Social Media: The New Growth Engine for the Hospitality Industry
Marketing 06/07/2026
Social media has been part of the conversation for years, but in the hospitality industry, the question is no longer whether hotels should use it—it's how to use it effectively. And that difference changes everything.
The numbers speak for themselves. In Spain alone, Instagram has approximately 26 million active users, while Facebook exceeds 20 million. Combined, Meta has achieved near-total market penetration—not just in terms of registered users, but in actual, frequent usage. On top of that, traveler behavior has shifted dramatically since the pandemic, with no signs of reversing. Online purchasing continues to grow steadily, while trust in digital purchasing channels has increased significantly.
As Helena Muñoz, Social Ads Specialist at Paraty Tech, explains:
"The reality is that travelers are on social media. Since the pandemic, online purchasing has grown significantly, and consumers are becoming increasingly comfortable booking through digital channels, including social platforms."
Today's traveler discovers destinations on Instagram, compares options on Google, finds inspiration on TikTok, and sometimes ends up booking directly from an ad in their feed. The customer journey isn't linear, but social media plays a role at every stage.
One of the biggest misconceptions when evaluating social media performance is measuring it solely by direct conversions. While understandable, that approach tells only part of the story.
Social media influences the entire guest journey—not just the final click:
Reducing this entire ecosystem to the question, "How many direct bookings did this ad generate?" misses the bigger picture. Social media isn't just another sales channel—it's a strategic brand asset.
At Paraty Tech, META—through Facebook and Instagram—remains the foundation of our social ads strategy for hotels. There are several reasons why:
TikTok is no longer "the app for teenagers." It has become a major platform in the travel and hospitality industry. Its algorithm is unique: it rewards authenticity and creativity over advertising spend, creating real opportunities for brands that know how to leverage it.
There's one non-negotiable requirement, though: you need quality content and an active account. TikTok doesn't work without a genuine organic presence. It's not a platform where you can simply spend money and expect results. It requires a consistent content strategy, native video, and a willingness to actively engage with the platform's community.
When those conditions are met, TikTok offers something META can't replicate in quite the same way: viral reach among emerging audiences that will soon become the core of the travel market.
We're not just talking about industry trends. At Paraty Tech, the growth of our social media client portfolio mirrors exactly what's happening across the market.
Between 2024 and 2026 alone, our client portfolio grew by 50%, with many of those hotels also expanding their presence on TikTok. This growth is no coincidence. It's the result of an increasingly clear understanding among hoteliers that they simply can't afford not to be there.
And the performance speaks for itself. So far in 2026, the campaigns we manage have generated an average ROAS of more than 38:1. In other words, for every dollar invested in social media advertising, our clients have generated more than $38 in booking revenue—often amounting to thousands of dollars. Those results clearly demonstrate the true potential of social media when backed by the right strategy.
One of the recommendations we give our clients most often is this: you don't need to be on every social platform—you need to excel on the ones that matter most to your audience.
Managing three platforms poorly is far worse than managing one exceptionally well. Every channel requires its own content style, brand voice, and publishing cadence. Without the right resources and strategy, social media quickly becomes noise instead of value.
The real question isn't, "Should my hotel be on TikTok?" It's "Do I have the video content, commitment, and strategy to succeed there?" If the answer is yes, go for it. If not, strengthen what's already working before expanding.
"Hotels that treat social media as just another sales channel are missing its true potential. It's a powerful brand-building tool, and its value isn't always reflected in a conversion dashboard," says Helena Muñoz, Social Team Leader at Paraty Tech.
Today, social media is a core component of every successful hotel marketing strategy. Not as a standalone sales channel, but as part of the digital ecosystem that accompanies travelers from the moment they begin dreaming about a trip through booking—and long after their stay.
META provides control, measurement, and immediate impact. TikTok delivers reach, cultural relevance, and access to the next generation of travelers. Together, when used strategically, they create something that's difficult to replicate: a hotel brand travelers remember when it's time to decide where to stay.
And ultimately, that's what drives conversions.
A landscape with no more excuses
The numbers speak for themselves. In Spain alone, Instagram has approximately 26 million active users, while Facebook exceeds 20 million. Combined, Meta has achieved near-total market penetration—not just in terms of registered users, but in actual, frequent usage. On top of that, traveler behavior has shifted dramatically since the pandemic, with no signs of reversing. Online purchasing continues to grow steadily, while trust in digital purchasing channels has increased significantly.
