Table of Contents

• 5 Things You Might Be Doing Wrong on Social Media (And What To Do Instead) ⤵️

• 1️⃣ Lifeless Room, Hotel or Food Pictures

• 2️⃣ Captions without a CTA

• 3️⃣ Captions with the wrong CTA

• 4️⃣ No Collaborations 🤝❌

• 5️⃣ Posting Inconsistently (Or Waiting for Perfection)

• 🔑 Key Takeaways

• ✅ Three Things You Can Do Right Now

• 💭 Final Thoughts

5 Things You Might Be Doing Wrong on Social Media (And What To Do Instead) ⤵️

1️⃣ Lifeless Room, Hotel or Food Pictures

This one’s a classic. Think about it. You land on a hotel’s social feed, and it feels like you’re browsing an OTA listing. Neat photos? Sure. Engaging? Not even close.

Or, you go to a restaurant’s Instagram and all you see are close-ups of food. No pictures of the restaurant, the people, the staff. Nada.

Here’s the issue: Instagram is not a booking engine. At least not primarily. Guests scrolling social media aren’t looking for sterile images—they want a vibe, a story, and a peek behind the curtain.

What To Do Instead:

• Add people to your photos—staff, guests, even pets!

• Turn photos into carousels with storytelling and CTAs.

• Use UGC (user-generated content) and tag the creators.

• Lean into video: short clips timed to music perform way better. Think golden-hour views, happy faces, or creative transitions.

👉 Want to elevate this even more? Tie everything into your hospitality’s brand and content strategy. I’ve got videos on both—go check 'em out! 📺 The one’s below are targeting accommodations, but work just as well for restaurants or cafes.

2️⃣ Captions without a CTA

Imagine telling a great story, then walking away mid-sentence. That’s what posting without a CTA feels like. You can get engagement without one—but you’ll get more if you include one.

Some Easy, High-Performing CTA Formats:

• “Share this with someone who [LOVES ITALY / DESERVES A BEACH BREAK]”

• “Save this for your next romantic getaway”

• “Tag someone who needs this in their life”

• “Comment ‘summer’ to get the link to our secret offer!” (Use tools like ManyChat to automate!)

And hey—pair a solid CTA with an influencer collab? Now we’re cooking 🔥

3️⃣ Captions with the wrong CTA

You’ve got a CTA… but it’s the wrong kind. “Click the link in bio to book” is a one-way ticket to low engagement.

💡 Social platforms want users to stay on the app. So, CTAs that spark comments, shares, or saves are much more effective—and favored by the algorithm.

Swap “Link in bio” with:

• “Tag your travel buddy”

• “Drop a 🌴 if you need this getaway”

• “Save this if you’re planning a trip to [Location]”

• “Send this to your fellow foodie”

Remember this: Engagement first, bookings second.

4️⃣ No Collaborations 🤝❌

You're not meant to do this alone! Whether it’s an influencer, a nearby business, or a creative guest—collaborations = reach.

Easy ideas:

• Co-post with a local cafe, artist, or tour guide.

• Invite a creator for a “Reel review” or behind-the-scenes stay.

• Share a collab carousel: your food + their drinks, your venue + their event.

Even just tagging each other expands your audience—and collaborative posts on Instagram are where the gold is at. Really.

5️⃣ Posting Inconsistently (Or Waiting for Perfection)

This one’s for my overthinkers. Perfectionism is the enemy of momentum. And no—you don’t need to post daily.

Here's what to aim for:

• Show up regularly, with purpose.

• Post when the content feels “good enough”—not when it's flawless.

• Ride trends when they make sense.

• Don’t ghost your audience for 3 weeks, then panic-post a blurry food pic.

Hospitality is about connection. Be consistent with it.

🔑 Key Takeaways

• ✨ Make your content scroll-stopping: add personality, people, and vibe.

• 📣 Always include a strong, engagement-focused CTA.

• 🤝 Collaborate more—you’ll double your reach.

• 📆 Be consistent, not perfect.

✅ Three Things You Can Do Right Now

1️⃣ 🎥 Turn one of your best photos into a short video or carousel, with a CTA in the caption. For example, “Save this for later” or “Share this with someone who [fill in the blank]”.

2️⃣ 🤝 Reach out to a local business or influencer about a collab this month.

3️⃣ ✍️ Set up a ManyChat automation for a “comment-to-get” offer or booking link. For example, “Comment "latte” and tag your best coffee buddy to get our 1+1 free discount voucher!”. When someone comments, you automatically send them the voucher via DMs. Or “Comment “summer” to get a link to this special summer deal”.

💭 Final Thoughts

This week was a little experiment—less brand breakdown, more straight-to-the-point strategy. I want these emails to feel useful, inspiring, and worth your time. Hence the poll at the start. Your vote really matters. 🙏

Please do vote—and I’ll see you next week!

Caroline 👋