Is Social Media Search the New Google for the Hospitality Industry?

The way travellers discover new destinations, hotels and experiences is consistently changing. Traditionally, Google has been the go-to search engine for planning trips and finding local services. However, social media platforms like Instagram, TikTok, and YouTube are increasingly becoming the primary search engines for today's savvy consumers, especially within the hospitality industry.

As more travellers turn to social media to find travel inspiration and accommodation recommendations, businesses in the hospitality sector must adapt their digital marketing strategies to stay competitive.

The Rise of Social Search in Hospitality

Social media platforms are no longer just for connecting with friends and sharing personal moments - they have become powerful search engines for discovering everything from holiday destinations to hidden gems in the culinary world.

According to a survey by TechCrunch, nearly 40% of Gen Z now prefer to search for travel destinations, restaurants and accommodations on platforms like TikTok and Instagram over traditional search engines like Google. This shift is reshaping how consumers explore the hospitality industry.

Travellers often use Instagram's search function to explore destinations, check out hotel reviews, or look for inspiration for their next break. TikTok users frequently search for restaurant reviews, food trends, and travel vlogs from influencers before making decisions. The appeal of these platforms is clear - social media combines entertainment and trustworthy information in a way that is engaging and instantly accessible.

Why Social Search Matters for Hotels and Hospitality Brands

In today's digital landscape, the key advantage of social media search for hospitality brands is its seamless, integrated nature. Instead of leaving a platform to look up reviews or search for more information on Google, users can find everything they need within the same app. A potential guest may stumble upon a beautiful boutique hotel or holiday rental while scrolling through Instagram. With just a few taps, they can immediately search for more details, see what others are saying, and even make a booking.

This convenience is driving more consumers to use social media as their first search point. When travellers see a hotel recommendation on an influencer’s TikTok video or discover a trendy restaurant on Instagram, they are likely to conduct a search within the same platform rather than opening a new browser. This makes it crucial for hotels and hospitality businesses to be discoverable, not just on Google but across social media platforms.

Social media platforms are designed to deliver real-time, engaging content. Travellers are increasingly drawn to the authenticity of user-generated content and influencer reviews. This has made social media a key place for discovering new experiences and making decisions quickly. Hospitality businesses that leverage the viral nature of social media trends and the power of visually compelling content can significantly enhance their chances of being discovered.

How to Optimise Your Hotel or Hospitality Brand for Social Search

While Google remains a major search engine, social media search is rapidly gaining ground - especially for the hospitality industry. To acquire bookings and stay ahead, hotels, lodgings and hospitality brands must rethink their digital marketing strategies to optimise for social media and social search.

Here are a few tips for success:

1. Use Geotags and Hashtags: Hashtags and location-based tags are essential for making your hospitality business discoverable on platforms like Instagram and TikTok. These features help travellers and foodies easily find your hotel, restaurant, or destination when searching for specific places or experiences.

2. Create Engaging Visual Content: Social media is a visual medium, and travellers are often swayed by the beauty of what they see. High-quality photos and videos showcasing your property, food, or local attractions can capture attention and drive engagement. Short-form videos, such as Instagram Reels or TikTok clips, are particularly effective for hospitality businesses looking to create viral-worthy content.

3. Leverage User-Generated Content: Encourage happy guests to post about their experiences and tag your business. Reposting this content not only provides social proof but also increases your visibility on social platforms. The more people engage with your brand on social media, the more likely you are to be discovered through social search.

4. Collaborate with Influencers: Influencers have become trusted sources for recommendations in the travel and hospitality sectors. By partnering with influencers who align with your brand, you can tap into their following and gain exposure to potential guests actively searching for similar experiences.

5. Optimise Your Profile: Ensure that your business profiles on Instagram, TikTok, YouTube, and other social platforms are fully optimised. This includes a keyword-enriched description of your hospitality business, updated contact information, and a link to your website or booking page. A well-curated social media profile increases the chances of being found in social searches.

The Future of Hospitality Search

As the boundaries between social media and traditional search engines continue to blur, businesses in the hospitality industry must embrace social search as an integral part of their marketing strategy.

By creating shareable, discoverable content and optimising for social media platforms, hospitality brands can enhance their online visibility and attract new customers in ways that go beyond traditional search engines.

In 2025, social media is not just a tool for engagement - it’s a powerful search engine in its own right. If you want your hotel, restaurant, or travel brand to succeed, optimizing your presence for social search is no longer optional - it's essential.

Ready to enhance your hospitality brand's visibility and reach? Contact Lemon Pip Digital today to craft a social media strategy that helps you stand out in a social-first world.