social media for hotels

Social Media for Hotels – 7 Platforms You Need to Succeed in 2025

By: Frank DePino | December 9, 2024

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With over 4.8 billion people using social media globally, platforms like Instagram and Facebook have become indispensable tools for travelers planning their next trip. 

Is your hotel tapping into this massive audience to attract and engage potential guests?

Social media for hotels means leveraging platforms like Instagram, Facebook, LinkedIn, TikTok, and Pinterest to connect with guests, showcase offerings, and increase bookings. These platforms are essential for reaching your target audience, building loyalty, and boosting visibility in today’s digital-first travel industry. 

With billions of users worldwide, social media has become a cornerstone of effective hotel marketing strategies.

Let’s explore the 7 most powerful social media platforms that can transform your hotel’s digital presence and captivate your future guests.

1. Facebook for Hotels

With over 3 billion monthly active users as of the second quarter of 2023, Facebook remains a vital platform for hotels to connect with guests and drive bookings. It’s especially popular among adults aged 25 to 34, who make up 24.2% of U.S. users. In the U.S., 74% of active Facebook users visit the platform daily, offering consistent opportunities to showcase your hotel.

Here are practical ways to make the most of Facebook for your hotel:

  • Engage with Guests Using Messenger: Respond to customer inquiries quickly or use a chatbot to handle common questions like room availability or amenities.
  • Promote Events: Create Facebook Events to highlight your offerings—like fitness classes, wine tastings, or spa promotions.
  • Use Live Videos: Stream engaging content such as a walking tour of your property, a behind-the-scenes look at your kitchen, or a live Q&A session with staff.
  • Join and Participate in Groups: Share local travel tips and showcase your hotel’s unique experiences, but keep the focus helpful—not overly sales-driven.
  • Run Targeted Facebook Ads: Include a clear call-to-action like “Book Now” to convert views into reservations.

By combining these strategies, you can turn Facebook into a powerful tool to attract guests and grow your bookings.

The tourist posted on Instagram with herself enjoying bathing in the luxury hotel.

2. Instagram for Hotels

Instagram is a key platform for hotels to showcase their offerings and engage with potential guests. With over 2 billion monthly active users, it’s the fourth most popular social media app worldwide.

Notably, 81% of users utilize Instagram to research new products and services, making it a vital tool for influencing travel decisions.

To effectively leverage Instagram for your hotel, consider the following strategies:

  • Utilize Instagram Stories and Reels: Share daily updates, behind-the-scenes content, and short, engaging videos to showcase your hotel’s unique features and local attractions.
  • Maintain a Consistent Visual Theme: Use high-quality images and a cohesive aesthetic to create an appealing and recognizable brand presence.
  • Engage with Relevant Hashtags: Research and incorporate popular and location-specific hashtags to increase the visibility of your posts among potential guests.
  • Craft Compelling Captions: Write engaging captions that encourage interaction, such as asking questions or prompting users to share their experiences.
  • Collaborate with Influencers: Partner with local or travel influencers to reach a broader audience and add credibility to your hotel’s offerings.

By implementing these practices, your hotel can effectively engage with potential guests on Instagram, enhancing brand awareness and driving bookings.

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3. YouTube for Hotels

Did you know YouTube is the world’s second-largest search engine after Google, with over 2.7 billion active users monthly?
People watch more than 1 billion hours of video on YouTube daily, making it the perfect platform for hotels to showcase their unique offerings and inspire future guests. 

From virtual tours to destination guides, YouTube lets you bring your hotel’s story to life.

Here’s how your hotel can shine on YouTube:

  • Give Guests a Virtual Experience: Take viewers on a virtual tour of your property, showcasing meeting spaces, event venues, or even your luxurious rooms. Highlight every feature that makes your hotel stand out.
  • Showcase Local Charm: Create videos that spotlight popular attractions, restaurants, and activities near your hotel. Position your property as the ideal base for exploring the destination.
  • Personalized Tours with a Twist: Film-engaging walking tours led by your general manager or concierge. Add personality and warmth, making potential guests feel like they’re already part of your hotel family.

