🛎️ How Claridge’s Hotel Masters Luxury Hotel Marketing ✨🏨

Need fresh marketing ideas for your hotel or Airbnb? 🏨 This London hotel is crushing it on social media—here’s what you can learn from them.

Author

Caroline Claassen
March 18, 2025

What if your Instagram did more than just get likes—what if it made people want to book? 🔥 đŸ’¸

That’s exactly what Claridge’s Hotel has mastered. This iconic London hotel uses stunning visuals, behind-the-scenes moments, and seasonal magic to keep followers hooked—and turn them into paying guests.

Today, I’m taking a deep dive into how Claridge’s markets itself so brilliantly and what hotels (big or small!) can learn from their approach.

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Marketing Strategy: Scream Luxury 💎

Claridge’s isn’t just a hotel—it’s an institution. Located in the heart of Mayfair, this hotel has long been a symbol of British elegance, impeccable service, and world-class hospitality. Their social media presence reflects that effortlessly, ensuring their brand feels both exclusive and engaging.

But here’s the key: they don’t just showcase their hotel—they tell a story. And they do it exceptionally well.

Set The Right Expectations

Claridge’s Instagram bio alone sets the tone:
"Daily adventures from Claridge’s, the Art Deco hotel in the heart of Mayfair. Ultimate British service and timeless glamour."

This immediately creates an expectation for their followers: behind-the-scenes moments, exclusivity, and a touch of magic. And their content delivers on that promise. Let’s break it down.

Their Instagram Strategy ⤵️

1. A Diverse Mix of Content 📸🎥

One of the biggest strengths of Claridge’s social media is the variety of content they share. They avoid the common hotel mistake of posting only room shots or table setups. Instead, they mix things up:

  • Guest Content & UGC – They frequently repost guest images, showcasing real experiences.

  • Behind-the-Scenes – Sneak peeks into the kitchen, floral arrangements, and food preparation make the hotel feel alive.

  • Food & Drinks – Room service, afternoon tea, bar creations—not just plated shots but process-based content.

  • Interior & Architecture – Stunning shots of different areas of the hotel, from the grand lobby to their spa.

  • Illustrations & Art – Occasionally, they incorporate artwork into their content, further reinforcing the heritage and artistic flair of the brand.

Variety keeps an audience engaged! Hotels should showcase more than just rooms—tell a full brand story.

2. Showcasing the People Behind the Magic 👏

Claridge’s humanizes its brand by putting the spotlight on its staff—a brilliant way to create emotional connection.

Some key staff-focused content includes:

  • Meet the Bartenders & Chefs – Behind-the-scenes of their skilled mixologists and pastry chefs at work.

  • Concierge & Team Features – Showcasing the faces behind the service, making luxury feel personal.

  • Themed Staff Spotlights – They highlight their women team members for International Women’s Day and showcase teams working behind holiday events.

Guests love seeing the people who create their experience. Whether you run a small B&B or a luxury resort, showing your staff in action builds trust and connection. It’s always a good thing to do! 

Meet George, the “Director of Bars”

Pastries, staff, and smiles

3. Stunning Food & Beverage Content 🍰🍸

Claridge’s knows that food is a major selling point, and they showcase it in the best ways possible:

  • Room Service Breakfasts – A simple tray shot? No. They create aesthetic, storytelling-focused setups inside suites.

  • Afternoon Tea Glamour – The quintessential British tea experience, often paired with historical tidbits.

  • Behind-the-Scenes Pastry & Cocktails – Not just the final product, but how it’s made, giving the audience a more immersive experience.

  • Signature Dishes & Seasonal Menus – Limited-time offerings (like the Christmas Pudding) make people want to come BACK! Create scarcity. Or.. this insanely beautiful sushi station.

One of their top-performing food videos—a decadent “Claridge’s Lobster Wellington” being made—garnered almost 30k likes and 375 comments! 😱

If your hotel serves food and drinks, then make sure you present it nicely and show off! With so many foodies on Instagram, it’s an opportunity you can’t pass.

4. Seasonal & Trend-Based Content 🎄🎭

Claridge’s capitalizes on seasonal moments and trends to create massively viral posts.

  • Christmas Magic at Claridge’s 🎄 – Their Christmas transformation videos gain hundreds of thousands of likes. Why? It’s visually mesmerizing—lights, decorations, and behind-the-scenes clips of the staff preparing the magic.

  • Pop-Ups & Collaborations – For example, the pop-up by Il Pellicano (an Italian hotel) doing a restaurant takeover.

  • Holiday Celebrations – Valentine’s, Easter, International Dog Day, British Pie Week—they lean into special occasions and make them their own.

Their 2023 Christmas setup video had 277,000 likes and nearly 1,800 comments—insane engagement for a hotel! 🤯 Click the image to check out the post!

👉 Takeaway: Leverage seasonal trends to increase visibility. Even small hotels can participate in local holidays, food weeks, and trends.

5. Engaging With Their Audience ❤️

Unlike some luxury brands that stay distant, Claridge’s engages with its followers—even in small ways.

  • They reply to comments – Not every single one, but enough to make an impact.

  • They repost guest content to their Stories and sometimes feed – Encouraging more visitors to tag and share their experiences.

This sense of community makes the hotel’s social media welcoming rather than… well, distant. Remember, engagement builds loyalty and relationships. No matter the size of your hotel or accommodation, take the time to respond to guests online and make them feel valued.

An example of Claridge’s Hotel replying to the comments under their posts.

🔑 Key Takeaways from Claridge’s Hotel

If you want to elevate your luxury hotel marketing, steal these lessons from Claridge’s:

  • Mix up your content – Show different perspectives: food, architecture, staff, and guest experiences.

  • Highlight your people – Feature your staff to create warmth and trust.

  • Showcase food & drinks in an engaging way – Use video, process shots, and behind-the-scenes moments.

  • Tap into seasonal and trend-based content – Make holidays and special events a content opportunity.

  • Engage with your audience – Comment, repost, and interact with guests online.

✅ Three Things You Can Do Right Now

Whether you manage a luxury hotel, a boutique B&B, or even an Airbnb, you can apply these principles today:

1️⃣ Audit your social media content – Are you showcasing different perspectives like Claridge’s?
2️⃣ Plan a seasonal post – Find an upcoming event or holiday to create content around. Try to show off your staff in the content, too.
3️⃣ Start engaging more – Reply to comments, reshare guest posts, and make your audience feel seen.

Explore More Insights & Case Studies 🎥

👉 Before you dive in and borrow ideas from Claridge’s Hotel Instagram, watch this YouTube video first—it’ll help you avoid common marketing mistakes and ensure you get the best results. 🎥✨

And here’s my newest YouTube video, about how to start/improve your (hotel) newsletter! ⤵️

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Final Thoughts on Claridge’s Hotel

Claridge’s Hotel proves that even exclusive hotels can be fun, approachable, and play with trends. Their mix of luxury, personality, and behind-the-scenes storytelling makes their posts on Instagram highly engaging.

The best part? Any hotel—no matter the size—can apply these strategies to build an unforgettable brand online 🫶

See you next week!

Caroline ☕️