A Dip in the Content Pool With Highgate Hotels.

How Highgate Hotels manages social marketing between headquarters, agencies, franchises, and freelancers to market some of the biggest hotels across the US. 

Caroline Henley
October 27, 2015 - 1 min. read


Social media channels


Scheduled posts


Messaging output


The hotel management industry is fast-paced, with many moving players and parts. Highgate Hotels is a hotel management company that manages forty franchises of some of the biggest name-brand hotels in the world, including Hilton, Westin, Hyatt, Doubletree, Courtyard and Marriott–as well as some boutique hotels, including the Park Central and The Quin. We talk content strategy with Shiseido Ruiz, Director of Social Media for the hotel management company.

Forty-one people have a hand in Highgate’s social media, spread throughout different organizations, with different priorities and schedules. Shiseido needs lots of content assets for his forty hotels–and fast! And with 200 profiles across social media, how does Highgate manage its immense amount of social media content?

Suffice to say, workflow was a big challenge for Shiseido from the get-go.

hotel social marketing

Find out how the hotel management company developed a cohesiveness of branding across social, and increased its messaging output to three times the reach across its owned channels over the past year with Falcon.

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