Across all six hotel segments, Facebook ads were the most popular social channel last year, per Sojern. In another poll on the digital channels that travel marketers worldwide believe work best for branding and direct-response advertising, 69% of respondents said they use Facebook and Instagram for branding, and 58% said they use these platforms for direct-response ads.

Facebook was most effective for 29% of independent properties at driving reach and brand awareness, vs. 25% of international luxury hotel chains.