With YouTube, you can transform passive viewers into eager guests by giving them a taste of the experiences that await. Start building your channel and make your hotel the destination they can’t wait to visit!

The Twitter of the hotel featuring their luxury property in the background image

4. X for Hotels

X (formerly Twitter) is where real-time conversations happen, making it a dynamic platform for hotels to connect with guests. 

Travelers often turn to X for quick answers, updates, and recommendations, creating countless opportunities to engage directly with your audience. 

With over 6,000 posts shared every second and 64% of users favoring messaging businesses over calls, X has become a critical tool for delivering exceptional customer service and building trust with your guests.

Here’s how your hotel can maximize its presence on X:

  • Prioritize Customer Service: Use X to address guest inquiries and feedback promptly. Set up monitoring tools to track mentions of your hotel, brand hashtags, and relevant keywords.
  • Make It Part of Crisis Management: Include X in your crisis communication strategy—it’s a trusted source for news and updates, with 71% of users relying on it for real-time information.
  • Share Content Creatively: Turn blogs or lists into engaging Threads, providing valuable insights in bite-sized posts.
  • Join the Conversation: Participate in industry-related X chats to connect with travelers and demonstrate your expertise.

By focusing on timely responses and meaningful interactions, your hotel can transform X into a powerful tool for building guest loyalty and boosting your online presence.

5. LinkedIn for Hotels

LinkedIn is a powerful platform for hotels to establish professional credibility and expand their network.
Notably, 80% of B2B leads sourced from social media come through LinkedIn, making it an essential tool for generating new business opportunities.

To maximize LinkedIn’s potential for your hotel, consider the following strategies:

  • Encourage Leadership Engagement: Motivate senior managers and sales teams to actively participate on LinkedIn, fostering professional connections and showcasing industry expertise.
  • Collaborate with Human Resources: Work with HR to create and share content that highlights your hotel’s culture, values, and career opportunities, attracting top talent and enhancing brand image.
  • Participate in Industry Groups: Join and engage with LinkedIn groups related to hospitality and tourism to connect with peers, share insights, and stay informed about industry trends.

By implementing these practices, your hotel can effectively leverage LinkedIn to build a robust professional presence and generate valuable leads.

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6. Pinterest for Hotels

Pinterest is a visual discovery platform where users seek inspiration for various interests, including travel. As of the second quarter of 2024, Pinterest boasts 522 million monthly active users, with a significant portion being millennials.

This makes it an ideal platform for hotels to showcase their offerings and attract potential guests.

To effectively utilize Pinterest for your hotel, consider the following strategies:

  • Drive Traffic to Your Website: Create visually appealing pins that link directly to your hotel’s landing pages, especially those featuring destination content. This can increase website traffic and potential bookings.
  • Highlight Key Services: Promote specific aspects of your business that resonate with Pinterest users, such as weddings, catering, and events. Showcase high-quality images of past events to attract similar clientele.

By implementing these strategies, your hotel can leverage Pinterest’s extensive user base to enhance visibility and attract new guests.

7. TikTok for Hotels

TikTok has rapidly emerged as a dynamic platform for hotels to engage with a younger, highly active audience.
With over 1.5 billion monthly active users worldwide, it offers unparalleled opportunities to showcase your hotel’s unique features and atmosphere through creative, short-form videos.

To effectively leverage TikTok for your hotel, consider the following strategies:

  • Create Engaging Short Videos: Develop visually captivating content that highlights your property’s amenities, local attractions, and guest experiences. For example, showcase a day in the life at your hotel, feature signature dishes from your restaurant, or provide a behind-the-scenes look at event preparations.
  • Utilize Trending Elements: Incorporate popular sounds, hashtags, and participate in challenges to increase your content’s visibility and appeal. For instance, if there’s a trending dance challenge, adapt it to feature your staff or guests, adding a unique twist that reflects your hotel’s personality.
  • Collaborate with Influencers: Partner with TikTok influencers who align with your brand to reach a broader audience. Invite them to experience your hotel and share their authentic experiences, which can enhance credibility and attract their followers.
  • Encourage User-Generated Content: Host contests or challenges that motivate guests to create and share their own TikTok videos featuring your hotel. This not only increases engagement but also provides authentic content that can be repurposed for marketing.

