We’ve previously discussed using the HubSpot CRM for Hospitality. Now, let’s explore its use in social media marketing.
Why Use HubSpot for Social Media Marketing in Tourism and Hospitality?
The answer in 30 seconds:
1. HubSpot is more than a social media management tool—it’s a platform that connects all aspects of the customer journey, from the first contact to the final conversion.
2. For businesses in the tourism sector, this means the ability to offer a more integrated, personalised, and ultimately more profitable experience.
3. With HubSpot, every social media interaction can be directly linked to revenue (something challenging to achieve with social media actions alone), ensuring you’re investing in what truly works.
4. While other tools like Hootsuite, AgoraPulse, and SproutSocial have useful specific features, HubSpot’s unique advantage is as a single source of truth, where you can view the actual impact of each campaign on your revenue.
5. For tourism brands looking to take their marketing to the next level, HubSpot is, in my view, undoubtedly the right choice.
Now, a more detailed explanation:
Social media marketing is essential in the tourism world, particularly for sectors like hospitality, travel, and tours, at the dreaming and sharing phases (Google Travel Micro-Moments) of the consumer journey.
For many marketing managers, the big question arises:
Is it better to manage campaigns directly on each social network, use tools like Hootsuite or AgoraPulse, or opt for an integrated solution like HubSpot?
I’ll show why HubSpot can be the smarter choice, especially for those wanting a single source of truth and a direct correlation with the revenue generated by each user.
As a digital marketing and strategy specialist in the tourism sector, I used to hold a different opinion, but I’ve witnessed countless times how HubSpot use translates into concrete results and considerably enhances overall marketing efficiency.
I’ll outline the top five reasons below.
1. Centralised Management and Unified Customer View
HubSpot is not just another post-scheduling tool. It’s a comprehensive CRM that connects social media, marketing automation, and the entire customer journey. This means that everything you do on social media links back to the customer’s history, from the first like to booking a room or a tour. For the tourism sector, where customer relationships are everything, having this unified view enables a much more personalised and efficient experience.
Tools like Hootsuite and AgoraPulse help with scheduling and monitoring but can’t link each interaction to the complete sales cycle. HubSpot, on the other hand, allows each social interaction to be tied to the customer journey, helping you understand exactly which campaigns generate revenue and which don’t. With a single source of truth, you can focus on what really matters and maximise your marketing efforts.
2. Personalisation That Drives Results
In tourism, personalisation is key. Posting beautiful photos of a hotel or tour isn’t enough—you need to ensure the message reaches the right person, at the right time, leading to the desired action. HubSpot allows you to segment audiences based on the entire interaction history, giving you immense power to deliver more relevant content.
For instance, if someone interacted with a post about romantic getaways but didn’t make a booking, you can create a remarketing audience directly in HubSpot and send personalised offers—perhaps an additional discount or an update on availability. This personalisation is easy and straightforward because everything is on the same platform. Tools like AgoraPulse and MLabs don’t offer this level of integration, limiting the potential for remarketing and the ability to create connections that drive conversions.
At SmartLinks, we have repeatedly seen how this deep segmentation capability impacts our campaigns, generating much stronger results than when we used isolated tools.
3. Automation That Converts
Decisions in tourism, such as an international trip or a luxury stay, aren’t always immediate. This is where HubSpot’s workflow automation comes in, keeping the customer engaged and interested over time.
If someone interacts with a post, you can automatically add them to an email or ad sequence that nurtures them until they’re ready to book. When using standalone tools like SproutSocial or Swonkie, many of these interactions are often lost, as there’s no clear connection between social media and email marketing or automation.
With HubSpot, everything is connected—allowing a more continuous and efficient follow-up that maximises conversion chances. In my experience, particularly when working with large hotel chains or tour operators, this type of automation ensures that no opportunity is missed and that each lead is nurtured appropriately until the decision point.
4. Reports That Directly Link to Revenue
One of HubSpot’s greatest advantages is the ability to have a single source of truth. You don’t need to chase reports across multiple tools, manually combine data, and try to understand what’s really working.
In HubSpot, it’s all in one place: you can see how many clicks each campaign generated, how many bookings came from those clicks, and the total revenue generated. In the tourism sector, where the ROI of each campaign is essential, HubSpot provides complete visibility.
Tools like Hootsuite are excellent for measuring engagement, but when we’re talking about revenue and real impact, HubSpot offers a much more complete and direct view.
At SmartLinks, we’ve seen the power of this feature. We’ve run campaigns where we could directly track every euro invested to the revenue obtained, and this was only possible because we had all the data centralised in HubSpot. It’s a significant advantage to know exactly which post, email, or ad led to a booking—this enables us to make the optimisations that truly matter.
5. Integrated Customer Service
In tourism, social media is also a customer service channel. Comments, questions, and reviews come up constantly, and responding quickly makes a big difference.
HubSpot’s Social Inbox centralises all messages and treats them as part of the CRM, ensuring each response is aligned with the customer’s history. Platforms like AgoraPulse also assist with message management but lack integration with other touchpoints, leading to a loss of context.
With HubSpot, when responding to a comment, you have the customer’s entire history at hand—allowing a much more personalised and experience-aligned response. This integration between support and marketing is vital to ensure a good customer experience. At SmartLinks, we know that a well-handled comment or query on Instagram can be what prompts someone to book a stay, and with HubSpot, this is much easier to manage effectively.
If you need assistance in implementing HubSpot or optimising your social media strategy, SmartLinks is ready to help make a difference in the digital tourism world.
Sources (and why we use them)
We used this source to explain the functionalities of HubSpot’s Social Inbox and how it integrates all social media interactions directly with the CRM, creating a unified customer view and facilitating personalised support.
This source was used to compare Hootsuite’s features with HubSpot, showing how Hootsuite excels in monitoring and scheduling but doesn’t offer a full integration with the sales cycle, which is crucial to have a unified customer and revenue view.
We used this source to highlight HubSpot’s advantages in terms of automation and the integration of social media with email campaigns and nurture workflows. This is important in the tourism sector, where personalisation and continuous follow-up are essential for maximising conversions.
This source was used to support the importance of an integrated CRM in social media marketing strategies, showing how linking each interaction directly to the customer journey can enhance personalisation and increase revenue. It also helps explain the role of a single source of truth in efficiently managing customer relationships.
