Why Your Hotel’s Organic Social Media Strategy Also Needs a Paid Strategy
So, you’ve got a killer organic social media game for your hotel: stunning photos, engaging captions, maybe even the occasional viral reel. Guests are commenting, sharing, and hyping up their stay. You’re doing everything right… or so it seems.
But here’s the hard truth: organic reach alone isn’t going to cut it anymore.
Social media platforms are businesses, and they’re prioritizing ads. If you want your content to reach the right people at the right time (without relying on luck and the whims of the algorithm), you need to pay to play…. literally.
For this specific post, we’re talking about paid ad campaigns on Meta, not boosting posts, which are two completely different things!
The Reality Check: Organic vs. Paid Reach
Let’s talk numbers. Organic reach on platforms like Facebook and Instagram has been declining for years. On average:
Facebook organic reach? Around 5% of your followers will see your posts.
Instagram organic reach? Better, but still under 10%.
That means if your hotel’s Instagram page has 10,000 followers, maybe 1,000 people see your content—if you’re lucky. And if you’re trying to attract new guests who don’t already follow you? Good luck.
Paid social media fills in the gaps. It allows you to target the right audience, boost key posts, and most importantly—convert those dreamy travelers into actual bookings.
Why You Need Paid Social (Even If Your Organic Strategy is Strong)
1. Targeting Beyond Your Followers
With organic content, you’re mostly talking to people who already know about your hotel. But what about those travelers searching for their next getaway? Paid ads let you target:
People who have visited your website but didn’t book (retargeting FTW).
Travelers looking at hotels in your area.
People who’ve stayed at your competitor’s hotel (yes, you can do that).
2. The Algorithm is Not Your Friend
Your posts don’t always show up in followers’ feeds—no matter how great they are. But with a paid strategy, you guarantee your best content gets seen.
3. Faster Results (Because Time is Money)
Organic growth takes time. But with paid social, you can drive real bookings quickly. Whether you’re running a seasonal promo, a last-minute deal, or a special event, ads help you get immediate traction.
4. More Website Traffic & Direct Bookings
Social media is fun, but let’s be real, your goal is to fill rooms, not just collect likes. A well-optimized paid campaign can send potential guests straight to your website, skipping third-party booking sites (and those annoying commission fees).
5. It’s Surprisingly Affordable
You don’t need a huge budget to see results. Even $10-$20 a day on strategic ads can bring in serious ROI. And because Facebook and Instagram ads let you target with laser precision, your money isn’t wasted on people who aren’t interested.
The Winning Formula: Organic + Paid = Social Media Power Couple
Here’s how to make both strategies work together:
Use organic content to build brand trust and engagement. This is where you show off your hotel’s personality, guest experiences, and behind-the-scenes moments.
Use paid ads to scale visibility and drive direct bookings. Promote your best-performing organic posts, retarget website visitors, and reach new travelers ready to book.
💡 Pro tip: Start small. Run a $50 test campaign promoting a special offer and track the results. You’ll be surprised how quickly you see engagement and bookings roll in.
Final Thoughts: Don’t Rely on “Hope Marketing”
Hoping the algorithm favors your hotel’s Instagram post isn’t a strategy. Combining organic and paid social media is the best way to ensure your content gets seen by the right people—and turns followers into paying guests.
So go ahead—keep creating amazing organic content, but don’t be afraid to put some dollars behind it. Your future guests are out there scrolling… make sure they see you.
