Hospitality Social Media Marketing: Trends & Strategy 2025

Hospitality Social Media Marketing: Key Takeaways

• 73% of consumers prefer short-form videos to learn about products and services.
• 61% of travelers have booked a hotel after seeing it on Instagram.
• 88% of consumers trust influencer recommendations; 41% complete bookings via those links.
• Social media ad spend is projected to reach $276.7 billion in 2025; 83% will be mobile-driven by 2030.

Social media is the hospitality industry's most powerful storytelling and booking tool. Travelers are no longer passively browsing — they’re scrolling, sharing and often making real-time decisions on platforms like Instagram, TikTok and Facebook. 

This article explores the top trends shaping hospitality social media marketing in 2025, backed by relevant data, platform insights and practical strategies.

Hotel Social Media Marketing Strategies That Convert Across the Funnel

Social media marketing for hotels now spans every stage of the guest journey. Global users are projected to reach 5.42 billion in 2025, which equates to nearly two-thirds (63.9%) of the world's population. 

The chart below shows how social media use has rapidly grown in recent years and is expected to keep rising.

With that kind of reach, social media platforms have become essential tools for discovery, trust-building and conversion.

• Discovery: Travelers find destinations through reels and influencer content
• Research: They read user-generated reviews and compare property visuals
• Decision: Direct bookings happen via shoppable posts or bio links

In fact, 61% of travelers have booked a hotel after seeing it on Instagram — proving that hotel social media marketing is no longer just for brand awareness – it powers real bookings across the entire funnel.

TikTok is playing a growing role in this funnel too — 32% of consumers have booked an accommodation they discovered on this platform, showing just how quickly short-form video can translate into action.

These trends highlight the rising importance of hospitality social media marketing, especially for properties looking to increase direct conversions without relying on third-party channels.

Key Social Media Platforms and How Hotels Use Them

Social media marketing in hotels is most effective when tailored to the unique strengths of each platform. Understanding how travelers use each network allows hotels to align their messaging, visuals and calls to action with real user behavior.

Instagram

• Around 2.09 billion active users each month, according to most recent data
• Ideal for showcasing aesthetic visuals, guest experiences and daily stories
• Features like Reels, Guides and Shoppable Posts drive discovery and booking

TikTok

• Approximately 1.59 billion monthly active users
• Preferred by Gen Z and Millennials
• Hotels use TikTok to share personality-driven content like staff challenges, room makeovers and destination spotlights
• Participating in trending audio and hashtag challenges increases reach and drives engagement

Facebook

• About 2.96 billion monthly active users
• Still valuable for Boomers and Gen X travelers
• Useful for sharing hotel events, local happenings and community involvement
• Facebook Ads help retarget visitors who browsed your website but didn’t book

Targeted social advertising also makes a big difference. 

Hotels that run paid social ads with local targeting (i.e., focusing on nearby travelers like weekend guests or staycationers)  have seen up to a 22% increase in room bookings.

See also: The Most Expensive US Cities for Hotel Stays in 2025

Tailoring Social Media Content by Generation

Each demographic prefers specific content styles and platforms:

Understanding audience preferences is only part of the equation. How hospitality content actually performs on each platform matters, too. 

Here are the most recent 2025 benchmarks for average per-post engagement rates across key social networks:

Note: High engagement doesn’t always mean high conversions, but it does increase visibility and signals a strong content-platform fit.

AI-Powered Personalization in Hospitality Social Media Marketing

Artificial intelligence is transforming hospitality marketing. It enables brands to:

• Analyze guest behavior to tailor messages
• Automate follow-ups and upsells
• Personalize offers based on past stays or website activity

Hyatt Hotels, for example, partnered with Amazon Web Services (AWS) to implement machine learning models that analyze user behavior in real time. 

Their AI-driven personalization strategy included predictive algorithms to recommend rooms and packages, dynamic pricing tailored to browsing patterns and automated messaging based on booking intent. This rollout led to a $40 million revenue boost within just six months.

From anticipating what content will engage users to delivering the right offer at the right moment, AI tools are becoming indispensable for social media marketing in hotels.

