Top Social Media Trends for the Rest of the Year: Bringing Humanity Back to Hospitality and Tourism Marketing

It feels like we blinked and now we are approaching the end of the year, as always social media continues to evolve rapidly—especially in the hospitality and tourism industry. With the world opening back up and travelers eager to make up for lost time, there’s a growing demand for more authentic, human-centered experiences, both online and off. In a space filled with perfect destinations and pristine content, it’s the brands that make personal connections that truly stand out.

Here are the top social media trends for the rest of the year, tailored for hospitality and tourism, and how you can increase the humanity in your marketing to connect more deeply with travelers.

1. Authenticity Over Perfection

The Trend: Audiences are shifting away from the glossy, over-polished social feeds. In tourism, travelers want to see real, raw moments. They don’t want to be sold the “perfect” destination—they want to feel like they’re part of an authentic experience.

How to Humanize It: Show the true beauty of your destination or property by sharing unfiltered moments that capture the essence of your location. Share candid, behind-the-scenes clips of staff prepping for the day, guests arriving at their rooms, or even unexpected weather moments that make the trip unique. Highlighting the real, day-to-day atmosphere can resonate far more than overly edited imagery.

Pro tip: Post stories of guests' real experiences—both big moments and small. Whether it’s an early morning walk on the beach or an unexpected adventure, it shows your property through the eyes of the people who matter most—your guests.

2. The Rise of User-Generated Content (UGC)

The Trend: UGC remains one of the most powerful forms of content. In the tourism and hospitality space, travelers trust other travelers far more than they trust brand ads. UGC builds credibility and fosters a sense of community around your destination or service.

How to Humanize It: Encourage guests to share their travel stories, pictures, and reviews. Feature this user-generated content on your channels and take time to respond to and acknowledge those guests. When travelers feel seen and appreciated by a brand, they’re more likely to return and recommend you to others.

Pro tip: Offer incentives for guests to share their experiences on social media, like entry into a giveaway or a future discount. Make it fun and let your guests be the storytellers!

3. Purpose-Driven Content

The Trend: More than ever, travelers are looking to support destinations and brands that align with their values—whether it’s sustainability, inclusivity, or supporting local communities. Purpose-driven content resonates deeply with audiences who want to feel they’re contributing to something meaningful.

How to Humanize It: Tell the story behind your destination’s mission. Whether you’re involved in eco-friendly tourism practices, preserving the local culture, or contributing to the local community, share the impact your hospitality business is making. Travelers want to see the good their trip can do, so show them the real-world effects of their stay.

Pro tip: Partner with local businesses, artisans, or causes, and use your platform to showcase the positive impact they’re making. Travelers appreciate destinations that support their communities and value the people behind the scenes.

4. Interactive and Conversational Content

The Trend: Social media is no longer a one-way street—travelers want to be part of the conversation. Interactive content like polls, live Q&A sessions, and real-time updates are perfect for building engagement and giving your audience a voice in your brand’s story.

How to Humanize It: Instead of just posting about your offerings, invite travelers to share their opinions and experiences. Run interactive polls about what activities they’re most excited about or host live Q&A sessions where future guests can ask questions about your property or destination. Making them feel involved in the conversation creates a deeper connection.

Pro tip: Use Instagram Stories or Facebook Live to give travelers an insider’s look at your destination or daily life at your property. Show them what’s happening right now—whether it’s a sunset by the pool or the kitchen staff preparing a local dish.

5. The Growth of Short-Form Video Content

The Trend: Short-form videos on platforms like TikTok and Instagram Reels continue to dominate, especially for travelers seeking quick inspiration. These bite-sized videos allow tourism brands to engage audiences with eye-catching, easy-to-digest content.

How to Humanize It: Instead of focusing on perfectly curated promotional videos, use short-form content to share genuine moments with your guests and staff. A quick, joyful video of guests enjoying a morning hike, your staff interacting with guests, or even the process of making a local dish can create a personal connection. Show real people having real experiences.

Pro tip: Let your employees and guests take over your short-form video content for a day. A “day in the life” from a staff member’s perspective or a guest’s experience at your resort can bring your brand closer to your audience.

6. Emphasizing Mental Health and Well-Being

The Trend: With the stresses of modern life, more travelers are seeking destinations that promote relaxation, self-care, and mental well-being. Social media has become a platform where people look for wellness inspiration.

How to Humanize It: Show your audience that your destination cares about their well-being. Whether you’re a hotel, resort, or destination management company, share content that promotes relaxation and rejuvenation. Highlight spaces where guests can unwind, showcase wellness activities like yoga or meditation, and post tips on how travelers can de-stress during their stay.

Pro tip: Share stories of your staff practicing wellness or relaxing at your destination too. It not only shows that you value the mental health of your employees but also makes your brand more relatable and human.

Bringing It All Together for Hospitality and Tourism

Social media in the hospitality and tourism industry is all about connection and making your guests feel seen, heard, and valued. By embracing trends like authenticity, UGC, and purpose-driven content, you can go beyond just selling trips—you can create meaningful, human connections that turn one-time visitors into lifelong guests.

At the end of the day, travelers want more than just a nice room or a beautiful view. They want experiences that make them feel like part of something bigger. By humanizing your social media marketing, you’re not just building a brand—you’re creating memories that last long after check-out.