Social Media Marketing for Serviced Accommodation: A Practical Guide
“Social media isn't about being everywhere, it's about being excellent somewhere. For property businesses, that means Instagram and Facebook.”- Roxie Andrew
Start with Instagram if you only have time for one platform, and add Facebook second. For most serviced accommodation businesses, three to four feed posts and two to three Reels a week, with daily Stories when you can manage it, is a cadence you can actually keep up.
Why Does Social Media Matter for SA Operators?
Social media is where your potential guests spend hours every day. It's where they dream about their next trip, research destinations, and discover properties. If you're not there, you're invisible to a huge audience.
But here's the thing: social media for property businesses is different from social media for lifestyle brands. You're not chasing viral moments, you're building trust and driving bookings.
Which Platforms Should You Use?
Instagram: Your Primary Platform
Instagram is visual, aspirational, and perfect for showcasing beautiful properties. It's where travel lovers spend their time and where property content thrives.
Best for:
- Property photography and tours
- Behind-the-scenes content
- Local area highlights
- Guest testimonials
- Reaching younger demographics (25-44)
Facebook: Community and Trust
Facebook is older, but it's where people make decisions. Facebook groups, reviews, and pages still drive significant bookings.
Best for:
- Longer-form content and updates
- Event promotion
- Customer reviews and recommendations
- Reaching families and business travellers
- Local community engagement
What About TikTok, LinkedIn, X?
- TikTok: Great for reach but hard to convert to bookings. Consider only if you enjoy video creation.
- LinkedIn: Useful if you target corporate stays or want to connect with landlords/investors.
- X (Twitter): Not typically effective for accommodation marketing.
Focus on one or two platforms and do them well, rather than spreading yourself thin.
What Content Works for Property Businesses?
The Content Mix
If you want a fuller plan for what to publish and where, our guide to content marketing for property businesses goes deeper than this social-only view. As a quick rule of thumb, follow the 70-20-10 split:
- 70% Value: Beautiful imagery, local tips, helpful content
- 20% Personal: Behind-the-scenes, your story, team content
- 10% Promotional: Direct booking calls, offers, availability
High-Performing Content Ideas
Property Content
- Room tours and walkthroughs (Reels perform best)
- Before/after staging shots
- Seasonal decoration updates
- Amenity highlights (coffee machine, view, garden)
- "What's included" posts
Local Area Content
- Restaurant recommendations
- Hidden gems and local secrets
- Seasonal events and festivals
- Walking routes and attractions
- "A day in [location]" guides
Trust-Building Content
- Guest reviews and testimonials
- User-generated content (with permission)
- Response to FAQs
- Your story and why you started
- Team introductions
Engagement Content
- Polls and questions
- "This or that" posts
- Caption competitions
- Local recommendations requests
Instagram Strategy Deep Dive
Profile Optimisation
- Username: Your brand name, easy to remember
- Bio: Location, what you offer, booking link
- Link: Use Linktree or direct to your booking page
- Highlights: Properties, Reviews, Local Tips, FAQs
Posting Schedule
- Feed posts: 3-4 per week
- Stories: Daily when possible
- Reels: 2-3 per week (highest reach)
Hashtag Strategy
Use 15-20 hashtags mixing:
- Location tags: #ManchesterAirbnb #LondonStays
- Property tags: #ServicedApartment #ShortTermRental
- Travel tags: #UKTravel #WeekendAway
- Niche tags: #BusinessTravel #FamilyHoliday
Reels That Work
- Property tours with trending audio
- "POV: You're staying at..." content
- Packing/unpacking satisfaction videos
- Local area montages
- Before/after transformations
Facebook Strategy
Page Setup
- Complete all business information
- Enable reviews
- Add booking button linking to your website
- Create photo albums for each property
Content Approach
- Longer captions work better on Facebook
- Share local events and news
- Post availability updates
- Encourage and respond to reviews
Facebook Groups
Join and participate in:
- Local community groups
- Travel and tourism groups
- Relocation groups (if targeting long stays)
- Industry groups for networking
How Do You Convert Followers to Bookers?
The Path to Booking
- Discovery: They find your content
- Follow: They like what they see
- Engagement: They interact with posts
- Website visit: They check availability
- Booking: They commit
Conversion Tips
- Always include a call-to-action
- Make your booking link obvious and easy
- Use "Link in bio" strategically
- Share limited-time offers in Stories
- Respond to DMs quickly (within hours)
Time-Saving Tips
Batch Content Creation
Set aside 2-3 hours monthly to:
- Take property photos/videos
- Write captions
- Schedule posts using tools like Later or Buffer
Repurpose Content
- Turn one video into multiple Reels clips
- Adapt Instagram posts for Facebook
- Use guest reviews across platforms
- Refresh seasonal content annually
User-Generated Content
Encourage guests to tag you and reshare their content (with permission). It's free, authentic, and builds trust.
Measuring Success
Metrics That Matter
- Reach: How many people see your content
- Engagement rate: Likes, comments, saves, shares
- Profile visits: People checking you out
- Website clicks: Traffic to your booking page
- Direct bookings: The ultimate goal
What Good Looks Like
- A healthy engagement rate on Instagram (in our experience, comfortably above the low single-digit percentages)
- Steady follower growth (quality over quantity)
- Regular DMs and enquiries
- Guests mentioning they found you on social
Common Mistakes to Avoid
- Posting only promotional content: Nobody wants a constant sales pitch
- Inconsistent posting: Algorithms reward consistency
- Ignoring engagement: Reply to every comment and DM
- Poor quality images: Blurry photos hurt your brand
- No clear CTA: Tell people what to do next
- Trying to be everywhere: Master one platform first
Getting Started This Week
- Audit your current social presence
- Choose your primary platform (Instagram recommended)
- Optimise your profile with booking link
- Plan your first week of content
- Set a posting schedule you can maintain
Conclusion
Social media marketing for serviced accommodation is a long game. You're building a brand, not chasing viral moments. Consistent, quality content that showcases your properties and provides value will attract the right audience over time.
Start small, be consistent, and always remember: every post is a chance to make someone dream about staying with you.
Frequently Asked Questions
Which platform should I start with?
Start with Instagram. It is visual, aspirational and where travel-minded guests spend their time, which makes it the strongest single platform for showcasing serviced accommodation. Add Facebook second once Instagram is running smoothly, especially if you target families or business travellers.
How often should I post?
On Instagram, aim for three to four feed posts and two to three Reels a week, with daily Stories when you can manage it. Consistency matters far more than volume, so pick a cadence you can keep up every week rather than a burst that fizzles out.
Do I really need to be on TikTok and X as well?
Not to begin with. TikTok can be great for reach if you enjoy making video, but it is hard to convert into bookings, and X rarely works for accommodation. Master one or two platforms first before stretching yourself thin.
Where should my link in bio point?
Send people to a booking-ready website you control, not a third-party listing. A clear page with availability, pricing and a direct booking option turns followers into direct bookings and keeps the commission in your pocket.
Give your followers somewhere that actually converts
All the Reels and Stories in the world only pay off if your link in bio leads somewhere that turns interest into bookings. Brick by Plots & Leads builds you a booking-ready serviced accommodation website on your own domain, with most operators live in around five minutes.