Social media has completely transformed the hospitality industry. Travelers no longer rely solely on hotel websites or third-party booking platforms. Instead, they turn to TikTok and Instagram for inspiration, recommendations, and even direct bookings. Understanding how to use TikTok and Instagram for hotels can help you reach a wider audience, increase engagement, and boost direct bookings without relying on third-party booking sites.
With over 1 billion active users on TikTok and 2 billion on Instagram, these platforms have become essential marketing tools for hotels looking to stand out in a competitive market.
If your hotel isn’t using short-form video marketing, you’re missing out on massive brand exposure, increased engagement, and more direct bookings. In this guide, we’ll explore the best strategies for leveraging TikTok and Instagram for hotels, covering content ideas, influencer marketing, and social media automation.
If you’re serious about taking your hotel’s marketing to the next level, check out our hotel marketing blog for more expert insights. You can also explore our hotel marketing solutions to implement a winning strategy.
Article Summary:
- Why Social Media for Hotels Matters in 2025
- TikTok for Hotels – How to Leverage It for More Bookings
- Instagram for Hotels – The Ultimate Visual Marketing Tool
- The Best Social Media Strategy for Hotels – TikTok, Instagram, or Both?
- Our Final Take on How to Use TikTok and Instagram for Hotels
- FAQs
Key Takeaways
- TikTok and Instagram are crucial marketing tools for hotels in 2025.
- Short-form video content increases engagement and bookings.
- Influencer marketing is one of the most effective ways to gain exposure.
- A combined TikTok & Instagram strategy maximizes visibility.
- AI tools can help hotels manage their social media presence more efficiently.
Why Social Media for Hotels Matters in 2025
In today’s digital age, social media plays a major role in a traveler’s booking journey. Guests are no longer relying just on Google searches or travel agencies—they’re discovering hotels through Instagram Reels, TikTok trends, and influencer recommendations.
Understanding how to use TikTok and Instagram for hotels can make the difference between an empty booking calendar and a fully booked hotel. Let’s explore how these platforms influence hotel bookings and why they should be an essential part of your marketing strategy.
The Power of TikTok & Instagram for Hotels
Social media is no longer just about posting pretty pictures—it’s about creating interactive, engaging experiences for potential guests.
TikTok and Instagram allow hotels to showcase their rooms, amenities, dining experiences, and local attractions in a way that feels authentic and exciting. These platforms also help hotels reach younger audiences, especially Gen Z and Millennials, who rely heavily on social media for travel planning.
While Instagram has been a dominant player for hotel marketing for years, TikTok’s high engagement rates and organic reach have made it a game-changer for the industry.
How Social Media Influences Hotel Bookings
Studies show that 90% of travelers are influenced by social media when making travel decisions. When potential guests see a hotel being recommended by influencers, featured in viral travel trends, or showcasing stunning visuals, they’re more likely to book a stay.
Many hotels that implement a strong social media strategy see a 30% or more increase in direct bookings. Unlike traditional advertising, social media marketing is authentic, engaging, and highly shareable.
Comparing TikTok and Instagram for Hotels
When deciding how to use TikTok and Instagram for hotels, it’s important to understand their strengths:
- TikTok is all about viral content and trends. It’s perfect for showcasing hotel experiences in a fun, high-energy way.
- Instagram is more polished and visually curated, making it ideal for luxury hotels, brand storytelling, and direct bookings.
If your goal is to create a buzz, TikTok’s organic reach is unbeatable. However, if you want to establish credibility and connect with an audience looking for travel inspiration, Instagram is the better choice.
The best strategy? Use both platforms together to maximize impact.
TikTok for Hotels – How to Leverage It for More Bookings
TikTok is one of the fastest-growing social media platforms, and Hotels that understand how to use TikTok and Instagram for hotels effectively can reach millions of potential guests organically. This platform’s algorithm favors organic reach, meaning even small hotels with minimal followers can go viral overnight.
