Which Social Media Metrics Actually Matter to Hotels
Inspired by this post from Eileen Kwok
There’s a line we hear all the time in social media marketing:
“If social was working, we’d see it in the engagement and followers.”
And honestly? That logic sounds right. Clean. Spreadsheet-friendly.
It’s also wildly incomplete.
Eileen recently shared a post that perfectly captured something many of us in hotel marketing feel but struggle to defend in meetings (especially to ownership): social media works long after the post disappears from the feed. I wish I could scream this from the rooftops.
And yes, even when the engagement looks… underwhelming.
Now, before we dive into this, let me clear something up first: social media engagement and followers are still important metrics. So don't come for me..
The Quiet Guests Are Still Guests
Not every guest comments on a post. Not every follower taps “like.” Not everyone tags the hotel or shares their stay online.
But that doesn’t mean they’re not watching, observing.
They’re saving a Reel for later. Sending a screenshot to their partner. Revisiting your profile after flights drop. Googling your name weeks later. Coming back when the timing finally makes sense.
Social media isn’t always about reaction. Most of the time, it’s about reassurance.
Silence ≠ indifference. It usually means consideration.
Hospitality Is a Long-Decision Industry (Whether We Like It or Not)
Hotels, resorts, restaurants, spas, these aren’t impulse buys. For most of us, let's just ignore the uber-rich and influencers because they aren't in the same tax bracket ya know?
Think of social media as your digital first impression. It’s the lobby before the lobby. The mood-setter before check-in. The quiet confidence booster that makes a guest feel good about clicking “Book Now” instead of hesitating or opening another tab.
And just like a great front desk experience, the impact isn’t always loud or obvious but it is lasting.
If you’re only measuring performance by engagement, followers, likes, clicks, etc. You’re missing the part where social does its real job:
Building familiarity, trust, and desire before conversion.
How We Measure Social at Summerside (And Why We Could Care Less About "Likes")
At Summerside, we pay attention to likes and comments, but they’re not what tells us whether content is actually working.
What we really watch are shares and saves.
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Shares tell us the content was valuable enough for someone to pass along privately. Saves tell us it was meaningful enough to come back to later. In hospitality, those two actions matter far more than a double-tap in the moment.
A saved Reel often means “this is going on my future trip list.” A shared post usually means “this feels like us” or “we should look at this.”
Those signals don’t always drive instant bookings, but they absolutely influence decisions down the line.
Likes are quick. Saves and shares are intentional. And intention is where hospitality conversions actually live.
That’s why when we’re evaluating performance, we care less about what made noise and more about what made an impression. Because the truth is: Most guests don’t fall in love with your brand in one post. They fall in love slowly and social is where that relationship starts.
Final Thought
If you’re only valuing what’s visible and obvious, you’re undervaluing what’s working.
And in hospitality, the most meaningful moments are often the quiet ones.
About Ashley & Summerside Creative
Ashley O’Neal, CHDM is the Founder & CEO of Summerside Creative, a hospitality-focused social media and creative agency working with hotels, resorts, and restaurants across the U.S. With a background in hospitality marketing and nearly a decade of experience leading national digital strategy, Ashley brings a grounded, real-world perspective to modern hotel marketing balancing creativity, performance, and practicality.
If you’re a hotel marketer navigating where platforms like TikTok fit into your mix, Ashley shares ongoing insights from the agency side here on LinkedIn.
