What’s hot - or not - in social media marketing for hotels?

HSMAI's Marketing Advisory Board shares key statistics and gathered insights on how hoteliers are marketing on the social media landscape today

This year we’ve all been talking about AI, Chat GPT, a cookie-less future (someday), and traveler insights. Social media has been a bit less buzzy than in times past. A potential ban on TikTok has been making headlines in the U.S., despite being the fastest-growing platform.  Facebook still has the biggest user base and is the top social channel for advertisers.

Key takeaways

• While the group agreed that Facebook remains effective for hotel marketing, many have shifted their focus towards targeted advertising. By leveraging Facebook’s extensive user data, hotels can tailor their ads to reach specific demographics, ensuring maximum impact;
• TikTok, despite its popularity, presents a unique challenge for hotel marketers. While hotels are present on the platform, platform users aren’t typically those that would pay higher Average Daily Rates (ADRs) so many hotels aren’t pursuing at this time;
• Short-form video content, such as Reels on Instagram and Pinterest videos, has gained significant traction. Hotel marketers are capitalizing on this trend as video performance aids in achieving desirable results.

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