But how can hotels create compelling TikTok content that converts views into bookings? Let’s break it down.
Why TikTok is a Game-Changer for Hotels
TikTok’s unique algorithm prioritizes engagement over follower count, meaning even small hotel accounts have a chance to go viral.
A single video showcasing a breathtaking oceanfront suite or a creative staff challenge can reach millions of users overnight. This organic reach makes TikTok a powerful, cost-effective marketing tool.
How to Create Engaging TikTok Content for Hotels
Hotels should focus on short, engaging, and visually appealing videos. Here are some content ideas that perform exceptionally well:
- Room tours and hotel walkthroughs – Showcase your most stunning suites and amenities.
- Behind-the-scenes clips – Give a sneak peek of your kitchen, spa, or rooftop bar.
- Trending challenges – Participate in viral trends to increase exposure.
- Local travel tips – Highlight hidden gems and must-visit attractions near your hotel.
- Guest testimonials – Feature real guest experiences to build trust and credibility.
For even more content ideas, check out our guide on 50+ TikTok Post Ideas for Hotels (+ Practical Examples) to help you stay consistent and creative with your TikTok strategy.
TikTok Influencer Marketing for Hotels
Partnering with TikTok travel influencers can dramatically boost your reach.
- Host influencers at your hotel and have them create content about their stay.
- Encourage them to showcase your unique amenities, services, and dining experiences.
- Use trending sounds and hashtags to amplify your content’s visibility.
Read our in-depth guide on hotel influencer marketing to learn how to maximize results.
Best Practices for TikTok Hotel Marketing Strategy
- Post consistently (3-5 times per week).
- Engage with users by responding to comments and creating duets.
- Use eye-catching thumbnails to grab attention.
- Experiment with paid TikTok ads to target specific audiences.
Instagram for Hotels – The Ultimate Visual Marketing Tool
Instagram has been a top marketing tool for hotels for years, thanks to its visually-driven nature. Whether through stunning photos, engaging Reels, or interactive Stories, Instagram allows hotels to showcase their properties in a polished, high-quality way.
But with so many hotels on Instagram, standing out requires a strong strategy. Here’s how to make the most of Instagram for hotel marketing.
How Instagram Drives Direct Hotel Bookings
Instagram remains the go-to platform for luxury hotels, boutique stays, and upscale resorts. Since Instagram allows businesses to link directly to booking pages, it’s an excellent tool for driving direct reservations.
- 80% of Instagram users say they use the platform to help plan their next trip.
- Hotels with high-quality Instagram feeds are more likely to convert casual browsers into paying guests.
- Reels and Stories boost engagement, helping hotels stay at the top of travelers’ minds.
Using Instagram Stories & Reels for Hotels
Instagram’s Stories and Reels are incredibly effective for engagement.
- Stories are perfect for daily updates, promotions, and guest interactions.
- Use polls and Q&A stickers to engage potential guests.
- Feature behind-the-scenes content of your hotel’s daily operations.
- Post guest testimonials and positive reviews to build trust.
- Reels help boost discoverability with high-quality, short-form video content.
- Create immersive room tours to highlight unique features.
- Show before-and-after clips of renovated suites or new amenities.
- Participate in travel trends and use viral sounds to increase visibility.
For more content ideas to keep your Instagram feed fresh and engaging, check out our guide on 50+ Instagram Post Ideas for Hotels (+ Practical Examples).
Best Hashtags & SEO for Instagram Hotel Growth
Using the right hashtags and SEO practices can help your hotel show up in search results and attract more travelers.
Some of the best hashtags for hotels include:
#LuxuryHotel
#HotelStay
#TravelInspo
#BoutiqueHotel
#BeachResort
#HotelDeals
To improve Instagram SEO, hotels should:
- Use keywords in captions (e.g., “Best beachfront hotel in Miami”).
- Add location tags to posts to increase discoverability.
- Write descriptive alt text for images (e.g., “Ocean-view suite with private balcony”).
