Boutique Hotels: The 3 E’s That Make Female Solopreneurs Say “Take My Card!”
Women solopreneurs are a powerhouse audience that boutique hotels often overlook—and it’s a mistake.
These successful mom bosses juggle raising families, running businesses, networking, content creation, and carving out time for travel. They crave connection, creativity, and relaxation, and they’re more than willing to invest in destination-based creative retreats, educational conventions, or "biz bestie" meetups. If your boutique hotel is ready to cater to this thriving niche, the Nouvelle Brand Photography blueprint, featuring the 3 E’s—Empathize, Energize, and Embrace—is your ultimate guide.
I know this audience well because I am one of them. Back in 2018, on a whim, I joined a group of fellow female creatives at the Chisel Built Airbnb in Scottsdale. We had never met before, but as work-from-anywhere service providers with online businesses, we clicked immediately. The retreat was a mix of fun, creativity, and much-needed community. When the retreat ended, I decided to extend my stay and booked a room at The Scott Resort. That’s where I fell in love with photographing hotels and resorts, especially those with unmistakable brand aesthetics. You can check out some of those images here.
Over 23 years as a solopreneur, I’ve seen firsthand how boutique hotels can market effectively to women like me.
The key is using our 3 E’s on social media to create an irresistible pull toward your property. Let’s break it down.
1. Empathize: Show You Understand Their Challenges
Women solopreneurs often feel stretched thin. They’re running businesses, caring for families, and managing every detail of their lives. Highlighting these struggles in your social media content—and presenting your boutique hotel as the solution—is a powerful way to connect with them.
How to Do It:
Share Relatable Stories: Use captions and imagery to highlight the struggles solopreneurs face. A photo of a serene spa day with a caption like, "From deadlines to downtime: because you deserve a break from doing it all" can instantly resonate.
Feature Real Guests: Showcase real women solopreneurs enjoying your property. A short testimonial video of a guest saying, "I came here feeling overwhelmed and left with a clear head and a full heart," can be incredibly impactful.
Create Content for Their Pain Points: Think about what they’re missing in their lives. Is it uninterrupted quiet? A gorgeous backdrop for content creation? Meaningful connections? Show them how your hotel fulfills those needs.
2. Energize: Offer Experiences That Transform Their Mood
Solopreneurs are drawn to places that promise more than just a stay—they want experiences that transform their energy. Your boutique hotel can stand out by showing how your property shifts them from stressed to relaxed, overworked to pampered, and disconnected to connected.
How to Do It:
Create Emotional Before-and-Afters: Post side-by-side images that show transformation. For example, a stressed-looking woman at her laptop followed by a picture of her lounging by the pool with a cocktail.
Highlight Unique Experiences: Does your property offer yoga classes, creative workshops, or wine tastings? Show how these activities can recharge their spirits. A post might read, "From overthinking to belly-laughing: our wine and painting night is exactly what you need to unwind."
Use Video Content: Short Instagram Reels or TikToks showcasing a day in the life at your hotel—from morning coffee on the balcony to a spa treatment—can create an aspirational yet attainable vibe.
3. Embrace: Roll Out the Red Carpet for Creative Retreats
Women solopreneurs love spaces that make them feel seen and special. Hosting creative retreats is an incredible way to attract this audience and generate a social media tidal wave of Instagram-worthy moments. Think of it as turning your boutique hotel into their dream destination.
How to Do It:
Design Exclusive Retreat Packages: Include perks like discounted group rates, complimentary breakfast, and private event spaces. Consider partnering with a brand photographer to capture their retreat moments.
Showcase Instagramable Amenities: Solopreneurs adore little luxuries. Highlight features like branded robes, spa treatments, or bicycles for exploring the area. Post a photo of a beautifully plated breakfast in bed with the caption, "This is how mornings should start when you’re your own boss."
Encourage Social Sharing: Provide ready-made Instagram moments, like a neon sign in your lobby with an inspiring quote or a picturesque photo spot. Use hashtags like #BoutiqueHotelGoals or #SolopreneurRetreat to amplify reach.
Real-Life Inspiration: How One Boutique Hotel Stole My Heart
During my stay at The Scott Resort, I was captivated by the thoughtfulness behind every detail—from the tropical-inspired decor to the luxurious spa. I could see how the space was designed to nurture creativity and relaxation. That experience inspired me to help boutique hotels like yours create marketing campaigns that speak directly to women solopreneurs. It’s not just about filling rooms; it’s about creating an experience they’ll rave about long after they’ve checked out.
Quick Tips for Implementing the 3 E’s on Social Media
Empathize with Captions That Speak Their Language: Use words and phrases that reflect their daily challenges and dreams. For example, "When your out-of-office reply says ‘creative retreat,’ but your inbox can wait."
Energize with Visual Storytelling: Use photos and videos to show how your property transforms moods. Bright, airy images paired with upbeat music can convey the energy shift your hotel provides.
Embrace Instagramable Moments: Post behind-the-scenes content of your hotel hosting a creative retreat, complete with happy guests, beautiful setups, and moments of connection.
Why Women Solopreneurs Are Your Ideal Guests
Women solopreneurs don’t just book a stay; they invest in experiences. They’re looking for places that align with their lifestyle and values—a balance of work, relaxation, and inspiration. By catering to this audience, you’re not just filling rooms; you’re building long-term brand loyalty.
They also bring a built-in marketing bonus: social media reach. These women are content creators at heart. They’ll post photos, tag your property, and share their experiences with their followers, giving your hotel organic exposure.
Final Thoughts: Your Boutique Hotel, Their Perfect Escape
The Nouvelle Brand Photography blueprint—Empathize, Energize, Embrace—is your guide to creating social media campaigns that attract women solopreneurs. When you understand their challenges, offer transformative experiences, and make them feel special, you’ll not only attract their business but also earn their loyalty.
Remember, these women are craving connection, creativity, and relaxation. Your boutique hotel has everything they’re looking for—you just need to show them. With the right social media strategy, you’ll become their go-to destination for work-life balance, inspiration, and unforgettable memories.
Want to plan a campaign for rockstar solopreneurs?!
