Facebook has become the place-to-be for brands to establish a presence alongside their existing web channels, primarily because it's a two-way street.
As we all know, fan pages allow hotels to post content and then interact with guests, potential travellers and the curious (or, of course, ignore them).
The mainstay of the hotel post on Facebook is the humble photograph, at least it has been since January 2014 when it became the most popular form of content.
According to analysis by Inntopia last year, photos capture around 62% of all content on hotel Facebook pages, with video accounting for 7% and everything else taking 31%.
At the turn of decade, photos made up just 12%, according to the analysis of 600 hotels on the social network.
But where it gets intersting is that despite the volume of photos being posted on Facebook pages, customers have decided that they would rather engage with videos.
Recent analysis by Inntopia found that video content in 2016 had a 0.92% engagement rate on fan pages, compared to photos and a 0.7% rate.
The pair both had 0.89% in 2015.
Inntopia says this is the time that a content type has increased (all over types are down) its engagement rate year-on-year.
The report says:
"Decreases in rate are expected as the denominator – fan count – continues to grow. So the fact that raw engagement outgrew the size of a page is a really interesting sign.
"But it’s also a reminder where Facebook is placing their bets.
"We already know that they favor video uploads over videos shares despite the content being identical between the two, but it also appears the social giant is favoring video over other photos and other content types as well."