This study explores the mediating role of brand attitude in influencing continuous purchase intention within the hotel industry, mainly through digital marketing on Instagram. As digital platforms become increasingly central to promotional strategies, trustworthiness, and information quality emerge as critical factors shaping consumer behavior. Using a quantitative research approach, data were collected from 200 respondents who were guests of five-star hotels in Jakarta through online surveys. The analysis was conducted using Structural Equation Modeling (SEM-PLS). Findings show that trustworthiness and information quality have significant direct impacts on both brand attitude and purchase intention. Additionally, brand attitude significantly mediates the relationship between trustworthiness, information quality, and purchase intention. These results highlight the importance of cultivating a trustworthy and informative digital presence to positively shape consumer attitudes and drive sustained interest in hotel services. The study contributes to the sustainable development of the hospitality industry by demonstrating the value of strategic digital communication in fostering long-term customer relationships. With its interactive and visual features, Instagram is confirmed as an effective medium for promoting hotel offerings and enhancing brand perception. Future research should examine other social media platforms that further support the hotel industry's marketing goals and customer retention strategies.