What should you post when you’re busy looking after guests?
Social media marketing for tourism gets easier when you post from what already happened in your business that day, such as a guest asking what to pack, a photo of the meeting point or a family’s review. Sort it into one of five post types, then use the two-week plan to fit in a direct booking invitation.
If you’re checking in guests, briefing a tour group or getting ready for lunch service, social media can wait until the end of the day. Then you open the app at night and have to think of something to say from scratch.
Five types of social media posts for tourism operators
1. Educational posts
Answer one question people ask before they book. A kayak tour operator could explain what to bring for a first paddle. An accommodation provider could show where to park when arriving after dark. A bike hire business could explain what’s included with the hire and what riders need to bring. Add a photo, checklist or short video if it helps guests picture what to expect.
2. Behind-the-scenes posts
Show what goes into getting ready for guests. An attraction could film the team preparing for its first session and show where families check in. A waterfront restaurant could show how it sets up the deck and point out which tables are undercover. Give the clip a detail a visitor can use.
3. Social proof
Share a genuine guest review, with permission, that answers a question another visitor might have. A first-time paddler describing the briefing helps prospective guests picture what happens before they get on the water. Add one line of context so readers know which experience the guest booked. Keep any excerpt faithful to the original review. See the ACCC’s guidance on online reviews.
4. Conversation starters
Ask something you’d genuinely like visitors to answer. A kayak operator might ask, “What would you want to know before booking your first guided paddle?” An event organiser could ask, “If you’re coming for the first time, what would help you plan your day?” Reply to the answers and use recurring questions as ideas for future posts.
5. Promotional posts
Name the experience, stay or event and give people one clear way to book. “Planning a weekend on the Sunshine Coast? Check available times for our guided morning kayak tour” tells people what they’ll find when they click. Send them to the page for that experience so they can check dates and book.
Four helpful or conversational posts for every direct offer is one way to plan a batch. A direct offer might invite people to book a table, check room availability or reserve a tasting. If you’ve just opened school holiday sessions or event tickets are about to go on sale, make room for more booking information. Adjust the mix to suit what guests ask and what you have available.
A two-week social media plan for a Sunshine Coast kayak tour operator
| When | Post type | What to publish | Format |
| Week 1, Monday | Educational | Show what to pack for a guided morning paddle and what the operator supplies. | Checklist image |
| Week 1, Wednesday | Social proof | Share a first-time paddler’s review about the briefing, with permission. Name the tour they took. | Review image and short caption |
| Week 1, Friday | Conversation starter | Ask what people would want to know before booking their first guided paddle. | Question in a photo caption |
| Week 2, Monday | Behind the scenes | Show the guide setting out the gear and point out where guests meet. | Short phone video |
| Week 2, Wednesday | Promotional | Invite weekend visitors to check the session times and link to the tour’s booking page. | Tour photo and booking link |
If someone asks what happens when the weather changes, use the question for the next educational post. Explain your actual policy and how guests will hear about any change.
An accommodation provider can use the same rotation. Swap the gear checklist for an after-hours arrival guide and the tour availability post for a link to a room guests can book. That gives you a mix of posts for guests who are still planning and those ready to book.
Where to post and what to measure
When you’re managing social media for a small business, the first part of social media marketing for tourism is choosing the platform where guests already ask questions, tag your business or share photos. Set aside a short block each fortnight to collect recent photos, questions and reviews. Before scheduled posts go live, recheck dates, seasonal hours and availability.
To see what’s working in your tourism social media strategy, match the measure to the job of the post. Saves and shares can tell you whether people wanted to keep or pass on a planning tip. For a booking invitation, look at clicks to the booking page, enquiries and completed bookings you can attribute to the post or platform. If your booking system doesn’t show the source, ask guests how they heard about you and keep a simple tally of their answers.
Frequently asked questions
What can I post if I don’t have new guest photos?
Answer a question you’ve had this week. A simple checklist, a photo of the meeting point or a short text post about what’s included can help someone plan their visit.
What’s the difference between a post type and a format?
The type describes the job you give the post. You share a guest review so other visitors can hear from someone who’s been, and you post a booking invitation to give people a next step. The format is how you present it. The same review could be a text post, a photo with a caption or a short video.
How often should a tourism business post on social media?
Choose a schedule you can keep while looking after guests. The example uses two or three posts a week. If you only have time for one, answer a question that helps someone decide whether to book or prepare for a visit.
What is a conversation starter post?
It’s a post that asks your followers a question you’d genuinely like them to answer, such as what a first-time visitor would want to know before booking. Reply to each answer, and use any question that comes up more than once as the topic for a future educational post.
How do I plan two weeks of social media posts?
For social media marketing for tourism, schedule five posts over the fortnight: Monday, Wednesday and Friday in week one, then Monday and Wednesday in week two. Mix educational, social proof, conversation and behind-the-scenes posts, and save the booking invitation for last.
Can I share a guest review in a social media post?
Yes, with the guest’s permission. Choose a review that answers a question another visitor might have, add one line naming the experience they booked and keep any excerpt faithful to what they wrote. The ACCC publishes guidance on online reviews if you want to check the rules.
What results can I expect from a booking post on social media?
Judge a booking post by what happens after someone taps the link: visits to the booking page for that experience, then enquiries and completed bookings. When your booking system can’t show where a guest came from, ask each guest how they found you and add their answer to your count.
Where to start this week
If you’d like a small task for this week, the last few messages guests sent before booking are a good place to look. You could pick one question and answer it in a post. Then, if there’s a stay, session or experience you want people to book over the next fortnight, plan a post that takes them straight to the right booking page.
REFERENCES: – ACCC’s guidance on online reviews: https://www.accc.gov.au/consumers/advertising-and-promotions/online-reviews-for-product-and-services