How important is social media for hospitality businesses today?

An insight into guest search, reviews and reality

A question many are asking

I hear this question regularly. From restaurant owners, from people responsible for bars, hotels and community catering. Often asked quietly, sometimes with scepticism, occasionally with resistance. And almost always with an underlying sense of uncertainty.

The honest answer is neither yes nor no. The more important question is a different one: Do you understand what social media means for your guests today?

What social media really is today

Social media is no longer an end in itself. It is not a playground for self promotion and it is not a substitute for good food or good service. For many guests, it is an orientation system. A digital shop window. A first impression, long before someone visits your website or calls you.

Anyone looking for a hospitality business today usually does so on a mobile device. On Google Maps, on Instagram, increasingly also on TikTok. Not out of curiosity, but out of a concrete need. Where should I eat today. What is the atmosphere like. Does this place suit me. Is it credible.

How guests search today

Younger guests in particular search visually. They want to see what a place feels like. What it is like to be there. Images, short videos and real impressions replace long texts. This is not a trend, but a fundamental change in search behaviour.

The middle generation combines different sources. They read reviews, look at images and may still visit the website. Older guests rely more strongly on recommendations, classic reviews and personal experience. Yet even here, something has shifted. Guests who are not actively using social media are still influenced by it. Through Google reviews, shared content and conversations.

Generations and media usage

Guests are not a homogeneous group. Age, life stage and media usage influence how hospitality businesses are perceived and selected. Terms such as Generation Z, Millennials or Baby Boomers are not meant to put people into boxes, but to help recognise patterns.

Generation Z is strongly visually and mobile oriented. Short videos, images and spontaneous impressions shape their decisions. Platforms such as Instagram and TikTok are used less for entertainment and more for quick orientation. Authenticity matters more than perfection.

Millennials move between experience and information. They use social media, read reviews and expect transparency. Instagram, Google reviews and websites are combined. Storytelling, values and sustainability play a central role for this generation.

Generation X values reliability and efficiency. They use digital channels selectively, often via Google search, Google Maps and reviews. Social media serves more as a source of information than inspiration.

Baby Boomers rely more strongly on personal recommendations, traditional reviews and their own experience. Digital media is used, but selectively. Trust is built through consistency, service quality and credibility.

This classification is not rigid. Transitions are fluid and lifestyles are often more relevant than year of birth. Nevertheless, it helps explain why hospitality businesses should be present across multiple channels without trying to be equally active everywhere.

Social media as a shop window

Social media is therefore less a stage and more a shop window. It does not show how well a business can stage itself, but how coherent it appears. Whether what is promised is actually delivered. Authenticity outweighs perfection.

A well maintained profile, current images and clear information build trust. No more, but also no less.

Reviews are part of reality

Reviews are now part of everyday reality in hospitality. They can be ignored or they can be understood and addressed.

Good businesses do not wait passively for reviews. They encourage them consciously. Not aggressively and not intrusively, but as part of an open dialogue with their guests.

Dealing with criticism

How a business deals with critical reviews is crucial. A negative review is not an attack, but feedback. The response often says more about a business than the rating itself.

Clear, respectful and solution oriented. Without justification and without assigning blame. This is leadership and part of modern operational management.

Presence with purpose instead of activity at any cost

No one needs to post every day. No one needs to perform or bend themselves into a role. It is not about activity at any cost, but about presence with purpose.

A clearly maintained presence, genuine insights and a professional approach to feedback are often sufficient. Social media does not replace good hospitality. But it quickly shows whether it exists.

What this means for planning and operations

From a planning and consulting perspective, this level of perception is now part of the equation. Hospitality is not only built and operated, it is perceived. Anyone investing, renovating or starting a new business should understand and assess this reality.

A personal conclusion

Social media does not replace good hospitality.
But it very quickly shows whether it is there.

If you are wondering how your business is perceived today, or whether your public presence reflects the reality of your offering, an independent external perspective can be valuable.
Not with the aim of posting more.
But with the aim of being perceived more clearly.

About the author and GEMASY

Daniel Marbot is an independent hospitality expert and general planner with over 30 years of experience in hospitality, hotels and community catering. He supports developers, operators, investors as well as architects in the development, planning and optimisation of hospitality businesses throughout the DACH region.

With GEMASY GmbH, he stands for functional concepts, clear processes and economically sustainable solutions. The focus is not on trends or self promotion, but on businesses that work in everyday practice. Operationally, economically and credibly.

Further information, articles and contact details can be found at
www.gemasy.ch
or by contacting Daniel Marbot directly at daniel.marbot@gemasy.ch

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