As Helena Muñoz, Social Ads Specialist at Paraty Tech, explains:
"The reality is that travelers are on social media. Since the pandemic, online purchasing has grown significantly, and consumers are becoming increasingly comfortable booking through digital channels, including social platforms."
Today's traveler discovers destinations on Instagram, compares options on Google, finds inspiration on TikTok, and sometimes ends up booking directly from an ad in their feed. The customer journey isn't linear, but social media plays a role at every stage.
The most common mistake: confusing conversions with value
One of the biggest misconceptions when evaluating social media performance is measuring it solely by direct conversions. While understandable, that approach tells only part of the story.
Social media influences the entire guest journey—not just the final click:
- Discovery: Travelers discover your hotel for the first time through content, an advertisement, or a recommendation.
- Consideration: They browse your profile, watch destination videos, and read reviews.
- Decision: Effective retargeting, a compelling offer, or authentic guest testimonials help turn interest into bookings.
- Loyalty: Guests who have already stayed at your property can become brand advocates when the social media experience continues after check-out.
Reducing this entire ecosystem to the question, "How many direct bookings did this ad generate?" misses the bigger picture. Social media isn't just another sales channel—it's a strategic brand asset.
META: the operational hub
At Paraty Tech, META—through Facebook and Instagram—remains the foundation of our social ads strategy for hotels. There are several reasons why:
- Advanced targeting: Reach highly specific audiences based on behavior, interests, location, or website activity.
- Wide variety of formats: From static creatives and carousels to video and dynamic product ads.
- Booking engine integration: Essential for accurately tracking conversions and running effective remarketing campaigns.
- Unmatched data volume: The amount of demographic and behavioral data available is unrivaled by any other platform.
TikTok: the channel you can't afford to ignore
TikTok is no longer "the app for teenagers." It has become a major platform in the travel and hospitality industry. Its algorithm is unique: it rewards authenticity and creativity over advertising spend, creating real opportunities for brands that know how to leverage it.
There's one non-negotiable requirement, though: you need quality content and an active account. TikTok doesn't work without a genuine organic presence. It's not a platform where you can simply spend money and expect results. It requires a consistent content strategy, native video, and a willingness to actively engage with the platform's community.
When those conditions are met, TikTok offers something META can't replicate in quite the same way: viral reach among emerging audiences that will soon become the core of the travel market.
The numbers at Paraty Tech prove it
We're not just talking about industry trends. At Paraty Tech, the growth of our social media client portfolio mirrors exactly what's happening across the market.
Between 2024 and 2026 alone, our client portfolio grew by 50%, with many of those hotels also expanding their presence on TikTok. This growth is no coincidence. It's the result of an increasingly clear understanding among hoteliers that they simply can't afford not to be there.
And the performance speaks for itself. So far in 2026, the campaigns we manage have generated an average ROAS of more than 38:1. In other words, for every dollar invested in social media advertising, our clients have generated more than $38 in booking revenue—often amounting to thousands of dollars. Those results clearly demonstrate the true potential of social media when backed by the right strategy.
The key: be where it matters—not everywhere
One of the recommendations we give our clients most often is this: you don't need to be on every social platform—you need to excel on the ones that matter most to your audience.
Managing three platforms poorly is far worse than managing one exceptionally well. Every channel requires its own content style, brand voice, and publishing cadence. Without the right resources and strategy, social media quickly becomes noise instead of value.
The real question isn't, "Should my hotel be on TikTok?" It's "Do I have the video content, commitment, and strategy to succeed there?" If the answer is yes, go for it. If not, strengthen what's already working before expanding.
Conclusion
"Hotels that treat social media as just another sales channel are missing its true potential. It's a powerful brand-building tool, and its value isn't always reflected in a conversion dashboard," says Helena Muñoz, Social Team Leader at Paraty Tech.
Today, social media is a core component of every successful hotel marketing strategy. Not as a standalone sales channel, but as part of the digital ecosystem that accompanies travelers from the moment they begin dreaming about a trip through booking—and long after their stay.
META provides control, measurement, and immediate impact. TikTok delivers reach, cultural relevance, and access to the next generation of travelers. Together, when used strategically, they create something that's difficult to replicate: a hotel brand travelers remember when it's time to decide where to stay.
And ultimately, that's what drives conversions.
