Top Social Media Trends Hotels & Resorts Are Using to Connect With Guests

In 2025, the most successful hotels and resorts are going beyond luxury—they’re creating experiences designed to be shared. From eco-friendly stays that cater to the growing demand for sustainability to wellness retreats offering deep rejuvenation, the focus is on making every moment Instagram-worthy.

VIP and bespoke stays, like private pools or personal chefs, are fueling exclusivity, while unique hotel designs with Instagrammable features are turning each space into a photo opportunity. Think Six Senses with its focus on luxury sustainability or Holiday Inn Express offering a premium yet budget-friendly experience.

Hotels aren’t just offering rooms; they’re crafting memorable, shareable moments that resonate emotionally with guests. It’s all about tapping into FOMO, exclusivity, and visual storytelling to build a deeper connection with travelers.

Ready to uncover the top social media trends transforming how hotels and resorts connect with their guests? Keep reading to discover how these trends can elevate your brand’s online presence.

1. Personalized and Themed Experiences for Couples and Families

The hospitality world is all about making guests feel special, and what better way to do that than by designing an experience that feels like it was made just for them? We’re talking themed rooms and packages tailored to the unique needs of couples and families.

Think Valentine's Day getaways with private candlelit dinners or LEGO-themed rooms that turn family vacations into epic building adventures. These aren’t just rooms; they’re Instagram-worthy moments in the making.

Emotional branding is at the heart of this trend. For couples, personalization means turning a weekend away into a memory that lasts. Take, for example, the Four Seasons Resort in Bora Bora, which offers overwater bungalows with private plunge pools, perfect for a romantic escape.

You’re not just booking a room; you’re curating a dream vacation. Add a customized “couples message,” and you’ve got the makings of a stay that will linger in their memories long after check-out.

@mollyjcurley The @Four Seasons Hotels Bora Bora spa is out of this world! I literally watched fish swim under me the entire massage. And we didn’t even know we would be ending with a coconut bath! It was truly the best experience!! 😍 #fourseasonsborabora #fourseasonshotel #fourseasonsspa #luxurytravel #luxuryhotel #luxuryspa #honeymoon #honeymoontrip #boraborahoneymoon #borabora #boraboratrip #spaday #couplesmassage #luxuryhoneymoon #honeymoondiaries ♬ You Send Me - Aretha Franklin

For families, themed experiences provide the perfect way to bond while having a blast. The Legoland Hotel in California is the obvious example here, offering rooms with floor-to-ceiling LEGO creations and interactive play zones.

It’s not just a place to sleep—it’s a mini amusement park where kids can be kids, and parents can sneak in some relaxation knowing the little ones are entertained. This level of personalization makes the experience far more memorable—and let’s face it, way cooler than your average hotel room.

@sabsoh Stay in #legolandhotel #legolandmalaysia #wheretogosg #sohhengfamily #sabsohmummyjourney #exploresg #sgtiktok #fyp #foryourpage #kidsoftiktok #tiktokviral #tiktoksg #familyfriendly #parentsoftiktok #sohhenginmalaysia #sohhengfamilytrip @lionel_ @LEGOLANDMalaysiaOfficial ♬ Funny Kids - Syafeea library

Marketers, here’s the magic formula: tap into emotional triggers and create experiences that speak to the heart. Personalizing stays for couples and families isn’t just about adding a name on a welcome card—it’s about designing a story.

Whether it’s a “Romantic Getaway” package for lovebirds with private beach dinners or a “Family Fun” experience for all ages, the secret is to segment your audience and craft offers that resonate. Target couples with intimate Instagram ads featuring sunsets and luxury rooms, or engage families with TikTok content showcasing LEGO rooms and family activities.

2. Budget-Friendly Yet Premium Experiences

Travelers aren’t just looking for a bed to crash in—they want the essentials done well, and done right. Enter budget hotels that focus on delivering simple, clean stays with a side of excellent service.

These hotels are proving that you don’t need to break the bank for a stay that feels premium, as long as you’ve got the basics covered with a touch of thoughtful care. It’s all about offering a reliable experience that feels unexpectedly high-quality for the price tag.

Let’s face it: Holiday Inn Express and Ibis Styles have become masters of this budget-meets-premium concept. Whether it’s their impeccable cleanliness standards, welcoming staff, or the free breakfast buffet that never disappoints, these hotels are redefining what value looks like.

They’re not claiming to be the Ritz, but they’re offering just enough to make you feel like your money’s well spent. It’s not about extra frills; it’s about getting comfort, reliability, and service where it counts—without the extra costs.

@brittanmackenzie Even togo bags…. What!? Mmmkay #holidayinnexpress #breakfast #travel #thanksgiving #ontheroad #travelingwithkids ♬ Stuck In The Middle - Tai Verdes

For hotels and resorts, this means rethinking the value proposition. It’s no longer about just offering “cheap rooms” but positioning your brand as a premium choice within the budget category. Think clean, think efficient, think modern comfort—and then communicate it clearly.

