The Harrison Group 2025 Social Media Year In Review: Hotels
In 2025, The Harrison Group’s hotel marketing strategy focused on celebrating the moments that make each stay special. By emphasizing authentic experiences, community engagement, and timely local content, we strengthened guest connections and positioned our properties as welcoming destinations for both leisure and group travel. Renovations at Courtyard and Hilton were highlighted throughout the year, enhancing our storytelling and reinforcing property value.
2025 Objectives
The core objectives guiding hotel social media efforts were:
Highlight guest experiences and memorable moments during their stays
Leverage hyperlocal storytelling by featuring staff, community events, and timely seasonal moments
Support group sales and event bookings by positioning properties as ideal destinations for groups and gatherings
Engage audiences on emerging platforms, particularly TikTok, where travelers are increasingly seeking destination inspiration
Top Hotel Promotions of the Year
Authentic, experience-driven campaigns remained at the heart of our content strategy. The Guest Photo Content Campaign invited guests to share their own images, resulting in over 2,900 submissions. This content created an authentic lens into real experiences, strengthening trust and engagement across channels.
The Pumpkin Contest encouraged staff across properties to collaborate, boosting morale while producing seasonal, engaging content that resonated with audiences. Similarly, the Gingerbread House Challenge fostered creativity and cross-property teamwork, generating festive content during the holiday season that connected with both staff and guests.
The First Day of Spring Activation showcased locally sourced flowers, creating a memorable, feel-good moment that enhanced guest experiences while reinforcing ties to the community. These campaigns combined creativity, community focus, and authentic storytelling to elevate both staff and guest engagement.
TikTok Focus
Recognizing TikTok’s evolution as a primary discovery tool for travelers, the team invested heavily in trend-driven, authentic, and timely content tailored to the platform. By meeting potential guests where they are actively planning trips, we showcased property features, highlighted local events, and created highly shareable content that reinforced both the hotel experience and Ocean City’s appeal.
2025 Performance Highlights
Across all hotel accounts, social media growth was strong and measurable:
Total impressions: 11,775,745
Total engagements: 432,509 (40% increase over 2024)
Total video views: 667,652 (22% increase over 2024)
Total audience: 149,717
Why It Worked
Key factors driving results in 2025 included:
Authentic storytelling: Guest-created content and staff-led activations humanized the properties
Hyperlocal focus: Featuring community events, renovations, and local experiences resonated with both new and returning audiences
Platform-specific strategy: Leveraging TikTok allowed for organic reach, trend alignment, and travel-focused discovery
Seasonal and experiential campaigns: Engaging promotions encouraged participation, strengthened connections, and drove memorable moments
In 2025, The Harrison Group’s hotel accounts demonstrated the power of experience-driven, hyperlocal content paired with trend-focused social media strategy. By highlighting real moments, engaging with the community, and meeting audiences on platforms like TikTok, we increased reach, engagement, and guest loyalty across all properties. With a growing audience and a solid framework for authentic, platform-specific content, The Harrison Group is positioned to continue driving guest engagement, enhancing property storytelling, and leveraging social media to inspire both new and returning travelers in 2026.