Social Media: campaigns and promotions

It has five tabs:
- Overview: both accounts at a glance, what to do now and the ✦ AI reading.
- Facebook and Instagram: the full statistics of each account.
- Automated: a weekly posting calendar that posts for you.
- Create & schedule: campaigns for your weak periods and new posts for any dates.

Create & schedule opens with Drafts to approve: one campaign for each of your next weak periods, with the dates and why they are weak, an offer, a photo from your Media Folder, the post texts and a booking link with those dates. You approve and publish it, schedule it, edit it, try another idea or dismiss it. Below are the weak periods that still have no campaign, the posts already published with their results, and how prices are suggested. Posts link to your own booking page, so those bookings pay no OTA commission.

When an owner or manager opens Social Media → Create & schedule and no drafts were prepared in the last 24 hours, Hotelmente prepares campaigns for your weakest periods, so that up to 3 are ready at a time. It takes about a minute.

The periods come from the next 150 days: blocks found by the weak-period radar and runs of 3 or more days marked Weak on the Calendar, biggest first by unsold room-nights. Periods that already have a campaign are skipped, and so is a period you dismissed in the last 30 days. Weak periods ahead lists the others; Prepare → makes a campaign for one of them.

• The theme, such as Wildlife or The spa, and its status: Ready to approve, Edited or Scheduled.
• The dates and why they are weak: how much is booked, the forecast, room-nights unsold and pace against last year, plus holidays in guest countries.
• The offer, for example From $120 a night · 2+ nights · 12% below your usual rate.
• The photo and the start of the post.
• The buttons: Approve & publish, Schedule, Edit, Try another idea and Dismiss.

Just below what guests would otherwise pay, and the composer explains each price in one sentence.
- Below market: when competitor prices from Google Hotels have been checked for at least half the nights of the period, the offer is 3% to 5% below the market median, 5% when the dates are under 20% booked. Click Check competitor prices in the composer to check them for the campaign dates; the offer is recalculated.
- Below your usual rate: when there are no competitor prices for the dates, Hotelmente starts from your current lowest standard rate for those dates (or what they sold for last year, or your 12-month average) and takes off 10% to 20% depending on how empty the dates are, 5 points more when you are well behind last year, never more than 25%. If those dates sold for less last year, it goes just under that proven price.

It is never below the floor, 75% of your 12-month average rate for that room type by default, and never above your current rate. The minimum stay is 3 nights for periods of 5 nights or more, otherwise 2.

Every Promote button opens Social Media → Create & schedule with the campaign for those dates, prepared on the spot if there is none yet:
- Reservations: Promote → on each stretch under Weeks to push.
- Calendar: a weak block on the radar, or a day inside a weak block.
- Pricing: select dates and click Promote →, or a button under Quick promotions.
- Action Center, the summary lines on each page and Today’s moves: Promote →, Promote this gap →, Last-minute offer →, Promote now or Create the offer.

If a campaign for those dates already exists, that one opens instead of a second one.

Click Edit, or the photo on an idea, to open the composer:
- Facebook and Instagram previews that look like the real posts. Click the photo to choose another one from the Media Folder; under Photo and logo you can put your logo on it.
- Idea: the theme, the language (English + Spanish, English or Spanish), ✦ Rewrite text and Try another idea.
- Offer: the price and why, minimum nights, your own price (blank uses the suggested one) and the floor as a % of your 12-month average. Click Update offer, then Rewrite text so the posts mention the new offer. Check competitor prices, when shown, compares the dates with your competitors on Google Hotels and prices the offer below the market.
- Texts: the Facebook text with the booking link, the Instagram caption with a counter for 2,200 characters and 30 hashtags, and the photo description (alt text), each with a copy button.
- Publish: Facebook, Instagram or both, then Approve & publish now, or a date and time and Schedule.

Save changes keeps your edits, and the idea then shows as Edited.

Each campaign has a creative theme, and themes rotate so your posts do not repeat: Wildlife, The spa, National park & beaches, Rainforest mornings, Local food, Romance, Family nature and Slow travel. Only themes that fit your hotel are used: wildlife, national park and rainforest for hotels in Costa Rica, the spa only if you have one, food if you have a restaurant or breakfast, and family if your rooms or profile suit families.

With the AI engine, the texts are written from your hotel profile, the rooms on offer, the dates, the offer and the photo: a headline, the Facebook text with the booking link, the Instagram caption with hashtags and a photo description. If the AI is not available, a hand-written template for the theme is used and the composer says so. Read the text before publishing.

From the Media Folder. Hotelmente picks the photo that best fits the theme by its tags and caption, preferring favourites, Instagram-ready photos and, for romance, photos of the rooms on offer. A photo used in any of the last 12 campaigns is not picked again, so your feed does not repeat.

To change it, click the photo in the composer and choose from your library: search tags or captions, filter by folder or show Instagram-ready photos only. Tag and favourite your best photos in the Media Folder so they are picked first.

In English and Spanish together by default, one block in each language, or only in English or only in Spanish. Change it with the language menu in the composer and the texts are written again in that language.

Your place (for example #ManuelAntonio), #BoutiqueHotel and a few for the theme; for hotels in Costa Rica also #CostaRica, #PuraVida and #VisitCostaRica, and #TravelMore elsewhere. AI-written captions can add hashtags of their own for your hotel and destination, up to 12 in all. Instagram allows 30 at most, and the composer counts them. Edit them freely before publishing.

