Gone are the days of relying solely on Google or travel agents to book a hotel. Today, travellers are turning to Instagram and TikTok to discover their next stay, particularly Gen Z travellers. These platforms are now used for research, helping travellers pick hotels based on what they see – vibes, aesthetics, and experiences. Here’s how your hotel can stand out and make social media work for you! 

Why Social Media? 

It’s no secret Gen Z, particularly, are obsessed with visual storytelling. Around 67% use Instagram and 62% head to TikTok to find hotels. They’re not just looking for a place to sleep – they want an experience, and social media lets them explore your property before they even book.  

Make Your Hotel Unmissable Online 

1. Show Off the Visuals 

Gorgeous photos and short, snappy videos of your hotel’s best features are key. Think: cosy corners, stunning views, local hotspots, and your coolest amenities. Quality is key here – having a bank of high-quality, appealing images is a strong starting point. These are what make potential guests stop their scroll and start dreaming of staying with you.  

Tip: Use Instagram Reels, Stories, and TikToks to capture attention. Keep it authentic, engaging and don’t underestimate the importance of quality! 

2. Tag Your Location and Use Hashtags 

Potential guests will use location tags and hashtags to explore destinations. Make sure your posts are tagged with your location and feature both broad and niche hashtags (like #BoutiqueEdinburgh or #CityBreak). This helps travellers stumble upon your property when they’re looking for a place to stay. 

3. Share Guest Content 

People trust other travellers. You might already focus on getting good reviews on Tripadvisor and Google, but there are other ways to show potential guests that your previous guests had an amazing time.   

Repost user-generated content (UGC) from happy guests and let them tell your story for you. Real-life photos and reviews build trust and give your hotel a personal edge.  

Tip: Incentivise guests to share by offering perks like a free drink or room upgrade when they post and tag your property. 

4. Run Fun Giveaways 

Contests get engagement through the roof. Ask your followers to tag a friend or share their dream holiday idea for a chance to win a prize, like a stay at your hotel or a free bottle of prosecco for their next stay. It’s a simple way to build excitement and attract new eyes to your property.  

5. Be Real 

Showing the authentic and real side of your business will help to build a connection with your guests. Share behind-the-scenes moments, staff shoutouts, or little glimpses into the guest experience. Keep it genuine and let your hotel shine! 

Conclusion 

For independent hotels, social media is a game-changer. It’s where many travellers go to research, dream, and plan their stays. Showing off your property’s unique features, tapping into UGC, and running engaging giveaways can improve your hotel’s visibility – and increase bookings! Make your presence count where it matters most: Instagram and TikTok, but don’t forget about the other platforms.