Hospitality Strategies for Social Media

Insights from the Digital Marketing Institute

‍
I am attending a course from the Digital Marketing Institute, with a series of online webinars on social media. I am passing along some of the insights from last week's class as they could apply to hotels and vacation rentals.

Maybe you're posting but not seeing much engagement. You may be overwhelmed, wondering what's worth your time.

Good news: Social media isn't about luck. There's a strategy behind what works, and I'm breaking it down for you. No fluff, just practical ways to get more eyes on your property and more direct bookings.

1. Instagram Carousels Are Back—Use Them!

Remember when carousels (multi-image posts) were all the rage? Well, they're back in a big way. And here's the kicker: they don't just get engagement right away—they can actually resurface weeks later and get even more traction.

How to use this:

• Share a carousel of your best guest reviews with a question at the end: "What's your favorite travel memory?"

• Post a photo series of your property, highlighting unique features in each slide.

• Add music—this can push your carousel into Instagram's Reels feed, reaching even more people.

2. Creating Content Doesn't Have to Be a Struggle

Ever sit down to post and… stare at the screen? You're not alone. Here's a simple way to never run out of ideas:

• Figure out your content pillars—what do you want to be known for?

• Use AI tools like ChatGPT to find FAQs in your niche (ex: "What do travelers ask about visiting [your area]?").

• Save ideas in a notes app or spreadsheet, so you always have something to pull from.

And don't overthink it. The best posts often come from real moments—a stunning sunset at your rental, a behind-the-scenes of your morning routine, or a funny guest story.

3. "Am I Too Late to Start?" Nope.
‍

"Everyone's already on Instagram, LinkedIn, TikTok… am I too late?" Absolutely not. In fact, showing up now means you get to learn from others.

Instead of guessing what might work, you can:

• See what's trending and do your own version.

• Repost content that worked for others but with your own spin.

• Use tried-and-tested formats (like "5 Best [X]" or "3 Mistakes to Avoid When Booking a Vacation Rental").

You're not behind—you're in the perfect spot to do it smarter.

4. Content That Works: The Quick Checklist

If you want your posts to perform, they need at least one of these:

✅ Clarity – Keep it simple. No fancy words, no fluff.

✅ Context – Would someone who doesn't follow you understand it?

✅ Hook – Something that makes people stop scrolling.

✅ Value – If your post doesn't inform, entertain, or inspire, why should anyone care?

✅ Engagement – End with a question, call-to-action, or something that invites interaction.

And even better if you add a little spice (controversy, humor, or strong opinions).

5. Instagram vs. LinkedIn: How to Use Both

 • Instagram = Your Front Door – Reels bring in new people, Stories keep them engaged, and Feed Posts are where they check you out.

 • LinkedIn = Your Networking Hub – Instead of pushing bookings, use LinkedIn to position yourself as a hospitality expert. Share insights on tourism trends, AI in hospitality, or behind-the-scenes of running your business.

Pro tip: People follow people—not brands. If you're posting on LinkedIn, post from your personal profile, not just your business page.

6. TikTok: It's Not Just for Dance Videos

TikTok is huge for travel searches. People are looking up "Best places to stay in [your city]," and if you're not showing up, someone else is.

How to make TikTok work for you:

 • Show your space – A 15-second video walk-through of your property can go a long way.

 • Answer FAQs – "What's the best time of year to visit [your location]?"

 • Use trending sounds & hashtags – This gets you in front of new audiences.

And guess what? You don't need to reinvent the wheel. Take your best TikTok and post it on Instagram Reelsand LinkedIn.

7. The Algorithm's Secret: Stop the Scroll

Every platform wants people to stay on their app—which means they reward content that keeps people engaged. Here's how to use that to your advantage:

• Strong hooks – The first 3 seconds of your video or post matter most.

• High-value posts – Educational, entertaining, or emotional content wins.

• Encourage saves & shares – These are worth more than likes in the algorithm's eyes.

8. Repurpose, Repost, Repeat

Your best content should not be a one-time thing.

• Turn a video into a carousel post.

• Turn a carousel into a blog post.

• Repost old content—most of your audience won't remember it, and new people will see it for the first time.

And let's be honest: If major brands recycle their best content, why wouldn't you?

9. Collaborate with Creators (It's Easier Than You Think)

If creating content feels overwhelming, bring in someone who does it well.

• Find a micro-influencer in your area and invite them for a free stay in exchange for social posts.

• Hire a TikTok or Instagram creator to make videos for your page (yes, you can pay someone to do the work for you).

• Partner with local tourism boards to get featured in their content.

You don't need to do it all yourself.

10. Don't Just Post—Engage

• Comment on trending posts in your industry.

• Reply to comments and DMs (the algorithm loves this).

• Join Facebook groups & LinkedIn discussions to connect with potential guests.

The more you engage, the more people see your content.

Final Thoughts

You don't need to be everywhere, post every day, or be an expert. You need to be consistent, intentional, and a little strategic.

‍

Start small.

‍Pick one thing from this list and try it this week. Then, build from there.

And if you ever feel stuck, remember:

‍People aren't looking for perfection—they're looking for connection. Just show up, share what makes your property unique, and let social media work for you.

‍