How far do hotels go to offer Instagram-worthy luxury experiences?

What’s making you book your holiday—is it the location, the hospitality or how many pictures you can post on your ’gram?

What makes a hotel stand out from the crowd? At one point, the answers could range from beautiful rooms, great service and food to the little touches, such as chocolates in your room during turndown service, the staff addressing you by your name, or remembering the allergies you have. However in today's social media-dominated culture, is that enough? Travel is no longer something to simply experience, but also something ‘to Instagram’.

Innovation is key

Some hotels are able to capitalise on memorable locations or surroundings. In Nairobi, Giraffe Manor has a herd of giraffes that roam the grounds and join guests for breakfast. Rosewood Baha Mar in the Bahamas offers yoga with flamingoes. “Our guests love the sense of place they feel when experiencing our Flamingo Yoga, given it is the national bird of the Bahamas,” says the resort’s managing director Monica Ortiz.  

Maldives certainly has breathtaking vistas but with over 100 resorts, the competition is stiff. Soneva, which has two properties in the Maldives (Soneva Jani and Soneva Fushi) has been a pioneer in offering unique experiences. They were the first to start slides dropping into the lagoon, and now videos of Instagram influencers on the slides regularly go viral. Case in point, Joe Jonas posted a video on the Soneva Fushi water slide that got 1.5 million likes. As a brand with just three hotels, they have managed to create an Instagram community of 1.2 million compared to Marriott Hotels which has over 8,500 hotels worldwide but only 1.8 million followers.

Sonu Shivdasani, CEO and co-founder of Soneva, believes that continuous innovation is vital in the hospitality industry. “It is crucial to constantly evolve and enhance our offerings to exceed guest expectations and deliver unparalleled experiences. Some of my favourite signature Soneva features are the outdoor cinemas, observatories, and the large outdoor bathrooms. We believe these are true luxuries—watching a film under the star-lit sky, exploring the wonders of space, or bathing whilst surrounded by nature. By incorporating our core values of sustainability, luxury, and creating transformative experiences into every innovation, we ensure that we stay true to our brand,” he says.

Soneva Fushi recently launched ziplining for guests while Soneva Jani opened a 15,000 square feet club for kids called ‘The Den’ which offers everything from sports to a pirate ship for games, a DJ booth and even a pool bar serving mocktails. Children can also participate in marine biology programmes, learn about sustainability, and engage with nature in a meaningful way. “ Ziplining provides an exhilarating adventure for our guests, allowing them to soar through the tropical surroundings and witness the stunning beauty of the destination from a different perspective. While social media channels like Instagram provide a platform for guests to capture and share these experiences, the true appreciation goes beyond the superficial. Guests often express their gratitude for the depth of the experiences, the exceptional service provided by our team, and the genuine connections they form during their stay,” says Shivdasani.

It’s all about the details

FIVE Hotels and Resorts in Dubai has literally taken its brand to the sky. At US$13,000 an hour, guests can charter a private jet and enjoy LED lights, in-flight music, and high-speed Wi-Fi so you can share your experience on the ’gram in real time. “The FIVE concierge was inundated with requests for private jet charters for a variety of business and celebratory requirements, which made us conceive the ‘Fly High Fly FIVE’. We differentiate ourselves through imaginative disruption, such as a party in the sky. By introducing revolutionary advancements, we ensure that our brand remains at the forefront of the industry,” says Aloki Batra, CEO of FIVE Hospitality. 

For Four Seasons, its recent tie-up with Vivrelle, a members-only club that provides free access to designer handbags (including Chanel and Louis Vuitton) and jewellery, was not about social media but for providing a special experience. “This allows our guests complimentary use of the world's most exclusive accessories. Our guests have been loving this offering, even switching out bags throughout their stay—from their power meeting, to a fancy dinner, then to dancing or speakeasy cocktails. We work with Vivrelle to ensure the on-property collection is rotating to provide access to the most in-demand accessories on any given day,” says Tom Segesta, General Manager, Four Seasons Hotel Houston. Four Seasons has also taken its fashion collaborations further by launching a new poolside set-up with Dolce & Gabbana Casa at the San Domenico (also famous for being the hotel in the TV show The White Lotus).

Differentiating factors

Gil Antolin, founder of Luxury World Traveler, has consulted with leading hospitality brands on brand-building on social media, and believes it's important to differentiate your brand on digital platforms. “While consumers want the sustainable, ethical, and conscious alternative to the ostentation and extravagance of traditional luxury, they are still looking for differentiated experiences and services they can post about [on social media]. Hotels need to create such experiences on the property. It’s the best way to ensure free marketing by having their clients and people of influence posting. When potential travellers see unique experiences and services available, they want to experience it for themselves. When we post these experiences—such as sleeping on a swing in the forests of Bali at Kamandalu Ubud, or a floating infinity pool in the Italian dolomites at the Hotel Hubertus—we tend to see more engagement and more bookings. That being said, brands often have to choose between quiet luxury and creating or following fleeting trends,” says Antolin.

Shivdasani, on the other hand, believes you can do both. “Regardless of the innovations we introduce, we maintain the highest standards of hospitality, ensuring that our guests receive personalised attention, indulgent experiences, and unparalleled comfort,” he says.

Sonam Babani, influencer and luxury travel enthusiast, agrees that the quality of the experience is important. “Every experience that a hotel gives needs to make sense, it should be a reflection of the culture or surroundings, and be an actual memorable experience versus a photo-op. Floating breakfasts, for example, became an Insta trend and then multiple hotels started serving them. But does eating a cold breakfast uncomfortably in the pool make for a good experience? To me, this is an example of a pure photo-op. I recently stayed at Gora Kadan in Japan where we had an incredible private onsen experience and a special vegetarian omakase just for us. The fact that these were outstanding experiences in and of itself made it Insta-worthy. While Instagram does play a huge part in my travel research, I look for hotels that have authentic and genuine experiences coupled with great service and location,” says Babani.

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