The Instagrammable Hotel

This paper examines Instagram's increasing influence on the hotel industry, an area that remains under-researched from both consumer and hotel perspectives. Through an explanatory sequential design, combining a quantitative analysis of 1,031 posts with qualitative interviews from hotel professionals, the research uncovers the types of content that resonate most with users and how hoteliers strategically leverage Instagram. The findings reveal which content formats, hotel attributes, and post characteristics capture audience attention. Additionally, the study offers unique insights into Instagram’s distinct role compared to other social media platforms in the hotel industry. As the first study to define what makes a hotel "instagrammable" from both consumer and industry viewpoints, it provides valuable insights into how hotels can strategically harness Instagram to attract and engage their audience.