Is Organic Social Media Still Worth It for Hotels?
Short Answer: Only if You Want More Bookings
In a world where your guests’ thumbs do the walking—and talking—it’s time to stop asking if social media matters for your hotel and start asking how to make it work harder for you.
If you’re wondering whether organic social is still relevant in 2025, here’s the truth:
📸 Most people (56% of travelers) say user-generated content (UGC) is the most influential factor when planning a trip. Not your professional photos. Not influencer promos. Just regular people sharing moments they loved.
And if your property isn’t showing up in those feeds? You’re invisible.
How Social Media Drives Real-World Booking Decisions
Let’s break it down:
1. Your Next Booking Starts With a Scroll
Before a traveler searches Expedia or calls their travel agent, they’ve probably already saved a Reel or screenshot of a hotel they want to visit.
Why? Because 86% of travelers are inspired by images shared by peers, friends, or family—nearly twice as impactful as traditional influencer content, according to a recent study.
2. The ‘Instagrammable’ Factor Isn’t a Bonus—It’s a Booking Trigger
A quarter of travelers (28%) say they book based on how attractive a property is for social content. That means your rooftop bar, signature cocktail, or even your lobby corner could be driving revenue... or costing you if it's forgettable.
3. People Don’t Want What Their Friends Already Had
More than half of travelers (51%) actively look for places none of their friends have been, a survey from Booking.com found. They want something new, something cool, something post-worthy. That’s a massive opportunity for boutique hotels to position themselves as “the next spot.”
Why UGC > Influencers
Want to build trust and traction?
Only 2% of travelers say influencer content drives their decisions, the Stackla study found.
Meanwhile, UGC influences 60%, and peer content leads to 52% of bookings.
The best-performing content isn’t shot with a drone—it’s shot on a guest’s iPhone, uploaded on the fly, and geotagged with your hotel’s name.
The Secret Weapon? Signature Social Moments
At Lumino, we call these moments “Signature Social Moments”—the unexpected details guests can’t help but post.
Maybe it’s a skyline balcony with a cheeky sign (“Your Moment Starts Here”), a lobby pup with its own staff badge, or a cocktail so theatrical it has its own hashtag.
These moments aren’t fluff. They’re brand assets that drive:
Organic reach (your guests are your influencers)
Engagement (scroll-stopping visuals = more shares)
Brand recall (moments stick more than amenities)
Revenue (content drives clicks, clicks drive bookings)
“Guests don’t just want a place to stay anymore. They want a story to tell.”
— Why Every Hotel Needs a Signature Social Moment
So, Is Social Media Worth It?
Only if:
You want to show up where guests are looking.
You want to increase direct bookings.
You want your guests to do your marketing for you.
Which… you do. Right?
