In a world where guests are choosing their next vacation based on a 15-second video or an Instagram post, your hotel’s social media presence isn’t just a nice-to-have—it’s a core revenue driver.
Social media is the new word-of-mouth. And the most successful hotels? They’ve learned how to make their content do the selling for them.
I’ve worked with boutique hotels, adventure stays, and luxury STRs all over the U.S. and Mexico. From that experience, here’s what I tell every hotel owner: Don’t just post—strategize.
Let’s walk through exactly how to turn your social feeds into a booking engine.
1. Start With the Bio: This Tiny Line Can Convert
Your Instagram and Facebook bios are the first thing potential guests see. If they’re vague, outdated, or boring, they’ll bounce.
Make it clear, searchable, and clickable.
Use this template:
“🏨 Boutique Hotel | Book Direct & Save 10%! 🌿 Tulum, MX | #StayAtEra”
Best practices:
- Add your location (city/region)
- Include a direct booking incentive (like “save 10%”)
- Use a Linktree or Milkshake link to share your booking site, local guide, and FAQs
Pro Tip:
Always include your direct booking site as the first link—don’t send people to an OTA where you’ll pay 15–20% in commissions.
2. Use Reels and TikToks That Show the Experience, Not Just the Room
You’re not selling a mattress and a shower. You’re selling the feeling of staying at your hotel.
Use Instagram Reels and TikToks to show:
- Hidden corners of your property (the cozy reading nook, rooftop sunset views)
- A full guest experience (from check-in to lounging in the sauna)
- Your team behind the scenes (chef prepping brunch, front desk welcome moments)
- Local adventures nearby (waterfalls, markets, jungle trails)
Sound works wonders. Choose music that fits your vibe. And keep videos under 30 seconds when possible.
Tool tip: CapCut is a free, easy editing app that’s perfect for Reels and TikToks.
3. Turn Guests Into Content Creators: UGC Wins Every Time
User-Generated Content (UGC) = the holy grail of hotel marketing.
Why? Because people trust other travelers more than brands. In fact, 84% of travelers say they trust social proof more than ads.
Here’s how to make it easy (and rewarding) for guests to share:
- Add a branded hashtag in your welcome guide (e.g., #StayAtGitcheGumee)
- Leave a photo-worthy spot in every room (a cute branded mug, neon sign, mural wall)
- Offer a free coffee, dessert, or upgrade for tagging your hotel
- Re-share everything you’re tagged in (with permission)
Bonus: Add a QR code in your rooms that links to your Instagram page—encouraging follows and posts during their stay.
4. Influencers Are Not Just for Luxury Brands
I know the word “influencer” makes some owners roll their eyes. But the truth is, you don’t need millions of followers to move the needle.
Micro-influencers (1k–25k followers) often have more engaged, local audiences and are more affordable to work with.
Here’s what works:
- Partner with creators who align with your vibe (yoga instructors, foodie travelers, photographers)
- Offer a 1–2 night stay in exchange for content + tagging
- Give clear direction: 2 stories, 1 reel, and a post, with rights to reuse
- Track bookings that came from their post using a discount code or UTM link
We run these campaigns for hotels all the time—it works especially well in travel-heavy destinations like Duluth, Tulum, or Austin.
5. Run Smart Ads (and Keep It Simple)
If you’re just posting and hoping for organic reach, you’re playing the long game. That’s fine—but if you want consistent bookings, paid ads help you own your traffic.
Facebook and Instagram Ads can do serious work with even a small budget.
Here are two campaigns that convert well for hotels:
1. Retargeting Visitors
Show a simple “Book Now and Save 10%” ad to anyone who visited your website in the last 30 days.
2. Location-Based Travel Ads
Run ads in cities your guests are likely coming from (e.g., Chicago → Duluth) with videos that showcase the experience.
Test these CTAs:
- “Book Now”
- “Message Us”
- “View Availability”
Track which one gets you the best return and double down.
Tool Suggestion: Meta Ads Manager > Click “Leads” or “Messages” objective to start simple.
6. Share Testimonials and Social Proof Often
Don’t just leave your great reviews to Google or Airbnb. Put them in front of new guests.
How to do it right:
- Design a clean, branded Canva template
- Pull your best quotes from Airbnb, Booking.com, or Google
- Post them regularly with real guest photos or room shots
Example:
“Best stay we’ve ever had! The views were unreal, and we loved the private sauna. Can’t wait to come back.” – Jenna S.
Pair testimonials with a call-to-action like:
“See why guests are rebooking every season—click the link in bio to reserve your spot.”
7. Turn Quiet Seasons Into Viral Moments
Use social media to create buzz even when bookings dip.
A few viral post ideas:
- “What $180 a Night Gets You in Northern Minnesota”
- “A Tour of Our Most Requested Room (and Why People Love It)”
- “POV: You’re Checking In at This Peaceful Cabin After a Long Week”
- “Hidden Gem in Tulum You’ve Probably Never Heard Of”
These make people stop scrolling. And if your video’s good? They’ll share it too.
8. Build an Email List Off Your Social Following
Social media may attract attention, but your email list is where the real conversions happen. Use tools like Mailchimp to connect your website’s contact forms or add a QR code at your property, allowing guests to sign up for newsletters and access return-visit specials. You can also try platforms like StayFi to collect guest email addresses and watch your return guest numbers soar!
Turn followers into leads by offering:
- A free “Top 10 Things to Do in [Your City]” guide
- Exclusive booking discounts for followers
- Last-minute deals or cancellation openings
Connect this to a Mailchimp or Flodesk account, and start nurturing leads with monthly stay inspiration.
CTA idea for your bio or post:
“Join our VIP list for early access to deals + hidden stays we don’t post anywhere else.”
Show Up With Purpose, Not Just Posts
If you’re treating social media like a chore, your audience can feel it. But when you treat it like a marketing asset—with a strategy, schedule, and brand—it pays you back in real bookings.
And you don’t have to do it alone.
We help hotel owners:
- Build custom social media strategies
- Launch influencer campaigns that bring ROI
- Create short-form video that actually converts
- Run targeted ads to reduce OTA bookings and increase direct ones
Want to Build a Social Strategy That Fills Rooms?
📲 Book a social media strategy session
📈 Request a direct booking audit + ad review
📸 Launch your next influencer campaign with Lumos Host
Let’s turn those posts into profit.
—
Sarah Jensen
CEO & Founder, Lumos Host
Book a call | lumoshost.com | 602-618-7520
