In today’s fast-moving digital world, hoteliers often feel a massive amount of pressure to "be everywhere." If you’ve been feeling like the push toward social media is a distraction from the fundamental work of running a hotel, you aren't alone.
A recent Skift Research report, "How Social Media Is Shaping Travel Planning and Booking," highlights a significant shift: social media is moving beyond just "pretty pictures" and into the booking space. But for the pragmatic hotelier, this headline shouldn't cause panic. In fact, it’s the perfect time to double down on what actually works.
Inspiration is Cheap; Intent is Expensive
The Skift report notes that platforms such as Instagram and YouTube are now the top sources of travel inspiration, particularly among Gen Z and Millennials. But here is the catch: inspiration does not equal intent.
A traveler scrolling through TikTok is in a passive, "dreaming" state. They are looking for a vibe, not a room rate. For hoteliers, the most effective planning still happens when a traveler has a credit card in hand and a specific date in mind. That’s when they leave the "walled gardens" of social media and head to your website, search engines, or OTAs. By focusing your budget on high-intent channels rather than chasing viral "likes," you are playing the long game of profitability over popularity.
The "Booking" vs. "Engagement" Trap
The study claims that more travelers (roughly 57%) are becoming comfortable booking via social media. However, veteran hoteliers know that "comfort" doesn't always translate to "conversion."
Booking a $50 pair of shoes on Instagram is easy; booking a $2,000, five-night stay is a high-stakes, emotionally and financially demanding commitment. Most serious travelers still want the security, detailed cancellation policies, and room-specific information that only a direct website can provide. If you feel social media isn't the best tool for planning, you’re right; it lacks the operational depth required for a traveler to feel truly confident in their choice.
The Trust Deficit (The "Instagram vs. Reality" Gap)
We’ve all seen it: the influencer who makes a standard room look like a presidential suite through a wide-angle lens and a heavy filter. This has created a "trust deficit" among modern travelers.
Skift’s data show that while influencers drive decisions, travelers are increasingly seeking authenticity. This is where the "skeptical" hotelier wins. By prioritizing your own direct channels, you can provide the unfiltered truth: real guest reviews, actual room dimensions, and transparent pricing. When you stop trying to compete with the "aesthetic" of social media and start competing on service and transparency, you build a brand that lasts longer than a 24-hour Story.
Direct Relationships vs. "Rented" Audiences
The Skift article highlights how brands like Klook are integrating direct booking into TikTok. While this sounds innovative, it’s a warning sign for hoteliers. Every time a guest books via a social platform, you lose a direct relationship.
Hoteliers who prioritize their own websites and email lists over social media "followers" are the ones who truly own their data. You aren't at the mercy of an algorithm change or a platform's new fee structure. Your most effective "social" tool isn't an app, it’s the personalized experience you provide once the guest arrives, turning a one-time visitor into a lifelong advocate.
Applying Actual Insights
You shouldn’t ignore social media, but you also don’t have to let it dictate your strategy. Use it for what it is: a digital billboard.
- View it as Top-of-Funnel: Let social media handle the "dreaming," but make sure your website is the "closing" powerhouse.
- Focus on Utility: Instead of chasing trends, use your social channels to answer practical questions, such as check-in times, parking, or local hidden gems.
- Own the Conversion: Use the "comfort" travelers have with social media to drive them off the app and onto your direct booking engine with exclusive "direct-only" offers.
Social media might be shaping the conversation, but it isn't the one providing the service. As a hotelier, your strength lies in the physical reality of your property. Let the influencers have the "likes,” you keep the direct bookings.
