When it comes to turning your hotel’s social media followers into actual guests, it’s all about building a story that not only stands out in their feed but also makes them want to click “book now.”
However, most marketing teams struggle in keeping up with the latest changes on social media post. What worked yesterday on social media might no longer be relevant to engaging users today. That’s why today, we’re diving into the four most impactful types of social media content (as ranked by marketers) and showing how brands are hitting the sweet spot with their audiences.
1. Short-Form Videos: The Key to Capturing Attention in Hospitality
In hospitality, short-form videos are a game-changer for connecting with travelers. Whether you're showcasing your property’s breathtaking views, luxurious amenities, or local experiences, quick, visually striking content gets people dreaming about their next stay—all in under 60 seconds.
Why They Work for Hotels: Modern travelers are constantly scrolling for inspiration. With 66% of consumers identifying short-form videos as the most engaging content type, this format is perfect for capturing attention and sparking wanderlust. You don’t need a Hollywood-sized budget to succeed—relatable, authentic clips highlighting your unique offerings can deliver big results.
What to Showcase:
- Room Experience: Guests want to know how their room is like and what the view is like from their room. Based on the right audience for your hotel, short videos capturing key highlights help in convincing guests about booking the property.
- Dining Experiences: A 15-second montage of a chef preparing a signature dish or a quick peek at an elegant cocktail creation can make mouths water.
- Local Attractions: Partner with local influencers to highlight must-visit spots around your property, from serene beaches to bustling markets.
- Behind-the-Scenes: Show how your team goes above and beyond—from setting up a romantic dinner to perfecting a spa treatment. These glimpses build trust and authenticity.
"Thank us later"
Keep your videos short, snappy, and authentic. Aim for 15-30 seconds to maximize retention and focus on storytelling. Use captions and text overlays to ensure your message gets across even without sound. Bonus: Post natively on platforms like Instagram Reels or TikTok to boost reach with their algorithms.
2. User-Generated Content (UGC): Social Proof Drives Conversions
Let’s be honest—people trust people. User-generated content (UGC) is one of the most powerful tools in your hotel’s marketing arsenal. When past guests share their real experiences on Instagram or Facebook, it’s not just an endorsement of your property—it’s social proof that your hotel delivers. And guess what? That’s exactly what potential guests want to see.
Why it Works: According to a leading social media report by a whopping 79% of people say user-generated content (UGC) influences their purchasing decisions. When you share your guests' posts—especially those epic, Instagram-worthy shots—they’re not only showcasing their love for your property but also inspiring others to want to experience it for themselves.
"Thank us later"
Encourage guests to tag your hotel and use a unique hashtag. This gives you a steady stream of content to repost, building social proof. Reposting these authentic moments on your feed or Stories increases engagement and inspires potential guests to book their stay.
3. Limited-Time Offers & Promotions: Create Urgency
There’s nothing like a limited-time offer to get potential guests to act fast. Urgency taps into the FOMO (fear of missing out) effect, pushing people to make decisions quicker. Offering time-sensitive promotions, such as discounts for booking within 24 hours or exclusive packages for specific dates, can convert followers into customers.
Why it Works: Urgency compels action. According to a Neilsen survey, 60% of people prefer to buy when they feel a sense of urgency. A flash sale or limited-time deal during booking season not only boosts bookings but also drives a sense of exclusivity.
"Thank us later"
Promote these offers with countdown stickers on Instagram Stories or Facebook posts that feature bold CTAs like “Book now before it’s too late!” Use eye-catching visuals and clear terms to create a sense of urgency, such as “Limited rooms available at this rate!”
4. Local Experience Guides: Showcase the Destination
Your hotel is more than just a place to sleep—it’s the gateway to an authentic local experience. Whether it’s nearby attractions, hidden gems, or events happening in the area, showcasing the local scene makes your hotel a key part of the traveler’s journey. In fact, 70% of travelers say they want to know about local culture and experiences when they book a hotel (Skyscanner, 2023).
Why it Works: Travelers want experiences, not just a bed to sleep in. By sharing local guides, you show guests that staying at your hotel means more than just a room—it’s also about the adventure outside your doorstep.
"Thank us later"
Create Instagram carousels or Facebook posts highlighting local attractions, events, or itineraries. For example, “24 Hours in [City Name]: Top Attractions Near [Hotel Name].” Partner with local businesses or influencers to make the content even more authentic.
Quick Recap: Going from Clicks to Customers
Social media is an essential tool for driving bookings, but only if you’re posting the right type of content. By focusing on user-generated content, behind-the-scenes glimpses, limited-time promotions, and local experience guides, you’ll create posts that not only engage but convert.
Remember, social media is all about building trust and inspiring action. With the right approach, your hotel’s social media presence can go from just another pretty feed to a powerful tool for driving bookings. So, start crafting content that resonates, builds relationships, and—most importantly—converts your followers into guests. Happy posting!
