EPISODE 298

Viral Doesn’t Pay the Bills: How to Turn Social Traffic into Real Bookings

In today’s episode of Behind the Stays, we’re diving into one of the biggest mysteries plaguing modern hospitality entrepreneurs — how do you take all that beautiful, buzzworthy content that’s racking up views on Instagram and actually turn it into real bookings?

My guest today is Dustin Baker, the quietly brilliant force behind Hidden Gem Media — a performance-driven marketing agency that’s helping some of the most design-forward vacation rental and boutique hotel brands in the world unlock direct booking revenue from their social media presence.

Now, I don’t say this lightly — within the last week alone, two different people in the space told me, “Zach, you need to talk to Dustin.” So we got him on the mic fast.
In this conversation, we talk about the difference between content that looks great and content that converts, why creators (not influencers) are the most underutilized asset in the industry, how Dustin and his team are proving ROI on social in a way most operators didn’t think was possible, and why the real power play in 2025 might just be an email list, not a viral reel. 

If you’ve ever wondered what happens after someone likes, saves, or shares your content — and how to turn that attention into actual revenue — this episode is for you.

 

Learn more about Hidden Gem Media

Connect with Dustin on LinkedIn

 

Behind the Stays is brought to you by Journey — a first-of-its-kind loyalty program that brings together an alliance of the world’s top independently owned and operated stays and allows travelers to earn points and perks on boutique hotels, vacation rentals, treehouses, ski chalets, glamping experiences and so much more.

Your host is Zach Busekrus, Head of the Journey Alliance. If you are a hospitality entrepreneur who has a stay, or a collection of stays with soul, we’d love for you to apply to join our Alliance at journey.com/alliance. 

In today’s episode of Behind the Stays, we’re diving into one of the biggest mysteries plaguing modern hospitality entrepreneurs — how do you take all that beautiful, buzzworthy content that’s racking up views on Instagram and actually turn it into real bookings?

My guest today is Dustin Baker, the quietly brilliant force behind Hidden Gem Media — a performance-driven marketing agency that’s helping some of the most design-forward vacation rental and boutique hotel brands in the world unlock direct booking revenue from their social media presence.

Now, I don’t say this lightly — within the last week alone, two different people in the space told me, “Zach, you need to talk to Dustin.” So we got him on the mic fast.
In this conversation, we talk about the difference between content that looks great and content that converts, why creators (not influencers) are the most underutilized asset in the industry, how Dustin and his team are proving ROI on social in a way most operators didn’t think was possible, and why the real power play in 2025 might just be an email list, not a viral reel. 

If you’ve ever wondered what happens after someone likes, saves, or shares your content — and how to turn that attention into actual revenue — this episode is for you.

 

Learn more about Hidden Gem Media

Connect with Dustin on LinkedIn

 

Behind the Stays is brought to you by Journey — a first-of-its-kind loyalty program that brings together an alliance of the world’s top independently owned and operated stays and allows travelers to earn points and perks on boutique hotels, vacation rentals, treehouses, ski chalets, glamping experiences and so much more.

Your host is Zach Busekrus, Head of the Journey Alliance. If you are a hospitality entrepreneur who has a stay, or a collection of stays with soul, we’d love for you to apply to join our Alliance at journey.com/alliance. 

The Guests

No items found.
FEATURED LISTING

 Guests
 Beds
 Baths
Explore the Stay

Recent Episodes

View All Episodes

Episode 297

The State of Glamping in 2025: Trends, Premiums, and Predictions with the Godmother of the Industry

Listen

Episode 296

Building a Timeless Boutique Hotel by Hand (and Heart): The Story of The Outlier with Brandon Gore

Listen

Episode 295

The Journey Begins: Journey is Officially Live! Here’s How We’re Reimagining Loyalty (with Founder John Sutton)

Listen

Episode 294

How to Make Hotels Cool Again: What the Best Operators Know That the Brands Forgot (with Bashar Wali)

Listen