The influence of Instagram on the success of businesses, particularly in the hospitality industry, cannot be overstated. This isn’t your typical “how-to” article; it’s a friendly chat from our team of seasoned marketing professionals.
We want to make your journey into Instagram promotion not just informative but exciting. Whether you’re looking for a bit of professional magic or thinking of taking the DIY route, we’ve got your back.
So, let’s not waste our time and dive into the Hotel Instagram Marketing—your comprehensive guide from A to Z, crafted by the professionals at DesigningIT!
Why Hotels Can’t Ignore Instagram’s Influence
Leveraging Instagram’s features for hotel marketing isn’t rocket science—it’s smarter. The platform offers an intimate look into travel destinations and showcases property amenities in ways traditional ads never could. Think about the importance of social media marketing for hotels: With every picturesque sunset shared from your rooftop bar or boomerang video zooming down your water slide, you’re crafting stories that invite potential guests right into the heart of what makes your place special.
We’ve all seen those perfect vacation shots—the ones that make us say “Take me there now.” This is where targeting the right audience on Instagram becomes key because when done right, posts don’t feel like ads; they feel like invitations from friends.
Benefits of Instagram hotel marketing
When you start investing in Instagram hotel marketing, you will get the following benefits:
- Compelling Storytelling:
Instagram offers hotels a platform to tell their unique stories. From sharing behind-the-scenes glimpses to showcasing the hotel’s personality, the focus is on authenticity. Building a narrative fosters a genuine connection with the audience, potentially turning visitors into loyal guests.
- Visual Showcase:
The visual-centric nature of Instagram allows hotels to exhibit their amenities, scenic views, and overall ambiance. A well-crafted image has the potential to captivate viewers, generating interest and, ultimately, influencing reservations.
- Engagement and Community:
Beyond a mere display, Instagram is a space for engagement. Responding to comments, running contests, and featuring user-generated content contribute to building a vibrant community. This community extends the hotel’s reach beyond physical boundaries.
- Increased Bookings:
Strategically designed marketing campaigns and targeted content on Instagram can translate likes into bookings. The platform serves as a powerful tool for creating compelling calls-to-action that encourage potential guests to make reservations.
- Data-Driven Insights:
Instagram provides valuable insights into audience behavior and preferences. Utilizing analytics allows hotels to understand what resonates with their audience. This data-driven approach enables continuous refinement of strategies for maximum impact.
- Staying Relevant in the Digital Landscape:
In a rapidly evolving digital landscape, having a presence on Instagram is not just beneficial—it’s essential. Hotels can stay relevant and competitive by embracing the dynamic nature of Instagram, adapting to the latest trends, and engaging with a wider audience.
How to Promote Your Hotel on Instagram from A to Z
1. Create a business profile
If your hotel doesn’t have an Instagram account, download the Instagram app from the App Store (iOS) or Google Play (Android). If you already have a personal account, consider creating a separate business account for your hotel.
During the account creation process, choose a username that reflects your hotel’s name or brand. Make it easily recognizable and memorable.
Once your account is set up, switch to a business profile. This unlocks additional features, including Instagram Insights, which provides valuable analytics about your account’s performance.
To switch, go to your profile, tap on the three horizontal lines in the top-right corner, select “Settings,” and then choose “Account.” From there, you can switch to a business account.
Learn how to set up a business account on Instagram- Business account on Instagram
2. Optimize your profile
Add a high-quality and recognizable profile picture. This could be your hotel’s logo or another image that represents your brand.
Craft a concise and compelling bio. Include essential information such as your hotel’s location, type of accommodations, and any unique features. Use this space to convey your brand personality and include a call-to-action, such as booking directly through your website.
Ensure that your contact information is complete and up-to-date. This includes your hotel’s physical address, phone number, and email address. Making it easy for potential guests to reach out is essential.
Include a link to your hotel’s website in your bio. This provides a direct pathway for users to explore more about your accommodations, and amenities, and potentially make reservations.
Here is a great example of a bio for the Hôtel Plaza Athénée. It includes all the main information you need to know when entering their Instagram account, including the location, website link, and hashtag:
Let’s have a look at another great bio example for inspiration:
3. Craft your hotel’s visual story
Picture this: You’re scrolling through your Instagram feed, and there it is—a hotel room that seems to whisper your name. The sunlight pours in just right, the pillows look fluffier than clouds, and suddenly you can see yourself lounging there. That’s the power of a visual story well told.
