Luxury Hotel Social Media Marketing, from New York to the World
Guests choose a hotel by how it looks online, long before they book. Rooms at golden hour, breakfast on the terrace and the view from the balcony are what people save and share with the person they travel with. I have created this kind of content in hotels in SoHo, Santorini, Phuket and many other places, and through Shani Amit Marketing we create it for hotels that want to reach the right guests.
The stay, hour by hourWhat works for hotels today
- Industry insight ·
Short videos now influence bookings directly. Many travelers who book after seeing a hotel on TikTok do it within a week, so posts should link to booking.
- Industry insight ·
28% of travelers have booked a hotel based on a creator’s recommendation.
- Industry insight ·
Luxury hotels get better results from smaller creators who match the brand than from very large accounts.
- Industry insight ·
Posts that focus on atmosphere and detail perform better than logo-heavy content.
- Industry insight ·
Saves, shares and direct messages are more useful measures than likes.
- Industry insight ·
Direct booking needs support from a booking link in the bio, Google’s free booking links and retargeting ads.
Why luxury hotels win or lose on social
For many travelers, a hotel’s Instagram is the first place they see the property. They compare it with a few other options and decide quickly whether it suits them. At that stage, content that shows what a stay is really like works better than polished promotional photos.
I have worked with hotels in New York, including NoMo SoHo, The Knickerbocker, Arlo NoMad, INNSiDE by Meliá and Royalton, and with resorts and boutique properties in Europe, Asia and beyond. A city hotel looking for weekend guests and an island resort selling a once-in-a-lifetime trip need different content, and we plan each one accordingly.
Content Creation
Editorial photos, short videos and copy of your rooms, suites, spa, dining and the small moments in between, in your hotel’s voice.
Publishing
A content calendar across Instagram, TikTok, YouTube Shorts and Facebook, timed to seasons, openings, holidays and booking windows.
Creator Partnerships
Creator stays with lifestyle, family and travel creators whose audiences match your guests, from brief to final post.
Channel Management
Daily care of your accounts, comments and messages, so booking questions get answered and your community stays warm.
Marketing Strategy
A positioning and content plan that connects your hotel’s story, the markets your guests come from and your occupancy goals.
Paid Advertising
Paid campaigns aimed at travelers in your key markets, from first discovery to direct booking.
The stay, hour by hour
We film a stay from check-in to the next morning. Each moment shows guests something different about the hotel.
15:00Check-in
Arrival: the door opening, the view and the welcome.
18:42Golden hour
The balcony at sunset, one of the most saved moments of a stay.
20:30The table
Dinner by candlelight, with the food and the setting.
08:30Morning after
Breakfast in bed in soft morning light.
11:00Spa
Water, linen and stone, shot close up.
Hotels I’ve worked with
As a creator and as a strategist:
New York
- NoMo SoHoNew York
- The KnickerbockerNew York
- Arlo NoMadNew York
- INNSiDE by MeliáNew York
- RoyaltonNew York
Europe
- West East SuitesSantorini
- Alti SuitesSantorini
- Aqua Luxury SuitesSantorini
- F ZeenKefalonia
- La ComtesseParis
- Splendid ÉtoileParis
- The CambrianAdelboden
Asia
- V VillasPhuket
- BandaraPhuket
- TrisaraPhuket
- The SurinPhuket
- The RachaPhuket
- Banyan TreeKoh Samui
- AvaniKoh Samui
- DevasomKhao Lak
- RayavadeeKrabi
More hotels
- Botanica
- Fattal
- Herods
- Brown Hotels
- Kassland
How We Work
Discovery
We learn your property, your guests, the markets they come from and your seasons.
Strategy
A clear plan: channels, content pillars, creator stays and budget.
Create
On-site photo and video, plus copy in your voice.
Launch
Organic posts and paid campaigns, managed day to day.
Measure
Monthly reports on reach in your target markets, engagement, website visits and booking inquiries, with ongoing improvements.
Why Shani
I joined Instagram in 2010, as one of its early users, and I have been creating content for myself and for clients for more than 17 years. The strategies we build for hotels are based on what I have tested on my own account.
I live between NYC and TLV and work closely with both markets.
- On Instagram since
- 2010
- Creating content
- 17+ years
- Based between
- NYC · TLV
Good to Know
Do you work with boutique hotels as well as hotel groups?
Yes. From independent boutique hotels to international groups, the plan is shaped around the property and its goals.
Do you work with hotels outside New York?
Yes. The hotels we’ve worked with are in New York, Europe, Asia and other regions, and we work wherever the property is.
Can you bring creators to stay at our hotel?
Yes. We match creators to your guest profile and manage the stay and the content from start to finish.
How do you measure results for a hotel?
We agree on KPIs from day one, such as reach in target markets, engagement, website visits or booking inquiries, and we report on them every month.
You never get a second chance to make a first impression
Tell us about your property and we’ll set up a short intro call.
or email contact@shani-amit.com