Creative Approaches to Hotel Content Creation

Hotels keep talking about storytelling, but very few understand how deep real storytelling actually goes. They create campaigns instead of narratives. They focus on highlights instead of arcs. They chase attention instead of earning loyalty. The future is long form storytelling that unfolds over days, not seconds. And hotels that learn how to build multi day digital arcs will own the next generation of travelers. This is why I’m all in on the Creator-in-Residence model for hotels. I’m not talking about flying someone in for two days to post pretty sunsets. I’m talking about embedding a storyteller inside the property, someone who lives it, breathes it, observes it, feels it. Someone who can capture the rhythm of the hotel the same way a documentary captures the soul of its subject. That’s how you build emotional connection. That’s how you build digital loyalty. That’s how you create content that people actually care about. This is personal for me because I already live in hotels full time. This isn’t a program I have to rehearse. It’s my real life. My entire world moves from one lobby to another. My morning routine is shaped by the hotel kitchen. My nights are shaped by the lobby energy. I know what a hotel feels like at 5am when the first shift arrives. I know what the hallways feel like late at night when the energy sinks. I see the patterns, the micro interactions, the emotional beats that the average guest never notices. This is the stuff that makes a hotel unforgettable, and this is exactly what I want to capture in long form storytelling. Imagine documenting a hotel like a living character instead of a product. Imagine taking people behind the curtain across multiple days so they see the soul of the property, not just the aesthetics. Imagine showing the morning setup in the restaurant, the quiet moments the staff shares before service, the way the lights shift in the lobby as the day evolves, the small details that define the guest experience. When you tell stories like that, people don’t just want to stay at your hotel. They want to feel part of it. I’m already in deep conversations with three hotel groups that understand how powerful this is. They see the shift. They feel where the attention economy is going. They know travelers connect with real lived experiences more than polished marketing. And for me, stepping into a Creator in Residence role is the most natural thing I’ve ever done because this is who I already am. I’m not visiting your hotel. I’m living in it. I’m studying it. I’m telling its story from the inside out. The hotels that embrace this will change how their audiences see them. They won’t just promote stays. They’ll build digital emotional equity. They’ll turn their property into a character people want to root for. And in a world overflowing with content, that’s the only thing that will truly set a hotel apart. --- If you like the way I look at the world of hospitality, let’s chat: scott@mrscotteddy.com

Stop Posting Just Room Photos on Socials! Here’s What Guests Actually Want to See. Be honest with yourself, how many times has your hotel’s socials posted a perfectly polished room photo with a caption like: "A cozy escape awaits. Book now. ✨" And how many times did that post actually drive engagement… or, better yet, a booking? The truth? Guests don’t book because of a bed and four walls. They book for the experience. Yet, so many hotels (and restaurants) flood their feeds with soulless, salesy photos that look just like every other property. If your social media feels more like an online catalog than a destination, you’re missing the point. And here’s the real game-changer: With AI improving at an insane pace, software will soon generate better images of our hotel rooms than we ever could anyway! Perfect lighting, flawless composition, AI will do it all. Just like the image in those post. So, what will actually make a difference? The stories and experiences we share. What Should You Post Instead? 📍 The Destination : Guests aren’t just staying at your hotel; they’re visiting your city. We’re focusing on highlighting local gems, hidden spots, and experiences they won’t find on TripAdvisor. 👩🍳 Behind-the-Scenes Stories : Meet the chef behind your restaurant. Show how your cocktails are crafted. Introduce the team that makes the magic happen. People connect with people, not just places. 🎥 Guest-Generated Content : A guest’s TikTok or Instagram Story will always feel more authentic than a corporate post. That’s why we’re actively encouraging and sharing real experiences from real people. 🐶 Unique Experiences – Is your hotel pet-friendly? Show a guest’s dog getting VIP treatment. Do you have a rooftop with an insane sunset view? Capture it in the moment. We’re prioritising content that makes guests feel something. 😂 Relatable Moments – The WiFi struggle at check-in. The joy of room service at midnight. The feeling of slipping into a fresh hotel robe. We’re leaning into humour, nostalgia, and moments guests actually remember. The Bottom Line? Our guests don’t just want a room. They want a story to tell and a memory to take home. That’s exactly why our hotel group has shifted the focus of our social media strategy. Less staged perfection, more real experiences with the teams on the ground diving right in to get on board! AI will generate the polished images, but it won’t replace human connection. What’s the best-performing post you’ve seen from a hotel or restaurant? Drop a link, I’d love to check it out! 👇🏼

