Why Your Luxury Hotel Should Utilise Instagram?

Hotel Social Media

April 4, 2024
Why Your Luxury Hotel Should Utilise Instagram?

Instagram was created in 2010, and since then has become a go-to for sharing pictures, and now short-form videos. In 2023 this social platform was actively used by 1.35 billion people worldwide, and according to Business of Apps it was the most downloaded app of 2023, with more than 696 million downloads worldwide. After considering statistics like this it becomes clear that Instagram is highly influential and can be a great opportunity for businesses in the luxury hospitality industry to reach their target audiences and build loyal communities of potential guests. 

A good way to increase your reach and find new customers

Instagram is expected to grow even further in 2024, with recent data projections forecasting the app to reach 1.4 billion people globally. This provides an exceptional opportunity for luxury hotels to reach more potential guests worldwide through captivating visuals. By sharing photo and video content of your hotel’s premises, services, team and location you get to attract the travellers looking for what you have to offer. On top of that, it’s also worth raving about your location and reasons why people should visit, so content including tourist attractions and unique features of the city or town, can encourage people from other countries to stay at your hotel, even if it’s just to see the location.  

Allows you to showcase all that your hotel has to offer through both pictures and videos

"A picture is worth a thousand words" is a quote everyone has heard at least once in their life. However, when it comes to Instagram, as well as many other social media platforms, it couldn’t hold more truth. Introducing potential guests to your hotel, its history and its values through visual storytelling is likely to leave a longer-lasting impression on discerning travellers. According to research conducted by Hubspot "we only remember about 20% of what we read, and retain as much as 80% of what we see.", meaning that people who have seen your posts will most likely keep you in mind for the next time they visit your area.

A way to communicate with customers directly

Instagram allows businesses to build engaged communities with their customers, who can comment and directly message your luxury hotel. It’s important to remember that engaging with your audience by responding to their queries and messages is a crucial part of a successful social media presence. Oftentimes one-way communication can hinder your efforts of building a loyal community. Responding to your guests on Instagram showcases the high service standards that your hotel upholds not only within the hotel but across all customer touch points. 

Customer comments and messages on Instagram often offer direct feedback, which allows you to better understand what your customers like, as well as the things that require improvement. As a result, helping your business grow in the right direction.

Show a more personal side of your business / Show some behind-the-scenes

Social media platforms like Instagram make it easier for your customers to connect with your brand, as it provides a space to showcase behind-the-scenes content and a more personal side of your business. 

Utilising more organic content as UGC, provided by your previous guests, can also help you showcase your impeccable service and beautiful surroundings in a more natural way. Although professional photography is an important part of marketing your luxury hotel, content made by your guests can be seen as a trust and quality stamp of your luxury hotel. This is because it shows that your previous guests enjoyed their stay enough to rave about it on social media platforms, like Instagram. To learn more about how you can leverage user-generated content in your own luxury hotel’s marketing strategy, read our previous article ‘’ User Generated Content for Luxury Hotels ’’. 

Highlight limited offers

Instagram, as well as many other popular social platforms, offer a great way to reach a wider audience and inform them of any limited offers available at your luxury hotel. Due to people spending so much time on social media, it’s very likely that your followers will stumble upon your special promotions quickly. So when it comes to seasonal offers for occasions such as Mother’s Day, Valentine’s Day, Black Friday, Christmas and New Year, make sure you take the time to post about them on your socials. Give your guests a chance to actually see them in advance. For a comprehensive list of all annual occasions, you should look out for, and review the special marketing dates we have curated. 


Reviewing the statistics and the benefits that Instagram offers luxury hotels, showcases that not leveraging this social media platform can be a great loss of opportunity. It also offers your competitors an upper hand. Therefore, it’s important for luxury hotels to create an active presence on social media, as well as directly interact with their previous, current and potential guests. 

At Big Bear, we believe that social media has the power to spread brand awareness, grow an online following and drive conversions while providing you the space and opportunity to showcase all that your exclusive hotel has to offer. If you’d like to get started in the dynamic world of social media marketing, but are unsure of where to begin, contact the team at Big Bear. We have a proven track record of helping numerous luxury hospitality brands establish their social media presence on Instagram, all while understanding your unique needs and brand guidelines. We will provide you with social media strategies perfectly aligned with your luxury hotel. Visit our dedicated social media page and learn more about how we can help your hotel flourish on Instagram.