Advisers

Esterlin B. Regatillo, MPA

Discipline

Hospitality Management

Abstract

Social media has become an important hospitality-industry tool for influencing hotel selection. Travelers use platforms such as Facebook, Instagram, and TikTok to obtain hotel information, view visual content, and read guest reviews before booking. This study examined how social media shaped guests’ hotel preferences at AI Hotel North Caloocan and provided a basis for improving the hotel’s marketing strategy. The study used a quantitative descriptive-comparative research design. A survey questionnaire was distributed to thirty (30) guests who had visited or reserved at AI Hotel North Caloocan and were familiar with its social media platforms. The questionnaire covered respondent characteristics and the influence of social media as a source of hotel information, visual content, online reviews and ratings, and brand image and reputation. Data were analyzed using frequency distribution, weighted mean, and z-test. Most respondents were 21–28 years of age, and Facebook was the most commonly used social media platform. Respondents strongly agreed that social media provided important hotel information and influenced hotel selection. Visual content, guest reviews, and promotional posts were among the factors that encouraged respondents to consider or book a hotel. The findings suggested that social media contributed to guests’ hotel preferences. The study recommended that hotels strengthen their online presence by posting engaging visual content, responding to guest feedback, and maintaining active communication with prospective guests. Improved social media marketing may support customer acquisition and competitiveness.

Keywords

social media, online reviews, guest hotel preferences, visual content