We’ve spent decades removing friction for guests. Maybe that’s now becoming a problem. Hospitality has been obsessed with “frictionless” service, streamlined check-ins, and polished efficiency. But here’s the catch: when everything is easy, nothing is memorable. Gen Z and younger luxury travelers are tired of skating across glossy surfaces. They crave meaning, stories, and belonging, and meaning often comes with a little effort. Cultural brands already get this. Bon Iver’s album launch sent fans smoked salmon with a poet’s insert, a candle that smelled like a winter cabin, and an app guiding them to intimate listening parties. Many entry points, each a breadcrumb leading you deeper. Some hotels are rewriting this playbook. Aman Tokyo’s tea ceremony is an intentionally slow, ritualized welcome. It’s not convenient, but that’s the point. The friction makes it sacred, and guests leave with a story that outlasts any room amenity. — 5 Ways to Design Joyful Friction in Hospitality 1. Name your rituals. Stop hiding magic behind generic labels. “Turndown service” becomes “Night Script.” The “welcome drink” becomes “The First Pour.” Language signals intention and gives small moments emotional weight. 2. Multi-sensory storytelling kits. Borrow from cultural launches: On arrival, offer a mini city-scent candle, a handwritten poem from a local artist, and a ticket to an intimate lobby performance. Guests engage through touch, scent, and story, each doorway into your brand narrative. 3. Ask, then delight. Have guests complete a three-question “mood card” pre-arrival. Match it with a curated in-room surprise, a book, cocktail, or soundtrack. Effort makes them feel seen (backed by the IKEA effect: effort increases attachment). 4. Create scarcity with care. Design one-hour windows of magic: a nightly martini ritual, a chef’s table for four, or a password-protected dessert. Scarcity raises perceived value while making participation feel earned. 5. Ladder your story over time. Instead of trying to impress all at once, let the brand unfold: Visit 1: A custom coaster. Visit 2: A staff pin unlocking a library room. Visit 3: A seat at the chef’s counter. Each stay deepens their connection and drives return intent. "When everything is effortless, nothing is extraordinary." — Why This Works Choice overload studies prove curated experiences are more satisfying than endless options: - The scarcity principle shows limited access elevates perceived worth. - The IKEA effect reveals guests value what they invest in. Luxury travelers aren’t chasing convenience anymore. They want layered experiences that feel personal, not packaged. — Final Thoughts Hotels that dare to introduce meaningful friction don’t feel cold or inaccessible; they feel alive. Because in hospitality, perfection isn’t about smoothing every edge. It’s about designing edges worth touching. #LuxuryHospitality #GuestExperience #BrandStorytelling #ExperienceDesign #EmotionalDesign

