For managers and senior staff, hotel operations demand your complete attention. Between orchestrating seamless guest experiences, optimising revenue management, directing front and back-of-house teams, and maintaining property standards, your leadership responsibilities span every area of the business.
Having an active social media presence has evolved from marketing luxury to operational necessity. Today's travelers conduct extensive research across Instagram, Facebook, TikTok, Google, and YouTube before making booking decisions.
Potential guests will evaluate your property through visual storytelling, guest testimonials, and destination context — expecting professional, multi-platform content that articulates your unique value proposition. For multi-property operators, you need every hotel to be doing its best to promote itself across every channel.
The strategic implementation of social media management can transform your digital marketing from a resource drain into a high-yield channel for guest acquisition, brand building, and direct booking conversions.
The right social media tool can transform your online presence from a time-consuming chore into a powerful way to attract guests, build loyalty, and boost direct bookings. In this article, we compare 10 of the best social media tools for hotels.
Sendible is one of the best social media platforms for hotel operators and chains. It offers a complete solution built for hotels, combining powerful features with an easy-to-use design.
For hotels, Sendible's visual content scheduling is ideal and easy to use, either for boutique hotels or multi-hotel chains. A calendar view shows exactly how your feed will look before you post, ensuring professional presentation and consistent branding. This visual calendar helps ensure your mix of room photos, destination highlights, guest experiences, and promotional content looks cohesive.
Sendible's priority inbox brings all your social media messages into one place, no matter which channel a potential guest or new guest has messaged you on. Make sure these messages go to the right team, like customer service or the front desk. Never miss a guest inquiry, booking question, or customer complaint. With response time tracking, you can stay responsive during guests' decision-making process.
Best for: Multi-property hotel chains and independent hotels that want professional social media management without taking up valuable time.
Want to grow your hotel's or hotel chains' social followers, customers, and bookings across all locations? Sign-up to Sendible: From scheduling to reporting — manage everything in one place, build engagement, and shift room booking inventory.
Sprout Social is a social media tool with detailed analytics and reporting features. Get deep insights into how your hotel content performs and which messages drive bookings. For operators looking to understand exactly how social media drives guest queries and reservations, Sprout Social's detailed reporting is valuable.
However, pricing is significantly higher than other options in this list, starting around $199/month. This may be too expensive for independent hotels or smaller groups.
Key features:
Best for: Large hotel chains with significant marketing budgets that want enterprise-level analytics.
If you're looking to save time while keeping social content valuable, SocialBee is a good choice. This tool specialises in content automation, helping you recycle and repurpose top-performing posts instead of constantly creating new content.
One standout feature is evergreen content categories, which let you organize posts into groups and set them to reappear at optimal times. This is useful for sharing ongoing content about amenities, local attractions, seasonal promotions, and guest testimonials.
Key features:
Best for: Busy hotel operators who need to automate their social media presence without sacrificing quality.
CoSchedule helps hotels manage every aspect of content creation and distribution. One helpful feature is its content calendar, which provides a clear, visual overview of all upcoming content across channels and properties.
You can plan everything from a single dashboard, making it ideal for coordinating messaging across a hotel chain. The Calendar plan starts at $29 per user per month.
Key features:
Best for: Hotel chains managing blogs, emails, and social posts in one unified social media management tool.
Hootsuite offers strong features useful for independent hotels and large chains managing multiple properties.
It's great at bulk scheduling, so it’s helpful if you want to plan months of promotional campaigns and seasonal content in advance. Hootsuite's analytics offer deep insights into post performance and audience behavior. However, the user experience can feel overwhelming and outdated for smaller operations.
Key features:
Best for: Large hotel chains with a dedicated marketing department.
Buffer is known for being easy to use, making it appealing for independent hotels that want straightforward social media scheduling without complex features.
Buffer's visual calendar and easy scheduling work well for hotels. It's perfect if you mainly want to share room photos and destination content. Buffer is more affordable than some options. Plans start around $5 per social channel, so costs can add up if you're managing multiple channels across dozens of properties.
Key features:
Best for: Independent hotels or small groups with minimal social media needs who prioritize simplicity.
Agorapulse places strong emphasis on community management and engagement, making it valuable for hotels that prioritise guest relationships throughout the booking journey.
The unified inbox is particularly useful, letting you manage all social media conversations across properties in one place. This is crucial for hotels that need to respond quickly to booking inquiries, guest questions, and reviews.
Key features:
Best for: Hotels prioritising guest engagement and relationship building through social media.
MeetEdgar is helpful for content recycling and automation. For hotels that struggle to create fresh content consistently, MeetEdgar automatically re-posts your best-performing posts at times when you’ll get higher engagement. This is valuable for maintaining a steady stream of promotional content, destination highlights, and guest testimonials.
