In today’s digital age, Facebook constitutes a powerful tool for hotel marketing and customer engagement. Its impact on customer behavior is substantial, with travelers increasingly relying on peer-generated content and feedback to make informed decisions about their bookings. The objectives of this study are related to the digital activity of hotel groups, users’ engagement, and the relevance of communal and exchange relationships in shaping interactions and behaviors. To carry out the data collection, the Facepager digital tool was used for gathering data from Facebook and the period analyzed was low season, after the second lockdown. A second study was made, in which we asked 23 professionals in hospitality and tourism about the relationship norms that each of the ten hotel chains is believed to have established with its customers. In the end, new avenues for future research are presented, followed by theoretical and practitioner contributions.