I asked a boutique hotel owner how their 67-room property consistently outperforms 300+ room chains in the same district with 48% higher guest lifetime value. Their answer completely shattered my assumptions about competitive disadvantage... 𝐓𝐡𝐞𝐲 𝐰𝐞𝐚𝐩𝐨𝐧𝐢𝐳𝐞𝐝 𝐭𝐡𝐞𝐢𝐫 𝐖𝐢-𝐅𝐢 𝐩𝐚𝐬𝐬𝐰𝐨𝐫𝐝. While large properties treat internet access as a basic utility, this owner discovered their greatest guest engagement opportunity was hiding in a moment every traveler experiences but most hotels completely waste. The conventional "network name and password" approach has been transformed into their most effective revenue multiplier. Three Wi-Fi psychology tactics that turned connection frustration into profit acceleration: • 𝐓𝐡𝐞 𝐜𝐮𝐫𝐢𝐨𝐬𝐢𝐭𝐲 𝐜𝐚𝐭𝐚𝐥𝐲𝐬𝐭 - Password becomes "AskAboutOurRooftopDinner2024" forcing guests to engage front desk, creating natural upsell conversations that feel helpful, not pushy • 𝐓𝐡𝐞 𝐞𝐱𝐜𝐥𝐮𝐬𝐢𝐯𝐞 𝐝𝐢𝐬𝐜𝐨𝐯𝐞𝐫𝐲 𝐥𝐨𝐨𝐩 - Different passwords for different guest types ("VIPConciergeServices" vs "LocalFoodieSecrets") making amenities feel personally curated rather than universally available • 𝐓𝐡𝐞 𝐬𝐨𝐜𝐢𝐚𝐥 𝐯𝐚𝐥𝐢𝐝𝐚𝐭𝐢𝐨𝐧 𝐭𝐫𝐢𝐠𝐠𝐞𝐫 - Passwords like "Guests5StarOurBreakfast" subtly reinforce positive experiences other visitors have had, influencing current guest behavior through implied social proof A struggling 45-room property I consulted implemented this system across their digital touchpoints. Within three months, their ancillary revenue jumped 55% because frustrated "what's the Wi-Fi password?" interactions became enthusiastic "tell me about that rooftop experience" conversations. The breakthrough insight? Every guest asks for Wi-Fi access, but only properties thinking beyond connectivity capitalize on this guaranteed interaction moment. Most intriguing result: Guest reviews started mentioning "helpful staff who introduced us to experiences we never would have discovered" instead of complaints about slow internet or complicated passwords. 𝐈𝐬 𝐲𝐨𝐮𝐫 𝐩𝐫𝐨𝐩𝐞𝐫𝐭𝐲 𝐬𝐭𝐢𝐥𝐥 𝐭𝐫𝐞𝐚𝐭𝐢𝐧𝐠 𝐖𝐢-𝐅𝐢 𝐚𝐬 𝐚 𝐮𝐭𝐢𝐥𝐢𝐭𝐲 𝐞𝐱𝐩𝐞𝐧𝐬𝐞, 𝐨𝐫 𝐡𝐚𝐯𝐞 𝐲𝐨𝐮 𝐬𝐭𝐚𝐫𝐭𝐞𝐝 𝐩𝐫𝐨𝐠𝐫𝐚𝐦𝐦𝐢𝐧𝐠 𝐭𝐡𝐞𝐬𝐞 𝐢𝐧𝐞𝐯𝐢𝐭𝐚𝐛𝐥𝐞 𝐠𝐮𝐞𝐬𝐭 𝐢𝐧𝐭𝐞𝐫𝐚𝐜𝐭𝐢𝐨𝐧𝐬 𝐢𝐧𝐭𝐨 𝐫𝐞𝐯𝐞𝐧𝐮𝐞 𝐜𝐨𝐧𝐯𝐞𝐫𝐬𝐚𝐭𝐢𝐨𝐧𝐬? #HospitalityPsychology #GuestEngagement #RevenueOptimization #BoutiqueHotels #UpsellStrategy #HotelInnovation

Hotels say “our people make the difference.” So why don’t they ever show them? General Managers, department heads, sommeliers, spa directors they hold the institutional knowledge that defines a property’s identity. Yet their voice too often goes missing in brand storytelling. That’s a missed opportunity. In our Video Grand Tours, we design narrative structure around this principle: the story should be anchored by the people who create the experience. This can take two forms: 1. Presenter-led tours guided by a GM or a key team member, giving viewers a direct human connection. 2. Integrated interview moments, like this one with Stéphanie at La Samanna, where a single insight reframes how guests perceive the entire property. Why does this matter? Staff-led storytelling does what generic hotel content cannot always do: • Clarifies the philosophy behind the hotel • Signals service culture and leadership DNA • Builds pre-arrival trust and emotional alignment • Shows the real people responsible for the guest experience • Cuts through content fatigue guests aren’t interested in another “here’s our drink, here’s our food” montage What type of content are you seeing crush it for travel and hospitality right now? 🤔

