# Social media marketing for hotels that guests actually book from > Source: https://prontx.com/social-media-marketing/hotels-travel/ | Publisher: ProntX | Last updated: 2026-10-11 ## Summary ProntX provides social media marketing for UK hotels, guest houses, holiday lets, tour operators and travel brands. We plan and film content, manage Instagram, TikTok and Facebook, run influencer stays with proper disclosure, and track paid social to direct bookings. Hotel social media plans start from £650 a month on rolling contracts. Short video that shows the stay, guest content you have permission to use, influencer stays with real deliverables, and paid social tracked to bookings. Travel is chosen with the eyes first. Before booking, guests want to see the room as it really is, the view from the window, the breakfast and the walk to the beach. Social media marketing for hotels is about showing that honestly and often, then giving people an easy way to book direct. ProntX plans, films and manages social for hotels and travel brands, and tracks it to bookings rather than likes. ### Who we help Boutique and independent hotels, country house hotels, inns with rooms, glamping sites, holiday lets, serviced apartments, tour operators and destination experiences. Social media marketing for the travel industry works best where there is something worth seeing: a setting, a view, a dining room, a guided experience. ### The common problem Most hotel accounts post the same polished photos from the last shoot, then go quiet in winter. Meanwhile guests are posting more honest, more watchable content of your property than you are. Our job is to turn that energy into a steady plan, and to connect social activity to your own booking engine. Content ## What content works for hotel social media marketing? Short, real video that answers the questions guests ask before booking. Room tours, food, staff and the local area outperform glossy brochure stills. Rooms ### Walk-through tours A 20-second tour of each room type from the door, showing size, bathroom and view, so guests know exactly what they are booking. People ### Staff and makers The chef plating breakfast, the housekeeper’s tips, the owner’s favourite walk. People trust places that show who runs them. Place ### Local guides Where to eat, what to do in the rain, how to get from the station. Useful posts get saved and shared, which helps reach. Moments ### Seasonal reasons to visit Log fires in November, gardens in May, festival weekends and Christmas menus, posted early enough for people to book. Guests ### User-generated content Guest photos and reels, reposted with permission and credit. They are often more believable than anything you shoot. Trips ### Itinerary stories For tour operators, day-by-day stories from real departures show pace, group size and what is included better than a brochure. We visit for filming days where it makes sense, and we also train a member of your team to capture quick clips on a phone between visits. That keeps the feed alive in quiet months without needing a crew on site every week. Platforms ## Which platforms should a hotel or travel brand focus on? The two or three your guests actually use, run well. Spreading thin across every network is the most common mistake we see in hotel marketing on social media. | Platform | Best for | Typical content | | Instagram | Most hotels, holiday lets and tour operators | Reels, room tours, stories, guest reposts, booking link in profile | | TikTok | Younger travellers, quirky or visual properties | Short tours, behind-the-scenes, local tips, trend-led clips | | Facebook | Older guests, weddings, events, local dining | Event pages, menus, community posts, lead ads for weddings | | LinkedIn | Corporate stays, meetings and conferences | Meeting room tours, case studies, corporate rate news | | Pinterest | Long-lead trips, weddings, honeymoons | Saved itineraries, venue ideas, destination boards | We decide with you based on where your guests come from, your booking data and the time your team can give to content capture. A small inn with a busy restaurant might be best served by Instagram and Facebook alone. A tour operator selling adventure trips to under-35s might put most effort into Instagram and TikTok video from real departures. Influencers ## How should hotels handle influencer stay requests? Screen them, agree deliverables in writing, and make sure the content is labelled correctly. A free room has a real cost, so it should be treated like any other marketing spend. Hotels receive a steady flow of free-stay requests, and most are not worth accepting. We check each one for audience location (do their followers live where your guests come from?), genuine engagement, content quality and whether their past brand posts were disclosed properly. Smaller creators with a loyal, relevant audience often beat larger accounts with followers spread across the world. When a stay goes ahead, it comes with a short written agreement: what will be posted and when, whether you can reuse the content in ads, a tracked link or code, and the disclosure required. The ASA and CMA guidance on influencer marketing says posts must be obviously identifiable as advertising where the brand has paid or given something and has control, and gifts must be disclosed under consumer law. Your team approves the brief before anyone arrives. - No “post for a free night” deals without disclosure - No discounts offered only for positive reviews or posts - No reposting guest content in ads without written consent Paid social ## How does paid social bring in hotel bookings? Mostly through retargeting people who already showed interest, and through prospecting campaigns aimed at the places your guests travel from. Both are tracked to your booking engine. - Retargeting visitors who viewed rooms or dates but did not book - Audiences built from your top guest origin cities and interests - Seasonal campaigns launched ahead of each booking window - Travel catalogue ads showing room types or trips people viewed - Event and wedding campaigns on Facebook for local audiences - Pixel and conversions API set up with your