By embracing TikTok’s creative features and vast user base, your hotel can build brand awareness, connect with potential guests, and drive bookings in an innovative and engaging manner.

The Grand Hotel website highlights their luxury room and bold taglines with booking system integration and easy navigation menu

5 Tips to Master Your Social Media Marketing strategy for Hotels

1. Choose the Right Social Media Platforms for Your Hotel

Crafting the best social media strategy for hotels starts with selecting the platforms that align with your goals and target audience. Begin by identifying where your ideal guests spend the most time online. For example:

  • Instagram: Perfect for showcasing your hotel’s stunning visuals, from luxurious rooms to delicious dining options.
  • Facebook: Great for reaching a broad audience and sharing events, updates, or promotions.
  • X (formerly Twitter): Ideal for real-time conversations and customer service.
  • TikTok: A fantastic choice for engaging younger travelers with creative, short videos.

Remember, consistency matters. Use the same tone, visuals, and branding across all platforms to build a strong and recognizable online presence.

2. Identify and Understand Your Ideal Hotel Audience

Knowing your audience is the key to successful social media marketing. Start by analyzing your current guests. Are they primarily millennials seeking trendy experiences, or families looking for comfort and convenience? For example:

  • Millennials: 40% of millennials say social media inspires their travel choices. They’re drawn to beautiful imagery and authentic guest reviews.
  • Families or Business Travelers: These groups may value amenities like spacious rooms or meeting facilities over trendy aesthetics.

Use past booking data, social media polls, and guest feedback to refine your target audience. Then, tailor your posts to their preferences, such as showcasing kid-friendly activities for families or local dining options for millennials.

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3. Develop a Content Strategy That Drives Engagement

A strong content strategy keeps your social media engaging and your audience coming back for more. Focus on these key elements:

  • High-Quality Visuals: Post beautiful photos and videos that highlight your hotel’s best features, such as scenic views, cozy rooms, or luxurious amenities. For example, share a sunset view from your rooftop bar to captivate followers.
  • User-Generated Content (UGC): Encourage guests to share their photos and tag your hotel. Reposting their content builds trust and authenticity.
  • Storytelling: Share compelling stories about your hotel. A historic property might post about its famous past guests, while a beach resort could highlight stories of memorable vacations.
  • Local Attractions: Feature nearby attractions and events, like local festivals or hiking trails, to position your hotel as part of the destination experience.

Plan your posts with a content calendar to stay consistent and organized.

Ready to Transform Your Hotel’s Content Strategy?
At Mediaboom, we specialize in crafting captivating content strategies that elevate your brand and drive engagement. 

Contact us today for a free consultation and start building a content plan that delivers results!

4. Track and Measure Your Social Media Success

Tracking your social media performance helps you see what’s working—and what’s not. Focus on these Key Performance Indicators (KPIs):

  • Engagement Rates: Likes, comments, and shares show how much your audience connects with your content.
  • Reach: This tells you how many people see your posts. A growing reach means your content is gaining traction.
  • Conversions: Monitor bookings or website visits driven by social media to measure direct results.

Use tools like Meta Insights or Google Analytics to dig deeper into your data. For instance, if a post about your spa services has high engagement but low bookings, tweak your call-to-action to make it more compelling, like “Relax with us this weekend—book your stay today!”

5. Boost Your Results with Paid Social Media Ads

Social media ads can supercharge your marketing. Platforms like Instagram, Facebook, and Pinterest let you target specific audiences based on their interests, location, and behavior. Start small:

  1. Set a budget for a few months.
  2. Test different types of ads, such as “Book Now” promotions or special packages.
  3. Analyze the results—did bookings increase? Adjust your strategy accordingly.

Social media ads aren’t just an expense; they’re an investment in attracting the right guests and growing your business.

