14/04/2026
Social media continues to play an increasingly important role in the hospitality industry, and 2026 is no exception.
89% of hospitality businesses are already using social media for marketing, and with 61% of travelers booking a hotel after seeing it on Instagram, its influence on decision-making is hard to ignore.
Short-form video remains one of the strongest tools for visibility, with 73% of consumers preferring it to discover products and services. At the same time, authenticity is becoming more important than ever, over 70% of users say they value real, unfiltered content, and user-generated posts often outperform polished campaigns.
We’re also seeing a shift in how people search. Platforms like Instagram and TikTok are increasingly used as discovery tools for hotels, restaurants and destinations, while features like direct booking integrations make the journey from inspiration to reservation even shorter.
At the same time, brands are moving towards smaller, niche creators with highly engaged audiences, rather than relying solely on large influencers.
What this means in practice?
A strong social media presence today is not just about aesthetics, it’s about visibility, trust, and creating content that feels relevant and real.
If you’re looking to strengthen your social media presence or need support navigating these changes, feel free to get in touch, I’d be happy to help.