Transparency is also key. In a market flooded with options, a little honesty goes a long way. Offering clear descriptions of what’s included (and not included) in the price, along with showcasing customer reviews that speak to the quality of your service, will foster trust with potential guests. Think of it as a relationship built on clarity—if travelers know what to expect, they’re more likely to return.

' pid='216451']

3. Eco-Friendly and Wellness-Centered Stays

There’s a growing shift in how people travel—guests want to check in without checking their values at the door. Eco-friendly and wellness-focused hotels are answering this demand with open arms, offering everything from sustainable designs to transformative wellness retreats.

Whether it’s an energy-efficient room or a serene yoga retreat designed to melt away stress, these stays cater to travelers who care as much about the planet as they do their own well-being.

Let’s talk about the psychological appeal. Consumers today are more conscious of the impact their choices have, not just on their own health but on the environment as a whole. Think of the Six Senses Resorts, known for their commitment to sustainability and wellness. These properties don’t just offer a bed for the night—they offer a chance to align with one’s values, from eco-friendly spa treatments to organic, locally-sourced meals.

@spicymoustache We enjoyed several days in a sustainable haven at @Six Senses Official Samui. Every detail is meticulously crafted to reduce Six Senses environmental impact, starting with the resort’s Farm on the Hill which minimizes environmental footprint by converting waste into wealth from compost to charcoal. Each property has an organic garden, which provides the resort’s kitchens with fresh herbs, vegetables and fruits as well as a range of ingredients for their spas, with 56,298 kilograms of organic vegetables produced and served in their restaurants. Also have a strong stance against single-use plastic, with 1.8 million plastic bottles avoided by refilling their own drinking water, substituting straws with lemongrass stems and removing all single-use amenities inside of your room amongst many more sustainable touches to your stay. #lowwaste #ecofriendly #sustainability #sustainabletravel #traveltiktok #travel #fyp ♬ original sound - SpicyMoustache

For marketers, this trend presents a unique opportunity to leverage sustainability as a differentiator. Hotels can position themselves as the eco-conscious alternative by showcasing their green initiatives—whether it’s energy-efficient rooms, zero-waste practices, or eco-friendly building designs.

A brand like The Green Hotel in London, with its cutting-edge sustainability efforts, highlights everything from water conservation to solar power usage. For an eco-conscious traveler, that’s the cherry on top.

@goinggreenmedia AN URBAN JUNGLE IN THE HEART OF COPENHAGEN 🇩🇰 Follow us for more eco projects just like this 💚 - This hotel is certified by the Green Globe sustainability awards 🌳 - It is furnished using natural materials 🪑 - The fairtrade organic cotton bedding is super comfy! 🛌 - All products within the rooms are zero waste and refillable 🧴 - They serve 99% organic food & drink and have a zero food waste policy 🍎 This is Manon Les Suites, one of the beautiful hotels from the @Guldsmeden Hotels collection. We highly suggest you book through @EcoHotels.com , a booking site for purely sustainable hotels 💚 #ecofriendly #gogreen #design #ecodesign #goinggreen #nature #sustainability #eco #sustainable #earth #ecotravel #sustainabletravel #sustainabledesign ♬ Relaxing Japanese-style piano song inviting nostalgia - Akiko Akiyama

The marketing strategy here? Lifestyle marketing. Eco-friendly amenities and wellness offerings should be positioned as more than just perks—they should be an integral part of the brand’s identity.

Social media, especially Instagram and TikTok, are perfect for sharing sustainable initiatives through captivating visuals. Imagine influencer partnerships where eco-conscious influencers share their experiences in eco-friendly suites or wellness programs, providing social proof that this is more than just a trend, it’s a way of life.

Best practice? Focus on showcasing the experience. Share real stories about how your sustainability practices are actively contributing to a healthier planet. Whether it’s through engaging social content, influencer marketing, or partnerships with environmental organizations, the key is to connect the dots between your eco-friendly and wellness offerings and the lifestyle they represent.

The travelers you’re targeting aren’t just looking for a place to stay—they’re looking for a brand that aligns with their values, making them more likely to return for a second (and third) stay.

' pid='216422']

4. Creating Instagrammable Moments with Unique Hotel Designs

We live in a world where the perfect photo op can make or break a hotel stay—and it’s not just about having a fancy pool or a plush bed. Guests today want more: they want to step into a space that’s practically begging to be shared.

From jaw-dropping lobbies to rooms with quirky, creative themes, hotels are designing spaces that aren’t just meant to be experienced—they’re meant to be posted. Instagrammable moments are more than just eye candy; they’re a way for travelers to build their personal brand, while simultaneously boosting the hotel’s visibility.

Here’s the psychology behind it: humans love a good flex, and there’s no better way to flex than by posting something that makes your followers go “Wow, where is that?” That’s where unique hotel designs come in.

