How to promote your hotel on Instagram

Over the years, Instagram‘s popularity continues to grow. Its number of users and engagement rate are also significantly rising. With nearly 1.386 billion monthly active users and close to 500 million daily active users, the photo and video sharing platform is increasingly recognized and used by many hospitality industry’s brands. 

This social network represents an undeniable advantage for any hotel wishing to strengthen its online reputation since 81% of users use it to discover brands as well as their products and services. Before establishing your communication strategy on Instagram, it is important to know your audience and to clearly define the identity of your hotel that you want to promote. Indeed, Instagram represents one of your property’s online showcases, so be sure to fill in its information including its name, contact information, an attractive description and maintain consistency between the content published and your brand identity.

Here are some tips to help you promote your hotel on Instagram!

Make publications regularly

Most importantly, keep in mind that your publications are a sales pitch. They must reflect the image that you want to convey about your property and they must help you stand out. Using photos or videos, you should highlight your hotel as well as its infrastructures. These can include your restaurant, your pool or your spa.
Instagram publications allow you to reach a wide audience thus it is important to take care of the text that accompanies your photos or videos. This text must be clear, valorizing and of course without spelling mistakes. The content published must be in accordance with your brand image but also with your audience if you want to create interaction. Publishing regularly will also help you to develop your reputation and create a sense of belonging among your subscribers.

Post interactive stories

Many properties use Instagram stories to interact with their audience. These are temporary, last a maximum of 15 seconds and are visible only 24 hours. Stories are a great way for your followers to get to know you better but also for you to learn more about them. For example, you can ask questions to your audience, make a survey, broadcast a live, make room tours, promote your activities and packages, conduct interviews with your employees and much more. All means are good to promote your hotel in an original and authentic way while sharing positive emotions that create a relationship of trust with your followers. Also, using storytelling rather than purely advertising arguments will allow you to multiply the digital word of mouth effect around your brand but also to reinforce the feeling of belonging in your community through multiple interactions.

Use content generated by your own customers

There is nothing more authentic than content generated by your own guests! By definition, user-generated content includes all the content created by Internet users for free and which is community-oriented. These can be photos, videos, reviews or stories.Therefore, this marketing strategy can only be beneficial for you. It is free and allows you to generate interest around your brand while strengthening trust and the feeling of belonging with your customers. Nevertheless, don’t forget to ask your guests if you can re-share their content and make sure that the content published about your hotel has a positive effect on your brand image.

Add hashtags to your posts

Hashtags are keywords that allow your content to be found quickly in the Instagram search bar. These should be short, concise and relevant. Creating your own hashtags will further encourage your customers to use them in their posts or stories and help you build your e-reputation. Also, it is proven that posts with hashtags generate much more engagement than posts without hashtags. In addition to gaining visibility, you gain subscribers and attract potential customers.

Create your Instagram store

It is proven that 8 out of 10 users follow their favorite brand’s Instagram account and 80% of followers use this social network to learn about various products or services. Therefore, creating your Instagram store will allow you to promote your packages, activities and gift vouchers and therefore increase your related sales.

Organize contests and collaborations

Partnering with an influencer or a local company for a contest or collaboration could help you gain visibility and increase your number of followers. An influencer is a person with a large number of followers who creates and spreads content on their social networks. For example, they can share photos, videos, stories of their stay at a resort and may also give advice or talk about their experience in order to make their followers want to live the same experience. However, most of the giveaways and collaborations are not free, so it’s important to choose who you want to collaborate with. Make sure that there is a coherence between the influencer or company you partner with and your brand identity and values. Their published content should align with your audience’s interests.

Set up campaigns on Instagram

Finally, setting up campaigns on Instagram is a costly but effective strategy if it is adequately done.

Initially, you should define the main objectives of your web campaign (gain visibility, increase traffic on your website, increase sales) and the audience you are targeting by filtering by location, gender, age and activities.

Then, you have to choose the right visual, the right content and the right redirection link in order to make the users want to click on your campaign’s call-to-action button. Finally, don’t forget to measure the results of your campaign by relying on performance indicators such as the number of views, the click rate, the conversion rate and the number of sales. From these, you will be able to see what was effective and what could be improved for future campaigns.


Instagram has become an important and strategic platform for hoteliers to promote their establishment and services.

With the competition on Instagram being very tough, your goal is to go beyond simply promoting your hotel. You need to showcase your brand and differentiate yourself while ensuring the image you are conveying aligns with your hotel’s identity.

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