In today’s digital-first travel landscape, your hotel’s social media presence is more than just a marketing tool—it’s an extension of your guest experience. A well-curated feed can inspire wanderlust, build brand loyalty, and even drive direct bookings. But with so many content options, what should you actually be posting?
At Conrad New York Downtown, we’ve found success by organizing our content strategy into three key categories: Destination & Guest-Generated Content, Hotel Content, and Social-Exclusive Content. This framework helps us maintain a balanced, engaging feed that resonates with both first-time visitors and loyal return guests. Here are 10 types of content every hotel should consider featuring on their social channels:
Destination & Guest-Generated Content
1. Destination Discovery Content
If your hotel is in an urban destination teeming with sights and activities for your guests to explore, helping them discover your city should be a top social priority. At Conrad New York Downtown, we try to follow an 80/20 split where 80% of our content features things to do in NYC, new events happening in our neighborhood, and other destination-focused content ranging from public art displays to the best spots to see Manhattanhenge. Conversely, only a 20% minority of our content directly promotes the hotel’s offerings. This mix of content keeps your social feed feeling fresh and new, even to the most loyal repeat guest, as it evolves with the latest updates in your destination. Of course, this 80/20 split is a general rule of thumb, and it may not apply to resort destinations or hotels with extensive dining, entertainment, or gaming programming.
2. Destination Tips & Travel Hacks
Continuing on the theme of helping your guests maximize their stay with you, position your hotel as a helpful resource by sharing bite-sized travel tips tailored to your destination. Work with your Concierge, Guest Relations, or Front Office team, who interface with guests daily and know what they ask the most. Tips could include the best times to visit local attractions, how to navigate public transit, or even packing tips for the season. You can also share hotel-specific hacks, like how to request a room with the best view or how to use mobile check-in. This kind of content adds value for your followers and subtly reinforces your hotel’s role as a trusted guide—not just a place to stay.
Giveaways with partners can mutually benefit both brands by tapping into different audiences— Source: Hilton
3. Guest & User-Generated Content (UGC)
One of the most important tenets of a successful social media content strategy is clearly mentioned in the name of this medium: content must be “social,” encouraging engagements from your following and fostering a sense of community surrounding your brand. Re-sharing guest and user-generated content of your hotel and destination is one of the best ways to engage organically and authentically with your followers. With how advanced many smartphone cameras are nowadays, this also has the added benefit of producing some stellar content for your feed at no cost. Even if the user-generated content is not on par with the quality of your profile’s Posts, you can re-share to your Stories, which display on your profile for only 24 hours, allowing for lower-stakes content that still engages your audience. When sourcing UGC, make sure to abide by your company’s policies and review any terms you have to share with guests before downloading and using their content.
4. Influencer-Generated Content
Think of influencer-generated content as UGC taken to the next level. Your average guest may not have a stabilizing selfie stick and a ring light to make your hotel look its best—but influencers will. Vet the influencers you host wisely, looking at things such as their engagement rate, audience demographics (age, location, gender), and content style. Also evaluate how they’ve engaged with other hotel brands in the past. Is the influencer a travel and lifestyle creator who seamlessly features the hotel within their feed? Or does it feel forced or brushed off as a mirror selfie in the hotel bathroom? The right influencer can elevate your brand and introduce it to both broad or targeted audiences depending on your goals for a specific social campaign. As with UGC, ensure you are following your company’s protocol and completing proper influencer agreements that cover usage and licensing rights for assets created as a part of the collaborator’s content proposal.
Hotel Content
5. Hotel Promotional Content
After covering your bases with destination and guest-generated content, engage your audience with content directly promoting your hotel. Be intentional with the cadence of these posts—space them out so your feed feels more like an aspirational travel magazine than a traditional sales brochure. This approach helps maintain the lifestyle appeal that draws users in while still showcasing what makes your property special. When you do share promotional content, focus on your unique selling points (USPs). For us at Conrad New York Downtown, that might be our Hudson River Suite with gorgeous sunset views, our rigorous sustainability programming and accreditations, or our newly opened Italian rooftop bar, Leonessa. Highlighting these differentiators not only informs potential guests but also reinforces your brand identity in a crowded market.
