Is Your Hotel Posting or Just Ghosting? Social Media That Actually Drives Bookings


Social media can be a hotel’s best friend or its most underwhelming marketing channel. Done well, it builds community, showcases your brand and drives direct bookings. Done poorly, it becomes a ghost town of sporadic posts, empty captions and little to no engagement.

At Aró Digital Strategy, we often see hotels falling into the “posting for the sake of posting” trap. The result? A feed that looks active on the surface but doesn’t inspire followers to book. Social media needs more than pretty pictures. It needs strategy.

The Danger Of Ghosting Your Audience

We know hotels are busy places. When operations are full on, social media is often the first thing to slip. The odd photo of a sunset, a repost from a guest, maybe a festive update in December and that’s it.

But to your followers, this inconsistency feels like ghosting. They’re excited about your brand one minute and hear nothing the next. Engagement plummets. Worse, when they’re ready to book, they’ve forgotten about you and head straight to an OTA. Social isn’t about flooding feeds - it’s about being consistently present and relevant.

What Social Media Can (And Should) Do For Hotels

A well-executed social media strategy can:

  • Showcase your unique story. Instagram is your chance to express your brand personality and connect emotionally with guests.
  • Act as a mini booking funnel. With clear calls to action (CTAs), stories and posts can guide followers to your website instead of OTAs.
  • Provide social proof. User-generated content, reviews and guest stories are powerful trust builders.
  • Extend the guest journey. Guests engage pre-stay, during their stay and long after check-out if your content resonates.

Building A Social Media Strategy That Converts

To move beyond ghosting, hotels should focus on four pillars:

1. Consistency

Post regularly — whether that’s three times a week or daily. A content calendar helps maintain rhythm and avoids last-minute scrambles.

2. Content Variety

Mix professional photography with authentic, behind-the-scenes moments. Use video, carousels, reels and stories to keep feeds dynamic.

3. Value for followers

Don’t just show your rooms. Share insider travel tips, local events, or a cocktail recipe from your bar team. If guests feel you’re adding value, they’ll keep engaging.

4. Conversion path

Every few posts, give a nudge toward booking. Clear CTAs like “Book direct for exclusive perks” or “Discover our new suite offers” remind followers of the next step.

Measuring Success

It’s not about vanity metrics like follower counts. What matters is:

  • Engagement rates (likes, comments, shares, saves).
  • Traffic from social to your website.
  • Bookings influenced by social.

With the right analytics tools, hotels can finally see social media as a revenue driver, not just a branding exercise. If you are struggling with Google Analytics, we recently published an excellent guide to GA4

Social media should be a digital extension of your hospitality. If your feed feels neglected, your audience feels neglected too. Posting with purpose, consistency and authenticity turns your followers into guests and your guests into loyal advocates.

At Aró Digital Strategy, we can help hotels design social strategies that don’t just look good, they deliver measurable bookings. If you’re ready to move from posting to performing, let’s start the conversation - contact us here


 Author: Richard Blowes