Scroll past or stop and book? In 2025, that’s the split-second decision your future guests are making. And if your hotel or restaurant isn’t showing up in their feed — and showing up well — you’re not just losing likes. You’re losing bookings.
The hospitality world is as competitive as ever, but here’s the upside: with the right social media strategies for hospitality, you can reach, attract, and convert your audience faster than it takes to prep a flat white. We’re talking smart content that builds connection, drives action, and makes your brand the one they remember when they’re hungry or ready to book.
Here’s what actually works and how to make it work for you.
1. How Can Short-Form Video Boost Bookings?
Short-form video is the fastest way to show what makes your venue special. TikTok, Reels, and YouTube Shorts are perfect for attention-grabbing moments that make people want to click.
Try this:
- Room reveals with a twist (think dramatic curtain pulls or room transformations)
- The Chef’s POV plating signature dishes
- “A Day in the Life at [Your Brand]”
- “Stay with me at [Insert location] ”
- Local guides in under 30 seconds
Cooking Up Views: THE PIG-at Combe
One perfect example? A TikTok from THE PIG-at Combe featuring a behind-the-scenes chef’s POV — filmed by their Senior Sous Chef — racked up over 14K views. It’s raw, honest, and deeply satisfying to watch. You’re not just seeing food prep; you’re getting a taste of the people and the precision that goes into every dish. This kind of content doesn’t just showcase your product; it builds connection, intrigue, and trust, all in under a minute.
2. What Kind of User-Generated Content Works Best for Hotels and Restaurants?
If your guests are already creating content, why not use it? User-generated content (UGC) isn’t just about reposting pretty pictures; it’s about trust. Real guests, real moments, and real recommendations carry way more weight than perfectly shot photos (although these photos can still be appreciated). When someone shares their experience at your venue, they’re giving their followers a review wrapped in an aesthetic bow.
You can encourage UGC with small nudges: branded hashtags on menus or parasols by sun loungers, subtle signs in hotel rooms, or even a cheeky reminder in the check-in confirmation email. And when they do tag you, don’t leave them on read. Share it, comment, thank them — make them feel seen. That sense of connection can build loyalty faster than any email campaign.
3. Should You Work with Influencers in the Hospitality Industry?
In short: yes — but only the right ones. Influencers are a key part of many successful social media strategies for hospitality, helping brands meet the right audiences.
Influencer marketing has grown up. It’s not just about big names anymore; it’s about finding creators who genuinely have an interest and can speak directly to your ideal customer. In hospitality, this often means working with micro-influencers or local content creators who know your area and have a loyal following.
Let’s say you’re a boutique hotel in the Cotswolds. Would you rather work with a global travel influencer who’ll post once between flights, or a local lifestyle creator who’ll post stories all weekend, return for afternoon tea, and rave about your venue whenever they’re nearby? Exactly.
When done right, these partnerships don’t just build reach — they build relationships. You can turn an influencer into a regular guest, and their followers into loyal customers.
When Luxury Meets Influence: The Hotel Snob x The Ned
This is a great example of a well-matched influencer collaboration. Content creator, The Hotel Snob — known for her honest reviews of luxury hotels — was invited to dine at Lutyens Grill at The Ned, a five-star hotel in London. Her TikTok review feels authentic, aligns perfectly with her audience, and positions the restaurant as part of a high-end experience. It’s subtle, stylish marketing that works because it feels like a genuine recommendation, not an ad.
4. How Do You Reach Local Audiences Effectively on Social?
This one’s easy to overlook, but it’s crucial. Many hospitality businesses focus too heavily on trying to “go viral” and forget to focus on people within driving (or walking) distance. That’s where local social strategy comes in.
Tag your location on every post. Use regional hashtags. Engage with other local businesses. Run geo-target promotions — especially if you have a quiet midweek lunch spot or rooms to fill on Sundays. You don’t need the whole internet to know who you are. You need the people who are nearby and hungry (or ready to check in).
Smart moves for going local:
- Always tag your location in Reels, Stories, and posts.
- Use region-specific hashtags (e.g. #CamdenEats, #BrightonStaycation).
- Run local ads for upcoming events, seasonal offers, or last-minute deals.
5. What Does a Consistent Content Strategy Look Like?
We get it — social media feels like a full-time job. But consistency isn’t about volume. It’s about rhythm. If someone scrolls your feed and sees tumbleweeds or content from last Easter, they’ll assume you’ve either shut down or don’t care. Neither is great.
So, what does consistency look like for hospitality brands? It’s a mix of content types (video, static, stories, carousels), a clear brand voice, and a predictable cadence. You could post three times a week. Maybe once a day. What matters is that you show up regularly and with purpose.
We love to see venues embrace weekly series — things like “Check-In Tuesdays” or “Sunday Roast Behind the Scenes.” It keeps you top-of-mind, trains your audience to expect something, and gives you structure.
TikTok Reviews Are Coming — And They’re Big News for Hospitality
TikTok now has a ‘Reviews’ tab on location-tagged posts. This update lets users rate and recommend venues like hotels, restaurants, and attractions directly in the comments section of videos.
For hospitality businesses, this is major:
- Boosts discovery for location-based content
- Builds trust through user reviews
- Encourages bookings with social proof from fellow travellers or diners
Like this example at the W Hotel in Edinburgh, if you click the location tagged on the video, you can see genuine reviews, favourite the venue, or even send it to a friend. That kind of social validation turns casual scrolling into concrete interest.
Holiday inspo just got a lot more interactive. If you’re in the business of experiences, it’s time to lean into TikTok — not just for fun, but for growth.
What Metrics Should Hospitality Brands Track on Social?
You don’t need a spreadsheet obsession to measure success, but you do need to know what’s working.
Metrics to keep an eye on:
- Saves and shares (great indicators of interest)
- Click-throughs to booking pages
- Story views and sticker taps
- Reach vs. engagement (go beyond vanity metrics)
Then adapt. What flopped? What flew? Social isn’t a set-it-and-forget-it channel. It’s your chance to test, tweak, and glow up. The strongest social media strategies for hospitality are guided by real-time insights and regular reflection.
Conclusion: Your Next Guest Is Already Scrolling — Are You Showing Up?
In the hospitality industry, attention is currency, and social media is where it gets traded. The social media strategies for hospitality we’ve outlined here aren’t just buzzwords. They’re practical, proven, and pretty easy to implement once you find your groove.
Start small. Maybe that’s filming a Reel during check-in, running a UGC contest, or DMing a local food blogger to say hey. From there, let it snowball. The scroll never stops, but neither do opportunities.
Need a hand making social work harder for your hospitality brand? Let Hummingbird help you show up, stand out, and serve your audience something unforgettable. Contact us today to book a free initial consultation call.
Recommended reads: Social Media Mistakes to Avoid in the Hospitality Industry
