Social media is increasingly being used by travellers to research their next holiday, using platforms like Instagram, TikTok and Facebook to get a feel for destinations.
A hotel’s digital footprint can significantly influence its bookings and reputation. Hotels are no longer just a place to rest your head, with many now competing to offer the most Instagrammable lobby wall or where TikTok users can share room hacks.
Here’s a look at the some of top hotels that have mastered the art of social media marketing, offering an engaging blend of picturesque content, innovative marketing, and interactive guest experiences.
Note: a surprising number of major hotels are still not using TikTok, which given what other travel brands have achieved there seems a missed opportunity. I’ll update this post as that situation changes.
1The Blue Lagoon Resort, Iceland
Facebook – 292k
Instagram – 234k
TikTok – 13.9k
Situated amidst the ethereal beauty of Iceland’s geothermal springs, the Blue Lagoon Resort’s Instagram feed looks like it’s straight out of a dream.
Through a combination of drone footage showcasing the sweeping landscapes, user-generated content, and real-time guest experiences, this resort entices viewers with an authentic glimpse of what it feels like to soak in the world-famous blue waters while the Northern Lights dance overhead.
‘Unlock the clock of modern life’ they say – a retreat like no other, their social media accounts beautifully encapsulates this message.
2The Ritz, London
Instagram – 275k
TikTok – 219k
Facebook – 180k
As one of London’s most famous hotels, taking Afternoon Tea at The Ritz is the epitome of English tradition. Their social media takes followers on a journey of classic elegance; from their famed Afternoon Teas, cocktail masterclasses in their iconic Rivoli Bar, chefs sharing their favourite creations and the glitz and glamour of this London institution.
Their social channels give us a montage of vintage opulence and contemporary luxury, reflecting the hotel’s ability to evolve while honouring its rich 117 year legacy.
3Hotel Punta Tragara, Capri
Nestled atop cliffs on the island of Capri, the Hotel Punta Tragara offers breathtaking views of the azure Mediterranean and design as much as location is part of the experience at this historic hotel which dates back to the 1920s.
Their social media content perfectly captures the dramatic vistas and a feast of interior design at the turn of every corner (like this post on Instagram), as well as of course conveying the luxury and sophistication on offer here.
4The Scarlet Hotel, Cornwall
Facebook – 45k
Instagram – 85k
TikTok – 550
This eco-friendly, adults-only retreat on the Cornish coast masterfully uses its social media platforms to showcase its commitment to sustainability without compromising luxury.
Their feeds are awash with images of dramatic cliffside views, holistic spa treatments, and seasonal dishes. With every post, The Scarlet tells a story of relaxation, rejuvenation, and responsible luxury.
With a small following on TikTok, this recently posted, soothing video saw 18k views.
5Hotel Gotham, Manchester
Instagram – 56k
Facebook – 30k
X – 15k
Hotel Gotham in Manchester is not just a place to sleep; it’s an experience. A relatively new establishment, this hotel has quickly made waves on platforms like Instagram with its Art Deco design, whimsical touches, and panoramic city views.
Their content often includes sleek videos and chic photography that highlight its luxurious rooms, swanky rooftop bar, and the bustling streets of Manchester, appealing to both young urbanites and traditional luxury seekers.
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6Moxy, Chelsea, New York
Instagram – 24k
Facebook – 2.2k
Situated in the heart of one of Manhattan’s most vibrant neighbourhoods, Moxy Chelsea brings a fresh, youthful vibe to the city’s hotel scene. True to its brand, Moxy Chelsea’s social media presence is energetic, fun, and ever-so-inviting.
With colourful snapshots of its botanical-themed interiors, rooftop escapades, and playful guest experiences, the hotel’s Instagram and Facebook channels perfectly encapsulate the Moxy spirit.
As part of the Marriott group, social media is also the perfect platform to promote their wider Marriot Bonvoy loyalty scheme launched in 2019.
7Shangri-La, The Shard, London
Instagram – 118k
Facebook – 57k
Floating above the skyline of London is The Shard, an architectural marvel and home to the Shangri-La Hotel. Their Instagram feed mesmerizes with panoramic views of the River Thames, Tower Bridge, and the sprawling city below.
The Shangri-La has mastered the art of intertwining luxury with the vibrancy of city life, giving potential guests a bird’s eye view of what awaits them, with temping posts like this one.
8Ushuaïa Beach Hotel, Ibiza
Instagram – 1.1m
Facebook – 826k
TikTok – 375k
Located on the pristine shores of Playa d’en Bossa, Ushuaïa’ claims to be ‘the hotel that changed Ibiza forever’. Whether it did or not, the hotel (and club) is now firmly etched into the dance music scene on the island.
Its now legendary status has helped to earn over a million followers on Instagram with huge engagement across all their social channels. Sharing video from performances, behind the scenes glimpses and interviews with DJs like this post, the content gains massive traction with an audience who love the shared experience of the dance music scene.
9Le Sirenuse Hotel, Positano, Italy
Instagram – 414k
Facebook – 51k
Le Sirenuse, located in picturesque Positano, Italy, is an iconic luxury hotel offering breathtaking views of the Amalfi Coast. Their social media content features lots of stunning video content, celebrating the unrivalled beauty of its location on the Amalfi coast.
Originally an 18th-century palazzo, its timeless Italian elegance reaches out the discerning traveller on social media looking for an intimate, stylish, unforgettable get-away.
10Cliveden House, Berkshire
Instagram – 90k
Facebook – 18k
Steeped in political history and drama, Cliveden House has been a silent observer to some of the most defining moments in British history. Their social media beautifully intertwines their rich past with the luxuries of the present.
Elegantly set tables, views of their opulent rooms, and tales from their storied past, like this post make for a compelling online presence.
11La Mamounia, Marrakech
Facebook – 104k
Instagram – 261k
This iconic hotel embraces the vibrancy of Moroccan culture in its social media campaigns. The hotel celebrates being open 100 years in 2023. Its visual feast of Art Deco, Orientlist and traditional wooden decor has catapulted their social media accounts.
With rich, colourful photographs and videos of cuisine and architecture, La Mamounia effectively brings the allure of Marrakech to the screens of global audiences.
12Hoar Cross Hall, Derbyshire
Facebook – 68k
Instagram – 60k
TikTok – 2504
This impressive Grade II listed stately home retreat, in Derbyshire, England is a spa hotel set in 50 acres of stunning countryside.
With its period decor alongside modern comforts, the overriding theme on their social media contains focuses on three things – your stay, the rooms and the house, the extensive luxury spa facilities and the food; that’s all you need here.
How These Hotels Succeed in Social Media – 9 Top Tips
- Promote Tripadvisor testimonials in posts
- Share guest book comments (eg a photo of the guest book)
- Use each social media platform differently if you can, so users are more likely to engage with your various platforms. eg, run a competition exclusively to TikTok.
- Design! Many of these hotels know they’ll look amazing on photos and videos on social (Moxy, NY is a perfect example with their OTT floral displays in their lobby)
- Run a poll to allow users to vote for the up and coming new features or services, eg. New additions to rooms or changes to services – make them feel truly involved
- Respond/reply/follow up on/to comments – people like to heard when they’ve taken the time to make a comment, especially if it’s something negative, the audience wants to know they’re really being listened to
- Use influencers to promote their brand
- Always consider seasonality – use offers or reductions on social media to attract bookings at quieter times
- Lots of video content: Insta/Facebook Reels, TikTok, Youtube etc – far more immersive than photos
