Social Media-Led Hospitality Brands: How UK Cities Are Embracing Digital Engagement

Social media has revolutionized the UK hospitality sector, with brands leveraging platforms like Instagram, TikTok, and Twitter to drive customer engagement, boost bookings, and enhance brand visibility. Data from Propel Newsletters highlights how different cities are leading the way in social-driven hospitality growth. Let’s explore the top cities and brands harnessing the power of digital marketing.

The Power of Social Media in Hospitality

• Instagram Dominance: 82% of UK hospitality brands use Instagram for marketing, with 40% reporting increased customer engagement in the past year.

• TikTok Growth: TikTok-related food and beverage content has surged, with UK hospitality businesses seeing a 65% increase in footfall from viral posts.

• Influencer Marketing: 55% of restaurants collaborate with influencers, generating an average ROI of 11:1 on social media campaigns.

London: The Capital of Digital Hospitality

London’s hospitality brands lead the UK in social media strategy. Key players include:

• Dishoom: With over 500k Instagram followers, Dishoom uses stunning visuals and behind-the-scenes content to drive engagement.

• Sketch London: Its 1.2M TikTok views on immersive dining experiences have contributed to month-long booking waitlists.

• Boxpark: A leader in digital engagement, Boxpark utilizes TikTok and live-streamed events to enhance brand interaction.

Manchester: The TikTok Trendsetter

Manchester has seen a surge in hospitality brands leveraging TikTok, driving significant footfall and online buzz:

• Albert’s Schloss: Their branded TikTok challenges have reached 750k views, increasing weeknight footfall by 18%.

• Rudy’s Neapolitan Pizza: With 200k Instagram followers, Rudy’s uses reels and UGC (user-generated content) to enhance organic reach.

• The Ivy Spinningfields: A luxury brand using Instagram Stories and collaborations with local influencers to boost engagement.

Birmingham: A Hub for Influencer Partnerships

Birmingham’s hospitality sector thrives on influencer collaborations:

• Gaucho Birmingham: Partnering with local influencers has driven a 30% increase in reservations.

• Original Patty Men: Their engagement-focused campaigns see 10k+ story interactions weekly.

• The Wilderness: A fine dining establishment that crafts visually stunning Instagram content, making it a social media hotspot.

Bristol: Championing Independent Hospitality

Bristol’s indie hospitality scene has harnessed social media to create unique customer connections:

• Pasta Loco: Organic Instagram growth has led to 80% of bookings coming via social media.

• Hyde & Co: A cocktail bar with a storytelling approach, growing engagement by 25% in the last year.

• Pinkmans Bakery: Viral TikTok posts featuring their famous sourdough donuts have driven a 40% sales increase.

Cardiff: A Growing Social Media Market

Cardiff’s hospitality industry is catching up in social media marketing, with brands increasing their digital presence:

• The Botanist Cardiff: TikTok videos showcasing live music nights have gained 150k views, boosting weekend bookings.

• Gin & Juice: Known for Instagrammable interiors and drinks, resulting in 22% year-over-year revenue growth.

• Matsudai Ramen: Utilizes Twitter to engage with food critics and local audiences, enhancing brand reputation.

How Hospitality Brands Can Leverage Social Media

To stay ahead in an increasingly digital landscape, hospitality brands can adopt these strategies:

• Engage with Influencers: Collaborate with micro and macro influencers to expand brand reach.

• Leverage Video Content: Short-form video content on TikTok and Instagram Reels continues to drive the highest engagement.

• Encourage User-Generated Content: Promote hashtags and contests to build an engaged community.

• Optimise Booking Integration: Utilise social media platforms for direct booking links and event promotions.