Before guests book, they want to feel something – connection, trust, excitement. Social media gives you the space to show off your property’s personality, answer questions before they’re asked, and stay top of mind before and after a guest’s stay.
It’s not just about pretty pictures. It’s about storytelling, credibility, and consistency.
And the best part? It’s one of the few channels where you can grow your audience organically – no commission fees, no ad spend required.
What to Post (That Actually Works)
Here’s a simple framework to keep your content engaging and balanced:
1. Showcase the Experience
Guests want to imagine themselves in your space. Go beyond room shots.
- Morning coffee on the deck
- The reading nook at sunset
- That local pastry on the kitchen bench
- Firepit moments or breakfast setups
📸 Caption idea: “Slow mornings in [Your Property Name] hit different ☕️”
2. Share the Story Behind the Stay
Your hosting journey is part of what sets you apart.
- Why you started hosting
- What inspired your décor choices
- Behind-the-scenes prep
- A funny or heartfelt hosting moment
People don’t book with algorithms – they book with humans.
3. Highlight Guest Reviews & User Content
Let your happy guests do the talking.
- Screenshots of 5-star reviews
- Reposts of guest photos (with permission)
- Testimonials in your brand style
Tip: Add a guest quote as a graphic with a branded template for quick, sharable content.
4. Promote Local Attractions or Events
Become a resource, not just a rental.
- “3 must-visit wineries near our stay”
- “What’s on this weekend in [your town]”
- “Best spots for brunch, as voted by our guests”
This positions your brand as a local guide, not just accommodation.
5. Educate Gently with Tips
Guests planning their trip often have questions.
- What to pack
- Best time of year to visit
- How to book directly
- Answers to FAQs you often receive
These build trust and reduce your inbox clutter.
Why This Strategy Works
- It builds trust → When guests see you’re consistent, helpful, and authentic, they feel more confident booking.
- It increases visibility → Social media content can be saved, shared, and discovered long after it’s posted.
- It drives direct bookings → With the right bio link and CTAs, you can send followers to your own website — not Airbnb.
It supports repeat stays → Past guests follow you to stay in the loop for their next trip.
What to Avoid
- Only posting empty rooms or listing links
- Inconsistent posting followed by long silences
- Trying to be everywhere (focus on 1-2 platforms)
- Sounding robotic or overly “salesy”
Ready to Build a Social Strategy That Books?
We help STR hosts create content calendars, caption templates, and branded post designs – so you’re not guessing what to post (or when).
or explore our content creation services to keep your feed consistent, connected, and converting.