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Social Media Marketing for hotels and resorts: how to attract guests?

In the travel industry, social media has long since ceased to be just a pretty gallery. Today, it is through Instagram and Facebook that people discover new destinations, compare options, save travel ideas, assess the atmosphere of a place, and only then proceed to book. That is why SMM for hotels and resorts is not about “maintaining a page,” but about creating a system that sparks the desire to visit, builds trust, and leads people to make a reservation.

This is also confirmed by data from the travel industry. According to Expedia Group, 65% of travelers use social media for inspiration on destinations, and 49% for recommendations and inspiration on accommodations. Sprout Social also notes that the guest experience in hospitality begins long before check-in: people discover locations, compare options, and form expectations specifically on social media.

Why does SMM for hotels and resorts actually drive bookings?

In the vacation industry, people aren’t just buying a room or a cottage. They’re buying an experience, an atmosphere, a sense of renewal, service, and a vision of their upcoming getaway. That’s why social media marketing (SMM) for hotels and resorts works particularly well when it’s important to showcase not only the property but also the guest experience.

Social media helps:

  • create a first emotional impression
  • showcase the location’s atmosphere
  • highlight the benefits of the service
  • give people an idea of what their vacation will look like
  • address reservations before booking
  • encourage inquiries via direct messages, the website, or messaging apps

This is also critically important for the travel industry because consumers are increasingly planning their trips through social touchpoints. Sprout Social reports that 69% of consumers expect to use social media to plan their travels over the course of the year, and this figure is even higher among Gen Z and millennials.

How does SMM for vacation resorts differ from SMM for hotels?

At first glance, these areas seem similar, but the marketing logic behind them differs slightly.

SMM for Vacation Resorts

SMM for vacation resorts is most often built around:

  • nature
  • privacy
  • rejuvenation
  • on-site activities
  • vacation formats for families, couples, or groups
  • seasonal leisure scenarios

Here, it’s especially important to sell not just accommodation, but a complete experience: sunrises, hot tubs, swimming pools, forests, gazebos, ATVs, fishing, barbecues, tranquility, or a family-friendly atmosphere.

SMM for Hotels

For hotels, the focus often shifts to:

  • service
  • level of comfort
  • location
  • facilities
  • restaurant
  • events
  • business or family-oriented stays

In other words, SMM for hotels and resorts must always be tailored to the consumer model. Some guests are looking for a romantic weekend, others for a family vacation, and still others for a venue for a corporate event or celebration.

How does Instagram marketing work for a vacation destination?

Instagram marketing in this niche yields strong results when the page doesn’t look like a random photo album. Your Instagram feed should showcase not just a location, but a cohesive vibe, a clear vacation concept, and a compelling reason to choose you.

For vacation projects on Instagram, the following work best:

  • Reels that capture the atmosphere of the location
  • video tours of rooms, cottages, and the grounds
  • content about vacation itineraries
  • seasonal offers
  • Stories featuring candid moments
  • guest reviews
  • photos and videos of activities
  • content about the cuisine, nature, service, and details of the stay

This is especially important in hospitality marketing because every interaction on social media shapes expectations even before a booking is made. Sprout Social explicitly states that for the hotel and leisure industry, social media is the place where first impressions, trust, and the desire to book are formed.

What kind of content actually attracts visitors?

We recommend not limiting yourself to just beautiful photos of the rooms. For travel content, the best results come from a mix of several types of content.

1. Atmospheric content

This type of content sells the experience:

  • a morning on the terrace
  • sunset
  • the silence of the forest
  • relaxing by the water
  • hot tub, sauna, pool
  • dinner or breakfast

2.Practical content

People want to know:

  • how to get there
  • what’s included in the stay
  • if children are welcome
  • what activities are available
  • if there’s a kitchen, hot tub, pool, or barbecue area
  • if the location is suitable for celebrations

3. Trust-building content

This includes:

  • guest reviews
  • answers to frequently asked questions
  • videos capturing the real atmosphere
  • the team
  • the process of preparing rooms or the grounds
  • live content from daily life at the location

4. Sales-oriented content

This includes:

  • weekend packages
  • seasonal offers
  • early booking
  • holiday offers
  • special rates for companies, families, or couples

Interestingly, Expedia Group notes in its research for the travel industry that among the most attractive offers for travelers in 2025 were early booking discounts and package deals. This means that special packages and pre-planned promotions should not just be launched, but actively highlighted on social media.

What is the most common obstacle to getting bookings from social media?

We often see that even great locations fail to get the most out of Instagram and Facebook due to common mistakes:

  • the page looks disorganized
  • there is no clear positioning
  • the content doesn’t showcase vacation experiences
  • the profile doesn’t explain who the place is for
  • there isn’t enough live video
  • there is no clear offer
  • there is no seasonal logic to the communication
  • the page is not prepared for advertising traffic

As a result, the user sees a beautiful picture but doesn’t get an answer to the main question: why exactly should they spend their weekend or vacation here.

How do we develop social media marketing strategies for resorts and hotels?

We don’t view a vacation destination as just “something to post on social media.” For us, social media marketing for resorts and hotels is about building a marketing system where content guides people from inspiration to booking.

Here’s our typical approach:

  • We analyze the venue’s format and target audience.
  • We identify key vacation scenarios.
  • We develop content categories and a visual identity.
  • We plan seasonal promotions.
  • We boost Instagram promotion with ads and analytics.
  • We track what actually drives inquiries and bookings.

You can read more about our approach on the “SMM. Social Media Promotion” service page – that’s where we show how we work with strategy, content, design, and business growth on social media.

A case worth checking out

If you want to see how this works in practice, check out the Sunday Village case study. It’s a great example of how, for a vacation destination, we build our messaging not around the “room” itself, but around the atmosphere, the experience, the activities, and the reasons to come here specifically. This case study clearly demonstrates how SMM for hotels and resorts works when the content sells not just a place, but a complete vacation experience.

Why should you combine Instagram marketing with advertising?

Organic content builds trust and desire, but advertising helps scale demand. For the travel industry, this is especially important during peak seasons, before holidays, and when launching special offers or weekend packages.

When Instagram promotion is combined with targeted advertising, you can:

  • introduce your location to a new audience faster
  • re-engage those who have already shown interest in travel
  • highlight a specific offer
  • promote a package or special deal
  • generate more inquiries during peak periods

In the travel and hospitality industries, this is also supported by external data: social media platforms influence both the inspiration phase and the accommodation selection phase, so a strong social media presence has a direct impact on future bookings.

Conclusion

SMM for hotels and resorts works when a page doesn’t just showcase the property, but sells the guest’s future experience. This requires more than just random posts – it requires a systematic approach: proper positioning, strong visual presentation, engaging content, seasonal offers, and advertising support.

That is why we always view SMM for resorts and hotels as part of a larger marketing strategy. If you structure your Instagram promotion correctly, social media will start driving not just reach, but actual bookings. If you want to attract guests systematically rather than haphazardly, contact us. We’ll help you build an SMM strategy for hotels and resorts that drives brand awareness, engagement, and bookings.

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