The Hotelier’s Guide to Facebook & Instagram Ads

Many hotels have traditionally not relied on social media for advertising. Instead, they focus on Google Ads and other mid-funnel PPC strategies because they are easier to track and manage. Facebook Ads Manager, in particular, has been criticized for its confusing interface and historically higher costs compared to Google. As a result, many smaller hotels tend to avoid investing heavily in Facebook or Instagram ads.

At Gourmet Marketing, a hotel-focused advertising agency, we’ve found that social media ads can be tricky but present significant opportunities when used effectively. Larger or luxury hotels with bigger budgets often succeed by leveraging social ads to increase brand awareness, reach travelers early in their planning process, and retarget website visitors. For independent and boutique hotels, social ads can still be impactful, but they need thorough testing and well-defined strategic goals.

Why Facebook and Instagram Still Matter

Despite constant changes in social media platforms, Facebook and Instagram remain two of the most influential tools in hospitality marketing. Together, they account for nearly half of global social media usage, with Facebook having over 3 billion monthly active users and Instagram surpassing 2 billion. These platforms are not just for casual browsing; they influence purchasing decisions, especially in travel. According to a report by Expedia, over 60% of travelers now seek inspiration on social media, and 73% say influencer recommendations have affected their booking choices.

For hotels, this influence results in bookings. A well-run ad campaign on Facebook and Instagram can reach travelers during the dreaming, planning, and booking phases of their journey. Unlike traditional advertising, social media advertising enables hotels to segment audiences by demographics, interests, travel intent, and even behaviors like visiting competitor websites.

Despite the rise of new platforms, Facebook and Instagram still lead in hotel marketing because:

•  Massive Reach: Over 3 billion monthly active users across Meta platforms.
• Travel Planning Influence: 75% of Gen Z and Millennials say Instagram inspires where they book trips.
• Advanced Targeting: Lookalikes, retargeting, and AI-powered audiences allow hotels to reach travelers who are most likely to book.
• Seamless Ad Formats: Carousels, Reels, and Stories help showcase multiple aspects of a hotel experience.

The Power of Targeting

The reason Facebook advertising for hotels is so effective is due to targeting. A boutique hotel in Miami can reach potential guests who recently searched for “Miami vacations” or interacted with airline pages. A luxury property in New York can advertise to high-income audiences who follow travel magazines or fashion brands. This precision ensures marketing budgets are used on audiences most likely to book, rather than casting a wide net.

Dynamic ads offer another benefit. These allow hotels to automatically promote room types, offers, or packages to users who have already visited their website. This helps keep the property top of mind and boosts conversions. According to Meta’s internal data, dynamic ads for travel result in a lower cost per additional booking compared to standard ads.

Creating Ads That Convert

Of course, targeting is only one side of the equation. The creative itself must be compelling. Facebook and Instagram are visual-first platforms, and hotels have a natural advantage here. High-quality photography and short-form videos showcasing rooms, pools, restaurants, or views can drive instant engagement. Storytelling is key. Instead of generic property shots, showing a couple enjoying cocktails at sunset or a family relaxing in the lobby brings the experience to life.

Captions and calls to action should be simple, clear, and aligned with the hotel’s goals. “Book your winter escape today” or “Plan your city stay with us” work better than vague taglines. In addition, hotels can take advantage of Instagram Reels, which Meta reports generate more engagement than static posts, especially with younger demographics.

Choosing the Right Campaign Objective

Hotels should tailor campaigns to their funnel stage:

• Awareness: Video and Reels campaigns to highlight property experiences and destination appeal.

• Consideration: Carousel ads showcasing rooms, amenities, or dining options.

• Conversion: Retargeting campaigns with dynamic ads pulling live rates and availability from the booking engine.

Targeting: First-Party + Lookalike Audiences

With Apple’s privacy changes reducing tracking capabilities, first-party data has become a hotel’s most valuable asset.

• Upload loyalty lists, past guest emails, and website visitors to create Custom Audiences.

• Use these to build Lookalike Audiences that mirror your best customers.

• Layer Meta’s travel intent signals (users who engage with travel content, follow airlines, etc.) for added precision.

Creative Best Practices (Video, Reels, UGC, Carousels)

• Video First: 15–30 second videos outperform static images by 40%.

• Reels: Meta reports Reels engagement is growing 22% YoY, making them ideal for destination storytelling.

• User-Generated Content (UGC): Encourage guests to share their experiences; repurpose content into ads.

• Carousel Ads: Showcase multiple rooms, packages, or experiences in one swipeable ad.

Budgeting and ROI

One of the biggest benefits of social media advertising is its scalability. Hotels can start with small daily budgets and increase spending as campaigns prove effective. The average cost per click for Facebook ads in the travel industry is about $0.63, which is more affordable than Google Ads, where costs can exceed $2 to $3 per click.

Measuring return on investment is also simpler compared to traditional channels. Facebook’s Ads Manager offers real-time insights into impressions, clicks, conversions, and revenue. This enables hotel marketers to quickly refine campaigns, doubling down on what works and eliminating what does not. For independent hotels competing with large chains, this agility can help level the playing field.

Staying Ahead

The social media advertising landscape keeps changing. Privacy updates, like Apple’s iOS changes, have made tracking more difficult. Hotels now need to depend on first-party data, such as email lists and loyalty programs, to effectively retarget previous guests. At the same time, AI in Meta’s ad system is enhancing campaign automation, helping advertisers optimize without needing constant manual tweaks.

What remains unchanged is the significance of relevance. Ads that feel personal and genuine outperform those that appear overly polished. Guests want to see authentic experiences that reflect what they can expect. For hotels, this involves combining professional creative content with user-generated content, reviews, and guest testimonials.

Building Relationships 

Social media advertising isn't just about filling rooms. It's about building relationships with travelers before they even step through the lobby doors. In 2025, when guests are influenced more by what they see online than traditional ads, Facebook advertising for hotels provides a direct way to connect with the right audience at the right time.

Gourmet Marketing is a hotel marketing agency that helps properties drive direct bookings and maximize ROI through data-driven advertising.