Originally Published: Michigan Restaurant & Lodging Association
Client: Michigan Restaurant & Lodging Association

By: Michael Odom, Senior Vice President, Marx Layne & Co. 

Since the advent of social media, how businesses and organizations communicate with their audiences has been transformed. Hotels and restaurants in particular have seen social media evolve from a simple marketing add-on into an essential sales channel, reputation manager, and storytelling platform. Today, travelers and diners spend more time than ever on Facebook, Instagram and TikTok ,and newer platforms like Lemon8 and Be Real. To compete, hospitality brands need to adopt emerging trends while overcoming real challenges. A thoughtful, modern strategy can help businesses stand out and drive bookings, loyalty, and revenue.

The Power of Short Form Video
Short form video is one of the most effective ways to capture attention and inspire bookings and reservations. Platforms like TikTok, Instagram Reels, and YouTube Shorts make it easy to share engaging, quick glimpses into the experience a hotel or restaurant offers. Hotels can use immersive room tours, behind the scenes staff features, or local attraction highlights to give travelers a real sense of place. Restaurants can showcase chefs at work, share quick recipes or highlight locally sourced ingredients to connect with food lovers .Travelers increasingly make decisions based on these authentic, engaging videos. A strong short form video strategy is no longer optional. It’s a necessity.

Influencers and User Generated Content
Trust remains essential in hospitality marketing, and influencer partnerships can be effective for building credibility. However, many restaurants are rethinking their approach, recognizing that going viral does not always translate to local reservations or sustained traffic. Choosing the right partner is critical. Rather than defaulting to high-volume foodie or hospitality influencers whose posts can blend together in busy feeds, brands may benefit more from local lifestyle creators with highly engaged, relevant audiences. There is also a cost associated with these types of engagements, so hotels and restaurants need to be strategic, ensuring any partnership aligns with their target market and delivers genuine, measurable value. User generated content is equally powerful. Encouraging real guests to share their experiences through branded hashtags or loyalty rewards offers genuine endorsements that expand reach and reinforce trust. A balanced strategy that combines professional content with authentic, guest-created moments can set a brand apart in a crowded market.

AI, Personalization, and Social Listening
Artificial intelligence is reshaping social media marketing by making content creation faster, targeting more precise, and insights more actionable. Tools like ChatGPT and Canva help hospitality brands quickly produce consistent, engaging content. Platforms such as HubSpot and Sprout Social support personalized marketing by tailoring offers to guest interests, past stays, and dining preferences, ensuring the right messages reach the right customers at the right time. Social listening is equally essential. By monitoring online conversations, brands gain valuable insights into reputation, customer sentiment, and emerging trends. This proactive approach helps identify potential issues early, allowing businesses to respond promptly and maintain strong, authentic connections with their audience.

Social Commerce and Paid Campaigns
Social media is now a direct sales channel. Shoppable posts, in app reservations, and integrated online ordering make it easier than ever for customers to move from inspiration to action without leaving their social feed. Restaurants can promote online ordering or reservations directly from Instagram or Facebook. Hotels can use shoppable posts to showcase packages or exclusive rates that drive direct bookings. Paid social advertising is growing as well. Highly targeted, mobile-friendly campaigns help businesses reach the right audience with the right message. This precision targeting makes it easier to maximize budgets and measure clear, meaningful results.

Navigating Challenges
Despite the opportunities, social media also brings challenges for hotels and restaurants. Content saturation makes it difficult to stand out without consistent, high-quality storytelling. Reputation risks are amplified in real time, as customer reviews and crises can quickly go viral. Measuring the true ROI of social efforts requires careful planning, strong analytics, and clear attribution models. Success in 2025 will belong to brands that invest in strategy, creativity, and data driven decision making. Staying authentic, responsive, and connected to customer needs will ensure that social media is not just another marketing channel but a true driver of growth and loyalty.

Why Partner with Marx Layne
At Marx Layne, our communications team has decades of experience helping hotels and restaurants statewide thrive. We understand the unique demands of the hospitality industry and offer integrated solutions spanning social media strategy, content creation, influencer partnerships, paid campaigns, crisis communication, and more. 

​We do not just help brands post more. We help them connect with guests, drive bookings, and build loyalty in a competitive marketplace. Ready to elevate your social media strategy in 2025?  Let’s talk about how to turn your online presence into real world success. Contact Michael Odom, Senior Vice President, Marx Layne & Company at 248-855-6777 or viamodom@marxlayne.com.

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