Social media has changed. It is no longer just for inspiration. It is a booking tool. The good news is, if content is king then context is the booking engine.

Travellers now use Instagram and TikTok to find hotels in real time. A 2023 report from Skift noted that 70% of Gen Z travellers have booked a trip based on social media content, and TikTok has rapidly become one of the most influential platforms for travel decision-making (Skift, 2023).

And what they are looking for isn’t always polish. It’s personality. Credibility. Relevance.

Brandon Berkson, founder of Hotels Above Par, explained.

“Takeovers and real-time stories work because they show the experience as it happens. That authenticity builds trust.”

We heard example after example of content that moved the needle. From influencer takeovers that drove thousands of taps to a hotel’s profile, to user-generated content showing seasonal moments in an honest, appealing way.

The shift is clear. It’s not about high-gloss aesthetics. It’s about emotionally resonant, human storytelling in the right context.

At Hue & Cry, we help hotels take control of that narrative, connecting brand story to social presence in a way that drives real outcomes. If your feed isn’t helping your rate strategy, or getting you bookings, it might be time to rethink the story you’re telling.