Key features:
Best for: Independent hotels or smaller groups wanting to maintain an active social presence with minimal daily effort.
Loomly combines social media management with content creation assistance. It provides AI-generated post ideas and optimisation tips.
It includes a clean interface with strong scheduling, basic analytics, and approval workflows for teams. The content suggestion feature is particularly valuable for hotels seeking to share consistent property highlights, destination information, and promotional messaging.
Key features:
Best for: Hotel operators seeking guidance on content creation along with scheduling capabilities.
Piano Amplifier is an AI-powered social media platform that helps hotels maximize content impact by publishing at precisely the right times for maximum engagement.
IT analyses audience behavior patterns and automatically schedules posts when your followers are most likely to engage. For hotels managing multiple time zones and guest demographics, this intelligent scheduling can significantly improve booking inquiries.
Key features:
Best for: Hotel chains with sophisticated marketing departments seeking to optimize posting times and maximize social media ROI.
Next, we’ll look at key features that hotels need from social media tools.
Below are some of the most valuable features that hotels of all sizes and shapes need.
Hotel marketing is visual, from pictures of the rooms and food and beverage (F&B) facilities to destination highlights and guest experiences. The best tools offer:
For hotel chains, coordinating messaging across locations is essential. A robust social media tool should provide:
Potential guests can and will ask questions across social media channels and booking platforms at any time of the day or night. A unified inbox brings together messages from all platforms. Look for tools that offer:
Hotels need organised systems for managing content while maintaining brand consistency. This is even more important if you’re working with agencies, freelancers, or influencers. Important features you are going to need include:
Understanding which content drives bookings helps you optimise your strategy. Analytics should track:
The best social media tool for your hotel depends on your specific needs, number of properties, team size, and budget. While many tools share core features like post scheduling and analytics, some offer unique features better suited to hotel operators, managers, and CMOs.
Based on what most hotel chains and growing groups need, Sendible checks off the most boxes for hotel operators. From easy content management to a priority inbox for guest inquiries, Sendible offers a complete solution. The centralised multi-property management, visual scheduling, affordable pricing, and hospitality-focused features make it ideal for hotels of any size.
Want to grow your hotel's or hotel chains' social followers, customers, and bookings across all locations? Sign up to Sendible: From scheduling to reporting — manage everything in one place, build engagement, and shift room booking inventory.
Managing social media for hotel chains presents unique challenges that Sendible is designed to solve. With properties spanning multiple locations, hotel brands struggle to maintain consistent messaging while allowing individual locations to connect with their local audiences.
Sendible's platform enables corporate marketing teams to efficiently manage hundreds of social profiles from a single dashboard, while giving each property access to its own dedicated calendar and performance reports. This centralised approach means hotel chains can finally maintain the brand consistency that builds guest recognition and trust across all their locations.
One of Sendible's most powerful features for hotels is the ability to create content once and dynamically personalise it for each property.
Using Custom Fields, marketers can publish a single post that automatically adjusts with location-specific details like property names, addresses, phone numbers, and booking links. This eliminates the time-consuming task of manually duplicating posts for each location and ensures no property gets left behind.
Combined with shared content libraries and approval workflows, corporate teams can create pre-approved, on-brand content that local managers can access and deploy instantly, ensuring quality control while empowering on-site teams to engage their communities authentically.
Hotel marketers also gain the visibility and insights needed to prove ROI across their entire portfolio. Sendible's customisable reporting features allow leadership to track performance, engagement, and campaign effectiveness by location, helping teams identify what's working and refine their strategy accordingly.
Instagram and Facebook are the most critical platforms for hotels. Instagram is perfect for showcasing room photos, amenities, and destination experiences.
Facebook allows you to share detailed information, address guest concerns, and connect with your community. TikTok is increasingly important for reaching younger travelers. YouTube works well for property tours and guest testimonials.
Hotels can drive bookings by consistently sharing compelling visual content like room photos and guest experiences. Share destination content about local attractions and activities. Post authentic guest testimonials and reviews.
Respond promptly to booking inquiries. Use targeted ads to reach travelers planning trips to your destination. Always direct engagement back to your booking website.
Hotels should post 4–7 times per week on each platform. This keeps your property visible without overwhelming followers. Focus on quality over quantity — one stunning room photo with engaging copy beats five mediocre posts. Use a social media tool to plan and schedule posts in advance.
Use a centralised social media tool that supports multi-property management. Look for platforms that let you manage all properties from one dashboard while allowing location-specific customisation. Use property-specific analytics to track performance at each location and optimize accordingly.