Influence of Social Media Marketing on Hotel Booking Decisions Among Youths in Abuja, North Central Nigeria

This study examines the influence of social media marketing on hotel booking decisions among young adults aged 18 to 35 in Abuja, Nigeria's Federal Capital Territory in the North Central zone. The proliferation of platforms such as Instagram, TikTok, and Twitter has fundamentally altered how hospitality businesses engage potential customers, particularly younger demographics who are digital-native consumers. The study adopts a descriptive survey design, with 240 questionnaires administered to youth respondents through purposive and snowball sampling. Key variables include exposure to hotel-related social media content, engagement with user-generated reviews, influence of influencer endorsements, and eventual booking conversion. Findings reveal that 78 percent of respondents have used social media content as a primary information source before booking accommodation, with Instagram being the most influential platform. User-generated content, including guest photos and video reviews, is rated as more trustworthy than sponsored hotel advertising by 65 percent of respondents. Price transparency and room aesthetics posted on social media are identified as the top booking triggers. The study recommends that hotels in Abuja develop consistent and visually rich social media strategies, engage local lifestyle influencers for targeted promotions, and actively respond to online reviews to build brand credibility. These strategies are expected to improve direct bookings and reduce dependence on third-party travel agencies. Keywords: social media marketing, hotel booking, youth consumers, Abuja, digital hospitality