WHAT OUR CLIENTS SAY

Success Stories in Social Media for Hotels

Social media has become a pivotal tool for hotels aiming to enhance their online presence and engage with guests. Several establishments have successfully harnessed these platforms to achieve remarkable results. Here are some notable case studies:

1. Meliá Hotels International’s Unified Social Media Approach

Meliá Hotels International, operating 380 hotels across 43 countries, faced the challenge of managing 485 social media profiles. 

By implementing a scalable platform solution that consolidated all elements into one place, they streamlined their social media operations, ensuring consistent brand messaging and efficient engagement with their global audience.

2. Spectrum’s Social Media Transformation with Mediaboom

An engaging Spectrum website layout showcasing social media integration tailored for hotel marketing strategies.




Spectrum, a leader in luxury senior living, sought to enhance their online presence and better connect with their target audience. With Mediaboom’s expertise, Spectrum adopted a comprehensive social media strategy that combined professional visuals, engaging content, and targeted advertising.

By showcasing Spectrum’s upscale facilities and vibrant community life, Mediaboom helped foster trust and increase brand awareness. The results included a notable rise in audience engagement, inquiries, and overall visibility, solidifying Spectrum’s position as a trusted name in senior living services.

3. The Ritz-Carlton’s Instagram Stories: Driving Bookings Through Exclusivity

Ritz Carlton instagram account




The Ritz-Carlton used Instagram Stories to captivate their audience with exclusive, behind-the-scenes glimpses of their luxurious offerings. By showcasing personalized service, exquisite amenities, and breathtaking destinations, the brand created a compelling sense of exclusivity and desire.

This immersive approach to ephemeral content proved highly effective, resulting in a 25% increase in direct bookings. The Ritz-Carlton demonstrated the power of storytelling and visual appeal on social media to inspire action and enhance audience connection.

These examples illustrate how strategic use of social media can lead to increased engagement, improved customer satisfaction, and higher booking rates for hotels.

Elegant swimming pool of the luxury hotel with overlooking view of the sea and landscapes

FAQs

I. What is the easiest social media to go viral on?

TikTok is often considered the easiest platform for achieving viral success due to its algorithm that prioritizes engaging content. However, going viral requires a combination of creativity, timing, and luck.

II. What kind of content should hotels share on social media?

Hotels should share high-quality visual content, such as photos and videos, that showcase their property and amenities. User-generated content, storytelling, and information about local attractions are also effective.

III. How can hotels encourage user-generated content?

Running contests, using relevant hashtags, and making it easy for guests to share their experiences can encourage user-generated content.

IV. How often should hotels post on social media?

Consistency is key, but the optimal posting frequency depends on the platform and target audience. Experiment to find what works best for your hotel.

V. How can hotels use social media for customer service?

Social media is a valuable customer service channel. Respond promptly to guest inquiries and complaints, and use the platform to turn negative experiences into positive ones.

VI. What other marketing strategies can hotels use in conjunction with social media?

Social media complements other marketing efforts like email marketing, SEO, and public relations. Consider using paid advertising, influencer partnerships, and loyalty programs to maximize your reach and impact.

Do You Have More Questions?

We’re here to help. Reach out to discuss your unique needs and goals and discover how we can craft a tailored strategy to elevate your hotel’s success.

Elevate Your Luxury Brand Today

Schedule Your Free Consultation

Seeking to elevate your luxury business? Let Mediaboom guide you. Secure your exclusive, free consultation with our luxury marketing experts today.

Partner with a Hotel Marketing Agency

Social media marketing is now essential for success in the hospitality industry. The strategies shared here can help you create a strong, impactful online presence for your hotel. With careful planning and execution, your opportunities for growth and guest engagement are endless.

To take your social media efforts to the next level, partner with Mediaboom—a trusted social media marketing agency. Our experts will design a personalized strategy to help you attract guests, increase bookings, and build meaningful connections with your audience.

Contact us today for a free consultation and start achieving extraordinary results!

By: Frank DePino

Frank DePino is Principal and Founder of Mediaboom. Since 2002, Frank has led Mediaboom’s award-winning staff of creative and technical professionals, building the most effective marketing and advertising solutions for its clients.

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