Horeca Marketing: Social Media Strategy for Hotels, Restaurants & Cafes (2026)

Horeca = Hotels, Restaurants, and Catering. Marketing in this industry is visual-first, local-focused, and heavily review-driven.

What works in 2026: Short-form video of food/ambiance, Google reviews, local SEO, and Instagram as a discovery platform.

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Horeca Marketing Strategy Overview

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Social Media Content Ideas for Horeca

For Restaurants & Cafes

High-performing content types:

1. Food preparation videos, behind-the-scenes kitchen content (Reels/TikTok)
2. Plating close-ups, aesthetic food photography (Instagram Feed)
3. Chef's story, personal stories behind dishes
4. Customer reviews, screenshot or video testimonials
5. Menu reveals, new dishes, seasonal menus, specials
6. Behind-the-scenes, kitchen chaos, prep work, team moments
7. Before/after, empty restaurant → full house
8. User-generated content, repost customer photos and reviews

For Hotels

1. Room tours, quick video walkthroughs of room types
2. Sunrise/sunset views, showcase the location
3. Guest experiences, activities, spa, dining
4. Local area guides, "Things to do near our hotel"
5. Seasonal packages, holiday specials, weekend deals
6. Staff introductions, meet the team content
7. Event hosting, weddings, conferences, celebrations
8. Transformation content, renovation updates, seasonal decor

For Catering

1. Event setup timelapses, setup → final result
2. Menu customization, show the planning process
3. Platter presentations, beautiful food spreads
4. Client testimonials, event reviews and feedback
5. Behind-the-scenes logistics, how you handle large events

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Google Business Profile Optimization

This is the #1 marketing channel for local horeca businesses. Set yours up at business.google.com if you haven't already.

Essential steps:

• Complete every field (hours, menu link, photos, services)
• Post weekly updates (specials, events, new dishes)
• Respond to every review (positive and negative)
• Add high-quality photos weekly (at least 10 total)
• Enable online ordering/booking if available

Review strategy:

• Ask satisfied customers to leave a review (verbally or via QR code on receipt)
• Respond within 24 hours to all reviews
• For negative reviews: acknowledge, apologize, offer resolution
• Aim for 50+ reviews with 4.5+ average

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Instagram Strategy for Horeca

Posting Schedule

Instagram Bio Essentials

• What you are (Restaurant/Hotel/Cafe)
• Location
• Hours or "Book via link below"
• Link to menu or reservation page

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Local SEO for Horeca

Must-do:

• Optimize Google Business Profile (see above)
• Build local citations (TripAdvisor for Business, Yelp for Business, local directories)
• Use location keywords on your website ("best restaurant in [city]"). See our Instagram tips for small business for more
• Create location-specific pages for multi-location businesses
• Encourage and respond to reviews on all platforms

Content to create:

• "[City] best restaurants", create a page positioning yourself
• "Things to do near [your hotel]", attract travelers searching
• Blog about local events and seasonal offerings

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Email Marketing for Repeat Customers

Build a simple email list and send:

1. Weekly specials, new dishes, happy hour deals
2. Monthly newsletter, events, seasonal menu changes
3. Birthday/anniversary offers, personalized offers (collect dates at signup)
4. Loyalty rewards, "Visit 5 times, get a free dessert"

Collection methods: QR code on table, receipt, WiFi login page, reservation confirmation.

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Quick Wins for Horeca Marketing

Use SocialRails to schedule all your horeca social media content in advance and stay consistent without daily posting effort. Also check our coffee shop marketing guide and hashtag generator for more ideas.

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FAQ

What is horeca marketing? Horeca marketing = marketing strategies for Hotels, Restaurants, and Catering businesses. It focuses on local visibility, visual content, reviews, and customer experience to drive foot traffic and bookings.

What social media platform is best for restaurants? Instagram and TikTok for food discovery. Google Business Profile for local search. Facebook for community and events. See our full restaurant social media marketing guide for platform-specific strategies.

How often should a restaurant post on social media? 3-5 posts per week on Instagram, daily Stories during service hours, and 2-3 Reels/TikToks per week.

How do I get more Google reviews for my restaurant? Ask happy customers directly after a positive experience. Place QR codes on tables and receipts. Respond to every review to show you care.