Many hotel owners and operators we meet view social media through a single lens - driving immediate bookings.

And it makes sense, traditional marketing techniques conditioned us to judge marketing campaigns by their immediate ROI.

But viewing social solely as a short-term booking driver misses its true power.

This week, we're diving into why social media should be viewed as a long-term investment in your future guests rather than just another marketing channel pushing for immediate returns.

First, let's address the immediate benefits.

Social media can deliver that coveted spike in bookings. When content goes viral, reaching millions of viewers, it funnels thousands of potential guests to your booking page.

That could be $50,000+ in bookings on a mega-viral reel.

We consistently see booking bumps in the days following viral posts–

• Elk Hollow’s best performing reel: 1,900,000+ views

• Spoon Mountain’s best performing reel: 5,500,000+ views

Each of these viral reels brought waves of bookings with them. 

Multiple influencer collabs at Onera Fredericksburg have yielded $30,000+ in direct bookings.

But that's just scratching the surface…

The real power of social media lies in the long game.

Unlike OTAs, where potential guests see a static page and then disappear, social media lets you build an engaged audience that you can nurture over time.

When someone discovers your property on social media, they aren't just seeing room photos and amenity lists.

They're entering your ecosystem, where you can:

• Consistently showcase new experiences

• Share behind-the-scenes moments

• Keep them engaged until they're ready to book

• Build a relationship that extends beyond their stay

This ongoing relationship is impossible to build on OTAs.

The moment someone leaves your page on an OTA, they might never come across your property again. You've lost your chance to reach them and they disappear into the endless scroll of OTA listings.

Plus, social media allows you to inspire potential guests. 

They don't just see your property - they get to envision exactly what their experience with you would look like through your reels. 

A fundamentally more immersive experience compared to trying to decide on where to stay from 20 static photos, a brief amenity list and some guest reviews.

Your social media creates an emotional connection to prospective guests that drives:

• Higher conversion rates when they're ready to book

• More loyal repeat guests who stay engaged

• Increased word-of-mouth as they share your content

… all driving consistent bookings without having to rely on them finding your property amidst thousands of other OTA listings.

Here's how to ensure you're capitalizing on social media as a long-term investment:

✅ Focus on community engagement

• Interact with potential guests daily through comments and DMs

• Respond thoughtfully to story replies and questions

• Show the humans behind your property

✅ Maintain consistent, high-quality content

• Post weekly content to keep your property top-of-mind

• Leverage reels instead of static photos to help viewers envision their experience

• Highlight the best features of your property in every reel to keep viewers inspired

• Test new formats to see what resonates with your audience

✅ Use stories strategically

• Give followers intimate, behind-the-scenes looks

• Share daily moments that don't make it to your main feed

• Create "insider" content that makes followers feel special

• Show the day-to-day magic that makes your property unique

Most importantly– focus on consistently growing your audience.

Followers are more than a vanity metric–

They are the people who have actively chosen to follow you, showing genuine interest in your property and making them far more likely to convert into future guests.

They aren't just casual viewers who happened to see a viral reel in their feed.

They're the ones who will:

• Actually consider booking when they plan their next trip

• Share your content with friends planning getaways

• Come back to your page when they're ready to book

• Become repeat guests after their first amazing stay

The most successful properties on social media understand this dual benefit - driving immediate bookings while building lasting relationships with future guests.

By viewing social media as a long-term investment rather than just a short-term marketing channel, you create a sustainable pipeline of engaged potential guests who are primed to book when the time is right.