How social media helps your hotel restaurant

Does having more followers also lead to more bookings?

More and more hotel and restaurant visits begin not at the table or in bed, but on a screen. Although not every guest is guided by likes. New research by Lightspeed shows that online visibility is indispensable for the hospitality and hotel industry, even if not every guest is guided by posts.

Research among 2,000 hospitality visitors and 200 hospitality entrepreneurs shows that almost half of consumers (47 percent) consider a restaurant without an online presence to be outdated. Furthermore, 36 percent believe that an active social media page makes a hospitality business more attractive.

For hotel restaurants, this means that their social media presence is increasingly becoming part of the overall guest experience. By regularly sharing the atmosphere and menu, hotels create a recognisable and familiar image for both hotel guests and people from outside who are considering eating at the restaurant.

Young people more influenced by social media

In total, one-third (33 percent) of hospitality visitors say that social media posts play a role in their choice of restaurant. Among young people, this percentage is considerably higher: 53 percent of those aged 18 to 34 indicate that social media influences their choice, while this is only 11 percent among those aged 65 and over.

For 38 percent of visitors, trust grows when a restaurant regularly shares content about its menu and atmosphere. Among 18 to 34-year-olds, this percentage is considerably higher at 53 percent, while for those aged 65 and over, it is 18 percent. A consistent online presence helps hotel restaurants to clearly position and make their own identity visible to potential visitors.

The persuasive power of food influencers

The impact of food influencers is particularly significant among younger demographics. Among 18 to 24-year-olds, 37 percent say they are more likely to visit a restaurant after an influencer post, and this influence remains strikingly high among 25 to 34-year-olds (30 percent) and 35 to 44-year-olds (29 percent) too.

From the age of 45, persuasive power declines rapidly. Among 55- to 64-year-olds, only 8% still say they are inspired by influencer content, and among those over 65, it's just 4%. Influencer content can therefore be valuable for hotels, but especially when the restaurant attracts a target audience that is receptive to it.

Following more important than sharing

Although social media is an important source of information, only 27 percent of guests share photos or videos of their restaurant visit themselves. Of this group, 31 percent tag or mention the restaurant when they post. Younger generations in particular see tagging as part of the experience: 38 percent of 25- to 44-year-olds tag the dining establishment when sharing photos of their restaurant experience.

Instagram and Facebook remain the most popular social media channels for finding information about restaurants (16 percent and 18 percent respectively), followed by TikTok (10 percent).

Entrepreneurs see clear results

On the entrepreneurial side, enthusiasm is high. More than half (57 percent) of hospitality entrepreneurs see that an active presence on social media actually leads to more bookings. In addition, 43 percent consider online visibility essential for running their business, and 40 percent say that sharing content helps build guest loyalty. At 39 percent of hospitality businesses, an employee or team is even responsible for social media.

Social media has thus become an extension of the guest experience. From storytelling to loyalty building: those who tell their stories consistently build brand equity and trust.

Data, dialogue and credibility

The fact that guests and entrepreneurs sometimes experience social media differently creates opportunities. Consumers remain critical, but the majority do expect a restaurant to be visible and tell a story.

Voor ondernemers is het zaak om niet alleen te posten, maar ook te luisteren. Data-inzichten helpen te begrijpen wat verschillende doelgroepen aanspreekt, wanneer ze reageren en wat uiteindelijk tot reserveringen leidt. Variatie in content, inspelen op trends en samenwerken met makers die een betrokken community hebben, vergroten het bereik en de impact.

Authentic content remains indispensable in this respect: at the end of the day, it is all about the online story connecting with the experience at the table, so that technology and hospitality reinforce each other.