Social media in 2025 isn’t just about posting stunning property photos, it’s about crafting immersive experiences that drive bookings and loyalty. The digital landscape is evolving rapidly, and hoteliers who stay ahead of these trends will see higher engagement, increased brand awareness, and ultimately, more direct bookings.
Here’s what’s making waves in social media and how you can use these trends to elevate your hotel’s online presence.
1. Hyperlocal storytelling: creating authentic connections
Travelers crave authentic experiences, and hotels can capitalize on this by showcasing the local culture, hidden gems, and unique community events. Instead of generic travel content, share stories about your destination’s lesser-known spots, collaborations with local artisans, or behind-the-scenes glimpses into your property’s connection with the community. Guests don’t just want a place to stay; they want to feel part of the destination.
2. Short-form video is king
TikTok, Instagram Reels, and YouTube Shorts continue to dominate the digital space, with algorithms favoring engaging, bite-sized videos. Hoteliers should focus on creating short, compelling content that highlights unique experiences whether it’s a mesmerizing sunrise view from a suite, a time-lapse of an extravagant breakfast spread, or a quick tour of on-site wellness facilities. Videos should be dynamic, visually appealing, and designed to capture attention within the first three seconds.
3. UGC: turning guests into your best marketers
User-Generated Content (UGC) is more powerful than ever. Encouraging guests to share their experiences through photos, videos, and reviews on social media builds trust and enhances your hotel’s credibility. Hotels that actively engage with UGC by resharing, featuring guest testimonials, or even running contests will create a sense of community and increase organic reach. In 2025, authenticity sells and nothing is more authentic than a real guest’s experience.
4. Micro and nano influencer marketing: the smart approach
Gone are the days of relying solely on celebrity influencers with massive followings. Hotels are now leveraging micro and nano influencers (those with smaller but highly engaged audiences) to drive targeted traffic. These influencers provide genuine recommendations, and their followers trust them more than traditional advertisements. Partnering with local travel bloggers, lifestyle influencers, and niche content creators can amplify your brand’s reach and credibility in a cost-effective way.
5. Evolving culinary and wellness experiences: social media’s new goldmine
Food and wellness trends are redefining travel decisions, and hotels must tap into this by showcasing their evolving culinary experiences and wellness offerings. From farm-to-table dining and plant-based menus to luxury spa treatments and fitness retreats, social media is the perfect platform to highlight these experiences. Use engaging formats like live cooking demonstrations, chef takeovers, or behind-the-scenes wellness content to attract travelers looking for indulgent yet mindful experiences.
6. Virtual tours and immersive storytelling
With advancing technology, virtual tours are becoming more interactive and immersive. Hotels can use augmented reality (AR) and virtual reality (VR) on social media to offer prospective guests a taste of the experience before they book. Imagine a 360-degree room tour on Instagram or a behind-the-scenes walkthrough of your resort on Facebook—this type of content builds excitement and trust, helping to convert lookers into bookers.
What’s new in social media for February 2025?
- Instagram’s AI-Powered Content Suggestions: Hotels can now leverage AI-driven insights to optimize content for higher engagement.
- TikTok Travel Hub Expansion: TikTok is doubling down on travel content, making it a prime platform for hoteliers to showcase their offerings.
- Threads Integration with Instagram: Meta’s continued push to enhance Threads could provide new ways for hotels to engage in real-time conversations with travelers.
- Google’s AI Video Search: A game-changer for hospitality brands, SEO-optimized video content will play a bigger role in discoverability.
The hospitality industry is undergoing a social media revolution, and staying ahead of these trends is no longer optional, it’s essential. By leveraging hyperlocal storytelling, UGC, influencer collaborations, short-form videos, and evolving travel experiences, your hotel can create compelling, shareable content that resonates with modern travelers.
It’s time to take action and start implementing these trends today and watch your social media presence thrive in 2025!
