On this page
Key takeaways
Social media costs for holiday let businesses usually sit in the £500–£950 publishing band for one or two properties, and £950–£2,500 for portfolios aiming to win direct bookings. Photography and short video tours drive the cost. Every direct booking saves the platform commission, which is how social media pays for itself.
- One or two properties: £500–£950 a month.
- Portfolios: £950–£2,500 a month.
- Photography and video tours drive the cost.
- Direct bookings save platform commission.
Want more direct bookings? Message us on WhatsApp.
Chat on WhatsApp →What does social media do for a holiday let?
For a holiday let or self-catering business, social media shows the property and area, builds a following of past and future guests, fills gaps in the calendar and drives direct bookings that avoid commission. Seasonal content and last-minute availability posts work well.
What drives the cost?
Good photography and short video tours are essential: a photography day costs £500–£1,200, refreshed every year or two. Ongoing posting and replies are modest. Paid ads to fill quiet weeks add management of £300–£1,000 a month, worth it mainly for larger portfolios.
- Photography day: £500–£1,200.
- Video tour edits: £110–£400 each.
- Gap-filling ads: £300–£1,000 a month management.
- Booking-site integration: website cost.
Tell us about your properties on WhatsApp and we will discuss your requirements.
Chat on WhatsApp →How do you turn followers into direct bookings?
Make booking direct easy: a clear link to your own booking page, a reason to book direct such as a small perk, and posts that show availability. Encourage past guests to follow and share. Reviews must be genuine; never post fake or incentivised reviews.
When is paid help not worth it?
If your property is booked solid through platforms and you do not mind the commission, social media is a nice extra rather than a need. Paid help makes sense when you want to cut commission or fill shoulder and winter seasons.
What does this look like in practice?
A pattern we see: owners post beautiful photos but no way to book direct. Adding a booking link, a monthly availability post and a perk for direct guests usually turns some followers into commission-free bookings.
Holiday let checklist
- Refresh photography every year or two.
- Link to a direct booking page.
- Post gaps and last-minute availability.
- Invite past guests to follow.
- Keep reviews genuine.
Next step
Work out last year's platform commission. That figure is the most a direct-booking plan should cost.
Message us on WhatsApp for a direct booking plan, or book a 30-minute consultation.
Chat on WhatsApp →Sources and further reading
- Publishing consumer reviews and complying with consumer protection law · Competition and Markets Authority
- Meta Business Help Centre · Meta
Frequently asked questions
How much should a holiday let spend on social media?
Owners of one or two properties typically fit the £500–£950 publishing band or manage it themselves. Portfolios seeking direct bookings often pay £950–£2,500 a month. Compare it with the commission you would save.
Can social media get direct bookings for holiday cottages?
Yes, especially from past guests and people who follow the area. Make direct booking easy, give a reason to book direct and post availability regularly.
Which platform is best for holiday lets?
Instagram and Facebook usually work best for visual properties and repeat guests, with Pinterest for planning-stage travellers. Choose based on where your guests are.
Written by
Global Bridge Labs (GBL) is a UK–Sri Lanka partner for social media, websites and BPO. Everything here comes from client delivery, not theory.
