As we move into 2025, social media continues to shape the hospitality industry, playing a vital role in branding, storytelling, and attracting new guests. Staying ahead of the latest trends can set your property apart. Here is what is working—and what is not.

What is Driving Bookings in 2025? Short-Form Video is Essential Platforms such as TikTok, Instagram Reels, and YouTube Shorts are leading the way in hospitality marketing. Short, visually appealing clips allow potential guests to experience your property before they book. Showcasing behind-the-scenes footage, guest experiences, and property highlights in an engaging way builds trust and increases conversions. The key is to keep it authentic, fast-paced, and inspiring. AI-Powered Content Strategies for Personalisation & Automation AI tools are revolutionising how hotels and lodges engage with audiences. From automated chatbots answering booking enquiries to AI-generated content tailored to different audience segments, personalisation is at an all-time high. AI also helps analyse data to determine what type of content resonates most with potential guests, making your social media efforts more strategic and effective. Instagram & Facebook Ad Strategies That Convert Paid social media campaigns continue to be a game-changer for hospitality businesses. The most successful strategies in 2025 focus on:

Retargeting: Showing adverts to users who have visited your website but have not booked yet.
Lookalike Audiences: Targeting new customers similar to past guests.
Compelling Visuals & Calls to Action: High-quality imagery paired with a clear call to action (e.g., “Book Now” or “Exclusive Offer”).

A well-optimised advertising strategy ensures you reach travellers who are actively planning their next getaway. Influencer Marketing & User-Generated Content (UGC) Drive Trust Travellers trust real experiences over traditional advertising. Partnering with influencers—especially micro-influencers with highly engaged followers—can significantly boost visibility and credibility. Likewise, encouraging guests to share their own photographs and videos (through hashtags, competitions, or on-site signage) helps build an authentic online presence that future guests can relate to. What to Rethink Overinvesting in Underperforming Platforms Not all platforms are worth your time. Twitter/X and Threads have shown limited impact for hospitality marketing. Instead, prioritise visually-driven platforms where potential guests actively seek travel inspiration—Instagram, Facebook, TikTok, and YouTube. Generic, Overproduced Content Highly polished promotional videos no longer perform as well as natural, immersive content. Travellers want to see what it really feels like to stay at your hotel or lodge. Focus on genuine moments, such as staff interactions, guest testimonials, and local experiences, to create an emotional connection with your audience. By adapting to these trends, your hotel or lodge can increase direct bookings, strengthen its online presence, and create meaningful connections with future guests. If you need assistance refining your social media strategy, we would be happy to help.

For more info and assistance with setting up your 2025 tourism marketing campaign, please pop us a mail at info@tourismmarketing.co.za or WhatsApp Jacques on 084 706 2020 or Anika on 084 690 6526

2025 Social Media Trends: What Works for Hotels & Lodges