In the composer, Copy Facebook text and Copy Instagram caption copy each text; paste it into Facebook or Instagram with the same photo. Until Facebook and Instagram are connected, you can still prepare, edit and copy every campaign. If your browser blocks copying, the text is selected so you can copy it with your keyboard.

Yes, to your own Facebook Page and Instagram Business account, once you connect them in AI settings. Approve & publish asks you to confirm, then posts the photo and the texts to the networks you chose and shows the result for each one. Facebook posts include the booking link; on Instagram links are not clickable, so the caption points to the link in your bio. If publishing fails, Fix & retry opens the campaign so you can correct it and publish again.

Nothing is ever published unless an owner or manager approves it or schedules it.

Click Schedule on an idea, or choose a date and time under Publish in the composer and click Schedule. Hotelmente checks every 5 minutes and publishes it at that time. You can schedule up to 90 days ahead, and not after the promoted dates end. Change schedule moves it, and Cancel schedule turns it back into a draft. Scheduling needs Facebook connected, like publishing.

A Facebook Page and an Instagram Business account linked to it. In Meta for Developers, create an app linked to your Page and get a Page access token with publishing permissions; Hotelmente turns it into the Page’s own token, which does not expire. Paste it in AI settings with your Page’s name or ID and press Test: Hotelmente checks it is your hotel’s Page and fills in the Page and Instagram numbers. The token is stored encrypted and only its last 4 characters are ever shown. The step-by-step guide is in this help center under Keys & connections.

Instagram accepts JPEG photos from 4:5 (portrait) to 1.91:1 (landscape) at a public https address, with a caption of up to 2,200 characters and 30 hashtags. The composer checks this before you publish: errors block Instagram, while warnings, such as a small photo or a size not measured yet, do not. Click the photo to choose another one, or open it in the Media Folder so its size can be measured (Instagram-ready).

No. Hotelmente never changes rates in Cloudbeds and does not create rates or promo codes. Before you publish, create the matching rate or promotion in Cloudbeds yourself, so guests who follow the link see the price in the post.

From your property in Cloudbeds, usually your booking engine address. Each campaign adds the stay dates, so the booking page opens on those dates, plus tracking tags with the campaign. The composer shows it under Booking link: open with these dates ↗. If Social Media says no booking-engine link was found, set up your booking engine or website link in Cloudbeds and sync.

Owners and managers can prepare, edit, schedule and publish campaigns. Viewers can see the page, the ideas and the results, but cannot change or publish anything or connect accounts.

Published lists each post with links to it on Facebook and Instagram and what happened next: bookings made after the post for the promoted dates, how many were direct, and how full those dates were at the time of the post and are now. The total appears at the top of the page as Bookings after posts. You can also follow the dates on the Calendar and pace in Reservations → Future. Mark the related action ✓ Done when you publish, so the team knows it is handled.

In the other tabs of Social Media:
- Overview: both accounts side by side, the last 28 days against the 28 before, a 12-week posting calendar, What to do now, the ✦ AI reading, your best posts and Campaigns: from post to booking (reach, link clicks, bookings made after the post for the promoted dates, and their revenue).
- Facebook and Instagram: followers and growth, views, reach, engagement, visits, follows and unfollows, which format works, the best day and time to post, hashtags, and every post with its numbers.

The numbers update by themselves every few hours; owners and managers can click Refresh. The article Social Media statistics explains each number.

Reach, saves and account insights need two more permissions on your Page access token: read_insights (Facebook) and instagram_manage_insights (Instagram). Without them, the Facebook and Instagram tabs still show followers, likes, comments and shares. In Meta for Developers, generate a new Page token that includes read_insights, instagram_manage_insights, pages_read_engagement and instagram_basic besides the publishing permissions, paste it in AI settings and click Refresh on Social Media. Instagram shows daily new followers only for accounts with 100 followers or more.

New campaigns put a short Hotelmente link (…/go/…) in the Facebook text instead of the long booking address. It counts the clicks for each campaign and network, then opens your booking page on the promoted dates. It stores only the count, nothing about the person who clicks. On Instagram links in captions are not clickable, so the composer shows a second short link to put in your bio while the campaign runs.

Try another idea keeps the dates and the offer and moves to the next theme, with a new photo and new texts. Dismiss removes the draft: the same dates are not suggested again for 30 days, and the next time drafts are prepared another weak period can take its place. Published campaigns stay in the list.

Yes. In Create & schedule, use New post: pick the stay dates to promote and Hotelmente writes the Facebook and Instagram texts, picks a photo from your Media Folder and prices an offer. You edit everything in the composer before it goes out, then publish it now or schedule it, like any campaign. For posts that are not about dates, such as the pool or a sunset, use the Automated tab.

Yes. Upload your logo once in the Media Folder → Logos (PNG with a transparent background looks best, JPEG or WebP also work) and choose the one to use on social photos. In the composer, under Photo and logo, the previews show the photo with your logo; click Use this photo with my logo to publish it that way. The original photo in your library is not changed.

Yes. Create the package or promotion in Cloudbeds → Rate plans, then copy its promo code (or the private rate plan name) into Package or promo code (optional) in the composer. The booking link then opens your booking engine on the promoted dates showing only that offer. Hotelmente does not create the code: it only adds it to the link.