Social media marketing for hotels: Strategies that get results

Today’s digital world makes social media marketing for hotels essential to their growth strategy. With billions of potential guests hanging out on Instagram, TikTok, and Facebook, it’s a crucial way to get your hotel noticed.

But it’s not just about showcasing your property; social media is now most travelers’ primary source of travel inspiration. According to an American Express study, 75% of travelers turn to social media to research and find inspiration for their next trip, surpassing even recommendations from friends and family.

This presents a unique opportunity for hotels to capture the attention of these digitally-savvy travelers and showcase their unique offerings in a visually compelling way.

In this blog, you’ll learn proven strategies and actionable insights to leverage social media effectively, prioritize the right platforms, and optimize your efforts to get the most out of your social media efforts.

Bottom Line Up Front 💡
Successful hotel marketing isn't just about showing up. It's about building real connections and driving strong social media engagement. Share the right content, encourage guests to share their stories, and you'll build trust and turn followers into fans.

7 reasons hotels can’t ignore social media marketing

The way travelers make booking decisions has drastically evolved, with social media marketing for hotels playing a pivotal role in this shift.

Travelers now rely on social media platforms like Instagram, Facebook, and TikTok to discover and book their next trip. Therefore, hotels must do more than exist on these channels—they need a tailored approach to connect with guests, build trust, and showcase their unique selling points.

Here’s how social media marketing can make huge differences for hotels looking to improve their online presence:

1. Enhance guest engagement and build relationships

Creating authentic connections with your existing audience is what sets great hotels apart. While traditional advertising like TV or print media speaks at an audience, active social media management across channels encourage dialogue.

Responding to comments, reposting stories, and answering queries builds human connection and drives loyalty.

2. Increase direct bookings and reduce dependency on OTAs

Third-party booking platforms and online travel agencies (OTAs) take a significant cut from each reservation. Through a strong social media strategy, hotels can drive more direct bookings by linking back to their hotel website and creating offers exclusive to their social media accounts.

Ads targeting business travelers and couples on social platforms like Facebook often yield high conversions.

With Birdeye Social AI, one of the best AI tools for social media, hotels can scale their efforts, streamline social media management and get more bookings while staying ahead in the competitive.

3. Boost brand visibility among global and local audiences

Hotels operate in a highly competitive hospitality industry where standing out is key. By showcasing your hotel brand’s values and experiences on social media pages, you’re able to reach diverse audiences globally and locally.

Highlighting your property’s ambiance through visual content attracts both new customers and repeat guests.

4. Leverage user-generated content

Encouraging user-generated content (UGC) is like turning your guests into your biggest marketers. Whether it’s a couple posting honeymoon photos or a solo traveler sharing their meal at your restaurant, UGC adds an authentic layer to your hotel’s social media marketing while inspiring prospective guests to trust your property.

5. Reach younger audiences with emerging platforms

Social platforms like TikTok are reshaping how younger travelers discover destinations. Hotels that embrace trends like challenges or interactive videos can use these major platforms to tap into a growing segment of active users who crave authentic experiences.

6. Showcase hotel amenities with visually attractive storytelling

Hotels are visual spaces, making social media platforms like Instagram and Pinterest natural fits. Through a strategic combination of photography, live videos, and short-form clips, hotels can showcase their unique selling points such as luxurious suites, spa facilities, or rooftop dining with dramatic views.

7. Drive last-minute bookings with targeted ads

When occupancy rates dip, a quick social media campaign offering flash sales or last-minute packages can be a game-changer. Using paid advertising options like retargeting, hotels can directly target users who’ve already interacted with their social media posts or website.

How to identify your hotel’s target audience

A successful social media marketing strategy starts with understanding who you’re speaking to. Without knowing your target audience, your efforts may miss the mark, resulting in lost opportunities to engage potential guests or drive more direct bookings.

By defining and analyzing your audience, you can create tailored social media posts that resonate and convert effectively.

Here’s how hotels can identify their target market and ensure their social media accounts are engaging the right people:

1. Segment guests by demographics and preferences

Hotels define their audience by analyzing age, income level, travel purpose, and interests. For example, business-class properties often focus on business travelers, while resorts appeal to families and leisure travelers.

Knowing these segments helps refine your hotel’s social media management strategy to reach the right potential guests.

