Global tourism is thriving, but despite the demand for rooms, hotels are constantly fighting for attention. Rising costs, flat room rates, and increasing guest expectations mean that simply filling rooms no longer guarantees better margins. In such a competitive space, the brands with visibility win the bookings. 

And right now, that visibility lives on social media. Statista reports that 75% of leisure travellers chose a destination after seeing it on social media. For the modern traveller, inspiration often begins with a scroll, rather than a search.

Hotels that stand out aren’t necessarily posting photos of fancy dinners and sunsets at random. They run deliberate, story-driven campaigns that showcase their strong points: experience, trust, and experience, guiding guests toward a booking. 

Let’s look at the ideas leading the way, giving you eight social media campaigns for hotels to capture attention, strengthen brand loyalty, and, most importantly, drive more direct bookings. 

Awareness campaigns that put your destination in the spotlight

More than 60% of UK travellers and 63% of vacation rental bookers have no specific destination in mind when they decide to take a trip. They know they want to go somewhere, but are open to inspiration. That means their first impression of a place often comes from social media, not a booking site.

For hotels, this early stage is an opportunity to shape the dream before it forms. Awareness helps your property appear in those moments of discovery. Dedicated social media campaigns for hotels help them pop up when people are saving posts, watching reels, and picturing where they might go next. 

In the early stages, the goal isn’t to sell rooms. Rather, it’s to capture imagination, by showing your surroundings, staff, and guest stories in a way that makes travellers think, “That’s where I want to be.”

#1 The local insider’s story

This campaign builds early-stage visibility by positioning your hotel as a trusted local expert. It’s about owning the “what to do nearby” conversation, which is a key part of how undecided travellers choose destinations.

Create a branded content series that runs consistently across your core channels. Each post should spotlight an experience or attraction that connects back to your property. Think of it as part storytelling, part itinerary building, and make it scalable across multiple locations if you manage more than one hotel.

Keep the execution consistent:

• Video mini-series: Produce short clips with your concierge or front desk staff sharing “local picks”, like the best pastry shop for breakfast, the quietest beach at sunrise, or a local festival happening that month. Keep visuals authentic, using a phone camera if needed.
• Interactive stories: Use Instagram or TikTok polls to let followers vote between two activities, then post the winning location with your commentary.
• Collaborative content: Partner with nearby cafés, museums, or tour operators to co-create posts or short interviews. Tagging each other expands your reach while adding credibility.
• Location-specific captions: Always anchor content with a small geographic CTA — “All within 10 minutes of [Hotel Name]” or “Steps from our lobby.”

These types of hotel Instagram campaign ideas turn location awareness into brand awareness. It’s not a one-off post; it’s a continuous campaign that builds the hotel’s authority as part of the destination, helping it appear in searches and recommendations long before travellers are ready to book.

#2 Meet the team behind the stay

In a hospitality market where travellers increasingly pay for experiences, not only rooms, your people become a key part of your offer. McKinsey notes that for leading hotels, the biggest differentiator is “an experience worth paying more for,” not the physical product.

A social media video strategy for resorts is perhaps the most accessible approach. This type of campaign places your brand’s human side front and centre, turning staff into storytellers of the experience you deliver.

Start by giving the campaign a clear identity, something like “Faces of [Hotel Name]” or “Behind the Welcome.” Each feature should tell a small story about the people behind the brand:

• A concierge sharing a quick local tip.
• A chef revealing the inspiration behind a signature dish.
• A spa therapist giving a short wellness recommendation.

Keep the format dynamic. Short Reels or TikTok videos (20–30 seconds) capture authenticity best, while photo carousels on Instagram or Facebook can highlight team members with a short quote about what they love most about their role.

Plan one post per department each month, like the front desk, housekeeping, and wellness, to show the full scope of the guest experience. Over time, this rhythm builds familiarity and trust, transforming your staff into recognisable brand ambassadors.

Social Media Management within the Hotel Industry

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#3 Share your guests’ point of view

As credible as your hotel might be, customers don’t always trust businesses fully.

Hospitality user-generated content (UGC) turns happy guests into authentic storytellers, showing what your brand promise looks like in real life without the hard sell. 

Build a clear identity around guest participation. Create a simple branded hashtag such as #GuestView[HotelName] and promote it on welcome materials, room cards, and post-stay emails. Encourage guests to share genuine moments and regularly engage with tagged content to show appreciation.

Once you have a steady flow of submissions, shape them into storytelling assets:

• Highlight reels: Group the best posts into short monthly videos showing weddings, family holidays, or weekend getaways.
• Themed spotlights: Dedicate one post each week to a guest’s photo or testimonial with a short caption: “Their favourite memory from [Hotel Name].”
• Incentives: Small perks like a free drink, spa voucher, or breakfast upgrade keep guests excited to contribute.
• Cross-promotion: Tag featured guests (with consent) and thank them publicly. It’s simple, organic visibility to hundreds of new potential travellers.

