Why Guests Scroll First, Book Later (& How to Capture Their Eye)

Before a guest ever clicks “Book Now”, they scroll, and scroll some more. Whether it’s Instagram, TikTok, Google Maps, or Pinterest, most booking decisions today start long before your website gets a visit. It’s in this discovery phase, when attention is fleeting and the competition is one swipe away, that's why your social content has to shine.

We no longer live in a world where people go directly from a Google search to a reservation. The new customer journey is social, visual, and emotionally driven. To succeed in this space, your brand has to do more than inform; it has to inspire.

The New Booking Funnel Starts with Aesthetics

Travel planning today is increasingly visual. Guests are dreaming, not just searching. They’re not starting with “How much does it cost?", they’re asking, “Can I picture myself there?” If your visuals can answer that question in under five seconds, you're in the game.

This is especially true for Millennials and Gen Z, who are less likely to use traditional search engines and more likely to explore destinations through Instagram, TikTok, YouTube Shorts, and even Google Maps photo reviews. They may save your post, follow your profile, or screenshot your space weeks before taking action. You're planting seeds, not pushing sales.

And unlike polished brochures, today’s guests are looking for vibe. A moody, rain-soaked balcony; a guest sipping coffee in a window nook; golden-hour light hitting the breakfast spread - these moments matter. They suggest experience, escapism, and personality.

The Psychology of the Scroll

When potential guests scroll, they’re subconsciously filtering content with three big questions:

• Vibe: Does this place reflect my aesthetic or values?

• Experience: What will this feel like?

• Uniqueness: Will this place offer something I won’t find elsewhere?

People don’t book amenities, they book feelings. Instead of showing the pool, show someone floating in it under the stars. Instead of listing “free breakfast,” show a guest laughing over a croissant on the terrace.

How to Capture the Scroll

1. Lead with Emotion

Use imagery that evokes a mood. Think beyond room shots and instead use warm lighting, candid laughter, rich textures, close-up details, or spontaneous moments. People remember how something made them feel, not just what it looked like.

2. Think Vertical

Most users scroll on mobile, so your content should fill the screen. Use vertical formats (9:16) for Reels, Stories, and TikToks. This maximises impact and improves the platform algorithms’ favour.

3. Show People

Photos with people consistently outperform empty spaces. Let potential guests imagine themselves in the scene. Even subtle cues, a hand holding a drink, a guest’s silhouette, invite emotional projection.

4. Create Scroll-Stopping Hooks

Captions matter. Use curiosity and storytelling to draw users in:

“Swipe to see the secret view our guests love…”

“No one expects what’s behind this door.”

“Room 17 has a story. Here it is.”

5. Be Consistent

Visual consistency builds trust. Use a curated palette, regular themes, and recurring formats. Think of your social feed as a mini digital magazine. You want people to recognise your style instantly.

6. Use UGC (User-Generated Content)

Guest photos and videos offer raw, authentic perspectives, and guests trust real voices. Share tagged posts, repost stories, and create highlight reels from guest-submitted content.

From Scroll to Stay

A guest might scroll past your content ten times before they ever visit your accommodation, and that’s okay. The goal is to:

• Build recognition

• Spark desire

• Stay top of mind

Over time, your visuals create emotional recall. When the moment to book arrives, they’re not just choosing a place, they’re choosing your place, because they’ve already seen themselves there.

And that’s the power of scrollable storytelling.

Final Thoughts

In hospitality, first impressions are no longer made at the check-in desk; they’re made on the feed. In the new era of travel marketing, you don’t just sell rooms. You sell moments worth scrolling for.