Hotels across the globe are increasingly turning to platforms such as Facebook, Instagram, YouTube, and TikTok to capture the attention of travellers. Once considered primarily branding tools, these channels are now being used as direct booking engines.

Eye-catching videos, influencer partnerships, and targeted advertising campaigns are transforming casual browsers into paying guests.

From promotion to loyalty

Executives in the hospitality sector now see social media as integral not just to marketing, but to cultivating long-term customer loyalty.

Hotels are investing in content strategies that showcase authentic guest experiences, highlight unique amenities, and foster two-way communication.

By doing so, they aim to deepen engagement and keep travellers returning, rather than treating social platforms as one-off promotional tools.

A competitive imperative

With competition in the travel market fiercer than ever, the shift towards social-driven bookings is no longer optional. Industry leaders say success increasingly depends on how well hotels harness digital storytelling and community-building.

For global brands and boutique properties alike, social media has moved from the periphery of business strategy to the very centre of growth.