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Valor Social Media Strategy – Making Centrally Managed Social Media Work at Local Levels

Cuckoo have been working with Valor Hospitality for almost 2 decades, during this time we have supported their central marketing team to deliver marketing communications as well as support on a local level for hotels across all marketing channels. This includes social media management across 17 hotels and 3 food and drink outlets under a number of global franchise brands including Hilton, Crowne Plaza, Holiday Inn, AC Marriott and Hotel Indigo.


As part of the overall digitisation of the business Cuckoo were briefed to create a new social media strategy. There was an existing strategy planned and implemented by Cuckoo, however, there was a shortfall of authenticity that can only be achieved when physically being at the property – this prevented the hotels from truly connecting with customers. The new social media strategy included;

• Create synergy between all hotels

• Create overall consistency

• Improve campaigns

• Give each hotel authenticity and stronger presence within their local community


We started with an in-depth audit of every hotel’s social media channels across Facebook, Instagram, Twitter and looking at;

• Channels – where their audience was most engaged

• Content – frequency, tone of voice and language

• Followers

• Engagement

From this we were able to design a strategy to equip the hotels with the knowledge, skills and tools required to take ownership of their own channels.


The Strategy

• Appointed a Social Media Champion at each hotel to manage social media

• Creation and management of an online portal housing social media tools and resources

• Provided coaching through designated social media workshops and training sessions as well as provide ad-hoc support and advice

• Monthly inspiration calendars with national days, events, local activity and weather forecast to ensure authenticity and relevance

• The creation of mini-campaigns based on national events and trending including imagery, GIFs, boomerangs, recommended hashtags and content which can be adapted at local level

• Monthly central social media advertisements

• Monthly ‘Social Scoop’ newsletter style reports of overall social success stories, leader boards and case studies that is cascaded throughout the entire business


The strategy has been in place for 12 months we have hosted 2 full-day face to face workshops with the hotels social media champions, 5 + interactive webinars and the results speak for themselves;

• 69% increase in followers on Facebook and Instagram

• Significant uplift in engagement

• Campaigns gain an average of 400,000 impressions each time

• Click throughs to and brand websites improve with each campaign

• Successful implementation and creation of an army of savvy hotel marketers


Cuckoo are experts in creating tailored social media strategies for a wide range of audiences and industries. If you’d like some guidance when it comes to the implementation of your social media, email or call our team on 0161 660 8352.