The development of Internet technologies, especially Web 2.0 technologies, has enabled the emergence of social communities on the Internet, which has resulted in the creation of social networks. Social network activities such as multifaceted communication and content sharing have led to situations where social networks have become an inevitable part of an individual’s daily life which business entities have recognized and incorporated into promotional and marketing activities. Social networks such as Facebook and Instagram allow for the rapid dissemination of content and information that can influence the behavior, desires and opinions of social network users. Through the theoretical framework and primary research, it was found that activities and content on social networks have a clear impact on the satisfaction and loyalty of guests to private accommodation. The survey found that accommodation owners use social media to share content and communicate with current and potential guests. The Social network content such as photos serves as a source of information that will be used in the decision-making process when choosing and visiting private accommodation and will form a level of expectation towards accommodation which consequently affects level of satisfaction during and after the visit. The findings of the research also confirmed that communication via social networks has an impact on maintaining guest loyalty after visiting private accommodation.