How Hotels Can Drive More Revenue Through Social Engagement
For hotels, there is an increasing pressure to reduce reliance on OTAs and increase direct bookings. Not only does booking direct boost profits by cutting commission fees, but it also opens the door to more personalised guest relationships, better upselling opportunities, and access to valuable first-party data.
But while having a slick website and a strong email strategy are crucial, one of the most powerful (and perhaps the most underleveraged) tools in your digital toolkit is social media.
From short-form video to influencer marketing, user-generated content, and now SEO integration, the right social strategy can turn passive scrollers into active bookers… with the right strategy.
In this blog, we’ll explore how social media marketing supports direct bookings, the types of content that work best, and how to use platforms like Instagram and TikTok to drive more guests straight to your site.
Why Direct Bookings Matter
If you’re a hotelier, a manager, or anyone working in the hotel industry, we know you don’t need us to stress the importance of direct bookings; however, allow us to at least reiterate the benefits. When a guest books directly, rather than through an OTA like Booking.com or Expedia, your hotel:
- Retains more revenue by avoiding commission fees
- Owns the customer relationship from the star
- Can personalise communications and upsell more effectively
- Captures first-party data for future marketing (loyalty programmes, email, SMS, retargeting)
- Delivers a more branded guest experience, from first click to check-out
The Role of Social Media in the Direct Booking Funnel
Social media doesn’t just inspire, it converts.
In our world, it’s clear that short attention spans and visual-first browsing dominate. Platforms like Instagram, Facebook, TikTok, and even Pinterest allow hotels to tell their story, showcase real experiences, and guide users directly to a booking link.
Whether it’s a scenic pool shot, a day in the life video of your spa, or a carousel of guest UGC, social media:
- Builds brand awareness and trust
- Promotes exclusive offers not available on OTAs
- Drives traffic to your booking engine
- Connects with guests in a natural, conversational way
Key Social Strategies That Drive Direct Bookings
Short-Form Video Content
TikTok and Instagram Reels are dominating attention spans, with the average adult internet user’s attention span at just 8.25 seconds. These platforms reward entertaining, visually appealing content, perfect for hotels looking to show off experiences.
Some examples include:
- 24 hours at the hotel (POV-style)
- Behind the scenes spa prep
- Staff interviews
- Food and cocktail reels
- Room tours with transitions
- Seasonal decorations or event set-ups
Make sure each video includes a CTA or booking prompt in the caption, and ideally, in the video itself.
Influencer & Creator Collaborations
Work with creators who genuinely match your brand and guest profile, especially micro-influencers in the travel, wellness, food, or family sectors. You don’t need millions of followers; a creator with a loyal, local following can drive meaningful direct bookings, especially when paired with trackable booking codes or affiliate links.
User-Generated Content (UGC)
Nothing beats real guests singing your praises, and with 92% of consumers trusting UGC, it is incredibly valuable. Encourage guests to tag your location and share their experience with your branded hashtag. Reposting their content builds authenticity and trust, and acts as social proof to potential bookers. Incentivise UGC with small perks (like a free drink or entry to a monthly giveaway), and always ask permission before sharing.
Social-Exclusive Offers
Promote direct-only packages through your social channels. Think: “Book via the link in bio and get a complimentary breakfast,” or “10% off if you book within 24 hours of seeing this Reel.”
Stories, Highlights and countdown stickers are great tools to create urgency and promote flash deals.
Best Practices for Conversion-Ready Social Media
To make social media truly work for direct bookings:
- Set up a Professional account on Instagram/Facebook to access insights and run ads. However, with the new IG update, this also means your content will be shown in SERPs
- Enable “Allow Search Engines” to make your posts visible on Google (new for Instagram in July 2025)
- Use a link-in-bio tool to direct followers to your booking engine or offer pages
- Keep messaging clear and compelling, with CTAs like “Book direct for the best rates”
- Repurpose blog content into posts, such as turning “Top 5 Spa Packages” into a Reel or carousel
- Think SEO for social: use location-based hashtags and keyword
How This Supports Your Broader Marketing Strategy
When done right, social media directly supports your three key hospitality marketing goals:
Drive Direct Bookings
With more content discoverable in Google and more engaged social traffic, you create a bigger funnel for conversion.
Uplift Guest Spend
Use social to promote add-ons, dining, spa, and seasonal offers to new and returning guests.
Reduce OTA Commission
The more guests you bring in directly via Instagram, TikTok, and Facebook, the less you rely on third-party platforms, and the more you retain your brand experience.
Post with Purpose
Your hotel’s social media should do more than look pretty; it should drive results.
With the rise of TikTok, the evolution of Instagram SEO, and changing guest expectations, now is the perfect time to refine your social strategy and begin reaping the benefits waiting in organic social. Think like a content marketer. Post with intention. And always bring it back to your booking engine.
We can help
If you’re ready to upgrade your hotel’s social media to work harder for you, we’re here to help. From identifying your content pillars, to planning, scheduling and capturing your content, our team can assist in building a brand new organic social strategy that gives you results.
Wanna talk a little more about it? Get in touch!