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The top 10 hotels on Instagram, 2019 edition

With a staggering one billion monthly active users, Instagram’s undeniable power to influence consumer decision-making continues to grow. In addition to building awareness and inspiring travelers, Instagram can now also be used to drive direct business with its booking feature. To inspire your Instagram marketing strategy, here’s our 2019 edition of the top 10 hotels on Instagram.

1. The Hoxton

@thehoxtonhotel, 157k followers

The oh-so-hip Hoxton has a huge social following, and its Instagram account is full of arty shots that showcase the chic interiors of its global properties. But what we really love is the way the images are shot to create a feeling of intimacy and context.

Instead of perfectly made beds, images of hotel rooms often feature ruffled sheets. Guests are invited to imagine waking up at a Hoxton hotel and enjoying a lazy lie-in, which creates a relaxed and welcoming vibe.

Pro tip: Instagram is packed with perfectly composed travel images that inject a sense of wanderlust, but it’s also a place where your images can tell a story. Think about composing shots that invite guests into the scene rather than keeping them at a distance. Help them imagine they’re already there with you.

Hoxton hotel Bedroom

2. Osbourne Hotel

#OsbourneHotel, 2,9k followers

Osbourne Hotel does a great job of engaging its followers by using Instagram Story Highlights. As you can see from the image below, Highlights appear as a series of round icons or albums that sit front-and-center on your Instagram profile. In this example, Osbourne Hotel uses this feature extensively to promote everything from its events and food menu, to its extensive array of beers, cocktails, and BTS (behind-the-scenes) material.

Pro tip: Use Instagram Stories Highlights to promote your most engaging content. This feature will help keep your current followers engaged and give new visitors an easy way to learn more about your brand.

Osbourne Hotel

3.Watsons Bay Boutique Hotel

#watsonsbayboutiquehotel @watsonsbayweddings, 47.5k followers

Sparkling glasses of rosé, fresh plates of seafood, and glamorous beachfront celebrations. The Instagram feed of this swish waterfront hotel in Sydney, Australia is full of sigh-inducing images that instantly transport you to this sun-drenched destination.

Shots of celebrations and large social gatherings are featured prominently. In addition, there’s a consistent use of color throughout the gallery. Coastal blues, fresh whites, and soft pinks dominate, giving this Instagram account a distinct visual style.

Pro tip: Consider having a consistent color scheme throughout your Instagram account to build a clear brand identity. In the case of Watsons Bay Boutique Hotel, coastal colors and summery pinks are used to encapsulate the hotel’s destination and appealing climate.

Watsons Bay Boutique Hotel

4. Town Hall Hotel

@townhallhotel, 29.6k followers

The Instagram account of this chic London hotel is full of stylized images, from dapper gents in tailored suits to expertly plated dishes in its hip ‘Corner Room’ restaurant. Bleached-out images create a cool vintage look, but what really stands out is the way this account shows off the local neighborhood. Shots of favorite restaurants, tea rooms, florists, and charming bookstores all help to create a feeling of day-in-the-life authenticity.

Pro tip: Post images that showcase your local neighborhood. In addition to favorite local businesses, include shots of local landmarks, tourist attractions, and scenes of everyday life. This strategy will add variety to your Instagram account and help your followers feel more connected to your destination.

Town Hall Hotel

5. One&Only Resorts

@Ooresorts, 108k followers

Every image from the Instagram feed of One&Only Resorts in Dubai feels like it’s been plucked from a luxury travel magazine. And the majority of the shots are taken by guests. One&Only Resorts actively encourages guests to post their pictures by asking them to tag the hotel, its location, or the hashtag #OOMoments. These are then reposted to the hotel’s thousands of followers and marketing channels.

Pro tip: Create a unique hashtag for your hotel and encourage followers to use it when posting their favorite images. User-generated content has a feeling of authenticity that can help to boost engagement levels beyond simply posting self-promotional content. This in-depth article offers a step-by-step guide on how to repost images on Instagram.

One&Only Resorts

6. Moxy Hotels

@moxyhotels, 27.2k followers

Bright, bold, and unashamedly hedonistic, the Instagram feed of this hip lifestyle chain is all about creating a distinct brand image to attract its millennial-focused audience. Photos of guests partying in neon-lit bars and lounging in bed wearing sunglasses are featured throughout. More than just visual eye candy, these images help to sell the Moxy experience and its 24-hour party lifestyle.

Pro tip: Include plenty of photos of guests having fun at your property. It’s a great way to help others relate to the experiences you’re trying to showcase, while also helping to convey the spirit and attitude of your brand identity.

moxy hotel

7. La Mamounia

@lamamouniamarrakech, 134k followers

This historic Moroccan property has been attracting Hollywood celebrities, royals and heads of state since 1923. Today, its Instagram account leverages the star appeal of numerous bloggers and influencers as they strut and pose around this oh-so-glamorous property. Check out this hotel’s Top Posts to see a host of images taken by influencers with legions of followers.

Pro tip: Collaborate with social media influencers to give your own social media presence a boost and increase your fan base. Be sure to collaborate with influencers who align with your brand values and your guests’ personas.

La Mamounia Marrakech

8. Firmdale Hotels

@firmdale_hotels, 67.5k followers

Since we featured Firmdale Hotels in our first list back in 2015, they’ve boosted their Instagram followers from just over 10,000 to over 67,000. Co-created by British interior designer Kit Kemp, this hotel’s posts continue to act as an inspiring portfolio of design ideas, showcasing various products designed by Kemp for high-end retailers around the world.

Pro tip: Showcase unique products or designs in your posts to inspire your followers and provide ideas that they can replicate in their own homes.

firmdale hotels

9. The Gleneagles Hotel

@thegleneagleshotel, 38.3k followers

A lot of global hotel brands still haven’t used IGTV (Instagram’s new video format). So the Gleneagles Hotel in Scotland gets our respect for having experimented with this relatively new tool. During its ‘Glorious Garden Party’, the hotel posted a clip of its staff pouring a Champagne tower and a video of two former tennis legends playing a game on the hotel’s tennis courts. Simple stuff, but a nice example of how an independent hotel is embracing this exciting new marketing tool.

Pro tip: As online video consumption increases, think about using IGTV to grow your Instagram followers and increase engagement. There are a host of ways you can leverage IGTV, from promoting events and experiences, to showing off your facilities or providing tours of your destination. You could also use IGTV to host themed masterclasses led by your chefs, bartenders, housekeeping, and concierge. The opportunities are virtually endless.

the gleneagles hotel

10. Hyatt

@Hyatt, 147k followers

As part of a recent Instagram takeover, Grand Hyatt Singapore worked with Charlotte Mei de Drouas (a TV host/presenter and nutritionist) to provide behind-the-scenes coverage of its global final of Hyatt’s ‘The Good Taste Series.’ Charlotte went into the hotel kitchen to watch Hyatt’s best chefs produce Instagram-worthy dishes from their culinary repertoire!

Pro tip: Hosting an Instagram Stories takeover is another great way to leverage the influence of social media stars to build brand exposure and increase engagement. Think about hosting a takeover to promote competitions, or to put an attention-grabbing twist on your behind-the-scenes footage.



Nancy Huang

Nancy Huang

Nancy is the Senior Marketing Director at Pegasus and expert in strategic communication, brand development, and content marketing. She is an admitted travel junkie and loves finding amazing hotel deals when booking direct. Contact her at nancy.huang@pegs.com.

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