In 2025, social media isn’t just a tool – it’s one of the main pillars of a hotel’s marketing strategy. Worldwide, 35% of travellers now use platforms like Instagram and TikTok for inspiration.
NB: This is an article from Shiji
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With over 80% of people active on social media, your hotel’s digital presence can make or break your bookings. The numbers don’t lie – hotels leveraging social platforms see up to 20% more direct bookings each year. Yet, the competition is fierce, and attention spans are razor-thin. How do you hook travellers scrolling at lightning speed? How do you turn a double-tap into a confirmed stay?
Types of content strategies
Short-form video: The fast lane to attention
Short-form video will continue to dominate in 2025. Platforms like TikTok, Instagram Reels, and YouTube Shorts demand snappy, vertical content – 15 to 60 seconds max. For hotels, this means quick room tours, drone shots of your infinity pool, or a barista pouring latte art. Use familiar audio to support the video; choose a popular tune or a global hit. Post three to five times weekly to stay top-of-mind. These clips capture four times the reach of static images. Focus on one feature per video, e.g., the spa, restaurants, bars, or a beach sunset. Make sure to add subtitles, as many people scroll through their social feeds silently.
Influencer collaborations: Trust through real voices
Influencer marketing has changed; travellers seek authenticity, not just follower counts. Collaborate with influencers such as food enthusiasts for your restaurant or adventure seekers for outdoor opportunities. Hilton’s TikTok campaign with creators hit 36 million views by keeping it relatively simple. Pick influencers whose audience matches your target: luxury seekers or family-orientated. Micro-influencers (10k-50k followers) often spark higher engagement than more prominent creators with higher subscribers. Their posts feel more like a friend’s recommendation. Track their success via booking codes or engagement spikes.
When selecting influencers, it’s important to check their style; wellness influencers won’t suit a party hotel, so aligning personalities with the brand is key. Establish clear collaboration goals by agreeing on two posts and a story while allowing influencers the creative freedom to showcase their style authentically. If possible, partnering with local talents adds regional credibility and helps connect with the audience more genuinely.
Guests as your megaphone
User-generated content (UGC) is a powerful tool. Guests trust their peers; 79% say UGC influences their hotel choices more than flashy advertisements. Create a branded hashtag like #MyHotelStay or #HotelHaven to assist reach. Reshare guest pictures; e.g. a family at your pool or a couple toasting on the balcony of their suite. Run a contest and post with your hashtag for a chance at a free night. Ritz-Carlton’s #RCMemories feed thrives on guest content alone. Credit the creators, mix UGC into your grid weekly, and watch your community grow.
