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Hotel & Resort Marketing in 2025: Trends, Statistics & Strategic Insights


1. The New Travel Funnel


Today’s travelers behave like digital detectives. They combine influencer posts, TripAdvisor reviews, TikTok tips, and Google searches before booking. Instagram and TikTok are no longer just sources of inspiration they are now part of the decision-making journey.


2. Bookings & Channels: Direct vs OTAs vs Metasearch


  • 30% of bookings happen directly through the hotel’s website.

  • Google Hotel Ads and SEO are essential: Google holds over 90% of the global search engine market share.

  • 43% of bookings in the U.S. are made via OTAs (Booking.com, Expedia, etc.), while 37% come through direct channels.

  • If prices are equal, 50% of travelers prefer booking directly with the hotel.


Tip: Maintain price parity and offer added value (e.g. free upgrades or early check-in) to encourage direct bookings.


3. The Role of Influencer & Social Media Marketing


Social media now dominates travel discovery and booking:


  • 88% of consumers have made a purchase influenced by an influencer.

  • 41% have purchased directly via influencer-linked content.

  • 37% of Americans use Instagram as a primary source for travel ideas.

  • The influencer marketing industry is projected to grow from $24B in 2024 to $32.55B in 2025.


Hotels should:


  1. Invest in both micro- and macro-influencers: Micro-influencers typically have stronger engagement and are more cost-effective.

  2. Focus on Instagram & TikTok: Short form video content Reels and TikToks are top performers in ROI.

  3. Develop long-term partnerships: Lasting collaborations generate higher trust and consistent audience conversion.


4. Key Tips for Effective Hotel Marketing


  • Prioritize authenticity. Travelers trust content that feels real and unpolished. Share spontaneous moments and genuine guest experiences.

  • Work with micro influencers. They may have smaller audiences, but their engagement is often higher—and they’re more cost-effective.

  • Combine short and long term partnerships. Quick campaigns boost visibility, while ongoing collaborations build brand trust and loyalty.

  • Focus on short form video. Instagram Reels and TikToks capture attention fast and perform especially well with younger audiences.

  • Repurpose influencer content. Use it across your website, email campaigns, and ads to extend its reach and impact.


5. The Future is Sensory & Voice-Driven


  • Voice search is growing, especially among younger and family travelers.

  • Metasearch engines (like Google Hotel Ads, Trivago) are critical for visibility and price transparency.


Action Points Summary


  1. Optimize for Google SEO + Voice Search.

  2. Ensure price parity between OTAs and direct channels.

  3. Add unique value propositions to direct bookings.

  4. Build an influencer + social video strategy with lasting collaborations.

  5. Leverage user generated and influencer content across platforms.



The insights and data presented in this article are based on the 2025 report by Influencer Marketing Hub on hotel and resort marketing trends, available here.




 
 
 

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