Easing Travel Fears: What Premium Hotels Can Learn from Social Media Engagement

What is it about?

This article explores how social media can support hotels in communicating with risk-averse guests during uncertain times, especially when tourists may feel anxious about travelling. Focusing on premium hotels, the study finds that active engagement with guests on social media helps improve perceptions of the brand. In turn, a more positive brand attitude increases the likelihood that guests will make a reservation. The article also examines how fear of travelling influences this relationship. We found that guests who are more concerned about travel are less likely to book unless they observe a high level of social media engagement. However, when hotels use social media effectively to communicate and reassure their audience, even the most cautious travellers become more inclined to make a reservation. In fact, as engagement increases, the difference in reservation intentions between more and less fearful guests narrows significantly.

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Photo by Sara Dubler on Unsplash

Photo by Sara Dubler on Unsplash

Why is it important?

Besides its academic contributions, this study also provides guidance for hotel executives. It shows that for social media to genuinely support luxury hotels during uncertain times, simply sharing content is not enough; engaging users in meaningful ways is crucial. This involves encouraging interaction, conversation, and even co-creating content with guests. When hotels actively involve their audience, they can help diminish guests’ perceptions of risk and foster greater trust in the brand, which can, in turn, increase the chances of bookings. The study also emphasises the vital role of hotel staff in reassuring guests. Highlighting staff as committed to offering a safe and welcoming atmosphere can significantly reduce travel anxieties. Furthermore, posts that showcase the joy and satisfaction of past visitors—focusing on the hotel’s ambience, entertainment, and overall guest experience—can help prospective guests feel more confident and eager to book their stay.