From Likes to Bookings: A Social Media Marketing Plan for Lodges

Your lodge might have the perfect location, stunning views, and exceptional hospitality, but if travelers can’t find you on social media, you’re missing out on thousands of potential bookings. In 2026, social media isn’t just about building brand awareness anymore—it’s become a direct revenue driver that can fill your rooms and reduce your dependence on expensive OTA commissions.

Travelers are growing more comfortable booking high-priced experiences directly through social media apps, with 57% of respondents saying they’d book trips this way. Additionally, 32% of consumers have booked accommodations they discovered on TikTok, demonstrating how quickly short-form video translates into actual bookings.

This guide will show you exactly how to turn your lodge’s social media presence into a booking machine, with proven strategies for Instagram, Facebook, TikTok, and targeted advertising that converts scrollers into guests.

Why Social Media Matters More Than Ever for Lodges

The social media landscape has evolved dramatically. Global social media users are projected to reach 5.42 billion in 2025, equating to nearly two-thirds (63.9%) of the world’s population. For lodges, this represents an unprecedented opportunity to reach potential guests where they’re already spending hours each day.

But here’s what’s changed: Travelers in 2026 want content that makes them stop mid-scroll and picture themselves at your property. Generic hotel photos and static posts no longer cut it. The lodges winning on social media are those creating content that sparks emotion, builds trust, and guides people directly to booking.

The Trust Factor in 2026

When travelers trust your brand, every channel performs better. Social media has become the primary platform for building this trust before travelers ever visit a booking site. Through authentic storytelling, user-generated content, and consistent engagement, you can establish the credibility needed to command direct bookings at premium rates.

Part 1: Building Your Social Media Foundation

Choosing the Right Platforms for Your Lodge

Not every lodge needs to be on every platform. Focus your energy where your target guests are spending their time.

Instagram: Visual Discovery for Younger Travelers

Instagram and TikTok are ideal for younger travelers who love visual, inspirational content. Instagram remains the powerhouse for travel inspiration, with features like Instagram Shops, product tags, and native checkout transforming it into a genuine commerce engine.

Best for:

• Luxury and boutique lodges
• Destination-focused properties
• Lodges targeting millennials and Gen Z (18-40)
• Properties with stunning visuals (mountain, beach, unique architecture)

Facebook: Community Engagement and Broader Demographics

Facebook is great for community engagement and event promotion, while business-focused hotels may see more value on LinkedIn. Don’t write off Facebook—it still commands massive reach, especially for ages 25-55.

Best for:

• Family-friendly lodges
• Properties targeting 35+ demographics
• Event venues and group bookings
• Building local community relationships
• Running detailed targeted ads

Threads: The Rising Text-First Conversation Platform

Threads reached 100 million users in just two days, setting a new benchmark for social media growth, and by January 2025, Threads reported 320 million monthly active users. Basic trend data suggests that Threads is going to overtake X in 2026, with 400 million monthly active users gained in two years.

As Meta’s text-focused companion app to Instagram, Threads offers lodges a unique opportunity to join real-time conversations, share quick updates, and build community through authentic dialogue rather than polished content.

Best for:

• Real-time updates and announcements
• Behind-the-scenes quick thoughts
• Engaging in local community conversations
• Sharing travel tips and destination insights
• Building brand personality through dialogue
• Early adoption advantage (less saturated than other platforms)

Why Threads Matters for Lodges in 2026:

With less competition and algorithmic clutter than Instagram or X, Threads gives brands a rare chance to build authentic visibility early, before it becomes overcrowded. The platform’s integration with Instagram means your existing followers can easily find you, while its conversational nature allows for more personal, less promotional engagement.

On Threads, engagement is the core signal for the algorithm, with replies, reposts and quote-threads being the most powerful signals that your content is valuable. This makes it ideal for lodges willing to actively participate in conversations rather than just broadcast promotional messages.

TikTok: Viral Reach Through Authentic Content

TikTok now reaches up to 26.8 million UK users with ads, and the platform continues dominating in time spent. The key difference? TikTok rewards authenticity over polish.