2. Understand the needs of leisure and business travelers

Leisure guests prioritize experiences, relaxation, and activities, while business travelers value convenience, location, and meeting facilities. Your social media channels should highlight offerings tailored to these groups, like family packages for leisure travelers or coworking spaces for professionals.

3. Use analytics to gain insights on audience behavior

Social media management tools like Facebook Insights and Instagram Analytics reveal valuable data about your active users, including where they’re from, what content they engage with, and when they’re online.

A Salesforce Research study revealed that social media analytics help businesses understand customer preferences.

These tools help refine your social media strategy and improve targeting accuracy.

4. Adapt content for domestic and international audiences

Cultural differences influence how travelers respond to visual content and messaging. Hotels targeting international prospective guests should create multilingual posts and emphasize local attractions, while domestic travelers might respond better to weekend getaway promotions.

5. Monitor competitors to refine your strategy

Analyzing competitors’ social media pages can provide insights into what works and what doesn’t. Identify gaps in their media marketing for hotels and use that information to enhance your own social media marketing strategy, ensuring your hotel brand stands out.

How to build an effective social media marketing strategy for hotels in 3 steps

To maximize the potential of social media marketing, hotels must develop a structured and results-driven approach. A clear social media strategy ensures that efforts align with your business goals, whether it’s achieving more direct bookings, increasing brand recognition, or engaging your target audience.

These three steps will help you create a robust social media marketing strategy that resonates with potential guests and boosts your hotel’s visibility across social channels:

1. Define your hotel’s brand voice and values

Your hotel’s brand identity needs a consistent tone across all social media accounts to build trust and authenticity. A luxury hotel might opt for a refined, elegant tone, while a boutique hotel could use a more personal, creative approach.

2. Set SMART goals to measure success

Establishing Specific, Measurable, Achievable, Relevant, and Time-bound (SMART) goals ensures your social media campaigns are focused and actionable.

For example, goals like increasing active engagement on your Instagram Business account by 20% in three months or achieving 30% more website traffic through Facebook ads are clear and trackable.

3. Create a long-term content calendar

Consistency is key to maintaining active social media channels. Plan your social media posts around seasonal themes, local events, and property highlights. Incorporate a mix of formats, such as live videos, user testimonials, and behind-the-scenes clips, to keep your content engaging and relevant for your existing audience and new followers.

Which social media platforms should hotels prioritize?

Choosing the right social media platforms is critical for creating an impactful social media marketing strategy. Each platform caters to unique audiences and content formats, so understanding where your target audience spends their time is essential.

Hotels that strategically select and optimize their presence on these social media channels can significantly increase active engagement, attract prospective guests, and ultimately drive more bookings.

Below is a breakdown of the top platforms for hotel social media marketing and how to use them effectively:

Focus on Facebook for versatile engagement

With a well-designed Facebook Page, hotels can reach diverse audiences, from families planning vacations to business travelers looking for convenient stays.

A Phocuswright study revealed that 52% of travelers use Facebook to research and plan their trips, making it a critical platform for hotel marketing. Use tools like event promotions, paid ads, and localized offers to capture interest and direct users to your hotel website for more direct bookings.

Leverage Instagram for visual storytelling

Instagram’s highly visual format makes it perfect for showcasing unique selling points like luxurious rooms, scenic views, and signature amenities.

According to a Facebook IQ study, 76% of travelers use Instagram for travel inspiration, and 60% of Instagram users say they use the platform to research travel destinations. Utilize Stories, Reels, and carousel posts to engage followers and highlight your hotel’s culture. Adding location tags and hashtags further boosts discoverability among potential guests.

Use TikTok to attract younger audiences

TikTok offers an unparalleled opportunity to connect with a younger target market through engaging, authentic content. A Skift Research report shows that 73% of Gen Z travelers use social media to plan their trips, with TikTok becoming increasingly influential.

Hotels can create short, entertaining videos featuring property tours, quirky behind-the-scenes moments, or trending challenges to capture the attention of active users.

Tap into LinkedIn for business travelers

For hotels catering to business travelers, LinkedIn Business Page serves as a professional hub to showcase meeting facilities, corporate packages, and testimonials from satisfied corporate clients. Maintain an active business page to share posts that appeal to corporate decision-makers.

