In hospitality, capturing the attention of modern travellers is more challenging than ever. With shrinking attention spans and a growing preference for quick, engaging content, short-form video has become the undisputed champion of hotel marketing in 2025.
Platforms like TikTok, Instagram Reels, and YouTube Shorts are transforming how hotels connect with potential guests, drive bookings, and build brand loyalty.
Backed by statistics and trends, this blog explores why short-form video is the key to staying ahead in the hospitality industry.
The Power of Short-Form Video: By the Numbers
Short-form videos, typically lasting under 60 seconds, are not just a trend, they’re a cultural shift, and here’s why they dominate:
- Massive Engagement: Short-form videos receive 2.5 times more engagement than long-form videos, making them ideal for capturing the fleeting attention of travellers scrolling through social media.
- Consumer Preference: 73% of consumers prefer watching short-form videos to learn about products or services, including hotel experiences, over text or long-form content.
- Time Spent: In 2025, U.S. adults are projected to spend an average of 48 minutes daily on short-form video platforms, with TikTok alone commanding 58 minutes per day.
- Viral Potential: 47% of marketers report that short-form videos are more likely to go viral, offering hotels a chance to reach thousands of potential guests with a single creative clip.
- High ROI: According to HubSpot’s 2025 State of Marketing Report, short-form video delivers the highest return on investment compared to other marketing formats, with 67% of social media marketers planning to increase investment in this format.
These statistics show why short-form video is a must-have tool for hotels aiming to stand out in a crowded digital space.
Why Short-Form Video Works for Hotels
2. Appealing to Millennials and Gen Z
Modern travellers, especially Millennials and Gen Z, rely heavily on platforms like TikTok and Instagram for travel inspiration. In 2024, 44% of Gen Z and 32% of Millennials turned to short-form videos for travel ideas, nearly double the number from previous years.
TikTok’s algorithm, in particular, amplifies engaging content, giving even smaller hotel brands the potential to go viral and reach thousands of potential guests.
By using trending hashtags, sounds, and local storytelling, hotels can showcase what makes their property unique, from hidden gems in the area to exclusive amenities.
4. Showcasing Authentic Guest Experiences
User-generated content (UGC) is a powerful driver of trust, and short-form video amplifies its impact.
Hotels that encourage guests to share their experiences—whether it’s a video of a poolside cocktail or a room tour—build credibility and community. In 2025, authenticity is paramount, and nothing resonates more than real guest stories.
Hotels can reshare UGC or run competitions to boost organic reach, as 73% of consumers find short-form videos 2.5 times more engaging than long-form content.
1. Capturing Attention in Seconds
With average attention spans now as low as 8 seconds, hotels have mere moments to make an impression.
Short-form videos excel at delivering high-impact content quickly. A 15-second clip showcasing a stunning sunrise view from a hotel suite or a time-lapse of a gourmet breakfast can stop a viewer mid-scroll.
The key is to lead with a punchline—whether it’s a breathtaking visual or a unique guest experience—within the first three seconds.
3. Driving Direct Bookings Through Social Commerce
In 2025, social media platforms are evolving into direct sales channels. Statista predicts that social commerce will account for 17% of all digital transactions this year. Hotels can leverage shoppable videos on Instagram and TikTok, allowing users to book rooms or packages directly from a post.
For example, a 30-second Reel highlighting a spa package with a “Book Now” link can seamlessly convert viewers into guests, reducing reliance on third-party booking platforms.
5. Hyper-Localised Marketing
Short-form videos allow hotels to position themselves as integral parts of their destination. Clips highlighting nearby attractions, local events, or partnerships with artisans can attract travellers seeking authentic, local experiences.
For instance, a 20-second video of a hotel’s collaboration with a local chef for a farm-to-table dining experience can resonate deeply with today’s experience-driven travellers.
This hyper-localised approach not only boosts engagement but also drives bookings by showcasing the hotel as a gateway to the destination.
Key Trends Shaping Short-Form Video for Hotels in 2025
1. AI-Powered Video Production
Artificial intelligence is changing short-form video creation, making it faster and more cost-effective. AI tools can save up to 80% in time and budget compared to traditional video production, allowing hotels to produce dynamic content with minimal resources. From generating motion in static images to creating personalised video adverts, AI enables hotels to scale their marketing efforts without sacrificing quality.
2. Interactive and Shoppable Videos
Interactive elements like clickable links, polls, and real-time Q&A sessions are transforming short-form videos into immersive experiences. In 2025, shoppable videos will streamline the path from discovery to purchase, with 93% of marketers reporting that short-form videos help acquire new customers.
Hotels can use these features to showcase signature experiences, such as wellness retreats or culinary events, with direct booking options embedded in the video.
3. Longer Short-Form Videos
While videos under 60 seconds remain dominant, platforms like Instagram are extending Reels to up to three minutes in 2025. This trend allows hotels to tell richer stories, such as mini-documentaries about their sustainability efforts or behind-the-scenes glimpses of staff preparing for a guest’s arrival.
These slightly longer formats maintain strong visual interest while offering more depth, perfect for showcasing a hotel’s unique narrative.
4. Integration with Virtual and Augmented Reality
Virtual tours are becoming more interactive, with hotels using augmented reality (AR) and virtual reality (VR) in short-form videos to offer 360-degree room tours or destination previews. Hotels with virtual tours see 50% more clicks and 87% more views, and 75% of consumers say VR positively impacts their booking decisions.
A 30-second Instagram Reel featuring a VR tour of a luxury suite can build excitement and trust, converting viewers into bookers.
How Hotels Can Leverage Short-Form Video in 2025
To maximise the impact of short-form video, hotels should adopt these strategies:
Focus on Quality and Authenticity: Invest in high-quality visuals and authentic storytelling. A quick tour of a spa or a guest testimonial can resonate more than polished adverts.
Optimise for SEO: Use relevant keywords, hashtags, and captions to improve discoverability. For example, include location-specific tags like #CapeTownTravel for a South African hotel.
Post Consistently: Algorithms reward regular content. Create a weekly upload plan to maintain visibility and engagement.
Leverage Trends: Jump on trending sounds and challenges, but ensure they align with your brand. A playful TikTok dance featuring hotel staff can humanise your property.
Analyse Performance: Use platform analytics (e.g., TikTok Analytics, Instagram Insights) to track engagement rates, watch times, and shares, refining your strategy based on what resonates.
Conclusion
Short-form video is not just a marketing tool, it’s the cornerstone of a successful hotel marketing strategy. With unmatched engagement, viral potential, and the ability to drive direct bookings, platforms like TikTok, Instagram Reels, and YouTube Shorts offer hotels an unparalleled opportunity to connect with modern travellers.
By embracing trends like AI-powered production, interactive elements, and hyper-localised storytelling, hotels can create compelling, authentic content that captures attention and converts viewers into loyal guests.
The future of hospitality marketing is short, snappy, and undeniably powerful—now is the time to hit record and make your hotel shine.