Picture this; Instagram now boasts a community of more than 800 million users, 200 million of which joined in just the past year. Further, some 500 million of those users are reported to use the platform daily.
With such notable recent growth – and as Facebook (again) makes changes to its News Feed, prioritizing posts from “friends and family” over brands – it’s more important than ever that hotel and hospitality brands embrace strategic storytelling on Instagram.While the platform was once awash in sea of selfies, today it's a natural home for brands, including hotels and resorts. More than 80% of user accounts on Instagram follow a business. Instagram has also emerged as one of the top platforms for brands seeking organic engagement. Data has suggested that brands enjoy significantly more engagement on Instagram than they do on Facebook, a trend we might even see increase in the wake of Facebook's most recent updates. (For perspective, though, keep in mind Facebook's overall reach, with more than 2 billion monthly active users.)Travelers have long used the visuals-first social network to inspire vacation destinations and discover new places, and the maturation of its targeted photo, video, carousel and “stories” advertising tools have made the platform increasingly attractive to hotel marketing teams.Previously, Screen Pilot shared a selection of hotel brands that offer inspirational content on the platform, some large, others less so. It’s one of our all-time, most-popular posts, so we thought it appropriate to offer an update.Here are ten hotel and resort brands – large and small – that are killing it on Instagram right now.1. Four Seasons (@fourseasons)
- 619K followers
- 7 posts per week on average
- 5,000 Likes per post on average
- 60+ Comments per post on average
This brand comes first in our list for a reason.Four Seasons enjoys more interactions on Instagram than any other luxury hotel brand, broadcasting a balance of its own imagery and user-generated content. Followers encouraged to tag their posts #FourSeasons, and the best-of-the-best make the feed.The brand offers smart examples of how to intertwine video and multiple images in a single post for layered storytelling.2. Hyatt (@hyatt)
- 107K followers
- 3 posts per week on average
- 1,000 Likes per post on average
- 10+ Comments per post on average
Hyatt is global, and its posts show it.From city to shoreline, mountaintop to rooftop, Hyatt’s feed shares images that carve out a clear visual identity, with the goal of inspiring travel and offer of accommodations just about anywhere in the world.3. Ritz-Carlton (@ritzcarlton)
- 371K followers
- 3 posts per week on average
- 2,000 Likes per post on average
- 10+ Comments per post on average
The Ritz-Carlton is wholly on-brand with its posts.Scroll the feed and find beauty-shots of it’s hotels, gorgeous images of the forests, beaches and urban structures that surround its locations ... and a great many images of libations you can enjoy on-site. As a result, Ritz-Carlton enjoys more interaction on Instagram than most every other luxury hotel brand.4. Conrad (@conradhotels)
- 50K followers
- 7 posts per week on average
- 500 Likes per post on average
- 5+ Comments per post on average
The Conrad is a global brand that embraces the "local" elements of its individual properties and showcases them via Instagram, from the Irish countryside to the spice markets of India.Beyond great stills, the account makes smart use of short, easily digestible (and sharable) video.5. CitizenM (@citizenM)
- 24K followers
- 3 posts per week on average
- 200 Likes per post on average
- 5+ Comments per post on average
This Netherlands-based hotel chain may also offer accommodations in New York and Taipei, but its Instagram feed abounds with art, architecture and other European experiences.More than just a pretty face, CitizenM leverages its Instagram bio to include a direct link to a booking page with a 10% off promotion.6. Edition Hotels (@editionhotels)
- 114K followers
- 2 posts per week on average
- 1,000 Likes per post on average
- 10+ Comments per post on average
Edition Hotels has a surprisingly large online presence considering it currently has just four properties (with growth plans).The digital foundation has been laid with success, building a strong following with fashionable, aspirational photos of travelers enjoying their hotels. Like CitizenM, Edition Hotels takes advantage of its Instagram bio space to feature special offers.7. The LINE Hotel (@thelinehotel)
- 54K followers
- 3 posts per week on average
- 500 Likes per post on average
- 30+ Comments per post on average
While the brand is growing, this particular Instagram account follows The LINE Hotel located in Koreatown, Los Angeles.The notable following comes on the back of slick photography that exudes So-Cal cozy cool, and a feed that offers an unfiltered sense of place.8. Resort at Pedregal (@resortatpedregal)
- 30K followers
- 4 posts per week on average
- 400 Likes per post on average
- 30+ Comments per post on average
Sun, sand and tequila.The Resort at Pedregal offers the perfect example of a feed that people follow just to inspire daydreams. Almost every image showcases a liquid (ocean/pool), landscape or libation one can look forward to enjoying during a stay at the Cabo San Lucas resort.9. Fairmont (@fairmonthotels)
- 96K followers
- 6 posts per week on average
- 1,000 Likes per post on average
- 30+ Comments per post on average
Fairmont's brand feed is less about people, and more about "sense of place."Most featured panoramas and scenic seating arrangements are empty, inviting the follower to envision themselves in the scene, from Hawaii, to Dubai, to its original properties in Canada.10. Hotel Villa Honegg (@villahonegg)
- 133K followers
- 1 post per week on average
- 3,000 Likes per post on average
- 50+ Comments per post on average
Proof that one need not be a behemoth brand to broadcast inspirational travel content, this 23-room hotel hits above its weight when it comes to social media.Hotel Villa Honegg posts are raw and self-aware, taking full advantage of its stunning setting high in the Swiss Alps.
Did you enjoy the read?
Get original hospitality industry insights delivered to your inbox. Sign up to receive Screen Pilot’s #TrendingNow Newsletter.
