How to Find Out if Your Boutique Hotel is Leaving Money on the Table in Instagram. Do this…
Let’s talk about Instagram. The “I can’t put my phone down” app where people spend hours scrolling through dreamy vacation spots, wedding and event images, and yes—boutique hotels. If you’re a sales or marketing manager for a boutique hotel, here’s a question for you: Is your Instagram account working hard enough to make those dreamers into bookers? Or are you posting without a strategy because, well, you know, TIME?
You may be unknowingly leaving money on the table. Grab your coffee—or mimosa, we don’t judge—and let’s dive in.
Option #1: Create Emotional Connections That Engage and Sell
This is the fun route. The money-making, “I can see clearly now, the rain is gone” option.
Emotional connections are where loyalty takes root. People book boutique hotels because they want an experience, not just a place to crash. And Instagram is the perfect stage to showcase your property’s style and personality.
Here’s what this strategy looks like
Strategic Content: It’s not just about pretty pictures (though they help). You need content that tugs on heartstrings, inspires wanderlust, and makes people say, “I need to be there yesterday.” Think dreamy videos of your spa, cheeky captions about your signature cocktails, or carousels that tell the story of a guest’s perfect day at your hotel.
Reels Are the Real Deal: Did you know Instagram Reels get 22% more engagement than traditional posts? That’s 22% more eyeballs on your property, 22% more people imagining themselves lounging in your infinity pool, and—you guessed it—22% more potential bookings.
Carousels for the Win: Carousel posts get 1.4 times more reach than static posts. Use them to showcase a sequence: the journey from check-in to cocktail hour, or a before-and-after of your stunning renovations.
How about those cute design details in public spaces and in your beautiful “make your troubles melt away” rooms? Don’t forget those!
*Bottom line? Emotional, engaging content doesn’t just look good—it sells.
Option #2: The “Portfolio” Instagram
Okay, let’s address the elephant in the lobby.
The million-dollar question is, “Are you posting single images of your professional brand photography that was made for your website on Instagram?”
If the answer is YES, you have chosen the PORTFOLIO INSTAGRAM FORMULA.
Some boutique hotels opt for this format because, you know, the type: grid perfection, professional photos, everything so polished it could double as a real estate listing. (Cough, cough. Of course, this isn’t you!)
Sure, it’s pretty. But is it working?
How can you tell?
Check your Instagram statistics.
Check the traffic to your website from Instagram in Google Analytics.
How do YOU FEEL when you look at your Instagram Feed?
Does it connect emotionally with you? In other words, does it make you happy, does it stir up a memory for you from the hotel that makes you smile, or does an Instagram post make you want to book a stay even though you work there?!
Here’s the thing: Portfolio Instagrams lack personality. They’re like that guy at the party who only talks about himself. Guests aren’t just looking for a beautiful place; they’re looking for a beautiful experience. And while those static posts might showcase your stunning interiors, they don’t connect with people on an emotional level.
The stats don’t lie
Static Posts Are Losing Steam: Engagement on static photos has dropped by 44% as Instagram increasingly prioritizes Reels and video content.
Personality Wins Over Perfection: 86% of travelers say they are more likely to book accommodations that align with their personal values or offer a unique experience. A perfectly staged photo can’t compete with a candid Reel of a couple toasting champagne in your courtyard.
Why Emotional Content Crushes the Competition
Let’s compare
Portfolio Instagram: Pretty pictures, no personality, a slow drip of likes.
Emotionally Engaging Content: Scroll-stopping Reels, stories that make people dream, and posts that spark actual conversations. This builds loyalty, FOMO, and—most importantly—bookings.
People don’t just want to stay at your hotel; they want to feel something. Excitement. Relaxation. Joy. Your Instagram should evoke all of that.
So, What’s It Gonna Be?
You’ve got two choices
Stick with the portfolio approach, cross your fingers, and hope that people book based on pretty pictures alone.
Leap into emotionally engaging content and a brand strategy that showcases your property’s personality and makes travelers say, “Take my money!”
The second option takes a little extra effort, sure. But it’s worth it when you see your bookings and guest loyalty soar. So, let’s stop leaving money on the table and start creating Instagram content that’s as unforgettable as your stunning hotel.
Side note:
MY target audience is YOUR target audience, and I am YOUR target audience!
According to several studies, 80% of women make the travel decisions, including choosing the hotel.
Sidehustle Science found that 44% of solo business owners are women and there are about 13.5 million women-owned businesses in the US.
All of this means that you have a specific target market that you probably aren’t marketing to in a way that guarantees you will increase your bookings in 2025!
If you have a Portfolio Instagram Formula, you can totally stay with it if you don’t want to use Instagram as a client attraction magnet.
Buuuutttttt… If you are one who likes research, and numbers, and seeing those increase, we are the ones to collaborate with so you can get back to what you do best while getting compliments from the top on your new digital marketing strategy!
