Behold the anti-social social media strategy in travel

It all started with a question. How should a lodge or resort, without reliable internet access or cell service, use social media?

Don’t I said. Be anti-social with your social media campaign. It is the perfect story for your resort. Allow us to explain:

anti-social social media

During a recent speaking engagement [here’s the deck] at the Montana Governor’s Conference on Tourism and Recreation, I received an interesting question, post-presentation:

“We own a lodge, in the back country and have difficultly getting internet service, let alone a cell signal. How can, or should, we participate in social media?”

Great question, and one that I am sure numerous resorts, lodges, outfitters, rafting companies and alike deal with on a daily basis.

My suggestion:

  • Reverse the equation.
  • Use the remoteness of your destination or resort as a positive.
  • Take the fact that you have limited internet access as your brand’s social story.

For example, the (dummy) Twitter profile pictured above.

I love the thought of a lodge or resort that cannot update their Twitter page due to the fact they are so remote.

And, conversely, the resort can use the remoteness as a positive in the non-social creative, such as:

“Miles away from the nearest wall post.”


“Tweets come from the hundreds of wild birds, not from your phone.”


“Reconnect with nature, instead of your old college room-mate.”

Damn that is good… cannot believe I just gave that away for free.

Surely someone in the hospitality space has already taken this marketing approach and is extending the messaging to social media channels.

That said, I would not write off every channel – perhaps a Facebook page is a good communication outlet for your lodge or campground – but I love the though of creating empty social profiles to drive home the point that your lodge is an escape from daily life.

The PR side alone could be quite widespread.

“The lodge that does not use social media, to promote via social media.”

I can see US Today show anchor Matt Lauer’s confused expression already as the lodge owner explains the campaign.

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About the Writer :: Troy Thompson

Troy Thompson, a contributing Node to Tnooz, is an artist, consultant, and speaker who found a way to combine all three into creative leadership workshops.

He is the founder of Pattern, a strategy and service design consultancy. Troy believes in customer-centric innovation, simplicity, and short bios.



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  1. Larry Smith

    @Troy said “Damn that is good… cannot believe I just gave that away for free.”

    So true! Great insights and thanks for sharing.

    I wonder when or if “a signal free zone” might become a major selling point. Many of us enjoy the air flight as a quiet cocoon, and many trains have “quiet cars.” People might pay a premium for a restaurant that had a lower sinal to noise ratio.


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