According to a news study, most of corporate decision-makers use LinkedIn to evaluate potential hotel and accommodation options for business trips.

Highlight travel inspiration on Pinterest

Pinterest is ideal for sharing aspirational travel content and building mood boards that reflect your hotel brand.

A Pinterest internal study revealed that 72% of users use the platform to plan their travel experiences, with 49% making purchase decisions directly from Pinterest.

Showcase your property’s ambiance, local experiences, and insider travel tips through high-quality visual content to attract prospective guests planning their trips.

Boost visibility through YouTube’s long-form video content

According to Think with Google, 64% of travelers watch online videos when looking for travel inspiration, with YouTube being the primary platform. YouTube allows hotels to feature in-depth property tours, guest testimonials, and destination guides.

These videos not only engage your audience but also drive traffic to your website, converting viewers into loyal guests.

10 actionable social media strategies to elevate your hotel’s online marketing

A well-rounded social media marketing strategy goes beyond maintaining social media accounts or sharing sporadic updates. To stand out in the competitive hospitality industry, hotels must implement focused strategies that drive more direct bookings and increase brand awareness.

Here are 10 proven strategies to elevate your hotel’s social media marketing efforts:

1. Leverage Instagram Reels and TikTok trends to showcase your property in creative, short-form videos.
2. Run contests and giveaways to engage followers and attract new customers.
3. Use paid advertising to target specific segments like couples or business travelers.
4. Offer exclusive deals for social media followers to drive more direct bookings.
5. Showcase guest reviews to build trust with user-generated content.
6. Post behind-the-scenes content to humanize your hotel brand.
7. Engage with polls and Q&A sessions to encourage engagement.
8. Use video storytelling to share guest experiences and emotional narratives.
9. Optimize posting schedules with AI tools like Birdeye to increase reach.
10. Share travel guides to position your hotel as a trusted travel partner.

These practical strategies will help your hotel brand’s social media engagement with its target audience, generate higher ROI, and make your social media campaigns more impactful.

Want your hotel to stand out? Implement these advanced marketing strategies for different hotel types

Each type of property caters to a unique target audience, and your social media marketing for hotels should reflect these differences. From luxury resorts to boutique gems, crafting a tailored marketing strategy ensures your content resonates with your potential guests and helps you drive more direct bookings.

Here’s how to align your hotel brand’s social media campaigns with the specific needs of your property type:

Luxury hotels: Create exclusive social experiences

Luxury travelers expect a premium experience, both online and offline. Highlight exclusive amenities like private pools, spa packages, or concierge services through immersive video content.

Use platforms like Instagram and Pinterest to showcase high-end visuals that elevate your hotel’s social media marketing efforts.

Boutique hotels: Highlight unique character

Boutique hotels thrive on charm and individuality. Share stories about your property’s history, design elements, or connection to the local community.

Using user-generated content, such as guest reviews or shared Instagram posts, can further emphasize your hotel’s distinct identity.

Business hotels: Engage corporate clients

For hotels catering to business travelers, focus on features like meeting rooms, coworking spaces, and proximity to business hubs. LinkedIn is an ideal platform for sharing testimonials from corporate clients or promoting business packages, reinforcing your hotel’s value to professionals.

Resort hotels: Showcase experiences

Resorts offer more than just accommodation—they offer experiences. Use social media campaigns to highlight activities like beach outings, adventure sports, or wellness retreats.

Incorporate live videos or Instagram Stories to take your audience behind the scenes of these memorable moments.

Budget hotels: Communicate value proposition

Budget travelers prioritize affordability without compromising comfort. Use social media channels to emphasize perks like free breakfast, convenient locations, or discounts on extended stays. Focus on how your hotel business has delivered great experiences for previous guests and share accessible options to appeal to potential guests.

How to convert social media followers into hotel guests?
Embed links in posts, Instagram Stories, and bio sections on all the platforms.

Turn storytelling into booking opportunities. End each story with a direct CTA like “Ready to experience this? Click to book your stay now.” Storytelling that combines emotion with action helps drive traffic and solidify bookings.

Engage followers with interactive features like polls, quizzes, or Q&A sessions can help guide guests toward booking decisions. 