Watch who you have coffee with.. Social media works like the mind: it shows you what you feed it. Spend time with certain people and ideas, and your thoughts begin to echo them. Platforms do the same: your inputs train the outputs. That can feel like an echo chamber — or it can be a strategy. Reverse-engineer it. For example for a hospitality business in the Lake District. When budgets are slim, work with sensible starting assumptions (then test and refine): Likely guests: couples, often 30+, outdoor-inclined. Interests: hiking, scenic drives, cosy pubs, wellness, dog-friendly stays. Trip style: 2–3 nights, planned around trails, viewpoints and food. Train the algorithm like you’d train your mind. Show up where your guests already are: follow and comment on local hiking groups, trail updates, National Trust spots, OS Maps posts, fell-walking communities. Publish interest-aligned content: “48 hours in Keswick for hikers”, sunrise/sunset viewpoint guides, rainy-day alternatives, pack lists, dog-friendly routes, post-hike dining reels. Partner for relevance signals: collaborate with guides, kayak hires, outdoor shops, photographers; swap content and mentions. Use smart targeting (paid or organic): layer outdoor interests, travel intent and a 2–4 hour drive-time around the Lakes/M6 corridor; build lookalikes from past high-value guests; exclude segments that don’t fit your offer. Measure → learn → tighten: track which interests/content lead to enquiries and bookings, then double down. Bottom line: don’t fear the echo — design it. Feed the platforms with the interests your ideal guests already love, and let the algorithms do the matchmaking.

Confession: I’ve been wrestling with blog content lately. AI is obviously changing how people search and plan trips and it’s easy to see how SEO driven blog posts will be completely irrelevant a year from now. But independent hotels still need a way to build local authority and show up when travelers decide where to stay, eat, and explore. And optimizing your website + Google Business Profile will only get you so far. So the question became: How do we help hotels build lasting visibility while ensuring our clients’ investment was future proofed to drive returns? And here’s our approach: Instead of publishing dozens of keyword chasing posts, we’re creating a small library of 12-20 high quality evergreen guides (think polished enough to print in a magazine) and become the definitive local resources for your destination. Each one is optimized for both SEO and AI discovery, and updated quarterly or annually depending on the topic to keep the content accurate and relevant. The idea is that each article helps you: - Strengthen your authority with Google so your revenue pages (rooms, dining, spa, etc.) rank higher - Build partnerships and backlinks through authentic local mentions - Deliver real guest value that hotels can repurpose and use across channels And to hedge our bets, we’re making sure these blogs provide value no matter what happens to search: - They’re included in pre-arrival emails and guest communications - Repurposed for print and/or other digital collateral - Shared by local partners who are featured in them Because even if AI changes how travelers find information, it still needs trusted sources to learn from. We’re betting those sources can be the hotels who actually own their local story. Agree? Would love to get feedback on this approach. Eduard Ruppel 爱德华 Colt Steingraber figured you'd have thoughts here!

Handling your hotel's social media all by yourself? I totally get it—hiring a social media manager can be pricey (but worth it). If bringing one on board isn't an option just yet, don’t worry—I’ve got you covered with 7 strategies. ➡️ Show Your Face(s) - Humanize your brand by featuring employees in photos and videos. - It creates a personal connection with potential guests. - Example: Share a "Meet the Team" series, introducing staff members and their roles. ➡️ Embrace Short-Form Video - Capture attention with quick, engaging clips. - Share room tours, local attractions, or behind-the-scenes glimpses of hotel life. - Example: Create a 30-second Instagram Reel showcasing your business people are utilizing the space to work-from-anywhere ➡️ Partner with Influencers - Collaborate with travel or lifestyle influencers to expand your reach and tap into new audiences. ➡️ Offer Platform-Exclusive Content - Give followers a reason to engage across all your channels by sharing unique content on each platform. - Example: Run a contest for a free night's stay or share Instagram-exclusive sneak peeks of new amenities. ➡️ Tailor Content to Seasons - Align your posts with peak seasons, holidays, and local events to maximize relevance and engagement. - Example: Create a Valentine's Day package and promote it on Facebook with romantic room setups. ➡️ Respond Swiftly Quick replies to comments and mentions show you value customer feedback and improve your brand image. Example: Set up notifications and aim to respond to all comments within 2 hours during business hours. ➡️ Learn from Top Performers - Analyze your most successful posts and replicate winning elements in future content. - Example: If a video tour of your penthouse suite went viral, create similar tours for other room types. Remember, Even if you can't post daily, maintain a regular schedule to keep your audience engaged. What's your biggest challenge in managing social media for your hotel? Share in the comments! 👇 #hotelmarketing #socialmediatips #hospitalityindustry #socialmediamarketing #socialmediamanager #priyankawrites 