Take BrewDog's Dog House Hotel in Ohio, which not only offers quirky rooms but also features a built-in brewery and an indoor dog park. Guests don’t just stay here—they show off their experience. Whether it’s a dramatic, colorful lobby or a room filled with mind-bending art, every corner is designed to be photographed. It’s not just a stay; it’s a memory captured in pixels.

View this post on Instagram

 

A post shared by Ohio Places To Go (@ohioplacestogo)

For hotels, this trend is a goldmine. By intentionally crafting spaces that encourage guests to take photos—think neon signs, bold patterns, immersive art installations—hotels can generate a wealth of user-generated content (UGC).

Think of it as free advertising that’s targeted, authentic, and influential. Guests become brand advocates, organically spreading the word about your hotel through their social media posts. And that’s a big deal, because in today’s digital world, consumer trust is often built on seeing what real people (not just marketers) are doing.

But it's not just about creating a photogenic space—it’s about creating a visual story. Hotels with compelling narratives behind their designs will resonate emotionally with travelers. Consider the 21c Museum Hotel in Louisville, which doubles as a modern art museum.

The rooms are beautifully designed, but it’s the installations and thought-provoking art scattered throughout the property that create a visual journey. Guests aren’t just staying in a room; they’re part of a living, breathing art experience that they’ll want to share.

@carsoncarby Welcome to 21C Museum Hotel #Louisville #Kentucky #Travel #21C #OutlanderChallenge #fyp #louisvillekentucky ♬ Roxanne - Instrumental - Califa Azul

The best way to maximize this trend? Encourage your guests to snap away. Create designated “Instagrammable” spots throughout your hotel, from a statement lobby to that perfect corner with a view.

Make it easy for guests to share their photos by creating hashtags and offering incentives—maybe a contest for the best photo or a small discount for sharing their experience online. Leverage the power of visual storytelling to create a lasting impression—and with it, a steady stream of UGC that’ll keep your hotel top-of-mind.

5. Offering VIP, Exclusive, and Bespoke Stays

In the world of high-end hospitality, exclusivity isn’t just a luxury—it’s the luxury. Hotels are increasingly catering to the affluent traveler with bespoke stays that go beyond the ordinary, offering private pools, ultra-luxe suites, and tailored services that make each guest feel like royalty.

This trend is rooted in the desire for privacy, status, and unique experiences that cater to every whim. These stays aren’t just about indulgence—they’re about creating a personalized world where guests feel like they’re the only ones that matter.

The psychology here is all about exclusivity. For the ultra-wealthy traveler, it’s not enough to stay at a luxurious property; they want to feel special, like they’ve gained access to a hidden gem.

Take Amangiri as an example. Whether it’s a private chef preparing a custom meal in your villa or a helicopter ride to a remote island, these experiences don’t just meet expectations—they shatter them. Guests are not just booking a room—they’re booking a tailored escape from the world. This is the kind of service that appeals to people who’ve already “done it all” and are looking for the next level of indulgence.

@taniasarin My bf surprised me with a private romantic dinner at Amangiri. #travelcontent #amangiri #arabtiktok #lebanesecouple #arabicmusic #luxuryvacation ♬ Nour El Ein - Amr Diab

For marketers, this trend is about positioning your property as the pinnacle of luxury. It’s not just about the room; it’s about offering the kind of experiences that fuel desire—think private beach dinners, exclusive yacht charters, or spa treatments only available to a select few.

By making certain services available only to a handful of guests, you create a sense of scarcity that fuels demand. Guests don’t just want a luxurious experience; they want the one that’s difficult to get. It’s the FOMO factor (fear of missing out) at play, and when done right, it makes your hotel the must-book destination for those in the know.

Best practices here involve crafting campaigns specifically for high-net-worth individuals, targeting them with personalized itineraries and experiences that speak to their tastes. Think exclusive email offers with curated packages or highly-targeted social media ads featuring personalized concierge services.

Offering experiences that aren’t available to the general public—like a private tour of a local vineyard or a luxury shopping spree with a stylist—turns every stay into a story worth sharing. It’s about creating moments that go beyond luxury; it’s about crafting memories that are uniquely theirs, and ensuring they’ll never forget the experience of booking with your brand.

' pid='216316']

Staying Ahead of the Curve

As the hospitality industry adapts, focusing on personalized experiences, exclusive stays, and eco-conscious offerings is a winning strategy. Brands can leverage social media to highlight these unique aspects, from bespoke services to unforgettable Instagram moments.

The key to success lies in understanding shifting consumer preferences, being agile, and using social platforms to engage on a deeper, more emotional level. Innovation is key—stay ahead by embracing these evolving trends.

About the Author

Kalin Anastasov

Writer

Kalin Anastasov plays a pivotal role as an content manager and editor at Influencer Marketing Hub. He expertly applies his SEO and content writing experience to enhance each piece, ensuring it aligns with our guidelines and delivers unmatched quality to our readers.