Running a B&B is busy enough without the added hassle of faffing around with social media. In my experience, many B&B owners give it a go, only to abandon it when it doesn’t instantly result in a flood of direct bookings.

In this blog post, I’ll share why social media might actually be worth a bit of your time—even if it doesn’t have guests clicking that “Book Now” button straight away.

And for those of you who decide that social media really isn’t for you and your business, I’ll also cover what you need to do to make that decision work.

Don't Put All of Your Eggs into One Social Media Basket

But before we dive into the benefits of social media, a quick word of warning: don’t put all your eggs in the social media basket. While it can be a fantastic tool for connecting with guests, it’s not without its risks. Platforms can change their algorithms, lose popularity, or even get banned altogether—just look at TikTok’s recent ban-unban drama in the States.

If you rely solely on social media to reach potential guests, you could be left without any way to reach your audience. That’s why it’s important to diversify your marketing efforts. Blog posts on your website can attract guests through search engines and show off your local expertise, while email newsletters are a direct way to stay connected with past guests and interested followers.

Social media is a great tool, but it shouldn’t be your only one.

Building Trust and Credibility

It’s unusual these days for a potential guest to book a stay without first doing a bit of research on their accommodation. Guests might find you on Bookingdotcom or Airbnb, but then they’ll probably head over to your website and social media to check you out.

• Who Are You Really? Guests want to know what kind of person is behind the listing. Are they going to receive a warm, friendly welcome? It’s often difficult to get that across in a listing on an online travel agency site.
• Setting Expectations of Your B&B Experience: A good social media page ( or regularly updated blog and frequent email newsletter ) can give people a much better idea of the type of experience they’ll get whilst staying with you. Do you offer lots of breakfast specials? Have a friendly dog? Post about it! Let them imagine themselves staying with you rather than that soulless budget hotel down the road.

Social Media is Not Just a Sales Channel

This is where many business owners go wrong. They treat social media like it’s just an extension of their website’s “Book Now” button— with nothing but availability updates, special offers, discounts... The result? It feels more like an advert than an opportunity to get to know you and your B&B experience better.

Build Relationships, Not Just Revenue

Social media is about connection and relationship building. Potential guests want to feel like they’re making a personal choice by booking with you. They’re probably not just looking for a bed for the night— they’ll book with the Premier Inn down the road if that is the case - they’re searching for an experience. Your posts help them decide if your B&B is the right one for them

The Slow Burn
Social media isn’t about instant results. It’s about creating a long-term impression. When people see your posts over time—whether it’s your garden in full bloom, the quirky artwork in your lounge, or your dog sneaking a croissant—they start to feel like they know you. And when they’re finally ready to book, they’ll already have you in mind.

Be Human
Let people see the real you. Share behind-the-scenes stories, funny moments, or even the occasional disaster (one of my most-liked posts was a photo of a lemon drizzle cake splattered all over the floor, paired with a cheeky caption). These glimpses into your world build authenticity and trust.

But Be Careful of What You Share

• Respect Privacy: Never share photos or personal information about your guests unless they’ve explicitly given permission.
• Keep It Professional: Don’t criticise guests on social media—ever. No matter how tempting it might be after someone’s tried to sneak six people into a room for two.
• Stay Comfortable: Don’t share personal details about yourself that you wouldn’t happily chat about over breakfast or be fine with your Great Aunt Mildred reading.
• Turn Bad Days Into Positives: We all have bad B&B days, but if you share them, make sure they’re lighthearted and show you and your B&B in a good light. Social media is your shop window—make sure people like what they see.

“Social Media Doesn’t Work Because I Don’t Get Direct Bookings” (And Other Myths)

This is one of the biggest misconceptions out there. It’s easy to think that if social media doesn’t lead to direct bookings, it’s not worth the effort. But here’s why that thinking may be wrong.

• Guests Are Watching: Even if they book through an OTA, guests often check your social media for reassurance. They’re looking to see if you’re legit, up-to-date, and running a place they’d actually want to stay at. There are a lot of scams out there - think of the news reports of people turning up at accommodation they’ve booked on an OTA just to find it doesn’t exist.
• Indirect Results Matter Too: Social media helps establish trust, show off your personality, and make people feel confident about choosing you—even if they didn’t find you through Facebook or Instagram in the first place.
• It’s Part of the Bigger Picture: Think of social media as one piece of the puzzle. It works alongside your website, OTAs, and word-of-mouth referrals to create a complete picture of the experience they’ll have at your B&B.

