Taking Advantage of Social Media for Maximum Bookings

Social media is no longer just a place for casual scrolling—it’s a powerful tool for homestays, farmstays, boutique hotels, and hostels to increase visibility and drive bookings. A strong online presence can turn a small, hidden gem into a sought-after destination. But how can property owners truly leverage social media to attract the right guests and fill up weekdays?

Why Social Media Matters

Imagine two boutique hotels in the same region—one actively posts engaging content on Instagram, Facebook, and TikTok, while the other relies solely on word-of-mouth. The first hotel consistently showcases its scenic views, behind-the-scenes moments, and guest testimonials, making travelers feel connected even before booking. The second remains invisible to potential visitors scrolling for inspiration. Who do you think will get more bookings?

A farmstay in Bali saw a 40% increase in weekday occupancy by posting daily stories of farm activities, sunrise yoga sessions, and guest interactions. They weren’t just selling rooms—they were selling an experience.

Strategies for Effective Social Media Marketing

1. Tell a Story, Not Just Sell a Stay

People connect with emotions, not advertisements. Instead of just posting a room photo with a price, share a guest’s experience:

Before & After Experience: “Meet Emily, who arrived stressed and left rejuvenated after a 3-day stay at our quiet retreat. She enjoyed organic farm-to-table meals, morning meditation, and digital detox time. Ready for your escape?”

Behind-the-Scenes: “Here’s how we prepare a traditional breakfast for our guests, using freshly picked ingredients from our farm. Would you love to taste this?”

2. Engage with Your Audience

Social media isn’t a one-way broadcast; it’s a conversation. Respond to comments, ask engaging questions, and run polls.

A boutique hotel in Goa once asked, “What’s your favorite morning beverage on vacation? The simple poll went viral, getting over 5,000 votes and attracting new followers who later booked stays.

3. Use Short-Form Videos & Reels

Video content gets more engagement than static posts. Showcase:

A 30-second room tour with a soothing soundtrack.
A timelapse of a sunset view from your property.
Guest testimonials sharing their favorite moments.
A hostel in Thailand started a “Why We Love Staying Here” video series featuring real guests. This boosted their direct bookings by 30% within three months.

4. Utilize User-Generated Content (UGC)

Encourage guests to tag your property in their posts. Reposting their content builds trust.

A farmstay in Australia offers a free dessert to guests who tag them on Instagram. This simple initiative led to hundreds of organic shares and an increase in direct bookings.

5. Leverage Influencers & Micro-Influencers

Partner with small travel influencers who have engaged audiences. Even micro-influencers with 5K-10K followers can drive meaningful bookings.

A boutique hotel in Sri Lanka invited a sustainable travel influencer to stay for free in exchange for social media coverage. The campaign resulted in 12 direct bookings from their audience in one week.

6. Run Targeted Social Media Ads

Paid advertising allows you to reach your ideal guests. Use Facebook & Instagram ads to target people based on location, interests (travel, wellness, adventure), and behavior (past hotel searches).

A treehouse resort in Costa Rica ran a weekday discount ad targeted at digital nomads, emphasizing Wi-Fi and workspace benefits. Within a month, weekday bookings doubled.

7. Create Exclusive Social Media Offers

Reward your social media followers with limited-time deals.

“Flash Sale! 20% off for bookings made in the next 24 hours. DM us to claim your offer!”

Example: A homestay in Spain ran an “Instagram-Only Offer” where followers got a complimentary wine-tasting experience. It led to a surge in bookings from their Instagram audience.

Interactive Reflection: 10 questions

1. What social media platforms are you currently using?
2. Are you sharing engaging stories or just promotional content?
3. How can you incorporate more videos and guest experiences?
4. Are you responding to comments and engaging with followers?
5. Have you tried running interactive polls or contests?
6. Do you encourage guests to tag your property in their posts?
7. Are you leveraging micro-influencers to expand your reach?
8. Have you experimented with targeted ads to drive bookings?
9. What kind of limited-time social media offers can you create?
10. If a potential guest visited your Instagram page right now, would they be convinced to book?