The Situation
New World Makati Hotel was an established name in the Philippine hospitality market, but its digital presence told a different story. The hotel’s Facebook page had 700 followers. Competitors in the Makati luxury segment had dedicated fan bases already generating reviews, shares, and social proof. New World was invisible in the channel where Filipino travelers increasingly made booking decisions.
The problem was deeper than follower count. Hotel social media pages in the Philippines were built around amenity photos and room features. Every competitor posted the same type of content. New World needed a social strategy that created a genuine connection with its audience, not just another feed of lobby shots and buffet promotions.
The Approach
Phase 1: Guest Experience Content Reframe
Shifted the content strategy from featuring hotel amenities to capturing the moments guests share inside New World Makati Hotel: family bonding over a meal, a spa session after a long week, friends catching up over drinks. The reframe made the page feel like a place for people, not a catalog for rooms.
Phase 2: Fan Participation & Executive Q&A Sessions
Asked fans to share their own thoughts and experiences to increase engagement beyond passive scrolling. Key hotel executives held Q&A sessions through an in-Facebook app, putting real faces behind the brand. This gave followers direct access to the people running the hotel, building trust and a sense of personal connection.
Phase 3: Sustained Community Building
Maintained a consistent posting cadence that prioritized community interaction over promotional content. The page became a place where New World‘s guests saw themselves reflected in the content, which drove organic sharing and follow-on growth as guests tagged friends and family in posts that featured relatable moments.
The Results
- 70,000 New Facebook fans gained, from a starting base of 700
- 100x Growth in Facebook following over the campaign period
- Genuine engagement Fans described as having real interest, not just passive follows
Campaign Highlights:
- Content strategy shifted entirely from amenity features to guest experience moments
- Executive Q&A sessions on Facebook gave the brand a personal, accessible face
- Fan-generated content and conversation replaced one-way promotional posting
- Social media presence moved from invisible to competitive within the Makati luxury hotel segment
- Organic sharing driven by relatable guest moments amplified reach beyond paid distribution
The Takeaway
Hotels that post about their rooms look the same as every other hotel. New World Makati Hotel grew 100x on Facebook by posting about its guests instead. The content shift from property features to human moments turned passive scrollers into fans who actually cared about the brand.
- Industry: Hospitality
- Service: PR & Digital Campaigns
- Solution: For International Brands Entering PH
Frequently Asked Questions
How does a hotel grow from 700 to 70,000 Facebook followers?
By posting content people want to share, not content the hotel wants to show. Room photos and buffet promotions look the same as every competitor. Guest moments, family stories, and executive Q&As create content that followers tag friends in and share on their own timelines, which is how organic growth compounds.
Why move away from amenity-focused content for a luxury hotel?
Because every luxury hotel posts amenity content. It’s category wallpaper. When a hotel shows the moments guests actually experience instead of the facilities they can book, the content stands out in the feed. The guest becomes the hero, not the property.
What role do executive Q&A sessions play in hotel social media?
They build trust by putting real people behind the brand. Most hotel pages feel corporate and anonymous. When a general manager answers questions directly on Facebook, followers feel like they have personal access to the hotel’s leadership. That relationship drives loyalty and repeat engagement.
Can social media directly impact bookings for a hotel?
Facebook followers with genuine interest in the brand are future guests. A page with 70,000 engaged fans generates word-of-mouth, review activity, and top-of-mind recall when those followers or their networks need a hotel in Makati. Social proof on Facebook converts into booking consideration.
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