Hospitality social media leans on Instagram for visual property and destination content, Facebook for broader local and event-driven reach. Guest photos and tagged content typically outperform brand-produced content for engagement and trust, measured against direct-booking inquiries generated.
What's included?
- Visual content calendar showcasing property, amenities and destination
- User-generated content sourcing and re-sharing from guests
- Event and seasonal promotion content tied to booking windows
People book what they can picture
Travel is one of the few categories where social media genuinely creates demand. Someone scrolling on a Sunday evening sees a terrace at sunset and starts planning a weekend. Our job is to make sure that the terrace is yours, and that there is a clear route from the post to your booking page rather than to an OTA.
Real beats polished
Airbnb learnt this early. Fast Company reported that listings photographed by Airbnb's professional photographers were booked around 2.5 times more often (Fast Company). The lesson for hotels is not "hire a photographer" alone. It is that honest, well-lit images of the actual room and view build trust. Guest content and creator stays add the social proof that brand shoots cannot.
Disclosure rules apply to hotel creator stays. A free night in exchange for content is a paid partnership in the eyes of the ASA in the UK and the FTC in the US, and has to be labelled.
What a month of content looks like
- Four to six short videos of rooms, food, spa or local experiences
- Guest photos and reviews reshared with permission
- One seasonal or event-led offer, linked to a direct booking page
- Stories that answer common guest questions: parking, check-in, pets, transfers
- A creator stay each quarter where it suits the property
How we measure it
We track link clicks to your booking engine, direct enquiries and direct bookings tagged from social, plus review volume. Follower count is a side effect, not the goal. For the paid side, see hospitality performance marketing.