Best for:

• Budget-conscious young travelers
• Unique or quirky properties
• Lodges with strong personality/staff
• Behind-the-scenes content
• Quick tips and local recommendations

Realistic Strategy for Lodge Owners:

Start with 2-3 platforms maximum. A strong presence on two channels beats a weak presence on five. For most lodges in 2026, the optimal starting combination is:

Foundation Combo: Instagram + Facebook (proven booking drivers) Growth Addition: + Threads (early mover advantage, easy Instagram integration) Advanced Option: + TikTok (once you’ve mastered short-form video)

Threads is particularly valuable because it requires minimal additional effort if you’re already on Instagram—you use the same account and can cross-post adapted content while building a text-based conversation presence.

Setting Up for Success

Before posting a single piece of content, ensure your profiles are optimized for bookings:

Profile Optimization Checklist:

• Bio with Clear Value Proposition: State what you offer and where you’re located in the first line
• Link in Bio: Use a tool like Linktree to include booking link, special offers, and contact info
• Contact Buttons: Enable booking, call, and email buttons on all platforms
• Story Highlights: Create saved story collections for Rooms, Amenities, Location, Reviews, FAQ
• Business Account: Switch to business accounts for analytics and advertising capabilities

Example Instagram Bio: “🏔️ Mountain Lodge & Cabins | Vermont ✨ Luxury Suites • Stunning Views • Pet-Friendly 🔥 Book Direct & Save 15% 👇 Reserve Your Getaway”

Part 2: Content Strategy That Converts

The 2026 Content Reality

Quick, punchy videos showing real moments work best: a speedy room tour, a bartender whipping up a signature cocktail, a sunrise over the gardens. Video marketing in hospitality can increase booking intent by over 80% when paired with compelling storytelling and clear calls-to-action.

Threads-Specific Content Strategy

Threads is projected to surpass X in monthly active users sometime in 2026, likely by mid-year, making early adoption particularly valuable for brands looking to establish authority in real-time conversations.

What Works on Threads:

1. Conversational Quick Takes (100-500 characters)
   • Share genuine thoughts about your day at the lodge
   • Ask your audience questions about their travel preferences
   • Respond to trending topics in your industry
   • Share micro-stories that don’t require perfect production
2. Local Community Engagement
   • Comment on local news and events
   • Share quick updates about your area’s weather, conditions, events
   • Participate in regional conversations
   • Support other local businesses publicly
3. Real-Time Updates
   • Last-minute availability announcements
   • Weather updates for travelers en route
   • Live event coverage (local festivals, seasonal changes)
   • Behind-the-scenes moments as they happen
4. Authentic Q&A
   • Answer common guest questions publicly
   • Share travel tips for your region
   • Provide insider recommendations
   • Engage with travel-related threads

Threads Best Practices:

According to recent research, 41% of Gen Z now turn to social networks for information before search engines, making platforms like Threads increasingly important for discovery.

• Post frequency: 1-3 times daily (Threads rewards consistency)
• Engagement priority: Reply to others’ threads more than you post
• Topic Tags: Use Threads’ Topic Tags feature for discoverability
• Cross-promotion: Share your best Threads on Instagram Stories
• Conversation over promotion: 90% conversation, 10% direct booking messages
• Authenticity: Content that works on Facebook or Instagram would feel too produced or promotional for Threads

Content Ideas for Threads:

• “The view from our deck this morning ☀️ [attach photo]”
• “PSA: The fall colors are at 75% peak this week. Book now if you want to catch them at their best”
• “Question for travelers: What’s your must-have lodge amenity? We’re planning upgrades and want to know what matters most”
• “Shoutout to @LocalCoffeeShop for keeping our guests caffeinated all week ☕”
• “Friendly reminder: The Perseid meteor shower peaks this weekend. Our location has zero light pollution 🌠”

Video-First Content (The Non-Negotiable Priority)

Posting short-form video 3-5 times per week through Reels, TikToks, and Shorts is recommended as the most engaging format for travelers researching where to stay.

Video Content Ideas That Drive Bookings:

1. Room Tours (30-60 seconds)
   • Showcase different room types
   • Highlight unique features (fireplace, hot tub, view)
   • Show what guests actually care about (bathroom, bed, amenities)
2. Experience Showcases (15-30 seconds)
   • Morning coffee on the deck
   • Sunset from your best viewpoint
   • Cozy fireplace moments
   • Seasonal activities
3. Behind-the-Scenes (30-45 seconds)
   • Staff preparing breakfast
   • Housekeeping making beds perfectly
   • Your preparation for arriving guests
   • Property maintenance that shows you care
4. Local Area Highlights (45-60 seconds)
   • Content about local markets, walking routes, bakeries, pubs, sunset spots, and seasonal activities resonates more than ever
   • Nearby attractions within 30 minutes
   • Hidden local gems
   • Seasonal events
5. Guest Experiences (User-Generated Content)
   • Repost guest videos (with permission)
   • Testimonial-style clips
   • Happy families, couples, groups

Video Best Practices for 2026:

Over 90% of Instagram users access the platform on mobile devices, meaning vertical video (9:16) should be your default format.

