Why Hotels Must Highlight What Makes Them Unique On Social Media

🔹 1. Stand Out in a Saturated Market

In today’s digital landscape, travelers are bombarded with options — from major hotel brands to boutique properties and vacation rentals. To cut through the noise, hotels need to showcase what sets them apart. Is it your locally curated art collection? Historic architecture? Signature welcome drink? Guests are drawn to authenticity and storytelling, and social media is the perfect platform to creatively share these elements through photos, videos, and behind-the-scenes content.

💡 Example: A hotel with a rooftop garden could share a video series on how their chef uses those ingredients in guest meals — something no OTA listing will ever capture.

🔹 2. Turn Followers into Bookers

Social media isn't just about brand visibility — it's part of your sales funnel. When you consistently highlight what makes your hotel special, you're not just gaining likes; you're nurturing potential guests. People buy from brands they know, like, and trust. Showcasing your vibe, staff, amenities, and guest experiences helps bridge that trust gap. A well-executed reel of a guest’s stay or a UGC post with a glowing caption can be the final push someone needs to book directly through your site.

💡 Stat: According to a study by Expedia Group, over 80% of travelers look at social media and reviews before booking.

🔹 3. Attract Your Ideal Guest

Not every traveler is looking for the same experience — and that’s okay. A family seeking a kid-friendly vacation might scroll past a luxury spa resort, just as a digital nomad might skip a conference-style hotel. That’s why it’s critical to use social media to target and attract your ideal audience by highlighting the features and personality of your hotel. This leads to more satisfied guests, better reviews, and stronger brand loyalty.

💡 Example: If your hotel is eco-conscious, post about your sustainability practices — recycling initiatives, biodegradable amenities, or partnerships with local green businesses — and you'll attract travelers who care about that too.