Welcome to the social media revolution, where hashtags are as powerful as hotel keys, and a well-timed TikTok can turn a modest hotel into the next big thing. With over 5.17 billion social media users worldwide by 2025, it’s no surprise that hotel marketing has evolved to meet this digital wave.
Forget traditional advertising—today's travelers are all about authentic, scroll-stopping content. In fact, 83% of social ad spend will soon be on mobile, and if you’re not creating engaging, short-form videos, well... your competitors probably are. TikTok and Instagram are now where hotel dreams are made, and it’s not just about showing rooms anymore. It’s about building an experience.
Take Ennismore's visual storytelling campaign, for example. By turning Instagram feeds into immersive, dream-like journeys, they didn’t just showcase luxury—they made potential guests feel the experience. It wasn’t just a scroll; it was a lifestyle.
So, how did they pull this off? Stick around, and let’s break down the strategy behind this campaign—and discover the best social media hacks for hotels and resorts to stay ahead of the curve!
- 1. Turn Your Feed Into a Travel Dream: How Visual Storytelling Elevates Luxury Brands
- 2. Ride the Wave of Viral Trends: How to Turn a TikTok Meme Into Luxury Gold
- 3. The Power of Video Content: How to Turn Reviews into Social Media Gold
- 4. Lifestyle Content That Feels Like an Invitation: Turning Your Hotel Feed Into a Dreamy Getaway
- 5. Craft a Social Strategy That Speaks Directly to Your Audience
- 6. Seasonal Storytelling: How to Use the Seasons to Create Timely, Engaging Content
- Elevate Your Hotel’s Social Game
- Frequently Asked Questions
1. Turn Your Feed Into a Travel Dream: How Visual Storytelling Elevates Luxury Brands
Okay, let’s get real—when you’re promoting a luxury hotel on Instagram, you’ve got one job: to make people dream about booking that vacation before they even realize what hit them. And how do you do that? Through visual storytelling.
But not just any visuals—your posts need to scream, "this is the life you didn’t know you needed." So, no, just slapping a stock photo of a poolside drink won’t cut it. You’re in the luxury game now—each image has to feel like a scene from a movie where everyone looks effortlessly chic (including the bartender).
The secret sauce? Tell a story with every post. You’re not just showing a hotel room—you’re capturing a feeling, an experience. Whether it’s the sophisticated vibes of Mondrian Ibiza or the laid-back boho charm of Hyde Ibiza, the goal is to transport potential guests straight into the experience with every scroll. Create that emotional connection, and booking becomes an afterthought.
Meet Ennismore, the mastermind behind some of the chicest hotels you can imagine, like Mondrian and Hyde in Ibiza. These aren’t your run-of-the-mill resorts—think design-forward, with a whole vibe. When Ennismore asked CEEK to step in and take over their social media, they knew the competition for eyeballs in the luxury hospitality market was fierce.
They needed more than just a couple of pretty pictures—they needed to make people feel the glamour through their phones. Enter: visual storytelling.
CEEK went all in on making sure each Instagram post felt like an invitation to an unforgettable experience. For Mondrian, they went for sleek sophistication—think sunsets, rooftop parties, and cocktails that looked too good to drink (but obviously, you do). Meanwhile, Hyde Ibiza leaned into a relaxed, bohemian atmosphere—beach walks at dawn, poolside lounge vibes, and that moment when the sun hits just right and you finally feel like you're on vacation.
But it wasn’t just about the visuals; the captions were as sharp as the hotel designs. Every post was paired with language that captured the essence of the brand. So, instead of a simple “View from our pool,” you might see something like, “Sunset over the Med, cocktails in hand, and nothing but good vibes. Welcome to Mondrian Ibiza.” That’s the kind of content that makes people think, Yeah, I need that in my life.
Results & Analysis
Spoiler alert: This approach worked like a charm. Since CEEK revamped the social strategy, Ennismore’s hotels saw impressive boosts in reach, followers, and engagement.
And here's the kicker: the strong visual storytelling didn’t just increase engagement—it helped drive bookings. Potential guests weren’t just looking at pretty pictures; they were seeing themselves living the experience.
Key Takeaway
Alright, here’s the deal: if you’re in the luxury hotel game, don’t just share the amenities—sell the dream. Create a feed that makes people want to jump off their couch and book a flight. Use stunning visuals and match them with compelling, story-driven captions. Think about what it feels like to be there, not just what it looks like. Trust me, that’s the kind of content people will double-tap and, more importantly, book.
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2. Ride the Wave of Viral Trends: How to Turn a TikTok Meme Into Luxury Gold
Sometimes, in the world of luxury hospitality, the stars align, and you get the ultimate viral moment—a TikTok meme involving a baby who has more maturity than most of us combined. But how do you take a random viral clip and turn it into a full-blown marketing strategy? Simple: ride the wave of viral trends—but do it in style.
