How to Become an Instagram Marketing Expert for Hotels, Starting from Scratch

Releaseing the Power of Instagram for Hotels

Instagram for hotels is more than just sharing beautiful pictures. It's a powerful marketing tool that can drive bookings, engagement, and brand awareness. Here's the quick version if you need the essentials:

• Visual Appeal: Showcase your property with eye-catching imagery.
• User Engagement: Interact with past and potential guests through engaging content.
• Brand Awareness: Maintain brand consistency across all platforms.
• Direct Bookings: Use direct links in your bio to boost bookings.

Instagram has over two billion active users each month, with a significant portion being millennials and Gen-Z travelers. For hotel managers and marketing professionals, this platform offers a unique opportunity to reach out to a younger audience looking for travel experiences. From showcasing your stunning hotel rooms to sharing guest experiences, Instagram can help lift your hotel's visibility and drive business growth.

Visual content on Instagram is key. High-quality images and short videos can make your property irresistible to potential guests. Interactive features like Stories and Reels can further improve user engagement, making followers feel more connected to your brand. Engaging with your audience through comments and direct messages can build a loyal community eager to book their next stay at your hotel.

I'm Shahar Rubin, the founder and CEO of Sail, an AI-driven hotel marketing company. My background in technology and marketing has allowed me to help hotels like yours optimize their Instagram strategies effectively.

Transition to the next paragraph seamlessly introducing the next section, "Setting Up Your Hotel's Instagram Profile."

Setting Up Your Hotel's Instagram Profile

Your Instagram profile is the first impression potential guests will have of your hotel. It's essential to set it up correctly to maximize visibility and brand awareness. Here's how to get started:

Choosing the Right Username

Your username should be easy to recognize and consistent with your brand. Ideally, it should match your hotel's name as closely as possible. This makes it easier for guests to find you and ensures brand consistency across platforms.

For example, if your hotel is named "Seaside Resort," aim for a username like @SeasideResort or @Seaside_Resort. Avoid using numbers or special characters that can make your username hard to remember.

Optimizing Profile Settings

Switching to a business profile is crucial. This gives you access to a range of features custom for businesses, including detailed analytics and advertising options. Here's how to do it:

1. Switch to a Business Profile: Go to your profile, tap the three lines in the top right corner, select ‘Settings’, then ‘Account’. Scroll down and choose ‘Switch to Professional Account’, followed by ‘Business’.
2. Fill Out Business Information: Add your hotel's contact details like phone number, email, and physical address. This information will be publicly visible, making it easy for potential guests to contact you.
3. Connect to a Facebook Page: Link your Instagram profile to your hotel's Facebook page for cross-platform cohesion. If you don't have a Facebook page, you can create one during this setup process.

Profile Picture

Your profile picture should be easily recognizable. For most hotels, using your logo is the best option. This helps maintain brand consistency and makes it easier for users to identify your profile at a glance.

Contact Information

Ensure your contact information is complete and up-to-date. This includes your phone number, email address, and physical address. This information should be easily accessible to anyone visiting your profile.

Bio and Website Link

Your Instagram bio should be concise and informative. Highlight key details about your hotel, such as its location, unique features, and the type of experience guests can expect. Include a direct link to your website or booking engine to drive direct bookings.

For example:

"🌴 Seaside Resort | Your perfect beach getaway 🌊 | Located in sunny California ☀️ | Book direct for exclusive offers! ⬇️"

Business Profile Benefits

Switching to a business profile offers several advantages:

• Analytics: Gain insights into your audience's behavior and preferences.
• Advertising: Run targeted ads to reach your ideal guests.
• Contact Options: Make it easy for potential guests to get in touch with you.

By setting up your Instagram profile correctly, you lay a strong foundation for your hotel's Instagram marketing strategy. This ensures that your profile is not only appealing but also functional, driving engagement and bookings.

Next, we'll dive into creating a content strategy that resonates with your audience and showcases your hotel's unique offerings.

Content Strategy for Hotels on Instagram

Creating a compelling content strategy is crucial to engaging your audience and showcasing your hotel's unique offerings. Here's how to craft an effective strategy.

Types of Content to Post

1. Photos and Videos

Visual content is the heart of Instagram. High-quality photos and videos can capture the essence of your hotel and entice potential guests.

