Do more followers also result in more bookings?

This is how social media helps your hotel restaurant

More and more hotel and restaurant visits start not at the table or in bed, but on a screen, although surely not every guest is guided by likes. New research from Lightspeed shows that online visibility is indispensable for hospitality and hotel businesses, even if not every guest is guided by posts.

The survey of 2,000 restaurant visitors and 200 hospitality entrepreneurs shows that almost half of consumers (47 per cent) consider a restaurant without an online presence to be outdated. In addition, 36 per cent feel that an active social media page makes a catering establishment more attractive.

For hotel restaurants, this means that the appearance on social media is increasingly part of the overall guest experience. By regularly sharing atmosphere and menu, hotels create a recognisable and familiar image for both hotel visitors and people from outside considering dining at the restaurant.

Young people more influenced by social media

Overall, a third (33 per cent) of restaurant visitors say posts on social media play a role in their restaurant choice. Among young people, this percentage is significantly higher, with 53 per cent of 18- to 34-year-olds saying that social media influences their choice, compared to only 11 per cent among those over 65. 

Among 38 per cent of visitors, trust grows when a restaurant regularly shares something about the menu and atmosphere. Among 18- to 34-year-olds, the percentage is significantly higher at 53 per cent, while among those over 65 it is 18 per cent. A consistent online presence helps hotel restaurants clearly position their own identity and make it visible to potential visitors.

The power of persuasion of food influencers

The impact of food influencers is especially high among younger audiences. Among 18- to 24-year-olds, 37 per cent say they are more likely to visit a restaurant after an influencer post, and among 25- to 34-year-olds (30 per cent) and 35- to 44-year-olds (29 per cent) that influence also remains remarkably high.

From the age of 45, persuasion drops off rapidly. Among 55- to 64-year-olds, only 8 per cent say they would be inspired by influencer content, and only 4 per cent among over-65s. So for hotels, influencer content can be valuable, but especially if the restaurant attracts a target audience that is sensitive to it.

Following more important than sharing

Although social media is an important source of information, only 27 per cent of guests themselves share photos or videos of their restaurant visit. Of this group, 31 per cent tag or mention the restaurant when they post. Younger generations in particular see tagging as part of the experience: 38 per cent of 25- to 44-year-olds tag the restaurant when they share photos of their restaurant experience.

Instagram and Facebook remain the most popular social media channels to find information about restaurants (16 per cent and 18 per cent respectively), followed by TikTok (10 per cent).

Entrepreneurs see clear results

On the entrepreneurial side, enthusiasm is high. More than half (57 per cent) of hospitality entrepreneurs see that an active presence on social media actually leads to more reservations. In addition, 43 per cent call online visibility essential for running their business, and 40 per cent say sharing content helps build guest loyalty. 39 per cent of hospitality businesses even have an employee or team responsible for social media. 

Social media has thus become an extension of the guest experience. From storytelling to loyalty building: those who tell their stories consistently build brand equity and trust.

Data, dialogue and credibility

The fact that guests and entrepreneurs sometimes perceive social media differently can actually create opportunities. Consumers remain critical, but the majority do expect a restaurant to be visible and tell a story.

For entrepreneurs, the key is not just to post, but to listen. Data insights help understand what appeals to different audiences, when they respond and what ultimately leads to reservations. Variation in content, responding to trends and working with creators who have an engaged community increase reach and impact.

Authentic content remains indispensable here: at the end of the day, it is all about the online story connecting with the experience at the table, so that technology and hospitality reinforce each other.