Showcasing Your Property’s Best Angles
Snap pics from angles that would make even a seasoned photographer green with envy. It might be the infinity pool at dusk or your lobby’s quirky art installation; whatever makes guests think “I need my next profile pic here.” Remember, young travelers are hunting for those perfect “Instagrammable” spots when they pick their stay.
Toss out traditional marketing textbooks and start thinking like an influencer. What part of your boutique hotel screams ‘unique’? Is it how the morning light hits your balcony suites? Or maybe those mouthwatering breakfast spreads? Get creative and show off travel destinations within arm’s reach—because who doesn’t love waking up to paradise?
Crafting A Consistent Image Narrative
Showcasing property amenities isn’t just snapping photos—it’s storytelling. Every image shared is a chapter in the visual narrative of why staying at your boutique hotel beats anywhere else hands down. Think about capturing moments so tempting they’d make anyone trade their current view for yours instantly.
Create anticipation through stories; let viewers peek behind-the-scenes or tease them with snippets from upcoming events (you know, like movie trailers but better). And remember: regular posting keeps followers hooked line-and-sinker because out-of-sight could mean out-of-mind—and we wouldn’t want that.
| How to craft your hotel’s visual story | ||
| Step | Action | Description |
| 1. | Define Visual Identity | Establish a consistent theme with colors, tone, and style for brand recognition. |
| 2. | Showcase Unique Features | Highlight distinctive elements like views, amenities, and architectural uniqueness. |
| 3. | Invest in Professional Photography | Use high-quality, professional images to showcase your hotel’s best features. |
| 4. | Feature Variety in Content | Diversify content with images of rooms, common areas, dining, events, and behind-the-scenes. |
| 5. | Share Behind-the-Scenes Glimpses | Humanize your hotel by revealing behind-the-scenes moments and staff activities. |
| 6. | Use Carousel Posts for Storytelling | Create sequential stories, like virtual tours, using Instagram’s carousel feature. |
| 7. | Explore IGTV for Longer-Form Videos | Utilize IGTV for in-depth content such as virtual tours or staff interviews. |
| 8. | Encourage User-Generated Content | Motivate guests to share their experiences through user-generated content. |
| 9. | Include Seasonal and Timely Content | Stay relevant by incorporating seasonal decorations, promotions, or timely events. |
| 10. | Maintain a Consistent Posting Schedule | Establish regular posting times for a steady connection with your audience. |
| 11. | Engage with Your Audience | Foster a dialogue by responding to comments and asking questions in captions. |
| 12. | Experiment with Instagram Features | Try Reels, Stories, and stickers for a dynamic and playful element in storytelling. |
Adding Compelling Content
Before you start writing content for Instagram, it’s important to identify your target audience and tailor your content to resonate with their preferences.
To learn more about identifying your hotel’s target audience, visit- How to identify hotel’s target market
For instance, you can notice from the Instagram feed of the hotel Levi Foxfires that their target audience includes the individuals who want to spend their winter holiday season in Lapland, in a cozy mini boutique hotel:
Besides, don’t forget to articulate your hotel’s unique selling points and personality for a consistent and memorable brand story.
Once you’re done, it’s time to determine primary content themes that align with your brand, such as showcasing room features or local attractions. This ensures a cohesive and engaging feed that reflects your hotel’s essence.
Develop a content calendar that goes beyond posting frequencies. Specify content types, themes, and optimal posting times. A well-organized calendar enhances consistency and strategic planning.
Below you can find an Instagram Content Calendar Template that you can use as your starting point:
Using Hashtags and Geotags
In Instagram hotel marketing, the use of hashtags and geotags is essential for enhancing visibility and connecting with potential guests. These tools enable users to discover your content, making it easier for them to recognize the amenities that cater to their preferences. Creating a mix of branded hashtags, such as those unique to your hotel, and popular generic ones like #beachfront or #relaxation, is crucial. Additionally, employing tags specific to your property and ongoing campaigns aids in content curation and sharing.
A geotag, representing the longitude and latitude of a location, proves invaluable in this context. By activating this feature, Instagram gains access to GPS data from your device, automatically associating it with your photos. Consequently, individuals seeking hotels in your vicinity can effortlessly locate and engage with your content.
