Boutique hotels are a world of their own — intimate, personality-driven, and rich with story. They’re not just places to stay; they’re experiences to savor. But how do you capture that feeling online? How do you turn scrolls into bookings and followers into loyal guests?
At Misty Saves the Day, we’ve had the privilege of helping properties in the boutique hotel category, bring their story to life on social media. One we want to talk about today as an example is a true gem — a luxury, art-forward boutique hotel that blends elevated hospitality with a gallery experience. Their slogan, “We are exactly like nothing else,” isn’t just a line. It’s a promise that echoes in everything they do — and that same authenticity is what guides their social strategy.
So we asked Krysten, one of our social media managers here at Misty Saves the Day, that is doing a great job making her boutique hotel clients thrive on social media. We asked her what it really takes to build a boutique hotel’s social presence that drives awareness, connection, and ultimately, sales. Here were the key takeaways from Krysten:
1. Lead With Emotion, Not Just Aesthetic
Boutique hotels succeed on social media when they show the feeling of staying there — not just the rooms, décor, or food.
Krysten uses her content to focus on the emotion behind the experience at the hotel: the warmth of the staff, the creativity of the chef, the intimacy of an art gallery. Every image and caption is designed to make followers feel something — curiosity, delight, comfort, or inspiration — long before they even book a room.
Your social presence should tell your story through the guest’s eyes: What will they see, taste, feel, and remember?
2. Showcase Authentic People and Personal Touches
What truly makes boutique hotels shine is their people.
At this boutique hotel in particular, Krysten told us that the chef doesn’t just cook — he connects. He talks with guests, shares his passion for each dish, and builds relationships that turn one-time diners into loyal fans. The sales team obsesses over details, from curating the mood to coordinating the perfect “glass bunnies” necklace. (This goes with their boutique hotel’s unique theme.)
These genuine touches make incredible social content. Sharing moments of staff passion, behind-the-scenes snapshots, or guest interactions helps humanize your brand and build emotional loyalty — a key factor that translates to real-world sales.
3. Balance Art, Hospitality, and Storytelling
A boutique hotel’s online identity is a balancing act between aesthetics and storytelling.
When planning content, we look at how to represent every corner of the experience:
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Art & Ambiance: Feature gallery pieces, creative details, and educational tidbits that showcase the hotel’s uniqueness.
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Food & Beverage: Highlight the chef’s passion and dining experiences, from National Chef’s Day posts to new brunch menus.
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Hospitality: Capture the feeling of staying there — the cozy rooms, the thoughtful service, the charm of the building.
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People & Personality: Include staff spotlights or guest moments to make your feed feel personal and alive.
This mix keeps followers engaged while subtly driving interest in different revenue areas — from restaurant reservations to overnight stays.
4. Stay Consistent and Purposeful
A boutique hotel’s feed should reflect its brand voice. For the example we are continuing to use as one of Krysten’s clients they are elegant, intentional, and timeless.
We plan weekly calendars that balance visual variety and message consistency. Each post has a clear purpose:
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Educate followers about the art.
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Highlight special events or holidays.
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Drive awareness for brunch, dining, or stays.
Even the captions are crafted with care: informative yet warm, luxurious yet approachable — always written to invite action without sounding like a sales pitch.
5. Turn Followers Into Guests
Ultimately, a social media strategy for a boutique hotel isn’t just about engagement metrics — it’s about conversion. Every post should guide someone closer to walking through your doors.
That could mean:
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Adding direct booking links in captions and bios.
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Sharing limited-time offers or event announcements.
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Encouraging user-generated content from guests to create social proof.
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Responding quickly and warmly to DMs and comments — because genuine conversation leads to genuine sales.
6. Reflect the Brand’s Heart in Every Detail
Krysten’s boutique hotel client’s team loves where they work — and you can feel that energy online. Their knowledge of the art, their pride in service, and their joy in connecting with guests all shine through in their content. That authenticity is what transforms a boutique hotel from “just another place to stay” into a brand people seek out and remember.
Social media should be a mirror of your hospitality — This hotel’s slogan rings true. It is “exactly like nothing else.”
✨ The Takeaway
Building a boutique hotel’s social media presence that drives sales means creating more than content — it means curating an experience. Every post, caption, and story should reflect the brand’s soul, showcase its people, and inspire guests to step into that world for themselves.
When done right, social media doesn’t just fill your feed — it fills your rooms. If this sounds great to you but to much work in house, contact us, we’ll help curate the experience and drive sales to your boutique hotel for you.
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