Hospitality social media has reached a critical inflection point–and the early adopters are reaping massive rewards.
While most hotels post occasional property photos and call it a strategy, the forward-thinking few are building social media empires that drive unprecedented direct bookings.
This is the classic early adopter advantage–the brief window where innovation creates outsized returns before mainstream adoption takes hold.
The 1% of hotels who recognize this opportunity now are capturing audiences of hundreds of thousands and drastically reducing customer acquisition costs.
But like all adoption curves, this advantage has an expiration date.
When social-first marketing becomes standard practice, the competitive edge vanishes for those who waited too long.
The Media Revolution: A Once-in-a-Decade Opportunity
Every decade brings a transformative shift in how guests discover and choose accommodations.
First came websites. Then mobile booking. Now, we're witnessing the third great digital revolution–and it's all about media.
This isn't just another marketing trend–it represents the single greatest opportunity for forward-thinking operators to differentiate themselves in an increasingly crowded market.
Through compelling content and consistent presence in their feeds, you become part of potential guests' daily lives months or even years before they book.
When they're finally ready to travel, they're not shopping around.
They're not comparing amenity lists.
They've already emotionally invested in the experience you've shown them.
Why We're Still in the Early Adopter Stage
Despite the obvious opportunity, most hotels remain stuck in outdated approaches:
- Posting staged, unengaging property photos
- Using social channels for occasional announcements
- Treating content as a branding exercise with minimal investment
The biggest obstacle? Attribution.
Traditional analytics consistently undervalue social media's impact on bookings.
At Onera, our Google Analytics initially showed that organic social drove 1-2% of our booking revenue. Yet when we asked guests directly, over 60% said they found us on Instagram.
This disconnect is keeping the majority of hotels on the sidelines, creating a massive opportunity for those willing to push past these limitations.
Understanding the Adoption Curve
Geoffrey Moore's "Crossing the Chasm" framework explains perfectly where we are in the hospitality media revolution:
1. Innovators: The absolute pioneers who embraced social-first marketing years ago–think remote, Instagram-famous properties like the Pacific Bin and the Cliffs at Hocking Hills.
2. Early Adopters: Where we are right now–forward-thinking operators recognizing the opportunity before the masses. This group sees exponential results because they stand out dramatically from competitors.
3. Early Majority: The approaching wave–mainstream properties that will adopt these strategies once they're proven beyond doubt. Their results will be good, but not transformative.
4. Late Majority: Traditional operators who will reluctantly adopt these approaches only when they become standard practice, with minimal competitive advantage.
5. Laggards: Those who may never fully adapt and will likely struggle to survive.
The chasm between early adopters and early majority represents your greatest opportunity.
Those who cross now will secure prime position in travelers' feeds before the rest of the market.
Those who wait will eventually follow–but with dramatically higher costs and diminished results.
How to Capitalize on This Opportunity
This isn't about quick wins–it's about playing the long game that 99% of properties aren't willing to commit to:
- Build content creation into your core operations, not as a side project
- Embrace consistent, daily content that focuses on connection, not just beautiful visuals
- Invest in the right talent–not just a single "social media person" but a proper media team
- Adopt a test-and-learn mindset, constantly trying new formats and approaches
The key distinction between early adopters and those who will follow later isn't just timing–it's commitment level.
The winners recognize that media isn't a nebulous marketing expense–it's the foundation of their entire guest acquisition strategy.
The Compounding Benefits of Going All-In Now
The early adopter advantage in social-first hotel marketing creates exponential results:
✅ Your content builds compound value over time, unlike advertising that stops working when you stop paying
✅ Your audience becomes increasingly loyal and resistant to competitor messaging
✅ Your customer acquisition costs decrease dramatically as your organic reach grows
✅ Your direct booking percentage climbs, reducing OTA dependency and saving 15%+ on fees
But perhaps most valuable: you build an audience asset that appreciates as the market catches up.
Think of it like purchasing prime real estate before a neighborhood becomes popular–the earlier you establish your presence, the greater your long-term advantage.
The Time to Act is Now
We know exactly how this story ends.
Social-first marketing will eventually become standard practice for every hotel that wants to remain competitive.
The only question is where you'll position yourself on the adoption curve–and how much competitive advantage you'll capture before the window closes.
Will you be among the 1% who recognized and seized this opportunity early?
Or will you join the 99% scrambling to catch up once the revolution becomes obvious to everyone?
The choice is yours–but the time to decide is now.
Exciting news for your hotel!
We’ve expanded the Oasi team to bring you the same strategies and expertise that fueled Onera’s success.
From boosting your social media presence and marketing strategies, to optimizing pricing and offering full-service property management, we’re ready to help your property attract the Modern Traveler and maximize your returns.
Fill out an inquiry here and let’s explore how we can work together.
See you guys next week!
-Ben Wolff
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Ben Wolff
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