• Hotel Rooms and Amenities: Post images and videos of your rooms, pools, restaurants, and other facilities. Ensure these visuals are well-lit and professionally taken.
• Events and Special Occasions: Share photos of weddings, conferences, and other events hosted at your hotel.
• Behind-the-Scenes: Give followers a glimpse of daily operations, like staff preparing for events or chefs cooking in the kitchen.

2. User-Generated Content

Encourage guests to share their experiences by tagging your hotel in their posts. Repost these on your account to build trust and authenticity.

• Guest Photos: Reshare photos taken by guests, giving credit to the original poster.
• Testimonials and Reviews: Highlight positive reviews and testimonials from guests.

3. Informational Content

Provide valuable information to your followers.

• Travel Tips: Share tips about the local area, such as the best places to visit, eat, and shop.
• Promotions: Announce special offers, discounts, and booking windows.

Utilizing Instagram Stories

Instagram Stories are a powerful tool for instant updates and exceptional moments.

• Instant Updates: Use Stories to share real-time updates about events, promotions, or anything exciting happening at your hotel.
• Exceptional Moments: Capture and share unique moments, like a stunning sunset view from your hotel or a special event.
• Engagement Features: Use features like polls, questions, and countdowns to engage with your audience. For example, you could run a poll asking followers which room view they prefer.

Leveraging Hashtags

Hashtags increase your content's findability and help you reach a broader audience.

• Right Hashtags: Use a mix of popular and niche hashtags related to travel, hospitality, and your hotel's location. Examples include #LuxuryHotel, #BeachResort, and #CityEscape.
• Branded Hashtags: Create a unique hashtag for your hotel and encourage guests to use it. This can help build a community around your brand.
• Target Audience: Research hashtags that your target audience is likely to follow. For instance, if you cater to young travelers, consider using hashtags like #TravelGoals or #Wanderlust.

By posting a variety of content, utilizing Instagram Stories, and leveraging the right hashtags, you can create a compelling Instagram presence that attracts and engages potential guests.

Next, we'll explore how to engage with your audience effectively to build a loyal community around your hotel brand.

Engaging with Your Audience

Engaging with your audience is crucial for building a loyal community around your hotel brand. Here's how you can do it effectively.

Running Instagram Contests

Instagram contests are a fantastic way to boost engagement and attract new followers. People love contests, and they can help you gather user-generated content and build brand loyalty.

Steps to Run a Successful Contest:

1. Define Your Goals: Whether you want to increase followers, gather user-generated content, or promote a new service, be clear about what you aim to achieve.
2. Choose a Contest Type: Popular options include photo contests, caption contests, and hashtag challenges.
3. Set Clear Rules: Make sure participants know how to enter, any eligibility requirements, and the contest deadline.
4. Offer Attractive Prizes: Choose prizes that resonate with your audience, like free stays, dining vouchers, or spa treatments.

Example:

A hotel in Vancouver ran a contest where followers could submit their best vacation photos using a specific hashtag. The winner received a complimentary three-night stay. This not only increased engagement but also provided the hotel with high-quality user-generated content.

Responding to Comments and Messages

Responding to comments and direct messages is essential for maintaining a personal touch and providing excellent customer service.

Best Practices for Engagement:

1. Timely Responses: Aim to respond to comments and messages as quickly as possible. This shows that you value your followers' input.
2. Personalized Replies: Address users by their names and personalize your responses to make them feel special.
3. Answer Questions: Provide clear and helpful answers to any questions about your hotel, services, or bookings.
4. Acknowledge Feedback: Whether the feedback is positive or negative, acknowledge it and show that you are listening.

Example:

Four Seasons Hotel often shares photos of guests enjoying their stay and promptly responds to comments. This not only builds a sense of community but also improves brand loyalty.

Measuring Impact

It's important to measure the impact of your engagement efforts to understand what works and what doesn't.

Metrics to Track:

• Engagement Rate: The percentage of followers who interact with your posts.
• Follower Growth: The number of new followers gained over a period.
• User-Generated Content: The amount of content created by users about your hotel.
• Direct Messages: The volume and nature of direct messages received.

Use Instagram's built-in analytics to track these metrics and adjust your strategy as needed.

Building Brand Loyalty

Engaging with your audience helps build brand loyalty, which can lead to repeat bookings and positive word-of-mouth.