Here are the types of hashtags and geotags you can use to increase the visibility of your Instagram post:
| Type of Tag | Description | Example |
| Branded Hashtags | Unique to your hotel, these tags help build brand identity and encourage engagement. | #YourHotelNameExperience |
| Generic Hashtags | Widely used tags related to common themes or experiences, expanding your reach. | #Beachfront, #Relaxation |
| Property-Specific Hashtags | Highlight specific features or amenities unique to your hotel. | #YourHotelPoolside, #SuiteViews |
| Campaign Hashtags | Created for specific promotions or events, fostering thematic content collections. | #SummerEscapes, #YourHotelSpecial |
| Geotags | Include the longitude and latitude of your location, enhancing local visibility. | Activating geotags enables GPS data on your photos. |
| Local Area Hashtags | Incorporate tags related to your hotel’s locale, attracting local and regional guests. | #Explore[YourCity], #LocalGetaway |
| Popular Trend Hashtags | Join trending conversations and tap into broader topics to increase discoverability. | #TravelGoals, #Wanderlust |
Expert tip: Instagram recommends using between 3-5 hashtags on a single post. However, you can use up to 30 hashtags if you place them within the first comment on the post for even greater visibility.
Below you can find an example of an IG post with 30 hashtags used within the first comment:
Here is an Instagram post with hashtags as a part of the caption:
4. Engage with the Audience on Instagram
Engagement extends far beyond visually appealing displays. Actively engaging with your audience on Instagram is essential for building meaningful connections and fostering a vibrant community. This involves two-way communication, encouraging conversations, and creating a dynamic space where followers feel valued.
How to Engage with the Audience on Instagram
Respond to Comments: Promptly respond to comments on your posts. Acknowledge feedback, answer questions, and express gratitude for positive interactions. Prompt and genuine responses contribute to a positive perception of your hotel.
For instance, The Plaza Hotel in New York does a great job when it comes to answering comments. They do their best to engage with the audience and answer both positive and negative comments:
Run Contests: Engage your audience through interactive contests. Encourage participation by asking questions, hosting giveaways, or challenging followers to share their experiences. Contests not only boost engagement but also create a sense of excitement and inclusivity.
Feature User-Generated Content: Showcase user-generated content to highlight the authentic experiences of your guests. Reposting guest photos or testimonials not only provides social proof but also encourages others to share their moments, contributing to a sense of community.
Build a Vibrant Online Community: Regularly interact with your audience through comments, direct messages, and engaging content. Foster a sense of community by making followers feel heard and valued.
5. Measure Success Through Analytics
Ever felt like a detective looking for clues to unlock the secrets of your Instagram performance? That’s what diving into analytics feels like but with less mystery and more actionable insights. By analyzing Instagram Insights, you’re able to measure success beyond likes and follows; you get a glimpse into the minds of your audience.
Use Instagram Business Insights
Instagram provides a statistics-tracking feature within its mobile app known as Insights, offering valuable insights into your audience. With Insights, you can uncover crucial information about the content that resonates most with your followers.
For instance, you may discover that your audience engages well with dynamic video clips showcasing events and celebrations, or they are captivated by high-resolution images showcasing your hotel’s scenic views.
By analyzing visitor behavior through Insights, you can refine your content strategy, delivering more of the content that your audience appreciates and expanding your reach on Instagram. Additionally, Insights enables you to enhance the effectiveness of your targeted advertisements.
Learn more about Instagram Business Insights- Understanding Instagram Business Insights
6. Boost Booking with Hotel Instagram Ads
Instagram ads provide exceptionally effective personalized marketing. You can effortlessly reach a broad yet precisely targeted audience, avoiding the substantial costs associated with traditional advertising campaigns. As the most widely used ad platform on social media, Facebook’s integration with Instagram, both owned by Meta, allows you to seamlessly create Instagram ad campaigns directly from your Facebook business account.
These ads offer a dual advantage of extensive reach and remarkable specificity. Delivering high-value ad content and ensuring precise targeting is crucial. While a well-executed advertising strategy is essential for successful Instagram marketing, it’s equally crucial to avoid a haphazard ad campaign, as it could have adverse effects.
How to set up an Instagram Ad campaign for your hotel account
- Link Your Instagram Account to Your Facebook Page:
Ensure that your Instagram account is linked to your Facebook business page. This integration allows you to create and manage Instagram ads from your Facebook Ads Manager.