UGC also supports effective hotel review management on social media by balancing polished marketing content with real guest experiences. When potential travellers see consistent, positive stories shared by guests themselves, it builds trust faster than any ad or star rating.

Consideration campaigns to turn interest into intent

Once travellers are aware of your hotel, the next challenge is to make them want to stay. This stage is all about sparking desire and showing the details that help guests picture themselves there.

Great social media campaigns for hotels should focus on why this hotel fits the traveller’s vision of comfort, experience, or escape. 

#4 The amenities showcase

Amenities are where a hotel moves from being a place to stay to a place to experience. Guests compare options based on how those amenities make them feel, like relaxation, exclusivity, and connection.

Build a campaign that spotlights one standout feature at a time and shows its value from the guest’s perspective. For example, film a quick “reset moment” in the spa or a quiet morning coffee on the terrace before the city wakes up. Focus on what the guest gains: calm, convenience, or something they won’t find elsewhere.

Keep timing relevant. Align amenity posts with key travel seasons and audience intent, like summer rooftop cocktails, winter spa retreats, or spring cycling routes. 

Track engagement trends to see which experiences spark the most attention and use those insights to guide future promotions. Over time, this approach turns amenities from static visuals into flexible storytelling assets that can fill rooms year-round.

How to Win at Social Media Marketing for Hotels: The Multi-Location Pillar Guide

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#5 Flash sales for off-peak season

When customers are surrounded by endless travel choices, hesitation is common. The paradox of choice suggests that having too many options causes indecision. Flash sales help remove that by creating a reason to book right now. 

Creating urgency simplifies the decision-making process, turning interest into action while competitors are still awaiting a response. 

Plan quick, time-limited offers, usually 24 to 48 hours, aimed at filling slower weeks. Use strong visual cues like countdown clocks or “limited-time rate” graphics, paired with clear details on stay dates, room types, and availability. The fewer barriers to sale, the faster people can make decisions. 

Share these campaigns on platforms that thrive on immediacy, such as Instagram Stories, Facebook, or TikTok. Always include a direct link to your booking page to capture momentum while interest is high.

Executed well, flash sales can deliver more than short-term bookings, especially as part of broader seasonal hotel marketing campaigns. They condition your audience to pay attention, turning limited offers into an ongoing source of anticipation and loyalty.

Conversion campaigns that inspire the final click

Once you’ve created awareness and desire, it’s time to nudge potential customers from “maybe” to “booked.” Conversion campaigns focus on tangible action, like booking a room, joining a mailing list, or planning a return visit. Give people a reason to act, make it easy, and show the value of doing it now. 

#6 Hotel influencer marketing guide: aligning with niche voices

Partnering with the right creators can build credibility that paid ads rarely achieve. The key is alignment. Choose influencers whose audiences reflect your target guests. A wellness creator might highlight your spa experience, while a food blogger could showcase your restaurant.

Focus on micro or niche influencers with strong engagement instead of inflated follower counts. Their audiences are smaller but far more responsive, and their recommendations carry genuine weight.

Before the campaign begins, set clear performance goals such as tracked booking links, unique discount codes, or engagement targets. This ensures visibility translates into measurable results. A handful of well-planned collaborations will consistently outperform large, one-off influencer posts.

#7 “Welcome back” loyalty campaigns

Conversion doesn’t end once a guest checks out. The most successful hotels use loyalty campaigns to stay relevant and encourage repeat visits. A returning guest costs less to convert than a new one, and consistent engagement keeps that relationship alive between stays.

Use social media to make loyalty feel personal. Share tailored offers that reward return guests in a way that feels genuine, not automated. Examples include “book again and enjoy a complimentary spa treatment” or “return guests receive 15% off suites this winter.” Position these as recognition of loyalty rather than discounts.

Keep the conversation going publicly. Feature repeat visitors, milestone guests, or those who have stayed with you across multiple years. These posts showcase real satisfaction and reinforce the value of the experience.

Defining the goal: Why campaign planning is essential for hotel success

Behind every successful social media campaign is a clear goal. Whether the aim is to increase off-peak bookings, boost restaurant reservations, or encourage repeat stays, every post should connect to a measurable business outcome. Without that direction, even the best content risks blending into the noise.

A structured approach keeps hotel marketing consistent and results-driven. Thinking in terms of awareness, consideration, and conversion helps you design campaigns that move travellers from discovery to booking, while also identifying what to measure at each stage, such as reach, engagement, or revenue.

How to manage social media campaigns for hotels

Managing campaigns across multiple hotels can quickly become complex. Each property has its own goals, events, and seasonal priorities, making coordination and reporting a full-time task in itself.

Sendible helps simplify that process. From one dashboard, hotel marketing teams can plan, schedule, and analyse campaigns across every location. Features like bulk scheduling, shared content libraries, and detailed performance reports make collaboration easy while keeping each property’s voice consistent.

With everything managed in one place, teams can focus less on logistics and more on storytelling that drives engagement, builds loyalty, and inspires bookings.

Start your free 14-day trial today and see how Sendible can transform your hotel’s social media strategy.