Social Media ROI: Which Platforms Drive Caribbean Tourism Bookings?
Data-driven insights on Instagram, TikTok, and Facebook for tourism businesses
Caribbean tourism businesses are investing heavily in social media marketing, but many are spreading resources too thin across multiple platforms. Recent analytics from 200+ Caribbean properties reveal which platforms deliver the highest return on investment.
Platform Performance Breakdown
Instagram delivers an average ROI of $4.20 per dollar spent and is best for luxury resorts, boutique hotels, and adventure tourism. Properties posting 4-5 Reels per week see 67% more profile visits and 43% more booking inquiries.
TikTok delivers $3.80 ROI per dollar and is rapidly increasing. Caribbean tourism TikTok accounts posting 5+ videos per week grow 10x faster than those posting less frequently.
Facebook delivers the highest ROI at $5.10 per dollar and still drives 40% of direct bookings for Caribbean tourism businesses, especially for travelers 35+.
Budget Allocation Recommendations
For a $1,000/month social media marketing budget: Instagram 35%, Facebook 30%, TikTok 20%, YouTube 10%, Pinterest 5%.
Sources: Hootsuite Caribbean Tourism Report 2026, Meta Business Insights, TikTok for Business, Sprout Social Analytics