In 2024, the hospitality industry is no stranger to the power of social media. Platforms like Instagram and TikTok have become more than just places to share envy-inducing travel snaps; they’re a bustling marketplace for experiences. From trendy cocktail bars to glamping getaways, businesses are using these platforms to not only reach new audiences but to build genuine connections and curate a brand identity that resonates. But with endless feeds vying for attention, how do you make your hospitality business stand out in the digital crowd?
CJ Digital has scoured the social media landscape to find 10 hospitality businesses that are absolutely smashing it. From interactive experiences to user-generated content goldmines, these innovators are using social media in ways that not only boost engagement but translate into real-world results.
1. The Lobby YYC: Calgary, Canada (@thelobbyyyc on Instagram)
Forget sterile hotel lobbies. The Lobby YYC in Calgary has redefined the concept with a vibrant, social space that feels more like a cool co-working spot than a hotel entrance. Their Instagram capitalizes on this unique atmosphere, showcasing a steady stream of local artists, DJs, and pop-up shops that transform the lobby into a dynamic destination. Think live music performances under fairy lights, local designers showcasing their wares, and themed cocktail nights – all documented with stunning visuals and captivating stories. This approach not only entices potential guests seeking a lively and experience-driven stay, but also fosters a sense of community around the hotel, turning followers into enthusiastic brand advocates.
2. Bucklebury Farm: Reading, UK (@bucklebury.farm on Instagram & TikTok)
Bucklebury Farm isn’t your average petting zoo. This Reading-based haven offers a complete day out, with a safari park, a charming cafe, and a wild soft play area for little adventurers. Their social media strategy is a masterclass in showcasing this variety. TikTok reigns supreme for Bucklebury Farm, with their account exploding thanks to adorable animal encounters set to trending sounds. From a meerkat standing guard over his lunch to a baby rhino taking its first wobbly steps, the farm’s playful content is guaranteed to melt hearts and spark a desire for a visit. Instagram, meanwhile, focuses on stunning photography of the animals and the idyllic setting, alongside informative captions about the park’s conservation efforts. This two-pronged approach ensures they reach a wide audience, appealing to both animal lovers seeking heartwarming cuteness and families looking for a fun-filled day trip.
3. Boro Boro: Tulum, Mexico (@boroborotulum on Instagram)
Tulum’s bohemian charm is perfectly captured at Boro Boro, a boutique hotel known for its stunning jungle setting, impeccably designed rooms, and focus on wellness. Their Instagram aesthetic is a masterclass in minimalism. Think clean lines, muted tones, and an emphasis on natural beauty. They weave a story of tranquility and barefoot luxury through their feed, showcasing guests practicing yoga on the deck, indulging in fresh juices by the pool, and exploring the lush Mayan jungle that surrounds the property. Boro Boro doesn’t bombard their audience with sales pitches. Instead, they let the aspirational imagery speak for itself, turning their profile into a mood board for the ultimate Tulum escape.
4. Black Lodge: Iceland (@blacklodgeiceland on Instagram)
Black Lodge is a unique concept: a luxury hotel housed in a former sheep station nestled amidst the dramatic Icelandic landscape. Their social media strategy capitalizes on this otherworldly location. Think stark black sand beaches, moss-covered lava fields, and the ethereal glow of the Northern Lights, all captured in breathtaking photographs and videos. They also tap into the adventurous spirit of their target audience by showcasing activities like glacier hikes, black sand horseback riding, and soaking in geothermal pools under the midnight sun. Black Lodge doesn’t shy away from the dramatic Icelandic weather either. They use humor to turn windswept selfies and snow-covered landscapes into talking points, further solidifying their image as a basecamp for exploring Iceland’s raw beauty.
5. Fuji Hiro: Leeds, UK (@fujihiroleeds on Instagram)
Leeds’ hidden gem, Fuji Hiro, isn’t your average Japanese restaurant. This intimate eatery boasts an authentic robata grill, where diners can watch their food cooked over charcoal flames. Their Instagram strategy revolves around this culinary spectacle. Short, captivating videos showcase the chefs expertly grilling succulent meats and seafood, the flames licking the grates, and the mouthwatering sizzle that fills the air. Fuji Hiro also uses their platform to highlight their fresh ingredients, showcasing close-up shots of glistening sashimi and vibrantly colored vegetables. This focus on the visual storytelling of their food makes their profile a magnet for hungry followers.