The trick here is to spot a trend early (like really early), and then make it work for your brand in a way that feels authentic. For luxury hotels like Four Seasons, this means leaning into the moment without abandoning your brand’s high-end image. You take the meme, give it a polished luxury twist, and make it your own. Suddenly, the internet's obsession with a baby isn’t just a meme; it’s a viral campaign that has your hotel’s name on it.
This is where TikTok’s rapid-fire trends can really be your playground. By staying agile, reacting quickly, and embracing humor, you can turn fleeting internet moments into long-term brand love.
Oh, and don’t forget—quality and care should always be at the heart of it. It’s not about jumping on every bandwagon; it’s about elevating the bandwagon.
So, here’s the scoop: Four Seasons was at a crossroads. Younger luxury travelers—aka the TikTok generation—weren’t exactly flocking to their brand. They weren’t searching for inspiration on Google; they were scrolling through TikTok. Enter the “Fully Conscious Baby,” who went viral in May 2024 for her surprisingly sophisticated tastes and, let’s face it, a little bit of internet magic.
As the internet began remixing the video, turning the baby into a meme-worthy sensation, Four Seasons saw an opportunity. They didn’t just sit back and wait for the trend to pass—they leaned right into it. In record time, Four Seasons launched their “Four Seasons Baby” campaign, taking the viral moment and transforming it into a luxurious opportunity.
@sobrizzle If the @Four Seasons Hotels ♬ Who Wants To Go To Four Seasons Orlando - Tia Stefanie
Here’s where the strategy really shines: they made that viral baby their world’s youngest luxury ambassador for a week. Yes, you heard that right. The baby became the star of Four Seasons' return to TikTok after a two-year hiatus. It wasn’t just about jumping on a viral moment; it was about showing their commitment to exceptional quality and genuine care—even if that meant indulging in a playful, meme-worthy moment.
From there, the campaign took off. They created a TikTok video that featured the baby (and some pretty adorable staff members at Four Seasons Orlando). Then, to keep the momentum going, they booked an epic vacation for the baby and her family—incorporating fan requests from TikTok comments into the itinerary.
@fourseasons Fully conscious and utterly fabulous at Four Seasons Orlando. 👑 #LoveFourSeasons #LuxuryTravel #FamilyTravel #FourSeasonsOrlando #FullyConsciousBaby ♬ MILLION DOLLAR BABY (VHS) - Tommy Richman
This wasn’t just about promoting a hotel; it was about engaging with the audience in real-time and creating an authentic connection.
Results & Analysis
And did it work? Oh, you bet. The campaign was a viral juggernaut. Over $10 million in earned media value, 1.9 million TikTok engagements, and 556 million organic views for #FourSeasonsOrlando. The brand not only caught the attention of a younger, TikTok-savvy audience but also solidified their position as the epitome of luxury and humor.
By taking a TikTok trend that could have been fleeting and turning it into a luxury brand act, Four Seasons showed that even the most unlikely viral moments can be leveraged into something meaningful—and incredibly profitable. This wasn’t just a flash-in-the-pan meme; it was a strategic play that redefined how Four Seasons interacted with a new generation of travelers.
Key Takeaway
Here’s the thing: the internet moves fast, and trends can feel like they disappear just as quickly as they show up. But if you can stay agile and spot those viral moments early, you can turn them into something more than just a passing meme. So, when a viral moment presents itself—don’t just watch it. Lean in. Put your brand’s own unique twist on it, and make it something that reflects your values.
3. The Power of Video Content: How to Turn Reviews into Social Media Gold
Look, I get it—hotel reviews can feel like the necessary evil of the hospitality industry. You can’t escape them, but you can embrace them and turn them into an absolute marketing machine. Video content is the secret weapon here, and Hilton used it to absolutely crush social media growth.
Forget the idea of just responding to reviews or posting generic promotional videos—Hilton took it up a notch. By using video to humanize the brand and give guests a sense of the experience they’ll have, they turned social media engagement into a customer care and growth tool.
The real magic? It wasn’t just about showcasing amenities—it was about engaging with people in real-time and turning every guest interaction into an opportunity for authentic, dynamic content.
Think: responding to reviews through video, showing behind-the-scenes footage of what it’s like to stay at a Hilton, and even involving the team in creating the content.
Hilton is an iconic brand, and they’ve been doing the hospitality thing right for years. But in 2018, Hilton wanted more. They wanted to grow their social media following and increase engagement. So, they partnered with LYFE Marketing to take things to the next level.
What made this campaign stand out? Hilton didn’t just stick to a typical influencer strategy or pay for ads—nope, they leaned into the magic of organic content driven by real customers. The key was leveraging video content to create an emotional connection with potential guests.
