The 2025 Content Benchmarks Report: Travel & Hospitality

Social is where your customers are, where audiences go to plan their next getaway, celebration or treat yourself moment. But platforms are reaching peak saturation, and treating social as a broadcast channel only creates more noise.

The 2025 Travel & Hospitality Content Benchmarks Report offers a glimpse into performance trends across networks, the types of content and engagement audiences crave today, and what that means for the year ahead.

Through an analysis of more than 3 billion messages from over 1 million public social profiles—and consumer surveys from across the US, UK and Australia—we’ve compiled all the insights you need to shape a social content strategy that speaks directly to your audience and wins over customers for life.

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How to use this research

Contextualize your performance

Explore our social publishing and engagement benchmarks from the travel and hospitality industry to help you understand how your approach stacks up. Use these insights to compare performance against direct and indirect competitors, and set realistic goals with leadership.

Craft content that can’t be ignored

Social media content saturation is at an all-time high. Posting for the sake of posting isn’t enough to capture attention. We share data on the content qualities audiences say make brands stand out, and profile brands whose content makes people stop scrolling for all the right reasons.

Lean into community engagement

Consumers want to be listened to. Community building is equally (if not more) important than content creation when it comes to securing trust and driving loyalty on social. Use these insights to calibrate a guest engagement strategy that exceeds expectations.

Build and grow stronger relationships on social

Sprout Social helps you understand and reach your audience, engage your community and measure performance with the only all-in-one social media management platform built for connection.

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