How to Audit Your Hotel’s Instagram Presence: A Three-Step Guide
Whether you're an established hotel or relatively new, it’s important to audit your Instagram presence on a regular basis to ascertain whether it’s doing everything it can to help you to reach your goals. Here’s how to perform an effective Instagram audit and ensure your profile is optimised to get results, based on Rosard’s unique, three-step Clarity, Content, Community framework.
1. Regain Clarity on Your Instagram Purpose
Why is your hotel on Instagram?
Understanding your primary goals with Instagram is essential. Whether they include driving direct bookings, building brand loyalty, or showcasing seasonal events, the key is to avoid losing clarity over time and posting content that doesn't reflect your core purpose. This is where regular audits come in: without clarity on your ‘why’, even the most meaningful posts can miss the mark.
Audit Action
Ask yourself:
What are the primary goals of our Instagram presence?
What are the best ways of measuring these goals?
Since our last audit, have we made meaningful progress?
If not, why could this be?
Note down your answers and use them as the basis for action.
2. Evaluate Your Instagram Content Strategy
Are you posting with intent?
Content is at the heart of your Instagram presence, but for luxury hospitality brands, it’s not about posting more—it’s about posting with intent. Each piece of content, whether written or visual, should reinforce your brand’s story, aesthetic, and messaging.
Audit Action
Review your visual content mix: Does your Instagram tell a cohesive story about your brand? Your grid should portray a visual representation of what it’s like to be a guest, with a clear focus on what makes your hotel unique. If you find that you’re not balancing your content pillars or covering the full breadth of your offering, make a note of what’s lacking.
Quality control: Are your images and videos high quality, reflecting the refined nature of your hotel? Poor and incoherent visuals can dilute a luxury feel, so it may be worth investing in professional photography and videography to elevate your content efforts.
Refine your copy: Are your captions engaging and reflective of your brand’s tone of voice? Is your Instagram bio optimised to include your most relevant keywords? Avoid generic descriptions and tell a story that draws people in. Luxury hospitality is about creating experiences—your copy should do the same.
3. Strengthen Your Community Engagement
Are you nurturing your following?
Building an online community around your hotel is more than just responding to comments—it’s an ongoing process that involves creating and nurturing authentic connections. A strong community fosters brand loyalty and turns followers into ambassadors.
Audit Action
Engage with authenticity: Respond thoughtfully to comments and messages, and don’t be afraid to let your brand’s personality shine through. Make your followers feel seen and valued—this will deepen their connection with your brand.
Empower your employees: Encourage key staff members—chefs, concierge, spa managers—to share their own experiences and stories. Employee advocacy not only humanises your brand but also amplifies your reach organically. When employees are proud to represent your brand, they become your strongest advocates.
Leverage user-generated content: Your most loyal guests are your best ambassadors. Are you regularly featuring user-generated content (UGC) to showcase real guest experiences? UGC adds authenticity and strengthens your community’s connection to your brand.
Conclusion: Putting Your Instagram Audit into Practice
After completing this three-step audit, you’ll have a clearer understanding of your purpose on Instagram, how to strengthen your content strategy, and deepen your community engagement. But the value of this exercise goes beyond insights—it’s about translating these learnings into real, actionable changes that will drive your brand forward.
Here’s how to put your audit into practice:
Refine your strategy: With a newfound clarity on your goals, revisit your Instagram strategy to focus on what truly matters.
Update your content plan: Use the insights from your content review to develop a cohesive, high-quality content plan that fills in any gaps you identified. Focus on telling your brand’s story, with a balance of professional visuals, UGC and engaging copy that reflects your unique offering.
Re-prioritise community engagement: Give your team a renewed focus on community-building by identifying a clear action plan. Empower your employees to become advocates, feature user-generated content, and communicate with your audience in meaningful ways.
