SOCIAL  AURA

Short-form video has become the most powerful reach engine on social media, and Instagram Reels sit at the center of it. For luxury hotels and resorts, that presents both an opportunity and a risk. Reels can introduce your property to exactly the right travelers at a scale a static feed never could but done carelessly, they can also cheapen a brand that has spent years building an image of refinement. Here's how luxury properties can use Instagram Reels to drive reach and des

For most boutique hotels, online travel agencies are a quiet, constant tax. A guest discovers your property on a booking platform, reserves a few nights, and arrives delighted — and somewhere in that transaction, a meaningful slice of your revenue has gone to a commission you never see. Multiply that across a season, and the cost is enormous. The frustrating part is that many of these guests would have happily booked direct, if only the property had given them a compelling re

For a luxury hotel, Instagram is rarely the problem. The property is extraordinary. The rooms are beautiful. The experience guests have in person is the kind people remember for years. And yet, far too often, the Instagram feed tells none of that story — and the gap between the two quietly costs the property bookings, prestige, and the right kind of guest. If you run a boutique hotel and you've felt that disconnect, you're not imagining it. Here's how to think about Instagram