautiful Boards: Make boards that showcase your B&B’s style, local attractions, or travel tips. Use professional-quality images to draw in viewers.
• Link Back to Your Website: Every pin should link back to your website, encouraging visitors to learn more and book a stay.

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Encouraging Positive Reviews on Review Platforms

Online reviews are critical for B&Bs—many travellers won’t book a place to stay without first reading reviews on platforms like TripAdvisor, Google, or Booking.com. In fact, a few great reviews can dramatically improve your bookings, while negative reviews can have the opposite effect.

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Ask for Reviews from Happy Guests 

Don’t be shy about asking guests to leave a review after their stay—most happy guests will be glad to do so if you ask politely. You can send a follow-up email after check-out with a link to your preferred review platform, making it easy for them to leave feedback.

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Example: A B&B owner I know includes a thank-you card with each guest’s bill, asking them to leave a review on TripAdvisor if they enjoyed their stay. This simple request has led to a steady stream of glowing reviews that keep her bookings full year-round.

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Respond to Reviews 

Whether a review is positive or negative, always respond. Thank guests for their positive feedback and address any concerns mentioned in negative reviews. A polite, professional response to a negative review shows potential guests that you take their concerns seriously and are committed to improving.

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One guest left a review saying, “The pancakes were too fluffy!”—the B&B owner responded by promising to “add an extra dose of gravity next time” and thanked the guest for their feedback. Guests loved the playful tone, and the review ended up attracting more bookings.

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Highlight Your Reviews 

Share your best reviews on social media and your website. Positive reviews act as testimonials that show potential guests what others have enjoyed about your B&B. They also build trust, helping undecided guests feel confident about booking with you.

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Tracking Your Online Reputation

Maintaining a strong online presence isn’t just about posting content or encouraging reviews—it’s also about tracking how your B&B is perceived online. Here are some tips for monitoring and improving your online reputation:

• Use Google Alerts: Set up Google Alerts for your B&B’s name so you’ll be notified whenever someone mentions your business online.
• Track Social Media Mentions: Monitor your social media accounts for mentions and tags from guests. This is an easy way to stay connected and engage with people who’ve shared their experiences.
• Review Analytics: Use analytics tools on Instagram, Facebook, and Google My Business to track your engagement and see what’s working. This can help you fine-tune your social media and review strategies.

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Tired of the dizzying array of analytics and planning required to enhance your bed and breakfast? We’re here to help! Our ‘Crafting the Perfect Stay — 25 Essential Insights for Bed and Breakfast Owners’ is your free ticket to simplicity and success. It’s as invigorating as your morning smoothie, loaded with the knowledge you need. Download it now and start creating unforgettable experiences at your B&B!

How do you use social media or reviews to promote your B&B?

Share your strategies in the comments.

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In Conclusion

Leveraging social media and review platforms is essential for growing your Bed & Breakfast and building a loyal customer base. By creating engaging social media content, encouraging positive reviews, and actively managing your online reputation, you can attract more guests and keep your B&B fully booked.