How to Promote a Hotel on Facebook

Successfully promoting a hotel on Facebook isn’t about just posting pretty room photos, it's about creating a digital front door where potential guests can imagine their entire vacation experience before they even click book now. This guide will walk you through the entire process, from setting up a rock-solid page to creating compelling content and using targeted ads to reach dream guests right as they’re planning their trip.

Setting a Strong Foundation: Optimize Your Facebook Page

Your Facebook Page is your hotel’s digital lobby. Before you spend a dollar on ads or an hour on content creation, you need to make sure it's welcoming, informative, and built to convert visitors into guests.

1. Choose the Right Category and Template

When setting up your page, select the “Hotel” or “Hotel & Lodging” category. This unlocks specific features relevant to your business, such as the ability to display star ratings, list amenities, and integrate with booking systems. Inside your Page Settings, under "Templates and Tabs," ensure you're using a template like "Services" or "Business" that highlights what matters most, like photos, reviews, and offers.

2. Perfect Your Visual Branding

• Profile Picture: Use a high-resolution version of your hotel's logo. It should be instantly recognizable and clear, even as a small thumbnail.
• Cover Photo/Video: This is prime real estate. Don't use a static, boring shot of the building’s exterior. Instead, a stunning professional photo of your most unique selling proposition - the infinity pool at sunset, the cozy lobby fireplace, the panoramic city view from the top floor - works best. Better yet, use a short, high-quality cover video that offers a cinematic tour of the guest experience.

3. Write a Compelling "About" Section

The "About" section is more than a formality, it’s a search opportunity. Naturally weave in keywords a potential guest might search for, such as "downtown boutique hotel," "family-friendly resort," or "pet-friendly lodging in [Your City]." Clearly state what makes your hotel special. Are you known for your history, your modern design, your exceptional service, or your proximity to key attractions?

4. Set Up a Strong Call-to-Action (CTA)

Facebook gives you a prominent blue button at the top of your page. Customize it to drive direct business. For a hotel, the most effective CTA is almost always “Book Now.” Link this directly to your website’s booking engine. You can also use "Call Now" if a large percentage of your bookings come via phone, or "Learn More" to direct traffic to a page with a special offer.

5. Pin Your Most Important Post

Use the "Pin Post" feature to keep your most relevant content at the top of your feed. This could be a seasonal package, an overview of your health and safety protocols, a glowing video testimonial, or your latest award. This ensures all new visitors see your most impactful message first.

Create Content That Inspires Wanderlust

Your content strategy should make someone stop their scroll and say, "I want to go *there*." Focus on selling the experience, not just the room.

Showcase the Unique Experience and Vibe

Go beyond static photos of empty rooms. What does it *feel* like to stay with you?

• Photo Carousels: Create galleries focused on a specific theme. For example, "A Perfect Day at Our Pool" could show photos of a bright sunny morning, cocktail service in the afternoon, and a quiet swim at sunset.
• Go Behind the Scenes: Introduce your staff a bit. Feature the head chef talking about a new dish, or the concierge sharing their top 3 hidden gems in the city. This adds a human touch and makes your brand feel personal and welcoming.
• Focus on Details: A close-up shot of a unique architectural detail, a gourmet pastry from your complimentary breakfast, or the fresh flowers on the check-in desk can convey quality and a commitment to the guest experience.

Harness the Power of User-Generated Content (UGC)

Your happiest guests are your best marketers. UGC is authentic social proof that builds immense trust.

• Create a Unique Hashtag: A catchy, branded hashtag (e.g., #[YourHotelName]Memories) encourages guests to tag you. Display it subtly on-site, perhaps on key cards or at the check-in desk.
• Run Contests: Host a monthly photo contest. Ask guests to post their favorite photo from their stay using your hashtag for a chance to win a free night or a dining credit on their next visit.
• Share and Give Credit: When you see a great guest photo, always ask for permission in the comments or via DM before reposting. When you share it, be sure to credit the original poster by tagging their account in both the photo and the caption.

Leverage Short-Form Video (Reels)

Facebook is heavily promoting Reels, and so should you. These short, engaging videos get great organic reach. Video moves people in a way photos can’t.