Build a social media crisis management plan for your hotel’s brand

Your online reputation management is as critical as providing a flawless guest experience. Social media platforms have become the primary stage where potential guests form impressions about your hotel. A single negative review or poorly handled comment can significantly affect bookings and trust.

However, with the right approach, hotels can turn crises into opportunities and solidify their reputation as guest-centric brands.

Here’s how to navigate social media crises effectively:

Address negative feedback with transparency

When faced with negative reviews or comments, respond promptly and professionally. Acknowledge the issue, apologize where appropriate, and offer a solution publicly before continuing the conversation privately. This shows prospective guests that your hotel is committed to resolving issues and values guest feedback.

Create a proactive crisis communication plan

Prepare for potential crises by having pre-approved responses and escalation workflows in place. This ensures consistency and speed in addressing sensitive situations.

For example, if a weather-related cancellation disrupts bookings, a quick update on all social channels with clear instructions for affected guests prevents misinformation.

Use positive reviews to offset challenges

Leverage glowing testimonials from previous guests during a crisis to reinforce trust. For instance, share a carousel of guest reviews on your Facebook Page or Instagram Stories to showcase people’s great experiences, balancing any negative publicity.

Build trust through ongoing engagement

Consistency in engaging with your audience helps establish goodwill that can buffer against crises. Regularly repost user-generated content, answer inquiries, and highlight your team’s efforts to ensure guest satisfaction. A well-engaged audience is more likely to support your hotel during challenging times.

Turn crises into learning opportunities

For instance, if recurring complaints highlight the same operational issue, use this feedback to improve internal processes and communicate changes to your audience. This transparency enhances your hotel business credibility.

4 common mistakes to avoid while doing social media marketing for hotels

Even the best social media marketing strategy can falter if common mistakes are overlooked. The hotel industry is competitive, and avoiding missteps is crucial for ensuring your efforts resonate with your target audience and drive meaningful results.

Here are the top pitfalls that could harm a hotel’s reputation management and how to counter them:

1 – Ignoring guest engagement

Social media isn’t just about broadcasting content; it’s a two-way conversation. Failing to respond to comments or inquiries can harm your social media influence and make your hotel presence appear disconnected. Actively engaging with guests builds trust and encourages more followers to interact with your brand.

2- Overusing stock content

Authenticity matters. Relying too heavily on generic or stock images, especially on visual platforms like Instagram or Pinterest can weaken your personal brand and fail to showcase what makes your property unique. Instead, focus on sharing real guest experiences, professional photos of your property, and highlights from special events.

3 – Neglecting analytics and data-driven decisions

Without tracking performance, hotels miss opportunities for growth. Social media is a powerful tool, but its potential is only realized when insights from online platforms guide your marketing strategy. Analyze social channels metrics like engagement rates and follower growth to refine your approach.

4 – Over-promoting without adding value

All social channels are a powerful tools, but constantly pushing offers, discounts, or bookings without offering meaningful interactions makes your presence feel transactional rather than engaging. Use it for storytelling, by building authentic human connections about your brand and community-building, not just sales.

To avoid this mistake, focus on balancing promotional posts with value-driven content. Share travel tips, behind-the-scenes stories, or features of local attractions to make your social channels more engaging.

How to measure success in hotel social media marketing?

Success on social media isn’t measured by likes alone; it’s about achieving tangible outcomes aligned with your social media marketing strategy. In the hotel industry, this means increased bookings, higher engagement, and a loyal community of more guests. Here’s how to track and assess your performance:

Monitor key metrics

Focus on actionable metrics such as click-through rates, users spend on your site, and conversion rates. These numbers provide insight into how effectively your social channels are driving bookings and building engagement.

Use reporting tools for detailed insights

Instagram’s in-built tool, Instagram Insights or Meta’s Business Suite are indispensable for social media management. But if you need a single platform to get deeper insgihts of all the social media channel, you should consider Birdeye Social AI to understand audience behaviors and identify areas to optimize, such as post timing or ad effectiveness.

Evaluate long-term ROI

Beyond short-term results, measure how your campaigns contribute to brand equity and revenue growth. Successful social media marketing isn’t just about gaining more followers; it’s about delivering lasting value by engaging your audience and driving bookings.

7 creative social media post ideas for hotels that drive bookings

Generating engaging and impactful content is essential for any hotel’s social media marketing strategy. Hotels can use creative ideas to captivate their target audience, build trust, and ultimately encourage more guests to book.

