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Social Media Management for Hotels and Resorts: A Brief 2023 Guide

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In 2023, its’s not even a question if social media is important or not. According to our data, which you can also follow by signing up to GuestRadar, shows that over 64% of travel inspiration starts on social media, and it also plays an overwhelming role in the hotel selection process. In this article we will casually go through what works best. If you are new to social media marketing for hotels, this guide will be very helpful.

What Social Media Content Works for Hotels and Resorts?

Certain types of social media content tend to perform well for hotels and resorts, based on user engagement patterns and general interest. However, please remember that it’s always best to tailor your content to your specific audience and their interests. Here are some common topics that generate a lot of attention:

  1. Visual Content: High-quality photos and videos of the hotel, resort, rooms, amenities, and surrounding area can draw significant attention. Visuals are inherently engaging, and they allow potential guests to envision themselves at your property.
  2. Guest Experiences: Share photos, videos, or stories from guests (with their permission, of course) enjoying their stay. This type of user-generated content is often highly engaging, as it provides social proof of the experience you provide.
  3. Local Attractions: Content that highlights local attractions, events, or interesting places to visit in the surrounding area can be very popular. This type of content provides value to your audience by helping them plan their trip and get excited about all the possibilities.
  4. Behind-the-Scenes: Showing behind-the-scenes content can give your audience a unique look at your hotel or resort that they wouldn’t normally get to see. This could include the preparation of a room, the making of a dish in the hotel restaurant, or staff interviews. These posts typically get more engagement from the resort staff than guests, but offering a glimpse to day to day hotel operations build trust in guests.
  5. Special Offers and Promotions: Announcing special offers, packages, or promotions can generate a lot of attention, especially if the deal is time-limited or has a sense of urgency.
  6. Testimonials and Reviews: Sharing positive reviews or testimonials from past guests can reinforce the quality of your hotel or resort. This serves as a kind of social proof, showing potential guests that others have had a positive experience.
  7. Tips and Advice: Content that helps your guests make the most of their stay, such as travel tips, packing lists, local customs, or seasonal activities, can be very engaging.
  8. Sustainability Initiatives: More and more travellers are interested in eco-friendly practices. If your hotel or resort has any green initiatives, sharing this information can attract a more eco-conscious audience.

Remember to keep track of what types of content generate the most engagement with your audience so you can refine your social media strategy over time.

General Tips for Great Hotel and Resort Content Creation


Quality is key for any type of photography. You want your images to look professional, well-lit, and attractive. Here are some additional considerations:

  • Room Interiors: These photos should give a clear idea of what it’s like to stay in the room. The room should be tidy and inviting. High-quality bedding, tasteful decor, and other amenities should be visible.
  • Amenities: Photos of amenities such as the pool, spa, gym, restaurant, bar or any unique features your hotel or resort offers are crucial. Show them in their best light to entice potential guests.
  • Exterior Shots: These shots are especially important for resorts. They should capture the beauty and uniqueness of the location.
  • Models vs No Models: This can depend on the specific shot and the message you’re trying to convey. Photos with people can help potential guests envision themselves in that space, while photos without people can highlight the details of the room or amenity. You might consider a mix of both for different purposes.


The best format can depend on the platform you’re using and the specific audience you’re trying to reach. Here are a few general recommendations:

  • Reels: Instagram Reels are highly engaging and are prioritized in the platform’s algorithm. They are perfect for quick, captivating glimpses into your property, or showcasing fun, unique aspects. Reels can also be used for fun, behind-the-scenes content.
  • Video Posts: These work well for showcasing more polished, longer-form content. They could be used to offer virtual tours of your property or to delve deeper into the unique selling points of your hotel or resort.
  • Stories: Stories on Instagram or Facebook can be used for more informal, real-time content. They are great for updates, behind-the-scenes peeks, or to highlight guest experiences. You can also use interactive features like polls or questions to engage your audience.
  • Live Videos: Live videos can be highly engaging because they allow for real-time interaction. Consider hosting a Q&A, a live tour, or showcasing a special event happening at your hotel or resort.

In all cases, remember to use good lighting, have clear audio (where applicable), and ensure the video is stable (not shaky). Most importantly, the content should be engaging and valuable to your audience. A good rule of thumb is to always ask “Would this content make me want to book a stay?”.

How to Use Facebook, Instagram and TikTok for to Reach and Influence Your Audience Effectively?


Facebook is a platform where people typically spend more time browsing and reading longer content, so it’s a good place for sharing in-depth information, blog posts, or longer articles about your hotel or resort. It’s also a good platform for hosting discussions, either in comments or in dedicated groups. Facebook Live can be an effective way to share behind-the-scenes tours or conduct Q&A sessions. Visual content like high-quality photos and videos also perform well on Facebook. Additionally, it’s an excellent platform for sharing customer testimonials and reviews, given its reputation as a source of information for many consumers making purchasing decisions.


Instagram is a highly visual platform, so high-quality, visually appealing content is key. This can include photos of your rooms, amenities, local attractions, and guest experiences. Instagram Stories and Reels are great for sharing more informal, behind-the-scenes content. They can also be used to highlight guest experiences and to interact with your audience through polls or question stickers. Longer form video content can be shared on IGTV. Instagram shopping features can also be used to facilitate direct bookings. Overall, Instagram users are looking for aesthetically pleasing, quick-to-consume content that’s both engaging and personal.


TikTok is a video-first platform known for its short, engaging content that often has a fun, informal, or creative twist. For hotels and resorts, this could include behind-the-scenes videos, humorous skits, tours with a unique twist, or videos that highlight interesting or fun aspects of your property. The key with TikTok is to be authentic and entertaining, as users typically use the platform for entertainment and discovery. Given the younger demographic of TikTok, the content can be a little more adventurous and quirky.

In terms of conversion rates, while all three platforms have the potential to drive bookings, the specifics can depend on a number of factors. Building a great social media presence is all about testing and improving what proves to work. Driving bookings from social media deserve a strategy on its own, similar to SEO, content marketing or Google Ads.

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