6. The Ned: London, UK (@thenedlondon on Instagram & TikTok)
The Ned is more than just a hotel; it’s a sprawling social hub in the heart of London. Their social media strategy reflects this multifaceted identity. Instagram offers a glimpse into the opulent interiors, from the art deco grandeur of the lobby to the intimate booths in its many restaurants. But The Ned doesn’t just showcase aesthetics. They use Instagram Stories to highlight live music events, cocktail masterclasses, and exclusive film screenings, giving followers a behind-the-scenes look at the vibrant energy that pulsates within their walls. TikTok, on the other hand, caters to a younger crowd with playful takes on The Ned experience. Think staff dance challenges set in iconic locations within the building, bartenders showing off their flair with creative cocktails, and guests having the time of their lives during themed events. This multi-platform approach ensures The Ned reaches a wide audience, positioning itself as the ultimate destination for London’s social butterflies.
7. Hôtel National des Arts et Métiers: Paris, France (@hotel_national_paris on Instagram)
Nestled in the heart of Paris’ vibrant Marais district, Hôtel National des Arts et Métiers is more than just a place to stay; it’s an artistic haven. Their Instagram aesthetic seamlessly blends classic Parisian charm with contemporary art. Think black and white photographs of the hotel’s elegant facade juxtaposed with vibrant close-ups of artwork displayed within the lobby. They also leverage collaborations with local artists, showcasing pop-up exhibitions and inviting followers to participate in artist talks and workshops held within the hotel. This not only fosters a sense of community but positions Hôtel National as a cultural hub, attracting guests who appreciate a unique and stimulating environment.
8. The Aviary: New York City, USA (@theaviarynyc on Instagram)
Forget your average rooftop bar. The Aviary in New York City is a cocktail experience unlike any other. Their Instagram strategy is a feast for the eyes, showcasing their innovative and visually stunning concoctions. Think color-changing cocktails served in whimsical glassware, smoking elixirs with dramatic presentations, and playful takes on classic drinks. They don’t shy away from behind-the-scenes peeks either, offering glimpses into the meticulous cocktail creation process and the artistry of their mixologists. The Aviary’s social media presence is a masterclass in wanderlust-inducing visuals, transforming their profile into a must-visit destination for cocktail enthusiasts.
9. The Collective Retreats: Various Locations (Australia & New Zealand) (@thecollectiveretreats on Instagram)
Seeking a luxurious escape in nature? The Collective Retreats offer a collection of stunning eco-lodges nestled in some of Australia and New Zealand’s most breathtaking locations. Their Instagram strategy is a love letter to the outdoors. Think panoramic photographs of crystal-clear lakes framed by snow-capped mountains, idyllic beach bungalows overlooking turquoise waters, and star-studded night skies above secluded cabins. They also weave in stories about sustainability, showcasing their commitment to conservation and responsible tourism. The Collective Retreats don’t neglect the human element either, featuring stories of guests enjoying yoga sessions on sunrise decks, kayaking through hidden coves, and indulging in fireside dinners under a blanket of stars. This multi-faceted approach positions them as the ultimate destination for nature lovers seeking a luxurious escape with a conscience.
10. Ett Hem: Stockholm, Sweden (@etthemstockholm on Instagram)
Swedish minimalism meets contemporary luxury at Ett Hem, a boutique hotel housed in a beautifully restored 19th-century building in Stockholm. Their Instagram aesthetic is a masterclass in understated elegance. Think soft lighting, muted tones, and an emphasis on natural textures. They showcase the hotel’s thoughtfully designed rooms, the inviting library with its crackling fireplace, and the serene rooftop terrace with breathtaking city views. Ett Hem avoids the over-the-top visuals often associated with luxury hotels. Instead, they cultivate a sense of tranquility and understated sophistication, making their profile a haven for design enthusiasts and those seeking a truly unique and intimate stay.
Conclusion: The Power of Connection
In today’s digital landscape, social media isn’t just about posting pretty pictures. The hospitality businesses highlighted above are all masters of creating connections. They use their platforms to tell stories, showcase experiences, and foster a sense of community. Whether it’s mouthwatering food videos at Fuji Hiro or breathtaking landscapes at The Collective Retreats, they understand the power of visual storytelling in a world dominated by scrolling thumbs. Ultimately, their success lies in their ability to transcend the transactional nature of hospitality and create a space where potential guests can not only dream about their experience but feel a genuine connection to the brand long before they ever step through the door.
So, as you scroll through your own social media feed, remember these lessons. Hospitality businesses are no longer passive bystanders in the digital world. They’re actively shaping perceptions and creating experiences that go far beyond the physical space. The next time you’re inspired by a stunning hotel room, a delicious-looking cocktail, or an adorable animal encounter, take a moment to consider the social media magic at play. And who knows, it might just inspire you to book your next unforgettable adventure.
