Abstract
<jats:p>Social media has become a vital marketing tool in the hotel industry, transforming how hotels connect with guests. This study explores the strategic use of major platforms Facebook, Instagram, YouTube, LinkedIn and Twitter to enhance brand visibility, engage audiences, and increase direct bookings. Based on literature review and industry insights it focuses on key factors such as user-generated content, influencer marketing, visual storytelling and real-time interaction. Findings show that authentic guest reviews and visual content strongly influence booking decisions often more than traditional advertising. Professional photos, short videos and collaborations with travel influencers help hotels showcase unique features and build credibility among diverse audiences. However, challenges like data privacy, security and managing negative reviews demand effective risk and crisis management.</jats:p>