See also: Top Hotel Brands in 2025 & What Sets Them Apart

Short-Form Video Dominates Hospitality Social Media Marketing

Short-form video continues to lead in social media marketing for hotels. Its snackable format, mobile-first design and ability to tell compelling stories quickly make it ideal for hospitality brands trying to capture travelers’ attention.

• For 64% of travelers, video was a deciding factor when booking a trip, which involves picking which hotel to stay at.
• 73% of consumers prefer learning about products through short-form video.
• 78% would rather watch a video than read a product description.
• 93% of marketers say video campaigns deliver a positive ROI.

These stats reinforce why video remains a top-performing content format for hotels. Video posts support speedy decision-making, build emotional connection and encourage sharing — all critical in today’s visual-first platforms.

Top-performing video types include:

• Property walkthroughs
• Staff-led behind-the-scenes clips
• Guest testimonial videos
• Local dining and activity guides

Influencer Marketing and UGC in Hospitality Social Media Strategy

Influencer marketing and user-generated content (UGC) continue to be powerful tools in social media marketing for hotels. Influencers help expand reach and build trust with highly engaged audiences.

88% of consumers trust influencer recommendations, while 41% of travelers have booked a hotel after clicking on an influencer's link.

The returns are also quantifiable: For every $1 spent on influencer marketing, businesses like hotels earn an average of $6.50 in return, making it one of the most cost-effective digital strategies available today.

Meanwhile, UGC also plays a critical role in hospitality social media strategies by providing authentic, experience-driven content that resonates with prospective guests. UGC is considered 2.4 times more trustworthy than brand-created content. 

At the same time, 52% of social media user say their friends’ travel or vacation photos have directly inspired their own plans. For hotels, this highlights the power of encouraging guests to tag your location and share their stay on their socials. 

Moreover, influencer posts and UGC deliver 11 times more return on investment than traditional ads. That’s because people tend to trust recommendations from real people more than polished brand promotions.

To maximize impact, hotels should:

• Encourage guests to tag them in posts
• Feature user content on their own channels
• Offer loyalty points or perks in exchange for photo or video submissions

This blend of influencer and community content strengthens the credibility of social media marketing in hospitality, ultimately leading to stronger conversions and long-term brand loyalty.

Social Commerce in Hospitality

Social media has evolved into a powerful transaction channel for hotels, not just a space for inspiration. 

In 2025, social commerce (the process of buying and selling products or services directly through social media) plays a critical role in hospitality social media marketing by enabling guests to complete their booking journey without ever leaving the app.

Platforms like Instagram and Facebook now offer in-app booking capabilities.

In fact, hotel ads on both platforms average a 2% to 4% click-through rate (CTR) — around double the 0.5% to 2% CTR of hotel landing pages on Google. 

TikTok also supports direct shopping through shoppable livestreams and bio links, letting hotels turn consumer interest into guest reservations with just a few taps.

One example is Accor Hotels, which used TikTok’s Dynamic Travel Ads to promote bookings. The campaign led to 1.8 times more reservations, cost 46% less per booking and brought in more revenue compared to their usual web ads.

By 2025, social commerce is expected to account for 17% of all digital transactions, and the global market is projected to reach $6.2 trillion by 2030.

To boost conversions through hotel social media marketing:

• Use "Book now" stickers in Stories or Reels.
• Embed links within short-form videos and profile bios.
• Respond to inquiries with instant booking links in comments or DMs.

If you’re looking to make booking easier and faster for your guests, social commerce is a must. Whether it’s promoting last-minute deals or turning views into bookings, social media is now where travel decisions are being made and acted on in real time — not just where inspiration starts.

Using Immersive Content in Hospitality Social Media Marketing

Virtual reality and 360° experiences are gaining traction as guests seek a more immersive way to explore properties before booking. 

Immersive content like video tours, 360° walkthroughs and virtual room previews is becoming a must-have in hotel marketing, especially on social media. These formats help guests picture themselves in your space, making your hotel feel real — not just advertised — and boosting confidence in booking decisions.

