Why Social Media Matters for Boutique Hotels: Showcasing the Stay Before They Book
Most people are looking for more than a place to sleep when they book a hotel. For all types of travel, folks are looking to book a place to rest that offers all types of experiences.
And for boutique hotels and vacation properties, social media has become one of the most powerful tools for showcasing a preview of the particular experience of your property.
Social media is where properties have an opportunity to build intrigue and trust.
Did you know that 76% of travelers post about their trip on social media, and that 52% say seeing friends' or influencers' posts inspired them to book a specific destination or property?
the digital Vibe matters.
More than 82% of travelers read reviews before booking, but that’s only part of the decision-making process. And 67% of travelers say looking at a place’s social media pages increases their booking confidence. Today’s guests also want to browse your Instagram grid and peek into your Stories to get a real feel for your property.
Guests want proof. They want personality. They want to see that other travelers like them have already stayed, loved it, and shared it. At Brosy Studio, in 2025 alone, our hospitality clients saw 1,523,493 views per quarter on social media, and tens of thousands of interactions and clicks to booking pages.
You're Not Just Selling Rooms. You're Selling the Feeling.
Social media is a storytelling platform. Every post is an opportunity to showcase your brand, highlight what makes your space unique, and preview what guests can experience during a stay.
And for boutique properties especially, this is where you shine. You bring your charm, story, quirks, design, to the table. And those things can’t always be captured in a listing. But they can be shared through short-form video, behind-the-scenes stories, curated reels, and guest-generated content.
In fact, properties that consistently share behind-the-scenes and guest experience content see 20-30% higher engagement rates than those that only post room or amenity photos.
And with an average of 600 new followers per property per quarter, our clients are growing an audience that’s primed to book and tell their friends about it.
Final Thoughts: Consistency Builds Trust
If you want to stand out in a crowded market, you need more than a one-time marketing push. You need consistent, high-quality content that keeps your property top of mind for future travelers. And when they’re ready to book, they already know where they’re going.
Social media gives you that ongoing touchpoint. It’s not about chasing followers, it’s about staying connected with your ideal guests and giving them the reassurance that yes, your property is worth the trip.
And the best part? Travelers who discover a property through social media are statistically more likely to book direct, saving you costly OTA fees.
Want help telling your story through social media?
At Brosy Studio, we specialize in strategic marketing for boutique hotels and vacation rentals. On average in the first quarter of 2025, our clients content had over 300,000 views and 4,000 website clicks. We are all about helping the folks find your property.
