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. 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?
Takeaways
Short-form video grabs eyes: Reels and TikTok are your booking boosters.
User Generated Content builds trust: Guests’ posts outshine your ads every time.
Tailor regionally: Visuals and hashtags hit home hardest.
AI and AR: Tech streamlines and wows in equal measure.
Stories connect: Staff and guest tales turn followers into bookers.
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.
Encouraging guests to share their experiences can be as simple as providing a “share your stay” note at check-in or including it in pre- and post-stay emails. Building a strong community means actively engaging with user-generated content (UGC), so make it a habit to reply to every post with a friendly “Thanks for sharing!” To maximise impact, repurpose standout content—turn a guest’s sunrise photo into a “Story” with a booking link to encourage future travellers.
Interactive and engaging content
Static posts are yesterday’s news. Interactive content such as polls, quizzes, or live streams helps to maintain followers’ attention. Use Instagram Stories for “Which view is your favourite?” polls or do a live Q&A with your chef. Host virtual tours of your rooms to showcase their variety. Including behind-the-scenes clips can help enhance customer loyalty. Launch a hashtag challenge—#MyHotelEscape—to spark user stories. Add Augmented Reality filters so guests can snap selfies with your logo or a virtual landmark. Engagement increases when followers tap, swipe, or join in. Incorporating them into your brand will promote brand loyalty.
Storytelling and brand voice
Facts can be tedious, but stories tend to be captivating. Share your hotel’s soul; think of a team member’s 10 or 20-year journey or a guest’s proposal at your restaurant. Marriott’s “day in the life” reels spotlight staff crafting magic moments. Four Seasons’ “Based on a True Stay” campaign recreates tales—like a kid’s beach treasure hunt. Keep your brand voice consistent—sophisticated on Instagram, professional on LinkedIn, cheeky on TikTok. Define your tone—luxury calls for elegance; boutique a little more quirky. Emotion beats sales pitches every time.
Tailor for global markets
North America: Video-first mindset
Instagram drives 37% of travel inspiration in the U.S. and Canada, while YouTube and TikTok chase close behind. Older travellers linger on Facebook, so it is best not to overlook it. Focus on slick, short videos—Hilton’s amusing TikTok skits proved very successful. Storytelling goes a long way to sealing the deal, and video is a powerful tool.
Europe: Local flavour wins
Europe is more like a patchwork—Instagram and Facebook lead. The UK leans more towards X.com (formerly Twitter); Italy loves lush visuals. Sustainability is a hot topic, show off your eco-efforts like solar panels or zero-waste menus. Use multilingual captions such as French, German, and Spanish. Tie posts to events like Paris Fashion Week or the Edinburgh Fringe Festival.
Asia-Pacific: Hyper-local rules
Asia-Pacific is a little more varied. China demands WeChat and Douyin; these are not considered global apps even though a small percentage of users are outside China. India loves Instagram and YouTube Shorts—post in Hindi or Tamil. Southeast Asia blends Facebook and TikTok—post in Bahasa or Thai. Highlight family trips or nature escapes per market.
Middle East: Luxury and culture
The UAE boasts 74% Instagram penetration, so ensure you focus there. TikTok and Snapchat influence with luxury messages, so they can be good places to showcase penthouses or VIP perks. Use Arabic and English captions—respect traditions. AR filters of your hotel facilities look their best.
Facebook is very popular in Mexico, while Instagram has more substantial usage in Brazil. Both have a strong love for TikTok. Post in Spanish or Portuguese, and make sure to keep it upbeat with salsa or humour. Influencers here have loyal fans, so maximising their reach is a good idea. Celebrate Carnival or family travel. It is a passionate region, and emotion encourages shares.
Africa: Mobile-first focus
Africa’s 384 million social users lean on Facebook, but Instagram and TikTok are growing more in this region. When posting, use Swahili, French, or local dialects. Highlight safaris and note that you should optimise your content for mobile data limits. WhatsApp is popular and spreads a lot of content, so try to make your material share-worthy.
Emerging trends and AI-driven content creation
AI: An efficiency superpower
AI’s reshaping social media in 2025. It crafts captions, schedules posts, and predicts peak engagement times. Chatbots handle guest queries 24/7, freeing your team to focus more directly on your guests. Use AI analytics to spot trends, e.g. more sunset posts if they spike likes. Tools like Hootsuite’s AI or ChatGPT save hours. Personalise offers by offering sea-view rooms for beach lovers.
Choosing the right tools can make all the difference—use Riverside for captions, Canva’s AI for appealing visuals, and Sprout Social for valuable insights. Personalisation is key, so tailor ads to specific audiences, like promoting city escapes for urban dwellers and nature retreats for adventure seekers. To maximise engagement, leverage AI-driven analytics by testing recommended post times and tracking performance to refine your strategy.
AR and VR: Immersive wow factor
Augmented reality (AR) and virtual reality (VR) are game-changers. Offer VR tours—Peninsula Hotels’ 360° previews hook dreamers. Create AR filters to encourage guests to snap selfies with a virtual landmark backdrop.
Augmented reality (AR) can add a fun, interactive touch—let guests “try” a spa massage through AR for a post-worthy experience. Virtual reality (VR) also offers exciting opportunities, such as hosting a virtual wine-tasting event directly linked to real bookings. Start small with free AR tools like Snapchat Lens Studio to keep costs low, making it easy to experiment without a big investment.
Your time to shine
In 2025, social media’s your hotel’s digital front door. Master short videos, UGC, and regional flair to cut through the noise. Embrace AI and AR to save time and stun guests. Learn from leaders in this field, and don’t forget to look at content producers outside of hospitality for ideas—authenticity and innovation rule. Your social strategy isn’t a “nice-to-have”—it’s your survival kit.
Note: Consider using a digital asset management tool such as Iceportal Content to ensure your images, content are uniform across all platforms.
