Global Social Media Trends for Hoteliers in 2025/26: Staying Ahead in a Dynamic Digital Landscape

For luxury and independent hoteliers, social media remains a critical space for storytelling, guest engagement, and direct bookings. As we move through 2025 and into 2026, it’s clear that the hotels embracing new trends and tools are the ones staying competitive, relevant, and booked.

Here’s a synopsis of what hoteliers should know about the latest global social media trends, and how to stay ahead in this fast-moving space.

Short-form content continues to dominate platforms like TikTok, Instagram Reels, and YouTube Shorts. Guests crave authentic, behind-the-scenes glimpses into your property, from quick room tours to spa rituals and sunrise views. The key is keeping it real and captivating within seconds.

Aró Tip: Batch-produce video content to keep your feed active without stretching your team.

More than amenities, travellers want emotion. Social media is your opportunity to sell the feeling of staying with you. Highlight unique experiences: breakfast in bed, lakeside picnics, personalised turndown touches.

Aró Tip: Use carousel posts and stories to walk followers through a guest experience from arrival to check-out.

Influencer marketing is more targeted than ever. Smaller, niche creators (especially in travel, food, and wellness) can drive high-quality engagement and bring your hotel into trusted, lifestyle-driven conversations.

Aró Tip: Focus on partnerships that feel authentic, look for alignment with your values, not just follower count.

Travellers want transparency. They’re paying attention to your environmental efforts and so is the algorithm. Hotels sharing genuine sustainability initiatives are building stronger communities online.

Aró Tip: Use video to showcase your green practices in action, local sourcing, waste reduction, energy-saving upgrades.

Platforms like Instagram and Facebook are making it easier for guests to book experiences or buy vouchers without leaving the app. For hoteliers, that means ensuring your calls-to-action and booking journeys are seamless and optimised for mobile.

Aró Tip: Integrate booking tools and use pinned stories or highlights to showcase bookable experiences and packages.

AI-driven tools can now help you schedule content, respond to FAQs, and personalise messages at scale. Used wisely, automation can streamline your team’s workflow while keeping guests engaged 24/7.

Aró Tip: Combine automation with a strong brand voice, don't lose the human touch.

At Aró, we don’t just follow trends - we help our clients leverage them strategically. From campaign planning and content production to paid social and influencer partnerships, we’re here to ensure your brand cuts through the noise and speaks to today’s traveller.