Hotel social media has one core challenge that most content strategies ignore: Instagram and TikTok reach travelers who haven't booked yet, while Facebook and email reach guests who have. Conflating the two audiences in a single content approach produces content that's too promotional for discovery and not urgent enough to convert.
Building a Social Presence That Actually Drives Business
A social strategy that drives business starts with content pillars, not a posting calendar. We typically build around three or four recurring pillars — behind-the-scenes, educational, social proof, and promotional — so the feed never feels like a wall of ads. For a Miami hotel, that typically means a content calendar showcasing rooms, amenities, dining, and the neighborhood to build desire long before a traveler starts comparing prices. Posting consistency matters more than volume: three to five strong posts a week on the one or two platforms your audience actually uses outperforms a thin presence spread across six.
Real Numbers: Budget & Timeline
Here's what that looks like in practice: Independent Miami hotels typically start with $1,500–$4,000/month across Google Hotel Ads, Meta, and email, which is still a fraction of the 15–25% commission OTAs charge per booking — meaning even a modest shift toward direct bookings often pays for the marketing spend several times over.
Expect early engagement signal within 3–4 weeks and a recognizable, consistent brand presence by month three.
Why Hotels Work With Heyday Marketing
A track record of reducing OTA dependency for hospitality clients by growing direct booking volume through owned channels.
