Hospitality Marketing: Instagram and TikTok Ideas to Fill Your Bookings
Not every hospitality brand feels irresistible online.
Some post regularly but struggle to turn views into visits. Others seem to fill tables, rooms and waiting lists with ease.
The difference? Content that doesn’t just look good, it moves people to act.
On Instagram and TikTok, your visuals are often the first impression and in hospitality, that first impression can be the difference between someone scrolling past… or booking a table.
Here’s how to use short-form video to turn attention into reservations.
Show the experience, not just the service
Guests aren’t just buying food, drinks, or a room.
They’re buying a feeling.
Capture the full experience: the lighting, the music, the energy, the first sip, the first bite and the laughter at the table. These details help your audience imagine themselves there before they ever step through the door.
When people can feel the moment, they’re far more likely to book it.
Make behind-the-scenes your secret weapon
The moments guests don’t usually see are often the most compelling.
From chefs plating up to bartenders crafting signature cocktails, these clips feel authentic and satisfying and they build trust.
Behind-the-scenes content shows the care, skill and personality that go into every experience.
It turns your brand from a place into a story people want to follow.
Turn your team into your content creators
Your staff are your greatest storytellers.
From baristas and servers to front-of-house teams and managers, everyone has a perspective your audience will connect with.
Short “meet the team” videos, day-in-the-life clips and fun trends help humanise your brand and make it feel welcoming, not corporate.
People don’t book brands, they book people.
Use trends with intention
Trends move fast on TikTok and Instagram, but when used thoughtfully, they can introduce your brand to entirely new audiences and give your content a powerful boost in visibility.
The key is to adapt trending sounds, formats, or challenges in a way that aligns with your brand’s personality and story, rather than forcing something that doesn’t feel natural.
Keep it on-brand, keep it simple and most importantly, keep it authentic. When a trend feels true to who you are, it becomes a creative opportunity rather than a gimmick.
It’s not about copying what’s popular, it’s about making it yours and using it to tell your story in a way that feels fresh, relevant and engaging.
Show social proof in action
User-generated content, reviews and customer reactions are some of the most powerful booking drivers you have.
Share clips of guests enjoying their visit, reacting to dishes, celebrating special moments, or leaving a glowing review.
These moments build trust and make potential guests feel confident choosing you.
If they loved it, others will too.
Create urgency with time-sensitive content
Limited-time menus, seasonal specials, live music nights and themed events all create moments that feel exciting and exclusive and they deserve to be shared.
These experiences are naturally time-sensitive, which makes them perfect for short-form video that builds anticipation and energy.
A quick teaser of a new dish, a behind-the-scenes clip of event prep, or a glimpse of the atmosphere on the night can spark instant interest.
Use countdowns, quick previews and last-minute reminders to create that all-important sense of “don’t miss out,” nudging viewers from “I’ll go someday” to “I need to book now.”
Our take
Stop posting just to stay visible. Start posting to fill your tables.
At Gather Social, we help hospitality brands turn Instagram and TikTok into booking machines, with content that feels authentic, engaging and impossible to scroll past.
If you’re ready to turn views into visits, let’s make it happen.
