For years, Facebook and Instagram have been the go-to social platform for hotels. With its stunning visuals and strong focus on lifestyle content Instagram has helped countless properties showcase their best side. But the social media landscape is changing fast. Platforms like TikTok and Threads are attracting millions of active users, and the question for hotels is clear: should you diversify your social presence, or stick with Instagram?
Why Instagram Still Matters
Instagram isn’t going anywhere. It remains a powerful channel for showcasing aspirational photography, promoting offers, and driving direct bookings. Features like Stories and Reels help keep hotels front-of-mind with younger audiences while still appealing to older demographics.
The Case for TikTok
TikTok has become the home of authentic, unpolished content.Travellers use it for destination inspiration, behind-the-scenes looks, and quick tips. For hotels, TikTok offers:
Viral potential — a single video can reach thousands overnight.
A younger demographic — Gen Z and Millennials use TikTok heavily when planning trips.
Storytelling opportunities — property tours, chef highlights, or guest experiences feel natural here.
The Case for Threads
Meta’s new platform, Threads, is carving out space as a more conversational, community-driven alternative. For hotels, it can be a place to:
Engage in real-time conversations about travel trends.
Build loyalty by showing personality beyond polished visuals.
Connect with guests in a more casual, text-led way.
Finding the Right Balance
Not every hotel needs to be everywhere. The best approach is to:
Know Your Audience – Where are your target guests spending their time
Test & Learn – Try a mix of short-form TikToks or conversational Threads posts alongside your Instagram content.
Repurpose Creatively – A Reel can often double as a TikTok, saving time and resources.
Focus on ROI – Measure which platforms actually deliver engagement, brand awareness, or bookings.
The Bottom Line
Instagram should remain a cornerstone of hotel social media, but diversifying into platforms like TikTok or Threads can unlock new audiences and keep your marketing future-proof. The key is to experiment without spreading your resources too thin.
At Áro Digital Marketing, we help hotels cut through the noise and choose the right mix of social platforms to reach their ideal guests. If you’d like to explore a smarter social strategy, we’d love to chat. Contact Us.