For example, they created tons of behind-the-scenes video content, showcasing everything from hotel staff working hard to make the stay unforgettable to the hotel’s special features that made it a destination on its own. These weren’t your average, cookie-cutter marketing videos. They were real, relatable, and relevant to Hilton’s audience.
Results & Analysis
The result? Well, let’s just say it wasn’t your average social media growth. In fact, Hilton saw a 30,740% increase in Instagram and Facebook followers and a 10,002% increase in engagement. Yep, you read that right. This approach wasn’t just successful—it was a game-changer..
Key Takeaway
Listen up: If you want to stand out in the crowded world of hotel marketing, don’t sleep on video content. It’s your chance to humanize your brand, create an emotional connection, and showcase your hotel in ways that still feel authentic. Respond to reviews with video, give potential guests a behind-the-scenes look, and, most importantly, make them feel like they’re already a part of your hotel family.
Trust me, this isn’t just about growing your following—it’s about building relationships that last.
4. Lifestyle Content That Feels Like an Invitation: Turning Your Hotel Feed Into a Dreamy Getaway
Picture this: You’re scrolling through Instagram, and then you see it—the perfect shot of a luxury hotel room with a giant bed, chic decor, and the soft glow of sunset spilling across the floor.
Suddenly, you’re imagining yourself there, melting into the pillow, sipping a cocktail by the pool. That, my friend, is lifestyle photography at its finest. When you’re in the hotel game, your social media should be less about selling a bed and more about selling an experience.
The secret to turning your feed into a dreamy getaway? It’s all about curating content that highlights the lifestyle surrounding your hotel—whether it’s showing off stunning amenities, local hotspots, or the effortless vibe of your property. By showcasing your hotel as not just a place to stay, but as part of a larger experience, you’re creating a desire in your followers. You want them to see your posts and think, That’s where I need to be.
Enter The Orlando Hotel, a stylish getaway located in LA’s iconic West Hollywood. This hotel is the perfect mix of upscale and laid-back, offering a chic retreat for tourists and locals alike. But The Orlando wasn’t just any hotel—they needed to show off their unique offerings, connecting with customers in a meaningful way.
True North, their social media agency, took on the task of boosting their online presence and driving customer engagement. The strategy? Lifestyle photography that wasn’t just about showcasing rooms, but about creating an emotional connection with potential guests.
They used vibrant imagery to highlight the hotel’s atmosphere—think elegant rooms, cozy spots to dine, and the cool, local vibe of the West Hollywood area. By doing this, they made it feel like an invitation to experience the city in style.
The Orlando Hotel Instagram
By focusing on lifestyle content, The Orlando Hotel wasn’t just showing off its property—it was telling a story. They made their Instagram feed feel like a curated magazine page, enticing followers to imagine themselves lounging by the pool or enjoying a cozy night in their perfectly styled rooms.
Results & Analysis
The results? 16,400 new followers on Instagram in under a year, a 400% increase in social media engagement, and a 500-likes-per-post average. Not bad for a hotel that didn’t just sell rooms—it sold the lifestyle.
Key Takeaway
If you’re looking to up your hotel’s Instagram game, don’t just show off your property—show off the lifestyle. Create a feed that feels like a preview of the vacation everyone wants. Use lifestyle photography that taps into the emotions people want to experience while staying at your hotel.
Trust me—when you make your content feel like an invitation, people will be eager to book their ticket to paradise.
5. Craft a Social Strategy That Speaks Directly to Your Audience
Sometimes the best way to stand out in a saturated market is to go back to basics: tell a great story. But not just any story—your brand’s story. Whether it’s a cheeky post that captures your hotel’s quirky personality or a thoughtful narrative that speaks to the needs of your guests, telling a clear and engaging story on social media is a game-changer.
The key here? Curating a strategy that speaks directly to your audience’s lifestyle and needs. In the case of hospitality brands like Together Co-Living, this means crafting content that focuses on the flexibility and community-driven aspects of their offering.
Whether it’s emphasizing co-living spaces or showcasing a local event, your strategy should feel personal, spontaneous, and relevant to your audience’s day-to-day lives.
Together Co-Living, a new property in Melbourne, partnered with Born Social. The challenge? They needed a social strategy that could adapt to shifting circumstances while staying true to the brand’s core message of community and flexibility.
Born Social crafted a curated content strategy that spoke directly to the needs of their target audience—modern travelers who want the perks of communal living but still value their privacy.
With a focus on flexibility, local events, and lifestyle amenities, Born Social turned Together Co-Living’s social feed into an ongoing narrative that kept audiences engaged.