Encouraging Direct Bookings

Social media isn’t just about selfies and funny dog videos (though both are valid - and anecdotally photos of the owners do tend to be quite popular!). It’s a great way to gently steer guests towards booking directly with you.

• Drop Some Hints: Casually mention in some of your posts that booking directly gets them better rates or little perks like homemade cake on arrival. 
• Last Minute Availability & Special Offers: Got last-minute availability? Or a seasonal special? Social media is a quick way to let people know—and avoid them thinking you’re fully booked just because the OTAs say so.

Focus on One or Two Platforms (and Ditch the Rest)

Small B&B owners often feel they need to be on every platform. Facebook, Instagram, X, TikTok ( if it's still around when you're reading this ), Pinterest… 

• Choose Wisely: You don’t need to be everywhere. Pick one or two platforms where your ideal guests are most likely to hang out. Focus your energy there and let the others go.
• Clean Up Old Links: If you’ve decided to bin your X account ( AKA Twitter )—or you haven’t touched it since 2018—delete any links to it from your website. It’s not great for a potential guest to click through to find your last post saying, “Happy New Year 2019!”

The Risks of Neglecting Your Social Media

Social media isn’t a “set it and forget it” tool. Leaving it dormant sends a message—just not the one you want.

• Are You Still Open? If your last post is three years old, potential guests might wonder if you’re still in business. Or worse, they’ll think you’ve lost interest in running the place, which doesn’t exactly inspire confidence.
• Keep It Fresh (and Manageable): You don’t have to post every day, and there’s no need to spend hours crafting the perfect post. In fact, Adam Mosseri, the head of Instagram, recently shared that users prefer more authentic, less polished content. A quick, unfiltered update or a simple snap of your garden in bloom can be just as effective—if not more so—than a heavily edited, perfectly staged post.
• Pace Yourself: Mosseri also highlighted that the more you post, the more people you’re likely to reach. But if your main goal for social media is to maintain a presence so guests who find you through OTAs or other sources can get a feel for your B&B, there’s no need to post constantly. A few updates a month—showing what’s happening at your B&B or sharing a bit of your personality—can do the job just fine. The trick is to strike a balance that works for you and your business, ensuring you stay consistent without feeling overwhelmed.

Beyond the Booking: Repeat Guests and Referrals

Social media isn’t just about wooing new guests. It’s a handy way to stay in touch with the ones who already love you.

• Keep the Connection Alive: Regular posts keep you in their minds when they’re thinking of a return trip or recommending a stay to friends. I had guests who visited me a further 7 times having said on their first visit that they never went anywhere twice. And they told me that was because they followed me on social media and seeing my posts reminded them how much they enjoyed their stay.
• Social Proof: Sharing glowing reviews or photos of happy guests is like word-of-mouth marketing on steroids. Nothing says “book here” like a snap of someone tucking into your legendary full English breakfast.

What to Do If You’re Done with Social Media

If you decide that social media just isn’t for you or your business, that’s completely fine—but it’s important to handle your exit properly. Start by removing any links to your social media accounts from your website, email footers, and anywhere else they might appear. Leaving them up can confuse potential guests or make your business look inactive if they click through to find a neglected page.

It’s also a good idea to delete ( or archive ) any old accounts you no longer plan to use. This ensures guests won’t stumble across outdated content or wonder if you’re still in business.

Instead, focus your efforts on other channels like your website, blog, or email newsletters to stay visible and accessible to potential guests.

Conclusion: Social Media Is a Tool, Not the Whole Toolbox

Social media can be a powerful way to connect with guests, showcase your B&B’s personality, and even encourage direct bookings. But it’s not a magic solution, nor should it dominate your marketing efforts. It’s about building trust, creating connections, and keeping your presence consistent—whether that’s a few authentic posts each month or more frequent updates if you’re feeling ambitious.

That said, social media isn’t for everyone. If you decide to step away, make sure to remove links to outdated accounts from your website and email footers and focus your energy on other marketing tools like blogging and email newsletters. These can be just as effective (and far more reliable) for attracting and engaging with potential guests.

If you’re just starting out on your B&B journey and feeling overwhelmed, my mini-workshop on how to start a B&B is the perfect first step. It covers most of the questions that aspiring B&B owners have before they dive into B&B ownership, including whether it's the right step for you and your family. And if you’re ready to take things further, my full course dives deep into everything from marketing to managing your business with confidence. Visit Bed and Breakfast Academy to learn more and take the next step toward your B&B success!