Social media has become a non-negotiable part of a modern hotel marketing strategy. For independent hotels, it’s a cost-effective and powerful way to increase brand visibility, build direct guest relationships, and reduce reliance on OTAs.
NB: This is an article from Travelboom
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But when big brands dominate feeds with multimillion-dollar content budgets, how can independent hotels break through?
Instagram – Tell Your Hotel’s Story with Purposeful Visuals
Prioritize User-Generated Content
Encourage happy guests to share content on their social channels, tag your property, and use branded hashtags. This type of social media content builds trust, drives engagement, and shows your hotel through the eyes of real guests.
Tip: Feature guest photos weekly in Stories and Reels with proper credit to amplify reach.
Leverage Reels and Location Tags
Instagram’s algorithm favors video. Use short-form Reels to highlight room views, local attractions, or behind-the-scenes moments. Always geo-tag your hotel’s social media content to reach nearby users actively looking for stays.
Facebook – Community-Building That Converts
Run Hyper-Targeted Hotel Facebook Ads
A performance marketing strategy for hotels on Facebook means using lookalike audiences and retargeting campaigns to drive direct bookings from high-intent users.
Bonus: Hotels can also use social media to highlight limited-time offers and drive urgency with boosted posts.
Use Facebook Events and Messenger
Create Facebook events for special experiences (e.g., wine tastings, sunset yoga) for your hotel guests. Use Messenger for personalized guest interactions and to answer booking questions in real time.
TikTok – The Indie Hotel’s Secret Weapon
Go Raw, Real, and Relatable
Forget perfect polish. TikTok users crave authenticity. Showcase your staff, your quirks, your vibe. Hotels can use social media to spark viral interest by showing a quick room tour with a voiceover, a trending challenge filmed in the lobby, or a day-in-the-life of your concierge.
Collaborate with Local Creators
Partner with regional micro-influencers or travel content creators. This amplifies your reach to travelers interested in local experiences and gives your hotel an edge in organic discovery.
