In today’s travel landscape, social media isn’t just a platform for sharing holiday snaps — it’s a powerful tool for driving bookings for experience operators. From influencing travel decisions to enabling direct bookings, social media plays a pivotal role in how customers discover, evaluate, and reserve experiences.
Why Social Media Matters in Travel Bookings
According to a 2024 Statista report, overall 48% of travellers use social media to research travel destinations, and 72% attribute their booking decisions to content created by influencers, creators, or bloggers, according to Phocuswright research.
Platforms like Instagram, TikTok, and Facebook have become digital storefronts where travellers seek inspiration and interact with tour guides and operators. Whether you’re a small adventure tour company or a large attraction, leveraging social media strategically can significantly impact your bottom line.
5 Ways Social Media Boosts Bookings
Inspires at the Top of the Funnel
Eye-catching visuals and videos spark wanderlust and put your experience on the radar before a traveller even starts planning.
Builds Trust and Credibility
Social proofing — such as reviews, user-generated content (UGC), and influencer partnerships — builds confidence that your experience is exactly how it is presented.
Drives Website Traffic and Direct Bookings
With the right calls-to-action and integrations (like “Book Now” buttons on Instagram or Facebook), you can convert interest into action.
Offers Real-Time Communication and Engagement
Quick responses to comments or DMs show potential customers you’re active and attentive — a major factor in last-minute bookings.
Allows for Retargeting and Ads
Meta and TikTok Ads allow you to retarget website visitors or lookalike audiences with timely offers and promotions.
Best Practices for Social Media Success
To succeed on social media, it’s important to focus on authenticity, storytelling, and ease of access. Rather than just describing your offerings, show them in action using high-quality visuals and short-form videos like Reels or TikToks. A 2025 Gitnux study found that video content increased conversions by up to 30%.
Capture moments of excitement such as cliff-jumping, ziplining, or smiling faces on a tour to bring your experiences to life. Encourage your guests to tag your account or use a branded hashtag and repost to build trust and also keep your feed vibrant and engaging. Consider stories about your guides, behind-the-scenes moments, or testimonials to help humanise your brand.
Make it as easy as possible for travellers to book by including booking links in your bio, enabling “Book Now” buttons, and using clear CTA’s to drive potential customers to your site. Don’t forget to use location tags and relevant hashtags to boost discoverability among people searching for local activities.
Finally, run paid campaigns strategically, whether it’s to promote seasonal deals, showcase 5* reviews, or launch a new tour. A/B testing your visuals and copy ensures you get the best return on your investment.
Tips to Increase Bookings Through Social Media
- Collaborate with Local Influencers: Even micro-influencers (under 10K followers) with a strong local or travel-focused audience can drive traffic.
- Create FOMO: Use countdowns, limited spots messaging, or testimonials to encourage early bookings.
- Promote Seasonal Experiences Early: Social users often plan ahead, so begin posting about summer activities in spring.
- Optimise for Mobile: 99% of social media use is mobile. Make sure your booking site is mobile-friendly and loads quickly.
- Track Clicks and Conversions: Use UTM codes and analytics tools to understand what content drives bookings.
The Round-Up
Social media plays a crucial role in your marketing strategy and should be treated as your ‘digital storefront’. 83% of tourism companies saw increased bookings due to their social media marketing efforts – highlighting the impact of an effective social strategy. It offers an affordable, scalable, and engaging way to reach travellers when and where they’re dreaming of their next adventure. With the right content, strategy, and tools, you can turn scrolls into sales.
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