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 and how to optimize your strategy.
The Platform Performance Breakdown:
Instagram: The Visual Powerhouse
- Average ROI: $4.20 per dollar spent
- Best for: Luxury resorts, boutique hotels, adventure tourism, restaurants
- Peak engagement times: 7-9 AM and 6-8 PM EST
- Content that converts: Reels (3x higher engagement than static posts), user-generated content, behind-the-scenes stories
Properties posting 4-5 Reels per week see 67% more profile visits and 43% more booking inquiries than those posting only static images.
TikTok: The Emerging Giant
- Average ROI: $3.80 per dollar spent (rapidly increasing)
- Best for: Adventure tourism, beach clubs, cultural experiences, eco-tourism
- Peak engagement times: 9-11 AM and 7-10 PM EST
- Content that converts: Trending audio, "day in the life" videos, local culture showcases
Caribbean tourism TikTok accounts with 5+ videos per week grow 10x faster than those posting less frequently.
Facebook: The Conversion Machine
- Average ROI: $5.10 per dollar spent
- Best for: All-inclusive resorts, family destinations, group travel, wedding venues
- Peak engagement times: 12-1 PM and 7-9 PM EST
Facebook still drives 40% of direct bookings for Caribbean tourism businesses, especially for travelers 35+.
Budget Allocation Recommendations (per $1,000/month):
- Instagram: $350 (35%) — Visual storytelling and Reels
- Facebook: $300 (30%) — Targeted ads and community building
- TikTok: $200 (20%) — Emerging audience and viral potential
- YouTube: $100 (10%) — Long-term SEO and trust building
- Pinterest: $50 (5%) — High-intent travel planners
Remember: Consistency beats perfection. It's better to post regularly on 2-3 platforms than sporadically on all of them.
Sources: Hootsuite Caribbean Tourism Report 2026, Meta Business Insights, TikTok for Business, Sprout Social Analytics