Loch Melfort Hotel case study

In the early years, Loch Melfort Hotel’s social media presence was less structured, and the tone of voice wasn’t always consistent. Posts tended to be ad-hoc, without a clear balance of content types or long-term planning.

Over time, and with support from Allera Marketing, the hotel developed a more strategic and confident approach. This included agreeing upon a clear content plan, defining the right balance between promotional and lifestyle posts, and ensuring the tone of voice stayed warm, friendly, and approachable.

"We’ve developed a more strategic approach and found our ideal tone: friendly, informative and fun. We now focus on storytelling and engagement, creating authentic content that informs our audience or triggers an emotional response."

Above all, the team try retain their sense of humour, especially when it comes to their social media. It’s become a space where the hotel can express its unique personality as well as well as more corporate messaging and promotion. By experimenting with different types of content and learning what resonates, Loch Melfort has moved from a reactive style to one that is structured, consistent, and much more effective.

Allera Marketing plays an important role in helping the hotel stay up to speed with social media trends, platform changes, and best practice across the hospitality sector. The partnership allows the business to benefit from wider insights while also keeping its own unique identity.

Analytics are used to track performance and adapt future content plans. This dual approach – monitoring industry benchmarks while also understanding what resonates specifically with Loch Melfort’s audience – means the hotel can continuously adapt and optimise its social media strategy.

Making decisions informed by data gives the team the confidence to experiment, measure and draw insights from results, and build on what works. Social media isn’t just a means of communication but a vital tool for learning and growth.

Making decisions informed by data gives the team the confidence to experiment, measure and draw insights from results, and build on what works. Social media isn’t just a means of communication but a vital tool for learning and growth.

Read more about using website analytics to monitor and improve your performance.