booking engine - Offers framed as direct-booking benefits, not deep discounts - Monthly cost per booking compared with OTA commission Prices shown in ads must include unavoidable fees, in line with CMA price transparency guidance, and offers must be genuinely available. Our [paid social](/social-media-marketing/paid-social/) team handles setup and reporting, and works alongside our [hotel PPC](/ppc/hotels-travel/) specialists so search and social audiences are shared rather than paid for twice. Community and reviews ## How should hotels reply to comments and reviews on social? Quickly, personally and consistently. Replies are public, and future guests read how you handle complaints as closely as the praise. We manage comments and messages daily on the platforms we run, answer common questions about parking, pets and availability, and pass booking enquiries straight to your reservations team. For complaints we agree a tone and an escalation route with you, so nothing defensive goes out in your name. Review requests follow the CMA’s rules on consumer reviews, which tightened in April 2025: every guest can be asked for honest feedback, and nothing is filtered or bought. Measurement ## How do you measure whether hotel social media is working? By booking revenue from tagged links and paid campaigns first, then by saves, shares and profile visits as signs of future demand. Every link we post carries campaign tags, so a booking that started on Instagram shows up in your analytics and booking engine reports. Each month you see revenue and bookings from social, cost per booking for paid campaigns, influencer codes redeemed, and which content types drove profile visits and website clicks. Follower growth is reported, but it is never the headline. Pricing ## How much does social media marketing for hotels cost? From £650 a month on a rolling contract. Filming days, influencer programmes and paid campaigns are added as needed. | Plan | Typical monthly fee | Includes | | Organic essentials | From £650 | Two platforms, content plan, posting, community management, guest content | | Content and paid | Typically £1,000 to £1,600 | Adds regular filming, paid social management and booking tracking | | Influencer and multi-property | Typically £1,800 and up | Influencer programme, several properties or trip ranges, seasonal campaigns | Ad spend is paid directly to the platforms from accounts you own. Social is one part of a wider plan, and our [hotel digital marketing](/digital-marketing/hotels-travel/) service brings it together with search and email. Start with a [free audit](/free-audit/) of your current social accounts and booking tracking, delivered as a personal video by ProntX within two working days. ## Frequently asked questions ### Which social media platforms are best for hotels? Instagram suits most hotels because travel is visual and guests use it to check what a place really looks like. TikTok reaches younger travellers and works well for short room tours and local tips. Facebook still matters for older guests, events and weddings, and LinkedIn helps with corporate and meetings business. Most properties do better focusing on two or three platforms properly. ### Should hotels give free stays to influencers? Only with a clear agreement. Many requests come from accounts with little real reach, so we check audience location, engagement and past content first. A worthwhile stay comes with agreed posts, usage rights for the content, a tracked link or code, and proper ad labelling. Judge it on bookings and content value, not follower count. ### Do influencer posts about a free hotel stay need to be labelled? Usually, yes. UK advertising guidance from the ASA and CMA says content should be clearly identifiable as advertising when a brand has paid or given something in return and has some control, and consumer law requires gifts and other incentives to be disclosed. We put the disclosure requirement in writing before the stay so neither side is caught out. ### Can hotels repost guest photos and videos? Only with permission. A tagged photo does not give you the right to use it in your own posts or ads. We ask guests for permission in the comments or by message, keep a record, and credit them. For paid ads we get explicit written consent. Guest content is often more trusted than professional photography, so it is worth doing properly. ### Can social media actually drive direct hotel bookings? Yes, when posts link to a fast booking page and campaigns are tracked. Organic content mostly builds awareness and trust, while paid social, especially retargeting people who visited your room pages, is what tends to produce bookings you can measure. We tag every link and connect it to your booking engine, so you can see revenue rather than likes. ### How often should a hotel post on social media? Consistency matters more than volume. For most independent hotels, three to five quality posts a week on Instagram, with regular stories, is achievable and enough to stay visible. Seasonal moments, events and new menus give natural reasons to post. Posting every day with weak content tends to do less than fewer, better pieces. ### How much does social media marketing for hotels cost? ProntX hotel social media marketing starts from £650 a month on a rolling contract, covering planning, content and community management for a focused set of platforms. Plans with regular filming days, influencer programmes or paid social management typically cost more. Ad spend is paid directly to Meta or TikTok from your own account. ### Can we offer a discount in exchange for reviews or posts? Be careful. Since April 2025 UK law bans fake reviews and the concealed incentivising of reviews, and the CMA expects incentives to be disclosed. Asking every guest for honest feedback is fine. Offering a discount only for positive reviews, or for posts that do not mention the incentive, is not. We design guest campaigns to stay within those rules. ## Price From £650 per month plus VAT. Full pricing: https://prontx.com/pricing/ ## Contact Free growth audit: https://prontx.com/free-audit/ | Phone: 020 3048 4022 | Email: info@prontx.com