Picture this; Instagram now boasts a community of more than 800 million users, 200 million of which joined in just the past year. Further, some 500 million of those users are reported to use the platform daily.
With such notable recent growth – and as Facebook (again) makes changes to its News Feed, prioritizing posts from “friends and family” over brands – it’s more important than ever that hotel and hospitality brands embrace strategic storytelling on Instagram.While the platform was once awash in sea of selfies, today it's a natural home for brands, including hotels and resorts. More than 80% of user accounts on Instagram follow a business. Instagram has also emerged as one of the top platforms for brands seeking organic engagement. Data has suggested that brands enjoy significantly more engagement on Instagram than they do on Facebook, a trend we might even see increase in the wake of Facebook's most recent updates. (For perspective, though, keep in mind Facebook's overall reach, with more than 2 billion monthly active users.)Travelers have long used the visuals-first social network to inspire vacation destinations and discover new places, and the maturation of its targeted photo, video, carousel and “stories” advertising tools have made the platform increasingly attractive to hotel marketing teams.Previously, Screen Pilot shared a selection of hotel brands that offer inspirational content on the platform, some large, others less so. It’s one of our all-time, most-popular posts, so we thought it appropriate to offer an update.Here are ten hotel and resort brands – large and small – that are killing it on Instagram right now.1. Four Seasons (@fourseasons)
- 619K followers
- 7 posts per week on average
- 5,000 Likes per post on average
- 60+ Comments per post on average
This brand comes first in our list for a reason.Four Seasons enjoys more interactions on Instagram than any other luxury hotel brand, broadcasting a balance of its own imagery and user-generated content. Followers encouraged to tag their posts #FourSeasons, and the best-of-the-best make the feed.The brand offers smart examples of how to intertwine video and multiple images in a single post for layered storytelling.2. Hyatt (@hyatt)
- 107K followers
- 3 posts per week on average
- 1,000 Likes per post on average
- 10+ Comments per post on average
Hyatt is global, and its posts show it.From city to shoreline, mountaintop to rooftop, Hyatt’s feed shares images that carve out a clear visual identity, with the goal of inspiring travel and offer of accommodations just about anywhere in the world.3. Ritz-Carlton (@ritzcarlton)
- 371K followers
- 3 posts per week on average
- 2,000 Likes per post on average
- 10+ Comments per post on average
The Ritz-Carlton is wholly on-brand with its posts.Scroll the feed and find beauty-shots of it’s hotels, gorgeous images of the forests, beaches and urban structures that surround its locations ... and a great many images of libations you can enjoy on-site. As a result, Ritz-Carlton enjoys more interaction on Instagram than most every other luxury hotel brand.4. Conrad (@conradhotels)
- 50K followers
- 7 posts per week on average
- 500 Likes per post on average
- 5+ Comments per post on average
The Conrad is a global brand that embraces the "local" elements of its individual properties and showcases them via Instagram, from the Irish countryside to the spice markets of India.Beyond great stills, the account makes smart use of short, easily digestible (and sharable) video.5. CitizenM (@citizenM)
- 24K followers
- 3 posts per week on average
- 200 Likes per post on average
- 5+ Comments per post on average
This Netherlands-based hotel chain may also offer accommodations in New York and Taipei, but its Instagram feed abounds with art, architecture and other European experiences.More than just a pretty face, CitizenM leverages its Instagram bio to include a direct link to a booking page with a 10% off promotion.6. Edition Hotels (@editionhotels)
- 114K followers
- 2 posts per week on average
- 1,000 Likes per post on average
- 10+ Comments per post on average
Edition Hotels has a surprisingly large online presence considering it currently has just four properties (with growth plans).The digital foundation has been laid with success, building a strong following with fashionable, aspirational photos of travelers enjoying their hotels. Like CitizenM, Edition Hotels takes advantage of its Instagram bio space to feature special offers.7. The LINE Hotel (@thelinehotel)
- 54K followers
- 3 posts per week on average
- 500 Likes per post on average
- 30+ Comments per post on average
While the brand is growing, this particular Instagram account follows The LINE Hotel located in Koreatown, Los Angeles.The notable following comes on the back of slick photography that exudes So-Cal cozy cool, and a feed that offers an unfiltered sense of place.8. Resort at Pedregal (@resortatpedregal)
- 30K followers
- 4 posts per week on average
- 400 Likes per post on average
- 30+ Comments per post on average
Sun, sand and tequila.The Resort at Pedregal offers the perfect example of a feed that people follow just to inspire daydreams. Almost every image showcases a liquid (ocean/pool), landscape or libation one can look forward to enjoying during a stay at the Cabo San Lucas resort.9. Fairmont (@fairmonthotels)
- 96K followers
- 6 posts per week on average
- 1,000 Likes per post on average
- 30+ Comments per post on average
Fairmont's brand feed is less about people, and more about "sense of place."Most featured panoramas and scenic seating arrangements are empty, inviting the follower to envision themselves in the scene, from Hawaii, to Dubai, to its original properties in Canada.10. Hotel Villa Honegg (@villahonegg)
- 133K followers
- 1 post per week on average
- 3,000 Likes per post on average
- 50+ Comments per post on average
Proof that one need not be a behemoth brand to broadcast inspirational travel content, this 23-room hotel hits above its weight when it comes to social media.Hotel Villa Honegg posts are raw and self-aware, taking full advantage of its stunning setting high in the Swiss Alps.
Did you enjoy the read?
Get original hospitality industry insights delivered to your inbox. Sign up to receive Screen Pilot’s #TrendingNow Newsletter.