36 ways to turn viewers into guests. Most hotels are losing bookings not because of price but because of how they show up online. Here's what the best-converting properties do differently: First Impression 1. Show guests what they'll feel, not what they'll see 2. Let your guests do the selling 3. Write for the guest, not the brand 4. Show faces, not just rooms 5. Make your booking link impossible to miss 6. Use a cover that makes people stop scrolling Content 7. Post a guest's day from check-in to checkout 8. Show the setup behind a perfect event 9. Take people backstage 10. Tell the story behind your signature amenity 11. Celebrate guest milestones 12. Walk new visitors through what to expect 13. Capture what makes each season different 14. Replace static photos with short walkthroughs Trust 15. Share real reviews, word for word 16. Respond to every review publicly 17. Repost what guests are already sharing 18. Put names and faces to your team 19. Let your press and awards speak 20. Show up in the community Offers 21. Tie packages to local events 22. Create urgency with time-limited deals 23. Reward your followers with exclusives 24. Make shoulder season compelling 25. Bundle experiences into one irresistible offer Engagement 26. Ask guests to share their favorite memory 27. Poll your audience on what's coming next 28. Reply to every comment within 24 hours 29. Tag local partners to reach new audiences 30. Go live during events and launches Conversion 31. End every caption with a clear next step 32. Remove all friction from your booking path 33. Re-engage past guests through content 34. Build your email list from social 35. Track what drives clicks, not just likes 36. Double down on what's already working Stop throwing half a**sed content on socials, just because you want to 'keep the lights on'. Stop giving away social responsibility to the most junior person on the team. Stop posting without a strategy. The hotels who are smashing it online aren't the ones with the biggest ad spend or the biggest budgets, they're the ones who make every post feel like an invitation, every post is intentional! Who do you think is doing social well?

Why you should run with a strong theme for your brand activation 🔑 Hotel Edition! We've seen brands use a hotel concept for activations and campaigns, from The SheerLuxe Hotel (their 2025 Christmas Gift Guide) to Glossier, Inc.'s You Hotel to The BÉIS Motel in LA a few years ago, the hotel theme is So why do hotel themes work? ➡️ They evoke escapism Hotels symbolise escapism, luxury and transformation. Guests can 'check-in' and step out of everyday life into a curated world, one that belongs to the brand. ➡️ It's natural storytelling From the check-in to the lobby, to rooms, a bar and maybe amenities, hotels offer an opportunity to create and brand multiple touchpoints. ➡️ It feels luxe By using hotel aesthetics (lobbies, robes, keycards, concierge desks), brands 'borrow' the luxury codes of hospitality - polished service, exclusivity and attention to detail, lifting brand perception. ➡️ Content is generated naturally With themed rooms making great photo ops, smaller items like keycards, luggage tags, or 'Do Not Disturb' signs become shareable brand moments. ➡️ It encourages immersion over observation Guests don’t just look, they participate. They can 'check in', 'unpack' and 'order room service'. These rituals and familiar services build emotional connections with the brand. So putting that into action, meet the Glam & Glowtel, SharkNinja's latest pop-up hotel expereince! Created by CNC Agency (Coffee 'n Clothes) agency in LA to celebrate Shark Beauty tools, the experience inspired express beauty rituals and self-care moments! Guests could book in treatments in the hair and skin suites with professional stylists, try Shark Beauty’s newest tools, and unlock exclusive codes, swag, and products from the Key to Glam & Glow wall. My favourite details? 🧳 The luggage trolley 🔑 Fun room keys 🪩 The mirrored check in counter Photos from CNC Agency (Coffee 'n Clothes)