In fact, hotels that offer a video tour see 67% more bookings, showing just how powerful this type of content can be. 

Whether integrated into Instagram highlights or shared through Facebook carousels and YouTube tours, virtual walk-throughs help showcase room types, amenities and property uniqueness.

Benefits include:

• Increased confidence in premium bookings
• Differentiation in a saturated market
• Longer engagement times across social media for hotels

Social media marketing in hospitality is no longer just about curated posts — it's about giving prospective guests a real sense of place. Immersive content helps hotels stand out and generate qualified leads ready to book.

Using Analytics To Maximize Social Media ROI in Hospitality

Hospitality marketers are leaning heavily on performance data to drive smarter decisions and maximize ROI. It’s driven by concrete metrics that show what works and what doesn't.

Analytics tools now help hospitality brands:

• Track return on investment from posts, ads and influencer content.
• Attribute bookings by platform, campaign or content type.
• Run A/B tests on creative, targeting and messaging.

These insights are critical for refining hotel social media marketing strategies and ensuring ad dollars go further. Spending trends reinforce this shift:

• Global social media ad spend is projected to reach $276.72 billion in 2025 and $406.45 billion by 2029.

• 83% of that ad spend will come from mobile platforms by 2030.
• 93% of marketers say they plan to increase or maintain current social media budgets.
• Social media ads account for $3 in every $10 (or around 31%) spent on digital advertising.

Key metrics hospitality teams should monitor include:

• Cost per booking from social platforms
• Engagement rate per post type
• Click-through rates on Story links, Reels or video ads
• Follower growth tied to campaigns or promotions

By regularly reviewing these numbers, hotels can fine-tune their social media marketing in hospitality and focus spending where it delivers the most direct bookings.

Tips for Social Media Marketing for Hospitality 

These strategic tips can help hotels elevate their presence and drive meaningful bookings across platforms:

• Post short-form video 3–5x per week: Reels, TikToks and Shorts are the most engaging formats for travelers researching where to stay. Keep content fresh authentic and location-focused.
• Partner with micro-influencers in your destination niche: Smaller creators (typically those with less than 100,000 followers) often yield higher engagement rates and stronger trust with local or experience-specific audiences. In fact, about 57% of marketers saying they get often better results with micro-influencers versus macro-influencers.  

• Launch hashtag campaigns to increase UGC: Encourage guests to share their experiences using branded hashtags which boosts organic reach and provides reusable content.
• Use dynamic pricing in retargeted social ads: Serve pricing and availability ads to past website visitors based on real-time room inventory and travel dates.
• Make Reels and Stories bookable with direct links: Always include clickable booking links in bio Story highlights or overlay stickers for easy reservations.
• Make mobile booking effortless: 70% of millennial consumers use their smartphones to book hotel stays, so your posts, ads and booking links should be easy to tap, view and book directly from the feed.

• Boost influencer content as paid ads: Repurposing creator content in Facebook Ads or Instagram Boosted Posts can increase performance (i.e., reach wider audiences) by 20% to 50% compared to standard branded ads.
• Use high-quality, authentic photos: Hotels that feature real images of rooms, amenities and on-site experiences (instead of generic stock photos) see a 15% higher booking rate. After all, guests are more likely to book when they can clearly see the rooms, views and small touches that make the stay feel special.

• Review analytics weekly to optimize campaigns: Track conversion rates, booking attribution and click-throughs to learn what works and refine your hotel social media strategy accordingly.
• Use DMs to connect and convert: Nearly 84% of social media professionals say DMs are becoming the preferred customer service channel. Hotels can use these to answer questions, share offers and handle bookings — all in a single, cost-effective conversation.

Final Thoughts on Hospitality Social Media Management

As you can see, social media has now evolved into being a direct driver of bookings, brand visibility and customer engagement for hotels and similar establishments. 

From video content to influencer partnerships, hotels that invest in strong social media strategies are seeing measurable results.

If your hotel’s social media presence is growing, so is the need for the right team behind it. 

OysterLink helps hospitality businesses find skilled staff — from front-of-house roles to marketing support — while giving job seekers a way to discover opportunities that match their strengths.