Before creating any content, it's essential to know who you're speaking to. Start with audience segmentation based on traveler type — leisure, business, families, or couples.

Consider demographics like age, location, interests, and travel behavior. Use market research, social listening, and analytics from your existing social channels to gather insights.

The more you know your ideal guests, the easier it is to craft a personalized marketing strategy that resonates — leading to better engagement, improved conversion rates, and higher return on investment.

Start by knowing which channels are most popular. In 2025, Facebook leads globally with over 3.1  billion monthly active users , followed by YouTube 2.5 billion and Instagram 2 billion. TikTok follows closely with around 1.5 billion MAU, rising fast thanks to its short-form video appeal . Emerging platforms like Threads and Bluesky are also gaining traction.

For hotels, focus on Instagram, Facebook, and TikTok to showcase visuals, promote offers, and run targeted ads. LinkedIn can be valuable if you're targeting business travelers. Use WhatsApp Business for guest communication and Pinterest for sharing travel inspiration.

Guests often choose a property based on what they see online, so your visuals should reflect your experience accurately and attractively.

Start with high-quality images and videos of your rooms, amenities, dining options, and nearby attractions. Use Instagram Stories, Reels, or TikTok to give quick tours or highlight key features like spas, rooftop views, or exclusive packages. For Facebook, use albums to group visuals by themes—such as “Weekend Getaways” or “Luxury Suites.”

This kind of content builds brand awareness, improves your hotel’s digital footprint, and appeals to both direct bookings and social shares.

Behind-the-scenes content helps humanize your hotel and makes guests feel more connected even before they book.

Show what goes into creating the guest experience—from staff preparing a room, chefs crafting seasonal dishes, to team meetings or cultural events. Introduce your team members through short videos or photo spotlights.

This type of storytelling boosts engagement and trust, especially on social media platforms where personal content performs well.

Great social media content starts with understanding what your guests truly want. Empathize with their needs, and position your hotel as the perfect solution.

For example, you can create a "Day in the Life" video series tailored to different traveler types. Show a digital nomad waking up in a cozy suite, grabbing a coffee downstairs, then working in your coworking lounge. Or create a visual post showing how a couple enjoys a weekend staycation with spa treatments and a romantic dinner.

Use a mix of content formats like short-form videos, reels, carousel posts, and behind-the-scenes clips. Stay consistent with your brand voice and identity, and always include clear calls to action that encourage bookings or inquiries.

First, consider your budget to decide what type of influencer fits your needs. Micro-influencers often offer great value and may collaborate in exchange for services, while macro-influencers typically require higher fees but bring wider reach.

These collaborations can include sponsored stays, social media takeovers, or co-created content like travel guides and honest reviews.

Consistent influencer partnerships become a vital part of your social media marketing for hotels, driving bookings and enhancing your brand reputation.

Design contests that are simple to enter, such as photo submissions, tagging friends, or sharing a post. Offering attractive prizes like free stays, discounts, or exclusive experiences can motivate participation and increase sharing.

Make sure to clearly state the rules and deadlines, and promote the contest across all your social channels. This increases visibility and builds your online community.

Promoting special offers on social media helps attract bookings and creates a sense of urgency. Share limited-time discounts, seasonal packages, or exclusive deals tailored to your audience’s interests.

Use eye-catching visuals and clear calls-to-action to encourage immediate bookings. Highlight benefits like free upgrades, complimentary meals, or flexible cancellation policies to increase appeal.

User-generated content (UGC) builds trust, shows authenticity, and brings your hotel experience to life. When past guests post photos, videos, or reviews, it’s a powerful endorsement that resonates more than branded messages.

Encourage your guests to tag your hotel or use a branded hashtag during their stay. Feature the best posts on your own social media feeds—with permission—to show real moments from real people.

In this way, your content calendar fills and also increases engagement around your brand in a community. UGC serves as social proof, inspiring potential guests by showing what it’s really like to stay at your property.

When guests comment, tag you, or ask questions, respond promptly and authentically. A simple thank-you or a thoughtful reply can go a long way.

Monitor mentions of your hotel across platforms, not just your own posts. Join conversations, repost user stories, and celebrate milestones with your followers. These small acts of acknowledgment create a two-way relationship that feels personal and genuine.

Engagement isn’t just a strategy—it’s a way to humanize your brand and create memorable guest experiences long before check-in.

Content pillars are core themes that guide what you share on social media. For hotels, this helps maintain consistency, stay organized, and ensure your content resonates with your audience.

Start by identifying 3–5 main topics that align with your brand and goals:

• Guest experiences and testimonials
• Local attractions and events
• Behind-the-scenes looks at your team or property
• Special offers and promotions
• Travel tips and inspiration

Having clear content pillars allows you to plan posts more strategically. It also helps build brand recognition and keeps your feed visually and thematically cohesive. These are the key elements for successful social media marketing for hotels.

When you post is just as important as what you post. Optimizing your posting times can significantly increase visibility, reach, and engagement on your hotel’s social media channels.

Start by reviewing your analytics to identify when your audience is most active. According to Sprout Social’s 2025 report, the best times to post for the travel and hospitality sector are:

• Instagram: Tuesdays and Thursdays between 10 a.m. and 1 p.m.
• Facebook: Mondays and Wednesdays at 11 a.m.
• TikTok: Evenings between 6 p.m. and 9 p.m.

These time slots aren’t universal, so it’s important to test and adjust based on your audience behavior. Social media tools like Meta Insights or TikTok Analytics can give you precise data.

Organic reach is becoming harder to achieve, especially in a competitive space like hospitality. That’s where paid social advertising comes in. It helps amplify your content, reach the right travelers, and drive direct bookings.

Platforms like Facebook Ads Manager, Instagram, and TikTok Ads allow you to define your audience by interests, behaviors, demographics, and even travel intent.

For example, if you're promoting a romantic weekend package, you can target couples in nearby cities who recently searched for “romantic getaways.” Use carousel ads, short-form videos, or Stories with clear CTAs like Book Now or Learn More.

Don’t forget to A/B test different creatives and copy. Monitor your performance metrics such as click-through rate (CTR), cost per click (CPC), and conversion rate. This ensures your hotel’s ad budget is used effectively and drives a higher return on investment (ROI).

Start by setting clear KPIs—these could include engagement rate, reach, follower growth, website traffic, or booking conversions. Each social platform provides built-in insights.

Use tools like Google Analytics, Meta Business Suite, or third-party platforms like Hootsuite and Sprout Social for deeper analysis. These help you tie social activity to business outcomes like bookings or inquiries.

A data-driven approach ensures your social media marketing for hotels stays agile, targeted, and aligned with guest interests.

Start by creating a content calendar. This lets you plan ahead, maintain a regular posting schedule, and align your content with seasons, holidays, or promotions. Posting consistently doesn’t mean flooding your feed—it means showing up reliably with relevant, valuable content.

Stick to a unified aesthetic, brand colors, and tone of voice across platforms. Whether you're sharing hotel social media post ideas on Instagram or announcing special offers on Facebook, your audience should instantly recognize your brand.

The strategies we’ve listed above aren’t just suggestions — they’re tried and tested methods we’ve refined over the years through real-world hotel marketing experience. Each one has consistently delivered results, helping hotels attract more guests, build stronger online presence, and drive direct bookings.

From influencer collaborations to user-generated content, from showcasing properties to engaging with online communities, these aren’t random tactics. We've seen firsthand how the right mix of content and targeting can transform engagement.

If you're serious about growing your hotel’s visibility and filling more rooms, these are the strategies to focus on.