Susan Zwinkels - Beyond the Likes: Measuring Social Media Success in Hospitality

In this episode of Captive Conversations, Adam sits down with Susan Zwinkels, CMO of Kitch Social, to unpack what’s really working in hospitality marketing right now.

From the explosive power of TikTok to the untapped potential of employee-generated content, Susan brings a no-nonsense, refreshingly real view of how hospitality brands can stand out online—without blowing their budgets.

✨ Key Highlights

• Why TikTok is dominating attention (and why ad budgets need to catch up)
• How authenticity beats polish on social platforms
• What hospitality can learn from retail when it comes to content
• Smart repurposing strategies from brands like M&S and Young's
• The underrated impact of early hospitality jobs on communication skills
• Tools & platforms to watch: Candid, Growdash, Sam’s School of Marketing, and AI-led delivery marketing

Whether you’re a GM, marketer, or founder, this episode is packed with actionable gems.

🔗 Listen now & subscribe for more conversations at the intersection of hospitality and tech:
Watch on YouTube

🎤 Susan’s Podcast Answers

• 🔥 Best Hospitality Experience: Prept Foundation, Showcase Series Event
• 🔥 Best Hospitality Tech: Candid Hospitality, Grow Dash
• 🔥 Best Restaurant: Lina Stores & Bedspace | Unawatuna
• 🔥 Best Burger: Five Guys
• 🔥 Best Hotel: Charlotte Street Hotel & Beckford Arms

🏷️ Brands Mentioned

• Kitch Social https://www.kitchsocial.com
• Candid https://candidhospitality.co.uk
• Growdash https://www.growdash.com
• Prept Foundation https://www.growdash.com

Hashtags:
#HospitalityIndustry, #MarketingLandscape, #TikTok, #Meta, #SocialMediaStrategies, #AdSpend, #Authenticity, #CharityEvent, #HospitalityTechTrends, #TechnologyPlatforms, #ContinuousLearning, #AI-drivenDeliveryMarketing, #Employee-generatedContent, #SocialMediaSuccessStories, #OnlinePresence, #ROI, #BrandGrowth, #EmployeeEngagement, #Storytelling, #RetailTrends, #CulinaryExperiences, #HotelRecommendations, #UnpopularOpinions