- Access Meta Ads Manager:
Log in to your Facebook account and navigate to the Ads Manager. If you don’t have a Meta Ads Manager account, you may need to create one.
- Choose Your Marketing Objective:
In Ads Manager, click on the “+ Create” button to start a new ad campaign. Select your marketing objective. For hotel promotions, you might choose objectives like “Reach,” “Traffic,” or “Conversions.”
- Define Your Audience:
Specify the target audience for your hotel ad. Consider demographics, interests, and behaviors relevant to your ideal guests. You can create a custom audience or use predefined audience options.
- Set Your Budget and Schedule:
Determine your ad budget and schedule. Choose between a daily or lifetime budget. Set the duration and timing for your ad campaign.
- Select Ad Placements:
Choose “Manual Placement” to select specific ad placements. Ensure that Instagram is selected as one of the platforms for your ad.
- Create Your Ad Creative:
Design visually appealing ad creative. This includes selecting the ad format (carousel, single image, single video, or slideshow) and uploading high-quality images or videos showcasing your hotel’s features.
Design Tools for Ad Creatives.pdf
- Craft Compelling Ad Copy:
Write engaging ad copy that highlights the unique selling points of your hotel. Clearly communicate the value and benefits to potential guests.
- Add a Call-to-Action (CTA):
Choose a relevant call-to-action button for your ad. Options include “Book Now,” “Learn More,” “Contact Us,” or other CTAs that align with your campaign goals.
- Review and Confirm:
Review your ad settings, creative elements, and targeting. Make sure everything aligns with your campaign objectives. Once satisfied, click on the “Confirm” or “Place Order” button to launch your Instagram ad campaign.
- Monitor and Optimize:
Regularly monitor the performance of your Instagram ad using Facebook Ads Manager. Analyze key metrics like engagement, reach, and conversions. Use this data to optimize your ad strategy for better results.
Integrating Cross-Platform Strategies For Wider Reach
If Instagram is the sleek sports car of your social media garage, then integrating cross-platform strategies is like fine-tuning it for a high-performance race. It’s not just about looking good on one track; it’s about mastering them all. To drive home the impact of your hotel brand, you’ve got to shift gears and speed across various digital highways—from YouTube videos that tour your amenities to Facebook posts announcing special events.
Enhancing Online Presence Beyond Instagram
To make waves in the ocean of online marketing, start by creating ripples with consistent branding across all platforms. Think big—more than just an Insta-worthy snapshot or clever caption. Dive into YouTube where engaging video tours can bring your property’s charm right to potential guests’ screens or leverage Facebook’s community features to create groups that transform past visitors into ambassadors.
Your game plan? It should be as coordinated as a well-choreographed dance number. When managing user comments and messages efficiently becomes second nature, you build trust faster than free Wi-Fi attracts travelers in the lobby.
The key lies in seamless transitions from platform to platform while keeping those brand colors flying high—it helps hotels turn lookers into bookers and likers into lovers of their experience.
Sure, riding solo on Instagram might seem sufficient when selfies by the pool get likes quicker than room service delivers breakfast—but why stop there? Unleash every tool at your disposal: fire up ad campaigns using paid services tailored for each medium; consistently post regular content without skipping a beat; let users engage with interactive elements like polls and live Q&As.
It’s all about connecting with folks where they’re at, which is why smart targeting across platforms can really pay off. And here’s the thing: People who love liking posts on Instagram usually enjoy Facebook as well. They’re out there, eager for new experiences—just waiting for the right spark to kickstart their journey.
FAQs about Instagram Hotel Marketing
What are the best practices for using Instagram to market a hotel?
Nail your niche, post consistently, engage with comments swiftly, and weave compelling visual stories that showcase your hotel’s vibe.
How can hotels use Instagram stories to engage their followers?
Use Stories for sneak peeks, behind-the-scenes tours, or quick guest shoutouts. They’re great for instant engagement and feel personal.
How can hotels leverage influencer marketing on Instagram?
Partner with travel influencers who resonate with your brand; they’ll put you in front of eager eyes ready to book.
What types of content perform best on Instagram for hotel marketing?
Dreamy visuals paired with unique experiences at your property grab attention. Think stunning sunsets from balconies or gourmet food shots.
How can hotels measure success when it comes to their Instagram marketing efforts?
Analyze metrics like engagement rates, follower growth over time, and click-throughs to booking pages—that’s where the proof is.