• Format: Always vertical (9:16 ratio)
• Length: 15-60 seconds (shorter often performs better)
• Hook: Grab attention in first 3 seconds
• Captions: Always add captions (most watch without sound)
• Call-to-Action: End with clear next step (“Book now,” “Link in bio,” “DM for rates”)
• Authenticity Over Perfection: Authentic content with a real human feel outperforms polished, generated content

The Content Bucket Strategy

Don’t post randomly. Organize content into categories to maintain balance and strategic focus:

Recommended Content Mix:

• 40% Inspiration & Experience: Beautiful visuals that make people dream of staying
• 30% Education & Value: Tips, local guides, what to pack, seasonal advice
• 20% Behind-the-Scenes & Personality: Your staff, your story, your values
• 10% Direct Promotion: Special offers, availability, booking reminders

Storytelling Over Static Posts

Hotels are now designing 30-day storytelling series that build anticipation, like “A Week in Paradise” instead of “Throwback Thursday”.

Example Narrative Series:

• “7 Days of Fall in Vermont” (daily posts showcasing seasonal experiences)
• “Meet Our Team Monday” (weekly staff spotlights)
• “Local’s Guide to [Your Area]” (ongoing series)
• “Room of the Week” (rotating feature of different accommodations)

Local Content That Drives Rankings

Travelers want to experience a location, not just stay in it, so share more of what’s outside your front door and talk like a local guide, not a brochure.

Local Content Strategy:

Create content positioning yourself as the local expert:

• Best breakfast spots within 10 minutes
• Hiking trails by difficulty level
• Seasonal activity calendar
• Weather tips and what to bring
• Local events and festivals
• Historical facts and stories
• Wildlife spotting tips

This content serves dual purposes: it helps potential guests plan their trip AND improves your visibility in local searches.

Part 3: Engagement That Builds Community

Why Engagement Metrics Matter More Than Follower Count

Saves, shares, replies, and DMs matter far more than big follower numbers. In 2026, algorithms prioritize meaningful engagement over vanity metrics.

Engagement Actions to Prioritize:

1. Respond to Every Comment (Within 24 Hours)
   • Ask follow-up questions
   • Provide helpful additional information
   • Show personality, not corporate speak
   • Thank people genuinely
2. Answer DMs Promptly (Within 2-4 Hours)
   • Booking journeys from social platforms are getting smoother, with link-in-bio tools becoming smarter and in-app browsing becoming normal
   • Many booking inquiries start in DMs
   • Have canned responses ready for FAQs
   • Personalize each response
   • Move conversations to booking quickly
3. Engage with Your Local Community
   • Comment on local business posts
   • Share and support local events
   • Tag local attractions and restaurants
   • Build genuine relationships, not just promotional exchanges
   • On Threads: Join local conversation threads and offer valuable insights without being promotional
4. Create Interactive Content
   • Polls in stories (“Which room would you choose?”)
   • Question stickers (“What’s your ideal lodge amenity?”)
   • “This or That” comparisons
   • Quiz stickers about your area
   • On Threads: Ask open-ended questions that spark discussion and replies

User-Generated Content (UGC) Strategy

User-generated content acts as powerful social proof and provides the authentic, trustworthy content potential guests crave.

How to Generate More UGC:

1. Create a Branded Hashtag
   • Make it memorable and unique
   • Display it prominently throughout property
   • Include it in booking confirmations
   • Feature it in your bio
2. Make Sharing Easy and Rewarding
   • Create Instagram-worthy spots (photo walls, scenic viewpoints)
   • Provide good lighting for photos
   • Offer incentives: “Share your stay and get 10% off your next visit”
   • Run monthly contests for best guest photo
3. Always Ask Permission and Give Credit
   • DM guests before reposting their content
   • Tag them when you share
   • Engage with their post first (like and comment)
4. Showcase UGC Strategically
   • Create a “Guest Photos” story highlight
   • Mix UGC into your feed (60% your content, 40% guest content)
   • Use UGC in ads (with permission)

Part 4: Influencer Marketing for Lodges

The Shift to Micro and Nano Influencers

Nano influencers (1,000-10,000 followers) now generate around 49% higher engagement than micro influencers. About 57% of marketers report getting better results with micro-influencers versus macro-influencers.