By creating a well-rounded content strategy that aligned with the brand’s clean, modern aesthetic, Born Social was able to position Together Co-Living as the ultimate destination for those seeking flexibility and community. They didn’t just promote the space—they showcased how the space fit into the lives of potential guests.
Results & Analysis
The results were impressive: social engagement increased year-over-year, and the average return on ad spend was $18.24, far surpassing industry benchmarks.
Key Takeaway
If you want to make waves on social media, start with a clear brand narrative. Curate content that speaks to your audience’s needs, values, and lifestyle. Whether it’s flexibility, community, or luxury, make sure your content feels tailored to those who follow you. When you can tell a story that resonates, you won’t just capture attention—you’ll capture loyalty.
6. Seasonal Storytelling: How to Use the Seasons to Create Timely, Engaging Content
Let’s face it—seasonality is a goldmine for content. Think about it: each season offers a unique backdrop to showcase your hotel’s features, from cozy winter getaways to sun-soaked poolside escapes in summer.
The trick? Seasonal storytelling. By tapping into the mood of each season and weaving it into your social content, you create timely, relevant posts that speak directly to potential guests’ current desires.
It’s not just about posting photos of snowy landscapes in winter or sunny patios in summer—it’s about creating a story around each season. Whether you’re highlighting warm drinks by the fire in winter or showcasing a fresh new menu for spring, the key is to make the season feel like a core part of the experience at your hotel.
Shandaken Inn, a luxury property nestled in the Catskills, partnered with a local NYC team to develop a content strategy that focused on seasonality. They needed a social media plan that would capture the changing seasons and appeal to potential guests who were planning their vacations at different times of the year.
The team set up quarterly content shoots, capturing seasonal elements at the Inn and its nearby Clubhouse. From the vibrant colors of fall to the snowy landscapes in winter, every season offered fresh opportunities to engage with followers. They didn’t just post seasonal photos—they told stories about the best activities to do at the Inn during each season, the food and drink specials, and even behind-the-scenes moments that made the property feel like a cozy, year-round retreat.
By capturing the essence of each season, Shandaken Inn’s social media strategy made the property feel like a must-visit year-round destination. Each post felt timely and relevant to the season, drawing potential guests in and making them envision their next getaway. The content wasn’t just about showcasing the property—it was about making followers feel like they were already there.
Results & Analysis
The results? 62,144 impressions, 27k accounts reached, and 520 accounts engaged—all thanks to seasonal storytelling.
Key Takeaway
If you’re not leveraging seasonality in your content, you’re missing out. Seasonal storytelling is the perfect way to keep your content fresh and relevant year-round. Whether it’s cozy winter vibes or a sunny summer retreat, use each season as an opportunity to show your audience why your hotel is the perfect destination at that time of year. Trust me—timing is everything.
Elevate Your Hotel’s Social Game
Looking at these campaigns, one thing is clear: creating authentic, visually engaging content and leveraging viral trends on TikTok, Instagram, and Facebook is key to success. Hotels and resorts can boost engagement by focusing on community-driven content, seasonal storytelling, and timely responses.
As the industry shifts towards more interactive, user-driven experiences, brands that experiment with trends, personalization, and real-time engagement will stay ahead of the competition. Now’s the time to innovate!
Frequently Asked Questions
How can social media marketing benefit my hotel?
Social media marketing enhances brand visibility, builds credibility, and fosters direct engagement with potential guests. Active presence on platforms like Instagram, TikTok, and Facebook can lead to increased bookings and customer loyalty.
Which social media platforms should my hotel focus on?
The choice of platform depends on your target audience:
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Instagram: Ideal for visual storytelling and attracting younger travelers.
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TikTok: Great for reaching Gen Z and creating viral content.
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Facebook: Effective for community engagement and running targeted ads.
What type of content works best for hotel marketing?
High-quality visuals showcasing your hotel's amenities, behind-the-scenes glimpses, user-generated content, and engaging stories resonate well. Tailor content to each platform's strengths—Reels and TikToks for short-form videos, and Facebook for detailed posts and events.
How often should I post on social media?
Consistency is key. Aim to post at least once a day on Instagram and Facebook, and 3–5 times a week on TikTok. Adjust frequency based on audience engagement and platform algorithms.
Should I use paid advertising on these platforms?
Yes, paid ads on Facebook and Instagram can be highly effective for targeting specific demographics and driving direct bookings. TikTok's advertising options are also expanding and can be useful for brand awareness campaigns.
How can I leverage influencers for my hotel?
Partnering with travel influencers can amplify your hotel's reach. Choose influencers whose audience aligns with your target market. Offer them complimentary stays in exchange for authentic content that showcases your property.
What role does user-generated content play?
User-generated content (UGC) builds trust and authenticity. Encourage guests to share their experiences on social media and feature their content on your profiles. This not only engages your audience but also provides social proof.
