The Harrison Group 2024 Social Media Year In Review: Hotels
In 2024, The Harrison Group’s social media strategy centered on connection—with our guests, our destinations, and the coastal lifestyle that makes Ocean City such a memorable place to visit. This year-in-review highlights how intentional content, community-driven campaigns, and experiential storytelling helped drive measurable growth across all hotel accounts.
2024 Objectives
Our goals for the year were clear and guest-focused:
Generate more leads across hotel properties
Build awareness of the coastal and Ocean City lifestyle, and why it’s a destination worth returning to
Elevate content quality to better showcase our hotels, amenities, and experiences
Engage with guests in meaningful ways that make their stays unforgettable—long after check-out
Every campaign and content decision tied back to these objectives.
Top Hotel Promotions of the Year
Community-driven promotions proved to be the most impactful throughout 2024, allowing guests to actively participate in the brand while reinforcing the idea that memories are made at our hotels. Rather than relying solely on promotional messaging, these campaigns invited creativity, celebration, and emotional connection.
The standout promotion of the year was the Guest Photo Contest, which encouraged guests to share their favorite vacation moments from their stays. With over 1,250 photo submissions, the campaign not only generated excitement and participation but also resulted in a 12.8% increase in website traffic during the promotional period. Just as importantly, it created a valuable library of authentic, user-generated content that could be repurposed across all hotel social media accounts—strengthening credibility and relatability.
Seasonal campaigns like the Pumpkin Carving Contest increased involvement among staff, boosted morale with some friendly competition, and created content and engagement for each account.
Brand-forward activations such as “Everyday Is a Holiday at the Holiday Inn” and National Donut Day brought a lighter, playful tone to the feed while maintaining clear brand alignment. These moments performed strongly because they felt timely, fun, and highly shareable—keeping the hotels top of mind year-round and reinforcing positive brand associations.
Why It Worked
Several key strategies fueled this year’s success:
Guest-first storytelling: Featuring real guest experiences helped humanize each brand.
Lifestyle-driven content: Highlighting the coastal and Ocean City lifestyle made the destination as desirable as the stay itself.
Interactive campaigns: Contests and promotions encouraged participation and repeat engagement.
Consistent brand voice: While each property maintained its individuality, all accounts felt cohesive under The Harrison Group umbrella.
2024 Performance Highlights
Across all hotel social media accounts, the results reflected steady growth and increased brand visibility:
Total impressions: 15,015,016
Total engagements: 302,487 (up 3.5% year-over-year)
Total post link clicks: 13,779
Total audience: 143,497 (a 54% increase year-over-year)
These metrics point to more than just reach—they reflect growing interest, deeper engagement, and a stronger connection with both new and returning audiences.
Social media works best when it creates memories—not just metrics. In 2024, The Harrison Group’s approach focused on sparking emotion, encouraging participation, and telling stories guests could see themselves in. The result was meaningful growth, stronger brand loyalty, and a digital presence that mirrors the experiences guests have on property.