Why Small Influencers Work Better for Lodges:

• Higher engagement rates with dedicated followers
• More authentic, less “salesy” content
• Lower cost (often willing to trade for stays)
• Better geographic targeting
• Genuine recommendations over paid promotions

Finding the Right Influencers

Ideal Influencer Profile for Lodges:

• 2,000-50,000 followers
• Focus on travel, outdoors, family adventures, or couples content
• Located within driving distance OR focused on your destination
• Engagement rate of 3%+ (not just follower count)
• Authentic voice that matches your brand
• Content quality that represents your lodge well

Where to Find Them:

1. Search your location hashtags (#VermontTravel, #ColoradoHiking)
2. Look at who your competitors are working with
3. Check who’s already tagging your location
4. Use influencer platforms (AspireIQ, GRIN, Upfluence)
5. Ask recent guests with strong social presence

Structuring Influencer Partnerships

Typical Arrangements:

• Trade: Complimentary stay in exchange for content
• Hybrid: Discounted stay + small fee + content deliverables
• Paid: Fee for specific content creation and posting

What to Include in Agreements:

• Number of posts/stories/videos required
• Specific hashtags and tags
• Content approval rights
• Usage rights for your marketing
• Timeline for posting
• Authentic disclosure requirements (FTC compliance)

Example Influencer Brief: “We’ll provide a 2-night complimentary stay in our Mountain View Suite. In exchange, we’d love:

• 2 Instagram Reels (30-60 seconds each) showing different aspects of your stay
• 5+ Instagram Stories throughout your visit
• 1 Instagram post
• Permission to repost your content
• Hashtag: #StayAt[YourLodge] and tag @yourlodge Please maintain your authentic voice—we want your honest experience!”

Part 5: Running Effective Social Media Ads

The 2026 Meta Ads Landscape

Hotels investing in digital ads show 100% planning to allocate budget to digital media campaigns, with about 33% earmarking $50,000-$100,000 for digital advertising. The return can be substantial: Hospitality ads on Facebook and Instagram average a 2-4% click-through rate, whereas generic Google hotel landing pages see only 0.5-2%.

Understanding Meta’s AI-Driven Advertising in 2026

The Facebook and Instagram ad platform has fundamentally changed. Meta introduced a completely new algorithm dubbed Andromeda in late 2024, effectively replacing old targeting systems, where now Meta controls the targeting using your ad creative to determine who should see your content.

What This Means for Lodge Owners:

The algorithm is now so sophisticated that broad targeting often outperforms manual interest-based targeting. This is actually good news—it means less time fiddling with complicated targeting and more focus on creating compelling ads.

Setting Up Your Ad Foundation

Technical Requirements:

1. Meta Pixel Installation
   • Install on your website to track conversions
   • For even better tracking in 2026, pair the Pixel with the Conversions API which improves data accuracy despite iOS privacy restrictions
2. Conversion Events Setup
   • Track key actions: page views, booking button clicks, completed bookings
   • Feed the algorithm with quality data
3. Business Manager Account
   • Centralize all assets (Pages, ad accounts, Pixels)
   • Enable team access and collaboration

Campaign Structure for Lodges

Recommended Campaign Types:

1. Awareness Campaigns (Top of Funnel)

• Objective: Reach new potential guests
• Budget: 20-30% of total ad spend
• Content: Beautiful property videos, destination highlights
• Targeting: Radically broad—target the entire country with no age, gender, or interest selection to give AI maximum data

2. Consideration Campaigns (Middle of Funnel)

• Objective: Engage interested travelers
• Budget: 30-40% of total ad spend
• Content: Room features, amenities, guest testimonials, virtual tours
• Targeting: Lookalike audiences based on website visitors

3. Conversion Campaigns (Bottom of Funnel)

• Objective: Drive direct bookings
• Budget: 30-50% of total ad spend
• Content: Special offers, availability alerts, urgency-driven messaging
• Targeting: Retargeting website visitors and engaged audiences

Advanced Targeting Strategies

Custom Audiences to Build:

1. Website Visitors (Past 180 Days)
   • Build your base with 180-day website visitors and 365-day engagers on Instagram and Facebook as the backbone of Meta targeting best practices
2. Social Media Engagers (Past 365 Days)
   • People who’ve interacted with your content
   • Video viewers (watched 25%+ of your videos)
   • Instagram/Facebook profile visitors
3. Customer Lists
   • Upload email lists of past guests
   • Create lookalike audiences from your best customers
4. Abandoned Booking Retargeting
   • Show social ads to users who visited your site but didn’t complete their booking
   • Offer limited-time incentives to complete purchase

Lookalike Audiences:

Once you have quality custom audiences, create lookalike audiences:

• 1% lookalike of past bookers (most similar)
• 1% lookalike of high-value guests
• 2-3% lookalikes for broader reach

Geographic Targeting Tactics:

Geo-fencing campaigns can promote last-minute deals to people already in your city—an underused tactic in marketing strategies for hotels.

Applications for lodges:

• Target cities within 3-hour drive radius
• Target travelers already in your region (spontaneous bookings)
• Exclude your immediate zip code (focus on out-of-town visitors)

Creating High-Converting Ad Creative

Ad Format Best Practices:

Resist the urge to control where your ads appear, as restricting placement is an outdated tactic that limits the algorithm’s efficiency. Instead, select “All Placements” and let Meta optimize.

Video Ad Guidelines:

• Length: 15-30 seconds performs best
• Format: Always vertical for Stories/Reels, square for Feed
• Hook: Compelling first 3 seconds
• Captions: Required (most watch without sound)
• CTA: Clear call-to-action overlay

Static Image Ad Guidelines:

• High-quality photography (professionally shot or excellent smartphone photos)
• Minimal text on image (Meta limits text to 20% of image)
• Show aspirational moments, not just rooms
• Test multiple images per campaign

Ad Copy Formula:

1. Attention-Grabbing Headline: Benefit or question (“Escape to Mountain Luxury”)
2. Emotional Connection: Paint the picture of the experience
3. Social Proof: Quick mention of ratings or testimonials
4. Clear Value: What makes your lodge special
5. Strong CTA: Direct action (“Book Your Fall Getaway – 20% Off This Week”)

Example Ad Copy:

“🍂 Fall in Vermont has never looked this good

Wake up to mountain views. Sip coffee by the fireplace. Explore covered bridges and hiking trails just minutes away.

⭐ 4.9/5 stars from 200+ guests 🐕 Pet-friendly suites available 🔥 Cozy fireplaces in every room

Book direct this week and save 20% on weekend stays. Limited availability for peak foliage season.

[Book Now Button]”

Budget Recommendations

Minimum Effective Budgets:

• Testing Phase: $10-15/day per ad set for 7-14 days
• Scaling Phase: $25-50/day per campaign
• Peak Season: $50-100+/day across all campaigns

Running 10 ad sets at $5 per day each is worse than running 2 ad sets at $25 per day—consolidate your budget so each ad set gets enough data to optimize.

Seasonal Budget Allocation:

• Increase budget 60-90 days before peak season
• Maintain presence year-round (even at $5-10/day minimum)
• Scale up during booking decision windows
• Test new creative during off-season when costs are lower

Measuring Ad Performance

Key Metrics to Track:

Performance metrics like click-through rates, saved posts, and story exits are far more valuable than likes.

Essential KPIs:

• CTR (Click-Through Rate): Aim for 2-4%
• CPC (Cost Per Click): Benchmark against your booking value
• Conversion Rate: Website visits to bookings
• ROAS (Return on Ad Spend): Revenue generated per dollar spent (aim for 3x+)
• Cost Per Booking: Total ad spend ÷ bookings generated

Optimization Timeline:

• Days 1-3: Don’t touch anything, let algorithm learn
• Days 4-7: Monitor performance, look for obvious issues
• After Day 7: Give campaigns at least 5-7 days before making major adjustments to avoid resetting Meta’s learning phase
• After Day 14: Optimize based on data, pause underperformers, scale winners

Part 6: Tools and Systems for Efficiency

Social Media Management Platforms

Instead of logging into multiple apps every morning, consider tools that help you schedule posts, monitor engagement, and track analytics in one central hub.

Important Note on Threads: As of early 2026, most third-party scheduling tools don’t yet support Threads posting. You’ll need to post natively to the app. However, you can draft Threads content in your scheduling tool as reminders, then post manually.