User-Generated Content & Influencers on Instagram
User-generated content (UGC) is one of the most trusted forms of marketing. When potential guests see real people posting about your hotel, they are more likely to book a stay.
Here’s how hotels can leverage UGC effectively:
- Encourage guests to tag your hotel in their posts and Stories.
- Create a unique branded hashtag (e.g., #StayAtTheSunsetResort) for guests to use.
- Repost UGC on your hotel’s Instagram page to build authenticity.
Influencer marketing is another powerful strategy. Collaborating with travel influencers can increase brand exposure and attract new guests.
For a deep dive into user-generated content strategies, check out our hotel content marketing guide.
The Best Social Media Strategy for Hotels – TikTok, Instagram, or Both?
Many hotels struggle to decide whether they should focus on TikTok, Instagram, or both. The reality is, the best strategy combines both platforms for maximum visibility and engagement.
But how can hotels determine when to prioritize one platform over the other?
When to Focus on TikTok vs. Instagram
- If your target audience is Gen Z (ages 18-25), prioritize TikTok. Younger travelers are highly active on TikTok and engage more with short-form video content.
- If your hotel caters to luxury travelers, focus more on Instagram, where professional, polished content performs better.
- If your goal is to create viral marketing campaigns, TikTok is the better choice due to its high organic reach.
- If you want to build long-term brand credibility, Instagram is better because of its photo galleries, Stories, and saved posts.
Combining TikTok & Instagram for Maximum Impact
Instead of choosing one platform over the other, the best approach is to use them together strategically.
- Cross-post TikTok videos on Instagram Reels to reach both audiences.
- Use Instagram for brand storytelling and direct bookings, while using TikTok for viral reach and engagement.
- Repurpose TikTok trends and adapt them to Instagram Reels for maximum visibility.
- Engage with users on both platforms to build a loyal following.
This dual-platform strategy ensures that your hotel stays relevant, visible, and engaging to potential guests across different age groups. If you are looking for inspiration, check our article 50+ Hotel Social Media Post Ideas (+ Practical Examples).
AI & Automation for Hotel Social Media
Managing both TikTok and Instagram can feel overwhelming, but AI-powered tools can automate many of the tasks.
Here’s how AI can improve hotel social media marketing:
- AI chatbots can respond to guest inquiries and direct them to your booking page.
- Automated posting tools like Later and Buffer can schedule TikTok and Instagram posts to go live at optimal times.
- AI-driven content recommendations help hotels identify the best video trends to follow.
For a detailed guide on how hotels can use AI in marketing, check out our AI travel assistant article.
Our Final Take on How to Use TikTok and Instagram for Hotels
Social media is no longer optional for hotels—it’s a critical tool for driving bookings and building brand loyalty.
Hotels that embrace TikTok and Instagram will gain a competitive edge by reaching wider audiences, increasing engagement, and ultimately boosting revenue.
To succeed in 2025, hotels should:
- Create engaging video content that showcases their property.
- Leverage influencer marketing to build credibility and trust.
- Use AI tools to automate and optimize social media efforts.
- Combine TikTok and Instagram strategies for maximum impact.
Now that you understand how to use TikTok and Instagram for hotels, it’s time to implement these strategies. Want to take your hotel’s social media marketing to the next level? Explore our hotel marketing solution and start increasing direct bookings today! 🚀
FAQs
It depends on your target audience. TikTok is better for viral engagement and younger travelers, while Instagram is better for brand building and direct bookings.
Hotels should aim to post at least 3-5 times per week on both platforms. Consistency is key to growing an audience.
Yes! Travel influencers can introduce your hotel to thousands of potential guests and help build credibility. Yes! Travel influencers can introduce your hotel to thousands of potential guests and help build credibility.
Absolutely! Both platforms offer powerful ad targeting tools that allow hotels to reach travelers based on location, interests, and past behavior.
Hotels should use analytics tools like Instagram Insights and TikTok Analytics to measure engagement, follower growth, and direct bookings.
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