Tips for Building Loyalty:

1. Show Appreciation: Regularly thank your followers for their support and engagement.
2. Feature Guests: Highlight guest stories and experiences to make them feel valued.
3. Exclusive Offers: Provide special offers and discounts to your Instagram followers as a token of appreciation.

By running contests, responding to comments and messages, and measuring your impact, you can effectively engage with your audience and build a loyal community around your hotel brand.

Next, we'll dive into how to use Instagram ads to further boost your hotel's visibility and bookings.

Instagram Ads for Hotels

Instagram ads are a powerful tool for hotels looking to reach a larger audience and drive more bookings. Here's a breakdown of the types of ads you can use and how to measure their performance.

Types of Instagram Ads

Instagram offers several ad formats that hotels can use to showcase their properties and amenities. Here are the main types:

Photo Ads

These are single image ads that appear in users' feeds. They are great for highlighting beautiful shots of your hotel, rooms, or amenities.

Video Ads

Video ads allow you to share engaging clips that can capture the atmosphere of your hotel. Use them for virtual tours, guest testimonials, or highlighting special events.

Carousel Ads

Carousel ads let you include multiple images or videos in a single ad. Users can swipe through to see more. This format is perfect for showcasing different aspects of your hotel, such as dining options, rooms, and activities.

Story Ads

Story ads appear in Instagram Stories and can include images or videos. They are full-screen and disappear after 24 hours, making them ideal for limited-time offers or announcements.

Measuring Ad Performance

To get the most out of your Instagram ad campaigns, track their performance. Here are some key metrics to monitor:

Engagement Metrics

• Likes and Comments: Measure how users are interacting with your ads.
• Shares: Track how often your ads are being shared, which can increase your reach.
• Click-Through Rate (CTR): The percentage of users who click on your ad to learn more or book.

Conversion Tracking

• Bookings: Track the number of bookings generated from your ads.
• Revenue: Measure the total revenue generated from these bookings.
• Return on Investment (ROI): Calculate the ROI by comparing the revenue generated to the ad spend.

Analytics

Use Instagram's built-in analytics tools to gain insights into your ad performance. You can track:

• Impressions: The number of times your ad is displayed.
• Reach: The number of unique users who see your ad.
• Audience Demographics: Information about the age, gender, and location of users interacting with your ads.

By leveraging these ad types and tracking their performance, you can optimize your campaigns to reach your target audience more effectively and maximize your ROI.

Next, we'll explore how to make your hotel Instagrammable to attract more guests and encourage user-generated content.

Making Your Hotel Instagrammable

Creating an Instagrammable hotel isn't just about having a beautiful property; it's about designing spaces that inspire guests to take photos and share their experiences. Here’s how you can make your hotel stand out on Instagram.

Designing Instagrammable Spaces

Lighting: Good lighting is crucial for taking superior photographs. Ensure that rooms, lobbies, and common areas have plenty of natural light. Large windows and glass doors can help.

Interior Design: Focus on unique and stylish decor that reflects your brand. Think about color schemes, furniture, and art pieces that pop in photos.

Open Spaces: Create open and inviting spaces where guests can relax and take pictures. Think about cozy nooks, beautiful gardens, and spacious lobbies.

Natural Light: Maximize the use of natural light in your design. Sunlit rooms and outdoor areas look more appealing in photos and improve the guest experience.

Encouraging User-Generated Content

Guest Posts: Encourage guests to share their experiences by creating Instagrammable moments. This could be a beautifully set breakfast table, a stunning poolside view, or a cozy reading corner.

Hashtags: Create and promote a unique branded hashtag. Encourage guests to use it when they post about their stay. This makes it easy for you to find and share their content.

Contests: Run Instagram contests to engage guests. Ask them to post their best photos from your hotel using your branded hashtag. Offer incentives like a free night's stay or a complimentary meal to encourage participation.

By focusing on these elements, you can make your hotel more Instagrammable, attract more guests, and encourage user-generated content that boosts your brand's visibility. Next, let's address some frequently asked questions about Instagram for hotels.

Frequently Asked Questions about Instagram for Hotels

How to create a hotel page on Instagram?

Creating a hotel page on Instagram is straightforward. Here’s a quick guide:

1. Set Up a Business Profile:

   • Create a regular Instagram account: Download the app and sign up using your hotel’s email.
   • Switch to a Business Profile: Go to your profile, tap the three lines in the top right corner, select 'Settings', then 'Account', and choose ‘Switch to Professional Account’, followed by ‘Business’.
   • Fill out business information: Add your hotel’s contact details, which will be publicly visible.
   • Connect to a Facebook Page: Link to your hotel’s Facebook page for cross-platform cohesion.