Recommended Tools by Lodge Size:

Small Lodges (1-10 Rooms):

• Meta Business Suite (Free): Schedule Facebook/Instagram posts
• Later or Planoly ($15-25/month): Visual Instagram planning
• Canva (Free-$13/month): Design graphics and videos
• Threads App (Free): Post directly (no third-party scheduling yet)

Medium Lodges (11-30 Rooms):

• Hootsuite or Buffer ($25-50/month): Multi-platform scheduling
• Canva Pro ($13/month): Advanced design features
• CapCut (Free): Video editing for Reels/TikTok
• Threads App (Free): Native posting for real-time engagement

Larger Lodges (30+ Rooms):

• Sprout Social ($249+/month): Enterprise-level management
• Adobe Creative Suite ($55/month): Professional design/video
• Dash Hudson or Later Influence ($120+/month): UGC management and influencer tracking

AI Tools for Content Creation

AI tools now help with planning, drafting, and even editing, but personality is still everything—use AI for the boring bits and keep human warmth for captions and storytelling.

Useful AI Applications:

• Caption Writing Assistance: ChatGPT for initial drafts (then personalize)
• Hashtag Research: AI tools to find relevant hashtags
• Image Enhancement: AI photo editing for consistency
• Content Ideas: Generate topic ideas and content calendar

What to Keep Human:

• Final caption voice and personality
• Responses to comments and DMs
• Creative direction and strategy
• Relationship building

Content Calendar Strategy

Monthly Planning Process:

1. Week 1: Plan next month’s content themes
2. Week 2: Create/collect content (batch filming days)
3. Week 3: Edit and schedule content
4. Week 4: Engage, monitor, and adjust

Batch Content Creation:

Set aside one day per month to create 2-4 weeks of content:

• Film 10-15 short videos in different locations
• Take 30-50 photos of various subjects
• Write caption drafts for all posts
• Schedule everything in advance

This approach maintains consistency without daily stress.

Part 7: Putting It All Together

Your 90-Day Social Media Launch Plan

Month 1: Foundation & Learning

Week 1-2:

• Optimize all social profiles (Instagram, Facebook, Threads)
• Install Meta Pixel
• Audit competitor content
• Set up scheduling tools
• Create first 20 pieces of content
• Connect Instagram to Threads and set up profile

Week 3-4:

• Begin posting 3-5x per week on Instagram/Facebook
• Post 1-2x daily on Threads (quick, conversational updates)
• Engage with every comment/DM
• Start building custom audiences
• Film behind-the-scenes content
• Monitor what content performs best
• Join local Threads conversations

Month 2: Consistency & Growth

Week 5-6:

• Maintain posting schedule
• Launch first paid ad campaign ($10-15/day)
• Reach out to 3-5 potential micro-influencers
• Create Instagram story highlights
• Implement hashtag strategy

Week 7-8:

• Analyze first month’s data
• Adjust content based on performance
• Scale ad budget on winning campaigns
• Launch user-generated content campaign
• Engage with local businesses

Month 3: Optimization & Scale

Week 9-10:

• Refine content themes that work
• Increase ad budget to $25-50/day
• Host first influencer visit
• Create lookalike audiences
• Launch retargeting campaigns

Week 11-12:

• Measure ROI on ad spend
• Plan next quarter’s strategy
• Build content library
• Optimize booking funnel
• Celebrate and refine

Success Metrics to Track

Monthly Review Checklist:

• [ ] Follower growth rate
• [ ] Engagement rate (likes + comments + shares / followers)
• [ ] Profile visits from social media
• [ ] Website traffic from social channels
• [ ] Booking inquiries from social media
• [ ] Direct bookings attributed to social
• [ ] Ad ROAS (Return on Ad Spend)
• [ ] Cost per booking from ads
• [ ] UGC collected and permissions granted
• [ ] Influencer partnerships initiated

Realistic Growth Expectations:

• Months 1-3: 100-500 new followers, establishing presence
• Months 4-6: 500-1,500 followers, seeing first direct bookings
• Months 7-12: 1,500-5,000 followers, consistent booking inquiries
• Year 2+: 5,000-20,000 followers, social as primary booking source

Common Mistakes to Avoid

1. Posting Without Strategy

Random posts whenever you remember won’t build momentum. Consistency beats frequency—3 strategic posts per week outperform 7 random ones.