Here are seven innovative social media post ideas to elevate your hotel’s digital marketing game:

1. Highlight your hotel’s standout features—like infinity pools, rooftop bars, or cozy reading nooks—through high-quality visual content. Use Reels or Stories to give a “live” experience of these spaces, encouraging users spending time online to imagine themselves there.

2. Share local travel guides and tips. Pair these guides with location tags to help potential travelers discover your property while planning their trip.

3. Feature user-generated content from previous guests, like honeymoon photos or family vacation videos. These authentic experiences is great to build brand awareness.

4. Post about special events and packages. Use a creative angle, like “Your Dream Valentine’s Stay Awaits,” to make your promotions more appealing and personal.

5. Host interactive Q&A sessions by answering common travel queries through Instagram Live or Stories. This not only builds a direct connection with your audience but also positions your brand as approachable and helpful.

6. Highlight your team and behind-the-scenes moments. Humanize your hotel business by sharing posts about your staff’s efforts, from a chef preparing signature dishes to the concierge setting up a surprise for a guest.

7. Use storytelling to promote seasonal experiences. Create posts that narrate experiences, such as “A Winter Wonderland Escape” or “Summer by the Beach,” showcasing how guests can enjoy specific seasons at your hotel.

Emerging social media marketing trends for hotels

This is constantly evolving, and the way hotels use social media platforms to connect with their audiences is no exception. Staying updated on the latest trends like clever use of influencer marketing encourage guests to trust your brand. This signals you’re upbeat with latest trends and ensures your hotel social media strategy remains competitive and relevant.

Here are the key social media trends in hospitality:

Hotels actively use social channels for social commerce

Social media is now becoming a direct booking platform for hotels. Instead of just showing attractive pictures, hotels can now let customers book rooms right from their social media posts. This means travelers can go from seeing a hotel’s post to making a reservation in just a few clicks.

How hotels do this:

• Tag specific rooms and packages directly in Instagram posts
• Add “Book Now” buttons on Facebook and Instagram profiles
• Create posts that allow direct booking by clicking an image
• Use platform tools that link instantly to their booking website
• Track customer interactions through integrated analytics
• Create targeted ads that lead directly to room reservations

The goal is simple: Make booking a hotel as easy as scrolling through social media. By removing extra steps between seeing a hotel and booking it, hotels are making travel planning faster and more convenient for customers.

Short-form videos dominate engagement

Visual platforms like TikTok and Instagram Reels have proven that bite-sized, dynamic video content captures attention and drives action. Hotels can showcase property highlights, staff stories, or guest testimonials in quick that motivates them to spend more time on scrolling on these platforms.

Greater emphasis on sustainability and local storytelling

Modern travelers, particularly Millennials and Gen Z, value eco-conscious practices and immersive experiences. Using authentic influencer marketing, highlight your hotel’s sustainability efforts or partnerships with local businesses to help position your property as a responsible and connected choice.

Maximize social media marketing for hotels with Birdeye Social AI

Birdeye Social AI transforms social media marketing for hotels by offering an AI-driven platform that simplifies and enhances your digital presence. Designed specifically for multi-location businesses in the hospitality industry, Birdeye empowers hotels to streamline their social media campaigns and deliver localized and gain more bookings.

Create AI-powered, engaging social media posts

Birdeye’s Social AI content generator eliminates writer’s block by crafting customized, ready-to-publish posts. Whether promoting events, sharing guest reviews, or showcasing unique amenities while maintain an authentic human connection.

Manage multi-location social presence seamlessly

With the bulk social media publishing capability, hotels can tailor posts for different locations using personalization tokens, ensuring relevance to local audiences in your target market.

Monitor real-time engagement and respond with AI

Engage followers efficiently with instant notifications for comments, reviews, or messages. AI-driven replies allow hotels to maintain active social media channels.

Gain competitive insights and optimize your strategy

Track competitors’ performance across social media platforms, analyze their audience growth, and refine your own approach to outperform the competition. Birdeye Social AI provides data-driven tools to identify trends and boost social media influence.

Schedule and analyze posts for maximum impact

The in-built calendar offers suggestions on the best times to post per platform to increase brand awareness and engagement for an impactful presence.