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Are Social Media Really a Distribution Channel in Hospitality?


Today, social media are far more than platforms for photos and stories they have become a driving force behind travel decisions.

According to the Skift’s State of Travel 2024 report, 32% of travelers use social media to plan their trips surpassing search engines and even official websites. Meanwhile, the Stelico Consulting Group reports that 76% of affluent U.S. travelers choose a travel brand based on its social media presence.


These numbers clearly highlight the power of digital influence. But here’s the key question: Can social media truly be considered a distribution channel for hotel bookings?




The Power of Social Media in the Guest Journey



Social media play their strongest role in the early stages of the travel journey the Dreaming and Planning phases.

They can:


  • Engage audiences emotionally through high quality images and videos.

  • Tell the brand story with authenticity.

  • Build anticipation for the experience the hotel offers.



A captivating reel or a carefully curated Instagram carousel can plant the idea of a trip in someone’s mind and spark their desire to learn more.




Where Social Media Stop Converting



Despite years of effort since around 2005 to turn social media into a booking channel (mini sites, booking widgets, promotions, ads, and social commerce), the results remain underwhelming.


The reality? Less than 1% of bookings can be attributed directly to social media.

When travelers are ready to book, they overwhelmingly turn to:


  • Official hotel websites

  • OTAs (e.g., Booking.com, Expedia)

  • Metasearch platforms (e.g., Google Hotels, Trivago)

  • Search engines

  • Recommendations, reviews, and increasingly… AI suggestions



In short, social media rarely serve as the final step in the booking process.




What This Means for Hotels



While not a strong distribution channel, social media are an irreplaceable tool for engagement and brand building.

The key strategy is:


  1. Create inspiring content high quality photos, videos, stories, and reels that spark imagination.

  2. Engage with your audience consistently reply to comments, DMs, and questions in a friendly and timely manner.

  3. Direct traffic to more conversion focused channels e.g., “Book now on our official website for the best rates.”





Conclusion



Social media aren’t a magic “booking button.” But they are the hotel’s most powerful microphone for reaching travelers’ hearts.

When used smartly, they can inspire, influence, and guide travelers onto a path that leads to bookings even if the final click happens elsewhere.


Tip for Hoteliers: Think of social media as your hotel’s shop window. Make it so inviting that passersby or in this case, potential travelers can’t resist stepping inside.



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