6. Hotel Press Content
If your hotel makes a splash in the news, share it! For loyal followers and guests who have already booked with you, a trendy press feature can reaffirm that they made the right choice in choosing where to stay. For those who might still be deciding between a few hotels, the fruits of your PR strategy could be the deciding factor. You might also help a guest learn more about one of your offerings by doing so. For example at Conrad New York Downtown, we might share an announcement from a large food & beverage publication about our new rooftop bar or a credible news outlet’s feature spotlighting our hotel’s sustainable urban farm operations. These third-party endorsements can lend credibility to your social presence and spark curiosity among your followers.
7. Hotel Resources & Information
This is more of a housekeeping item, but in the age of social hyper-connectivity and Instagram DMs, guests—especially younger travelers—are increasingly turning to social platforms to ask questions, make requests, or resolve issues, rather than calling the hotel directly. To meet guests where they are, make sure your contact information is easily accessible. Your hotel’s address and phone number should be clearly listed on your profile, and it’s equally important to ensure that third-party platforms like Google, Yelp, and TripAdvisor have accurate and up-to-date listings, as Instagram and other apps often pull location data from these sources.
To streamline the guest experience even further, consider using a link aggregation tool like Linktree or Link in Bio. These tools allow you to create a mobile-friendly menu of quick-access resources that can answer common questions and reduce friction for your followers. This could include links to your hotel website, parking details, in-room dining menus, restaurant reservations, spa offerings, loyalty program information, and more—essentially, a digital concierge at your guest’s fingertips.
Social-Exclusive Content
8. Social-Exclusive Offers
The guests who engage with your hotel brand’s social media content the most are also most likely your biggest fans. It only makes sense to reward these loyalists with social-exclusive offers. These followers are also the champions for your brand who are most likely to share this offer via word of mouth. For example, at Conrad New York Downtown, we periodically deploy a “Suite Deal” campaign that offers a limited quantity of $5 per night room upgrades to guests who DM us with a secret code and their direct booking confirmation. After the $5 room upgrades are all redeemed, we continue offering $50 upgrades, driving incremental revenue through a channel that is typically used more for awareness than conversion.
9. Contests & Giveaways
Contests and giveaways are a tried-and-true method for growing your social following and increasing engagement—often without spending a dime on paid ads. Whether it’s a complimentary weekend stay, a dinner for two at your signature restaurant, or a spa day, these promotions can generate buzz and excitement around your brand. They’re also a great opportunity to collaborate with local businesses or influencers to tap into new yet brand-compatible audiences. Just be sure to follow your company’s legal guidelines and secure any necessary approvals for online sweepstakes or chance-based promotions. A well-executed giveaway can turn casual followers into loyal guests.
10. Behind-the-Scenes Content
Today’s travelers crave authenticity, and there’s no better way to deliver that than by pulling back the curtain on your hotel’s day-to-day operations. Showcasing your team members preparing for a big event, chefs plating a new seasonal dish, or your housekeeping team adding thoughtful touches to a guest room can humanize your brand and build trust. These moments should adhere to brand standards but don’t always need to be overly polished—raw, real content sometimes performs best. Plus, it’s a great way to spotlight your staff and celebrate the people who make your hotel experience exceptional. When considering this type of content, ensure you are respectful of your Team Members and any collective bargaining agreements that are in place.
Conclusion
By diversifying your content across these ten categories, you’ll not only keep your social channels engaging and informative—you’ll also build a stronger connection with your audience and elevate your hotel’s digital presence. In a competitive market, the right content strategy can be the difference between being scrolled past and being booked.
Reprinted from the Hotel Business Review with permission from www.HotelExecutive.com.
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