Summer has always been the golden season for hotels — and in 2025, it’s also the perfect time to grow your presence on Instagram. With 2 billion monthly active users and over 500 million daily, the platform remains one of the most influential channels for holiday planning. One stat says it all: 61% of travellers book a hotel after seeing it on Instagram.
For hotels, this means one thing: simply being on Instagram isn’t enough. You need to be there well, with the right content. Here are 5 Instagram trends that can turn your profile into a powerful engine for engagement and bookings:
Video is the dominant format on Instagram, and it's getting shorter and shorter. The latest trends favour clips as short as 3 seconds — somewhere between a video and a still image. A breakfast on a terrace overlooking the sea, with only the waves in motion. A split-second dive into a pool. A view from a window with the curtain gently blowing in the breeze.
Another trend worth trying? POV (Point of View) Reels — a format where the person filming shows things as if you were seeing them through their eyes. It lets users feel like they’re walking through your hotel in first person.
In 2025, the keyword is authenticity. Travellers are seeking real stories, local connections, and experiences far from the typical tourist paths. Your hotel’s Instagram page can become the perfect place to share all of this — from collaborations with local artisans, to hidden gems worth exploring, to off-the-beaten-path cultural events.
Post ideas? Try a carousel like “5 places to explore on foot from the hotel” or “5 spots where locals really eat” — these can become a goldmine of saves, likes, and shares.
Staying in the realm of authenticity, more and more users are turning to micro and nano influencers over the big names. These are creators with audiences between 10,000 and 100,000 followers — seen as real, relatable, and trustworthy. According to several studies, they often deliver a higher ROI than larger profiles.
How to get started? Begin by collaborating with 3–5 micro-influencers, inviting them at different times of the year. Give them a 24-hour Instagram takeover of your hotel’s profile: they’ll share their stay in real time, creating authentic and engaging content.
Every event is an opportunity to showcase your hotel in a lively and engaging way — to highlight the experience you offer and bring it to life online. From terrace brunches and themed evenings to bespoke events like weddings, capturing these moments in well-curated carousels allows you to show the hotel's personality, build community, and inspire future guests to choose you.
Next post idea: “One event, a thousand details — here’s what we planned for our guests.”
Don’t underestimate the power of simplicity: some of the most effective social strategies are also the least flashy.
