From a hotel housed in a 13th-century Augustinian monastery to a gallery of art spanning from lobby to guest room, each of our hotels offers a unique experience and a one-of-a-kind story. As we set out to deepen storytelling on our channels, we prioritized creating content that would dive deeper into our hotels’ rich stories and histories as well as highlight the unique experiences available with The Luxury Collection. We also wanted to shift our content strategy to incorporate the emergence of new social formats as well as satisfy current consumption trends, such as “edutainment” — blending both educational and entertaining messaging in a way befitting a luxury brand.
Our objectives for this content were to:
We launched two new Reels franchises (Hotel Stories and Experiences) to drive brand differentiation on digital channels, helping to maintain The Luxury Collection’s leading position in experiential luxury. These Reels are informative yet immersive, taking viewers into our hotels and giving them a look into exclusive experiences.
Our Hotel Stories franchise shares the stories behind our hotels — from interesting histories and guest legacies to architectural quirks, designs, and more. To share the countless hotel and destination experiences available to guests, we created our Experiences franchise to expand upon the unique activities available with and through our hotels — an authentic cooking class in a small village of Costa Navarino, a private bookbinding class at a Madrid workshop dating back to 1907, and more.
We kept the videos’ length to about 30 seconds, focusing on the most interesting aspects of each hotel and experience in a storytelling format that is preferred by viewers, using voice-over or caption overlays to share more details. While tailoring these Reels to our audience’s preferences, we also prioritized creating content that still felt elevated, staying true to brand storytelling pillars and keeping to the level of quality that is expected from The Luxury Collection.
We targeted our audience of Explorers and Collectors on Instagram and Facebook — individuals who are curious about the unknown and always willing to explore or discover something new. We used Interest and Behavior targeting to ensure we were reaching users who value these authentic travel experiences.
We posted these videos on Instagram Reels as well as on Facebook, amplifying our posts with a robust paid social campaign, targeting The Luxury Collection consumer profile.
Since our launch just 2 months ago, we saw an impressive response from our audience on these Reels with 3.2M impressions and 160.5K engagements to date. This content has also shown a 13.3% engagement rate, 2.5x higher than our average engagement rate this year and 14x higher than the industry standard, proving that these Reels franchises are resonating well with our audience.
