The holidays are one of the busiest—and noisiest—times of the year for restaurants and hotels. Every business is posting, promoting, and pushing offers. So how do you stand out?
You skip the polish and go for connection.
Restaurant Business Online found that authentic, behind-the-scenes content earns twice the engagement of staged marketing shots. That’s because people don’t want to see ads during the holidays—they want to see you.
Here’s how to create posts that stop the scroll, build loyalty, and actually get attention this season.
Guests love a peek behind the curtain. Share quick moments that feel real:
These snapshots humanize your brand and remind people that your business is built on heart and hustle. You don’t need perfect lighting or production—just authenticity.
Pro tip: capture videos vertically for Instagram Reels and TikTok, and horizontally for Facebook. One short clip can be repurposed across platforms.
Everyone has rituals this time of year. What’s yours?
Maybe your hotel donates to a local toy drive, or your restaurant always serves the same staff meal before Christmas Eve service. Sharing those stories builds emotional connection.
Even better—invite your followers to share their traditions in the comments or stories. It turns your feed into a conversation instead of a broadcast.
It’s tempting to post only the “pretty” stuff: the perfect cocktail photo, the twinkling lights, the staged dining room. But what stops people mid-scroll are moments with emotion.
Think:
You’re not just selling food or rooms—you’re selling the feeling of belonging somewhere warm and special.
The photo pulls people in. The caption keeps them there.
Instead of just “Happy Holidays from all of us,” try something with a personal touch:
“We started decorating after service last night—someone turned up the Mariah Carey and suddenly it felt like December. Wishing you the same joy and chaos this week.”
That tone makes people smile—and makes them want to visit.
Timing matters less than energy.
Many businesses aim for algorithmic “best times” to post. During the holidays, audiences check social media at odd hours—late at night after gatherings or in quiet morning moments.
So post when your team is feeling inspired, when something genuinely fun happens, or right after a moment that made you laugh. Real-time authenticity beats perfectly timed scheduling.
Encourage guests to share their experiences with a custom hashtag or tag. Reposting guest content (with permission) does two things:
People trust peers more than ads. Let your community do some of the storytelling for you.
Yes, you still need to drive business—but you can do it without shouting.
Pair genuine posts with gentle reminders:
When promotion feels like part of the story, not an interruption, people respond better.
You don’t need to post every day—just consistently enough to stay in people’s feeds.
Focus on quality moments over quantity of posts. Two or three thoughtful updates during the holiday week can outperform a dozen generic graphics.
Tip: Create a small shot list before the rush (decorations, plating, team moments) so you can capture content in the flow of service.
The best-performing holiday posts often have nothing to sell.
A simple thank-you to your team, guests, and partners goes a long way.
“This year has been full of long nights and full hearts. Thank you for making our tables feel like home.”
Gratitude posts remind followers why they support you—and keep your brand top of mind heading into the new year.
Don’t let all that engagement go to waste. Use those extra eyes on your social channels to promote January offers, loyalty programs, or email signups.
A strong December presence sets you up for a smoother January. While others go quiet, you’ll already be top of mind.
The secret to great holiday posts isn’t more polish—it’s more presence.
Show your team, your story, your joy. That’s what connects people to your brand long after the tree comes down.
Whether it’s a quick video from the kitchen or a heartfelt thank-you to your guests, remember: the best marketing is often just good storytelling done with heart.
