In 2025, brands are using AI tools to automate content scheduling, predict performance and track sentiment. Social listening is now essential for understanding brand perception and identifying emerging trends or issues before they escalate.
Investing in AI-powered platforms to improve marketing campaign effectiveness, adapt content based on insights and create more personalised social experiences. Monitoring reviews, comments and tags in real time can provide valuable data to refine messaging and improve guest satisfaction. AI enables consistent content which is super important for algorithums. I have taken time recently to learn all the basics. There are free courses on Coursera, and scrolling through social you will find so many more. It is well worth a investing a small amount of time to learn.
Hospitality Brands Leading the Way
Several hospitality brands are setting benchmarks in social media engagement:
Moxy Hotels: Known for their vibrant and youthful branding, Moxy Hotels effectively use Instagram to showcase their unique hotel experiences.
Fallow Restaurant, London: Chefs Will Murray and Jack Croft have turned video content into a significant component of their brand, engaging millions of viewers with dishes like toad in the hole through platforms like YouTube.
Chili’s: The restaurant chain has successfully captured the attention of Gen Z by enhancing its social media presence and offering appealing food deals.
A New Era of Smart, Social Storytelling
In 2025, leisure and hospitality brands cannot afford to take a passive approach to social media. The platforms may be the same, but the strategies must evolve. Marketing departments should be ready to experiment with new formats, collaborate with credible voices, and turn guest moments into meaningful content.
Data-led decision making, local storytelling and video-first content are key pillars for success. By focusing on relevance, authenticity and community, social media can become your most powerful channel for building brand loyalty, increasing bookings and standing out in a highly competitive landscape.