2. Ignoring Analytics

The industry is shifting toward measurable commercial outcomes such as direct bookings, cost per cover, and revenue attribution. If you’re not tracking what works, you’re wasting effort.

3. Over-Promoting

The 80/20 rule applies: 80% valuable/entertaining content, 20% promotional. Nobody wants a feed that’s just sales pitches.

4. Inconsistent Brand Voice

Your social media personality should match your lodge’s actual vibe. Don’t try to be funny if you’re a luxury lodge, and don’t be overly formal if you’re a casual mountain cabin.

5. Neglecting Video

If you’re still creating primarily square or horizontal content, you’re leaving performance on the table. Video, particularly vertical video, is non-negotiable in 2026.

6. Buying Followers or Engagement

Fake followers destroy your engagement rate and algorithm performance. Meta’s algorithm relies on feeding it high-quality first-party signals—fake engagement provides worthless signals.

7. Not Optimizing for Mobile

The majority of potential customers find and book rooms on mobile devices. If your landing page loads slowly or isn’t mobile-friendly, you’ll waste clicks.

8. Treating Social as an Afterthought

In 2026, the hotels that will win online will be those that stop treating social media like decoration and start treating it like a digital profit center.

Future Trends to Watch

Threads Will Continue Growing

Threads is projected to surpass X in monthly active users sometime in 2026, likely by mid-year. As more people turn to Threads for real-time news and discussions, brands will need to adjust their strategies accordingly.

What This Means for Lodge Owners:

The crossover of Instagram to Threads users is significant, with nearly one-third of Instagram users in 2026 using the platform. If you already have an Instagram presence, Threads offers a natural extension to build authentic engagement.

For marketers, this means investing in Threads now, before it becomes saturated. Build your presence, test what works, and establish your voice while the platform is still defining its identity. Early adopters will benefit from:

• Less competition for attention
• Lower organic reach costs
• Opportunity to establish thought leadership
• Platform favorability toward engaged accounts

Until Threads develops clearer discovery mechanics or norms for brand participation, it’s best suited for organic conversation and community-building rather than scaled brand reach or performance-driven objectives. Focus on being helpful and conversational, not promotional.

AI and Automation Will Increase

AI-powered tools are streamlining content creation and customer service, but 60% of consumers prefer to know when they’re interacting with AI, and 40% would stop engaging with a brand after a negative AI interaction.

Use AI wisely:

• Enhance your capabilities, don’t replace authenticity
• Be transparent about AI usage
• Keep human connection in customer interactions

Shopping Features Will Expand

Instagram is building more native commerce features with streamlined checkout flows, better product tagging, and more seamless in-app purchasing experiences.

Prepare by:

• Setting up Instagram Shopping if eligible
• Creating product catalogs for room types
• Enabling native booking features as they launch

Privacy-First Tracking Will Evolve

As privacy regulations tighten, Meta continues improving tools like Conversions API and modeled attribution, making staying on top of these changes essential for accurate measurement.

Stay ahead by:

• Implementing Conversions API now
• Building first-party data strategies
• Focusing on owned channels (email list, direct bookings)

Final Thoughts

Social media for lodges isn’t about gaming algorithms or finding shortcuts. It’s about consistently showing up, providing value, building trust, and making it easy for travelers to choose you.

The lodges succeeding on social media in 2026 share common traits:

• They post consistently (3-5x per week minimum)
• They prioritize video content
• They engage genuinely with their community
• They invest strategically in paid advertising
• They measure what matters (bookings, not just likes)
• They stay authentic to their brand

You don’t need a massive budget or a full-time social media manager to succeed. You need a clear strategy, commitment to consistency, and willingness to learn from your data.

Start simple: Choose your 2-3 primary platforms (Instagram + Facebook + Threads is ideal for most lodges in 2026), create a content calendar for the next month, film 10 short videos this week, set up your Threads profile and post your first conversational update, and launch your first ad campaign with $15/day. Then build from there, one post at a time, one booking at a time.

The travelers who will fill your lodge next season are scrolling Instagram, engaging on Threads, and watching TikTok right now. Make sure they find you.

Ready to transform your lodge’s social media? Start with the highest-impact action: This week, create and post 3 vertical video Reels showing real moments at your property. Set up your Threads account and join 5 local conversations without promoting your lodge—just be helpful. Then set up your Meta Pixel and schedule your first week of content. Small, consistent actions compound into remarkable results.