The study aimed to investigate the role of social media in shaping the hotel brand image and customer loyalty at Hotel Africana. The research design was a mixed-methods approach that combined quantitative and qualitative data collection and analysis methods. The target population comprised 60 individuals who had interacted with Hotel Africana's social media platforms, and the sample size was set at 40 participants. The results showed that social media engagement positively influenced the hotel's brand image and customer loyalty. The content strategy employed on social media also had a significant impact on brand image and customer loyalty. Additionally, the quality of interactions on social media platforms was found to be positively related to the hotel's brand image and customer loyalty. The study provided valuable insights into the dynamics of social media, brand image, and customer loyalty within the Ugandan hospitality industry, offering guidance for hotels like Africana to optimize their social media strategies and foster stronger long-term relationships with their customers.