• Quick Room Tours: A 15-second "day in the life" walk-through of your signature suite. Show the view, fluff the pillows, open the blinds to a stunning sunrise.
• “What to do in 24 Hours”: A rapid-fire montage of experiences a guest can have, from morning coffee in your lobby cafe to a local sight and finally a nightcap at your bar.
• Highlight an Amenity: Don’t just show the gym, show a quick video of the brand-new treadmills that feature interactive screens. Don't just show the pool, post a Reels of someone happily diving in.

Build a Thriving Community, Not Just an Audience

Real brand loyalty is built through two-way conversations. Make your guests feel seen and heard, and turn your page into a hub of excitement.

• Ask Engaging Questions: Instead of captions that just describe a photo, ask guests questions to spark conversations. Examples: "Tea or coffee to start your vacation morning?" or "If you could only visit one landmark in [your city], which one would it be?"
• Respond to Comments Swiftly: This is non-negotiable. When someone leaves a comment, respond! Acknowledge compliments and address negative feedback professionally and politely. Showing you’re attentive makes a huge impression on prospective guests browsing your page.
• Manage Your Reviews: Thank people for positive reviews and publicly respond to negative ones with a simple, "We're sorry to hear about your experience. Please contact us directly at [email/phone] so we can make this right." This shows accountability without getting into a public argument.

Drive Bookings with Laser-Targeted Facebook Ads

Organic reach is only half the battle. Facebook Ads allow you to bypass the algorithm and put your message directly in front of people actively looking to travel. Here's how to do it effectively for a hotel.

Audience Targeting is Everything

The strength of Facebook advertising lies in its incredible targeting capabilities. Don't just boost posts, create strategic ad campaigns with specific audiences.

Geo-Targeting

Target people in key "feeder markets" - the cities and regions where most of your guests come from. You can also target people "traveling in this location" to reach visitors who are already in your city and might be looking for last-minute accommodations or a restaurant.

Demographic and Interest Targeting

Refine your audience based on who your ideal guest is. For a luxury property, you can target by income level or those who have shown interest in luxury brands. For a family resort, you can target parents. You can also target direct interests like “frequent travelers,” “cruises,” or “skiing.”

Behavioral and Life Event Targeting

This is where it gets powerful. You can target users who have anniversaries coming up, who are newly engaged or recently married, or whose friends have upcoming birthdays or weddings. Customizing your ad with copy like, "The perfect anniversary getaway awaits," can be incredibly effective.

Custom and Lookalike Audiences

• Custom Audience (Retargeting): Install the Meta Pixel on your website. This allows you to show ads to people who have recently visited specific pages, like your booking page, but didn't complete the reservation. Remind them of that beautiful room they were looking at! You can also upload your past guest email list to create a Custom Audience and show them ads for a return visit.
• Lookalike Audience: This is a game-changer. You can ask Facebook to build a "Lookalike" audience - an audience of new users who share characteristics with your most valuable current customers (e.g., people similar to your past guest email list or website visitors).

Choose the Right Ad Format

• Carousel Ads: Perfect for hotels. Use each card in the carousel to show off a different feature: a room, the restaurant, the pool, a local landmark, a spa treatment. Let users scroll through a mini-experience.
• Video Ads: A 30-60 second well-produced video is your most powerful tool. It should tell a story and capture the emotion of a stay, ending with a clear call to action to "Book Your Escape."
• Dynamic Ads for Travel (DAT): For hotels with a Facebook catalog set up, this is a sophisticated retargeting tool. If someone looks at your “King Suite with Ocean View” for a specific date range on your website, DAT can show them an ad on Facebook featuring that exact room, available for those dates, with the real-time price.

Final Thoughts

An effective Facebook presence for a hotel is a blend of inspiring content, genuine community management, and smart, targeted advertising. It’s about building a digital experience that mirrors the warm, welcoming, and memorable stay you provide in person, ultimately driving more heads in beds.

Handling all the planning, scheduling, comment replies, and analytics across platforms can be draining, especially when you need to be focused on guest experience. At our company, we built Postbase to solve this. I use our visual calendars to plan campaigns and ensure our content mix of Reels and photos is consistent, while our unified inbox brings all guest comments and DMs into one place so nothing gets missed. It was created for the video-first, fast-paced world of social media a hotel needs to win in today.