Why have social networks become essential for tourism stakeholders?
In 2025, ignoring social networks in tourism is like closing the door of your agency in the middle of the season. According to DataReportal, more than 70% of travelers are inspired by social content before booking a stay. The platforms have become living showcases where destinations tell their stories, accommodations differentiate themselves, and experiences are shared in real-time.
Key statistics on the use of social networks in tourism
The numbers speak for themselves:
- 85% of travelers consult social networks before choosing accommodation.
- 60% book directly after seeing content from a tourism brand.
- Short videos (Reels, TikTok) generate up to 4x more engagement than traditional photos.
Social networks are no longer just tools for awareness, but real conversion levers.
How platforms influence travelers’ decision-making
Every step of the traveler journey is influenced by social media:
- Inspiration: through photos and videos from other travelers.
- Comparison: thanks to reviews, hotel stories, and authentic experiences.
- Decision: driven by trust, digital word-of-mouth, and social proof.
Successful tourism stakeholders in 2025 are those who transform social interactions into concrete bookings. Discover how to optimize this transition into action in our guide on TripAdvisor visibility.
The role of reviews, photos, and user-generated content
User Generated Content (UGC) is now the backbone of tourism e-reputation. A satisfied customer becomes a powerful ambassador. Authentic posts inspire trust and promote virality, especially when reshared on official accounts.
This lever is even more strategic as reviews and ratings on Google, Facebook, or Instagram directly influence local SEO and the transition to booking.
Which social networks to prioritize according to your type of tourism activity?
Each platform attracts a different audience and fulfills a different role in a tourism stakeholder’s strategy. To maximize visibility and impact, it is essential to choose the channels that are most consistent with your offer and clientele.
Instagram: the power of image for accommodations and destinations
Instagram remains the playground for hoteliers, tourist offices, and visual travel agencies. Its immersive formats (Reels, carousels, stories) create a real emotional projection. The key: leverage the right hashtags and a consistent aesthetic to convey the experience even before the visit.
Facebook: loyalty and local community management
Despite the rise of new platforms, Facebook retains a key role, especially for local communication and loyalty. Groups and events allow for direct dialogue with recurring travelers or nearby residents. Well-targeted sponsored posts maintain visibility even during slow periods.
TikTok: capturing a younger clientele and inspiring travelers
TikTok is no longer just a phenomenon: it is a massive inspiration engine. Unusual accommodations, unique tours, and experiential activities thrive there. To perform, one must focus on authenticity, quick storytelling, and relevant viral trends for their sector.
LinkedIn: the professional network for B2B tourism
LinkedIn is the reference platform for agencies, tour operators, travel planners, and partnership stakeholders. It allows you to build credibility, share expertise, and develop synergies with other tourism professionals. If your model relies on collaboration, this is the channel not to be overlooked.
To understand how good partnerships strengthen distribution and visibility, check out our OTAs guide.
How to build an effective social media strategy in tourism?
Building a solid social media strategy is not about posting randomly: it’s about articulating a vision, a tone, and clear objectives. In tourism, it all starts with your brand identity and the feeling you want to leave with your travelers.
Below are some tips to implement.
1. Define your brand identity and storytelling
A strong story differentiates your offer. Where do you come from, what values do you uphold, what emotions do you want to evoke in travelers ? It’s this DNA that will guide your posts and provide coherence to each interaction.
- Clarify your promise (adventure, relaxation, culture, authenticity…).
- Create a recognizable brand tone that is true to your universe.
- Highlight visuals and narratives that reflect this identity.
2. Create a thematic editorial calendar
Plan your communications around seasons, local events, and key moments in the sector. A well-thought-out editorial calendar allows you to anticipate content, optimize posting times, and vary formats without losing coherence.
3. Use key formats: Reels, lives, stories, UGC
To remain visible, combine several formats :
- Reels: for engagement and virality.
- Stories: for proximity and behind-the-scenes.
- Lives: to create a direct and interactive link.
- UGC: for social proof and authenticity.
4. Measure performance
Track your statistics beyond simple reach : engagement, click-through rates, and especially conversions to booking are your true indicators. Use insights to adjust your content and amplify the formats that convert best.
To go further in structuring your marketing strategy, discover our guide on sales tracking and the management of tourism performance.
What best practices to strengthen your visibility and e-reputation?
Your online presence is not limited to posting content. Digital reputation is the sum of your interactions, your responses, and how your customers talk about you. Managing and amplifying this image has become a major competitive advantage in 2025.
1. Manage reviews and comments
Every comment deserves a response — quick, personalized, and kind. Good management of reviews turns criticism into an opportunity for improvement and demonstrates your professionalism.
- Respond within 24 to 48 hours.
- Always thank positive feedback.
- Provide a concrete solution to negative reviews.
In Tourbiz, you have the option to manage all your reviews and solicit new ones!
2. Collaborate with local micro-influencers
Micro-influencers (1,000 to 50,000 followers) often generate higher engagement than big names. Their local audience values authentic experiences and enhances your credibility.
3. Launch targeted sponsored campaigns
Well-configured paid campaigns allow you to reach the right profiles at the right time. By finely adjusting geographic targeting and interests, you maximize your budget without waste.
Highlight customer testimonials
Real traveler stories are more convincing than any campaign. Share excerpts from reviews, experience photos, and customer feedback videos to create a trust loop.
To understand how to boost your presence on review platforms and improve your reputation, check out our guide to the best tourist platforms to make your activity more visible.
Centralize your reviews and customer exchanges with Tourbiz
Tourbiz does not allow you to manage your social networks per se.
However, we offer several complementary features with your activity on social networks to be visible and shine online.
A unified management of your reviews and interactions
As already explained, with Tourbiz, you manage all your reviews in one place — whether they come from Google, TripAdvisor, or your internal channels. You track feedback, identify recurring topics, and respond directly from your interface. This global view helps you strengthen your brand image while saving time on daily management.
Simplified communication via WhatsApp
Very soon, Tourbiz will integrate a new WhatsApp messaging feature. You will be able to communicate directly with your clients, confirm their bookings, send reminders, or answer their questions in real-time — all without leaving your dashboard. A simple and modern way to retain your travelers.
Make your offers visible on Google
Tourbiz also connects to Google Things To Do, the global showcase for tourist activities. Thanks to this integration, your products can appear directly in Google search results when travelers look for things to do in your destination. This way, you increase your visibility without additional effort.
