For my work I tend to keep track of what tourism companies are doing on social media. And I see a lot of companies posting a lot in high-season, but slowing down to just a few posts in low-season.
With social media there is an important rule to consider: consistency is key! You win with regular posts.
Algorithms
Firstly a big advantage of keeping a consistent schedule for posting comes from the algorithms behind the social media platforms. The different algorithms all favor consistent and regular posting. The goal of any algorithm is to show users content that is valuable and entertaining to them. And posts that keep the users on the platform.
Keep people interested
Secondly if people start following you, they want to make sure that they don’t miss any content you post. If you don’t post for a longer periode of time people will lose interest. What is the point of following an account that doesn’t post. So her as well: regular posting is key!
What a lot of companies do
As said, I do see a lot of hotels, campings and other tourism related companies post a lot during their heigh seasons. Some post multiple times a day showing how great the high season is. That is great of course! But as soon as the number of guests drop, so do the number of posts.
What would work better
Rather then posting everything and every day in high season, work out a schedule you can keep up year round. Make sure you gather content in high season and start saving this content for low season. Because that way you have something to post when things are more slow.
Say something year round
It’s important to have something to say year round. Whether you are running a wintersport hotel peeking during winter, or a family camping with the summer as a high season. Keep your audience engaged during the year because there is good chance you are the first name that comes to their mind when they are considering their next holiday. Most guests won’t book in the high season, but rather in the off-season. That is why you should make sure to be visible at the time they are booking and in the time running up to that.
It doesn’t matter what kind of tourism business you are running. People that follow you are very likely to love your company and by following have given you permission to share what you are up to! Whether you run a hotel, camping, bike or ski-rental, make sure you keep your following engaged: win with regular posts!