Social Media Marketing Strategies for Hotels and Resorts

The luxury and experience-hospitality market is being reshaped by digitalisation, social media, and AI-enabled interaction. Legacy marketing models relying on static campaigns, OTAs, and print are disrupted by social-first, participatory, algorithm-led environments. Platforms like Instagram, TikTok, and YouTube now drive discovery, trust, and revenue, where aspirational storytelling and social proof outweigh rational decision-making. This shift demands strategies spanning influencer ecosystems, UGC, platform-specific optimisation, and AI-powered scalability. Influencer programs, gamified UGC, referral flows, and guest-led content expand reach and trust, while automation enables personalisation, repurposing, predictive CRM, and analytics. Generational and cultural differences further require adaptive, data-informed social approaches. Reframing social media as a high-performance commercial asset allows hospitality brands to convert engagement into bookings, loyalty, and emotional connection.