A strong content strategy for hotels does more than just fill up your feed. It maps directly to the guest journey, inspires bookings, and builds loyalty. For boutique hotels in particular, storytelling through content can set you apart in a sea of cookie-cutter chains. But what exactly should you be posting, and when? Let’s break down the hotel content stack by content types, ideal platforms, and the guest journey stages they best support.
The Foundation: Understanding the Guest Journey
Before building out your content calendar, start with the guest. Every guest moves through a funnel:
Awareness: They’re discovering your brand, often through social media, search, or referrals.
Consideration: They’re researching where to stay, comparing options, reading reviews.
Booking: They’re ready to make a decision.
On Property: They’re actively experiencing your hotel.
Post-Stay: They’re reflecting on their trip and possibly sharing it online.
An effective content strategy for hotels speaks to each of these moments, offering the right message at the right time.
Content Types That Convert
User-Generated Content (UGC)
Why it matters: UGC is social proof in its most authentic form. When potential guests see others enjoying their stay, it builds trust and relatability.
When to post: Ideal for the Awareness and Consideration stages. Post guest photos and videos 2-3 times per week.
Where to post: Instagram, Facebook, and TikTok.
Pro tips: Create a branded hashtag to make collecting UGC easier. Encourage guests to tag you for a chance to be featured. UGC is also great content to recycle into paid ads. If you’re running PPC for hotels, using guest photos can drastically improve ad performance.
Behind the Scenes
Why it matters: Guests love a peek behind the curtain. This content humanizes your brand and highlights the people who make the magic happen.
When to post: Share in the Awareness and On Property stages. Post once a week.
Where to post: Instagram Stories, Reels, Facebook, and LinkedIn.
What to include: Staff spotlights, prep for big events, seasonal decor changes, and kitchen sneak peeks.
Amenities & Room Highlights
Why it matters: This is your chance to showcase what sets your hotel apart—from plush bedding and design details to the rooftop pool or espresso bar.
When to post: Consistently in the Consideration and Booking stages. Post 1-2 times per week.
Where to post: Instagram, your website blog, Google Business Profile, and TikTok.
Pro tip: Don’t just show the room—tell a story. Who is this space perfect for? Is it made for a girls’ weekend, a quiet solo stay, or a romantic getaway? Bonus: Optimizing this content is a key part of SEO for hotels, helping your site show up when people are looking for specific amenities.
Local Recommendations
Why it matters: Today’s guests are experience-driven. Local recs help position your hotel as the insider guide to the neighborhood.
When to post: During the Awareness and Consideration phases, and again while guests are on property.
Where to post: Blog posts, Instagram Reels, TikTok, email newsletters.
Ideas: Curate lists like “Best Coffee Near [Your Hotel]” or “3 Perfect Half-Day Itineraries for First-Timers.”
Boost your blog’s impact: Pair local content with strong website development for hotels to improve site traffic and time on site.
Guest Testimonials
Why it matters: Potential guests trust real voices more than polished ad copy. Reviews and testimonials help close the gap from Consideration to Booking.
When to post: Heavily during the Consideration and Booking stages.
Where to post: Instagram carousels, Stories, website testimonials page, Google Business Profile.
Content strategy for hotels tip: Mix text and video reviews, and make sure testimonials are featured across platforms, not just buried on your website.
Event & Seasonal Promos
Why it matters: Promotions with a time-based hook drive urgency and clicks. If you host events, showcase them in real time to boost FOMO.
When to post: As needed. Include in both Awareness and Booking stages.
Where to post: Social media, email, and dedicated landing pages.
Pro tip: Pair promos with hospitality marketing campaigns that span paid ads and organic social for the best ROI.
Platform-Specific Strategies
Instagram & Facebook
- Best for UGC, amenities, behind-the-scenes, promos.
- Use Stories for timeliness, Reels for reach, and Carousels for storytelling.
- Post 4-5 times per week.
TikTok
- Best for local recs, room tours, staff spotlights, fun trends.
- Post 2-3 times per week.
- Focus on native content over high-production polish.
Google Business Profile
- Best for amenities, reviews, events, and photos.
- Keep photos and descriptions updated weekly.
- Respond to all reviews promptly.
Blog
- Best for local guides, deeper stories, search visibility.
- Publish 2-3 times per month.
- Make sure posts are part of your content strategy for hotels and include internal links.
Email Marketing
- Best for promortions, local events, exclusive booking offers.
- Send monthly to past guests and prospects.
- Segment your list for more targeted messaging.
Mapping Content to the Guest Journey
Let’s tie it all together. Here’s how to align your content with guest intent:
Awareness
- UGC
- Local recs
- Behind-the-scenes
Consideration
- Amenities
- Testimonials
- Local guides
Booking
- Limited-time promos
- Video room tours
- Price comparison reminders
On Property
- Instagram Stories of what’s happening today
- Local event reminders
- Guest shoutouts
Post-Stay
- Encourage reviews via email
- Repost guest content
- Offer bounceback deals
Why the Stack Matters
A strategic content stack keeps your feed dynamic and your audience engaged. But more importantly, it moves people from hotel browsers to bookers. The goal isn’t to post just to stay active—it’s to post with intention.
If your boutique hotel is struggling to show up consistently online, start by auditing your current channels. Are you speaking to every part of the guest journey? Are you using the right platforms to get the most impact out of each post?
Need help building a strategy that actually works? At Innspire Digital, we specialize in social media management for hotels and can help you turn scrolls into stays. From PPC for hotels to smart SEO for hotels, we offer full-funnel solutions tailored for hospitality.
Final Thoughts
Your content strategy for hotels shouldn’t be a guessing game. With the right mix of storytelling, visuals, and data-backed timing, your boutique hotel can reach more guests, build stronger connections, and ultimately book more rooms.
To recap:
- Map content to the guest journey
- Use platform-specific formats
- Prioritize UGC, local content, and visual storytelling
- Track results and adjust based on performance
A strong content strategy for hotels is equal parts art and science. And when done right, it becomes your best direct booking engine. If you are ready to elevate your hospitality marketing game, explore our custom hotel digital marketing services designed for boutique properties. Let’s build a brand guests remember long after checkout.
