Zanobe Benchmarks

Social Media ROI Estimator

Estimate reach, engagement, and potential bookings from your social media investment. Based on real hospitality industry benchmarks.

$1,000
$0$5,000

Budget split: 60% paid ads, 40% content creation.

5,000
50050,000
$
2%
0.5%10%

Monthly Performance

Total Reach94,588
Engagements2,386
Website Clicks1,021

Revenue Impact

Estimated Bookings20
Estimated Revenue$4,000
ROI+300%

📸 Instagram Benchmarks

CPM (Cost per 1000 impressions)$8.5
Avg. Engagement Rate1.94%
Avg. Click-Through Rate0.83%

Estimates based on industry benchmarks for hospitality. Actual results vary by content quality, targeting, seasonality, and audience demographics.

v1 · © Zanobe

About the Journal

How does the Social Media ROI Estimator calculate returns?

Choose a platform, a content strategy, your monthly budget, follower count, conversion rate and average booking value. The estimator adds paid impressions (budget divided by the platform’s CPM) to organic reach from your followers, then applies each platform’s benchmark engagement and click-through rates to project website clicks, bookings, revenue and ROI.

Content strategy changes the result. Stories and Reels reach 2.5 times more people than standard organic posts, and paid ads reach 10 times more.

Which social platform drives hotel bookings most efficiently?

On the tool’s baseline benchmarks, a paid website click costs about $0.63 on TikTok, $1.02 on Instagram, $1.33 on Facebook and $9.62 on LinkedIn.

  • TikTok: $9.50 CPM, 5.96% engagement, 1.52% click-through rate
  • Instagram: $8.50 CPM, 1.94% engagement, 0.83% click-through rate
  • Facebook: $12.00 CPM, 0.18% engagement, 0.90% click-through rate
  • LinkedIn: $25.00 CPM, 0.54% engagement, 0.26% click-through rate
Common Questions

Is social media worth it for hotels?

Yes, when it is measured by bookings rather than likes. Social media builds demand and retargets past website visitors. Pair it with Google Search and Google Hotel Ads, which capture travelers who are already ready to book.

Why does LinkedIn score so low?

LinkedIn has the highest CPM and lowest click-through rate of the four platforms, so it rarely pays back on leisure bookings. It can still work for corporate travel, MICE and wedding or event sales, where one booking is worth far more.

What conversion rate should I enter?

The default is 2%, a reasonable starting point for a hotel website. Use the booking conversion rate from your own analytics if you have it.