2. Choosing the Right Username:

   • Ensure your username closely matches your hotel’s name for easy recognition.
   • Keep it simple and memorable.

3. Optimizing Profile Settings:

   • Profile Picture: Use a clear and recognizable logo.
   • Bio: Write a compelling bio that includes your hotel’s location, unique features, and a link to your website or booking engine.

How to grow hotel Instagram?

Growing your hotel’s Instagram involves strategic steps to increase visibility and engagement:

1. Relevant Content:

   • Post high-quality photos and videos that highlight your hotel’s amenities, events, and local attractions.
   • Use a consistent theme to create a cohesive look.

2. Utilizing Instagram Stories:

   • Share instant updates, behind-the-scenes moments, and guest experiences.
   • Stories disappear after 24 hours, creating a sense of urgency and exclusivity.

3. Leveraging Hashtags:

   • Use popular and relevant hashtags to reach a broader audience.
   • Create a unique branded hashtag for your hotel and encourage guests to use it.

4. Engagement:

   • Respond to comments and direct messages promptly.
   • Run contests and ask questions to encourage interaction.

5. Instagram Ads:

   • Invest in photo ads, video ads, carousel ads, and story ads to target potential guests.
   • Use Instagram’s analytics to measure ad performance and adjust your strategy accordingly.

How can hotels use Instagram?

Hotels can use Instagram in various ways to boost their marketing efforts:

1. Visual Appeal:

   • Showcase the beauty of your property with stunning photos and videos.
   • Highlight unique features like pools, gardens, and interior design.

2. User Engagement:

   • Engage with followers by liking, commenting, and sharing their posts.
   • Use Instagram Live to make announcements or host Q&A sessions.

3. Influencer Marketing:

   • Partner with influencers to reach a larger audience.
   • Choose influencers whose followers align with your target market.

4. Brand Awareness:

   • Maintain consistent branding across all posts to reinforce your hotel’s identity.
   • Use Instagram to tell your hotel’s story and connect emotionally with your audience.

5. Direct Bookings:

   • Add a link to your booking engine in your bio.
   • Use call-to-action buttons like ‘Book Now’ in your posts and ads.

By following these steps, you can effectively use Instagram to improve your hotel’s online presence, engage with your audience, and drive bookings.

Conclusion

Instagram is a powerful tool for hotels to showcase their unique offerings, engage with potential guests, and boost direct bookings. With over 2 billion users, it's clear that Instagram's visual appeal and user engagement capabilities make it an essential platform for hotel marketing.

Importance of Instagram

Instagram has become a primary source of travel inspiration for many users. The platform's image-driven nature allows hotels to highlight their amenities, local attractions, and guest experiences in a visually appealing way. This can significantly influence potential guests' decisions and drive bookings.

For instance, the Four Seasons Hotel Vancouver leverages Instagram to share stunning photos of local events and attractions, sparking interest and engagement from their audience.

Seamless Integration with Sailtech.ai

At Sailtech.ai, we understand the importance of integrating seamlessly with your existing systems. Our AI-driven marketing solutions are designed to work effortlessly with any hotel management system you currently use. This ensures a smooth setup process and allows you to start seeing results without any operational disruptions.

Cost-Effective Model

Our unique financial model sets us apart. We cover the ad spend for your campaigns upfront, meaning there are no setup fees, no retainer fees, and no additional costs for ad placements. You only pay for the successful bookings we generate. This makes high-quality, AI-driven marketing accessible and cost-effective for hotels of all sizes.

Summary

By setting up a business profile, optimizing your content strategy, and engaging with your audience, you can transform your hotel's Instagram presence. Instagram's visual appeal and user engagement features offer a unique opportunity to connect with potential guests and drive bookings.

Partnering with Sailtech.ai can improve these efforts through our AI-driven campaigns, seamless integration, and cost-effective model. Our goal is to increase your direct bookings and revenue without the worry of upfront costs or complex fee structures.

Instagram for hotels is not just about posting beautiful photos; it's about creating a compelling story that resonates with your audience and drives real business results. With the right strategy and tools, your hotel can harness the full potential of this powerful platform.