Small, scrappy micro-resorts and boutique hotels are running circles around elite properties on social media.

While $500/night unique stay properties rack up millions of views and sold-out months, some of the world's most luxurious resorts, charging thousands per night, are missing their moment.

The opportunity is staggering. Millions of potential guests, scrolling through their feeds daily, dreaming about their next getaway.

Yet, most luxury properties treat their social media as just another box to check– outsourcing it to the first agency they find, then forgetting it exists.

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Here’s the truth behind social media for ultra luxury stays…

Small, unique stays typically dominate our hospitality marketing conversations.

They have scrappy operators sharing founder stories, property journey posts and engaging content that propels their success on social media.

The perfect example– The Pacific Bin, founded by Devon Loerop:

✅ Shared his entire build process through engaging reels

✅ Each reel has hints of Devon’s personality

✅ Devon is front and center in many of the reels

All leading to over 775k followers on Instagram.​

Ultra luxury stays rarely have that.

There’s usually not a passionate entrepreneur, with their life savings on the line, behind the operation. Instead it’s private equity, legacy operators and investors to answer to.

They stick to the script, what has always worked, because why break a machine that has been operating smoothly for decades?

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Looking at how their guests book might lead you to agree:

The typical micro-resort/ boutique hotel is attainable.

$500/ night unique stays have a mass market appeal and can attract a larger group of people on social media who can afford them. That's millions of potential guests to convert.

Going all-in on social media makes total sense.

For guests staying at properties at the upper end of luxury, it's a different story.

Sure, they’re still lurking on social media (as we all do), but these apps have far fewer potential guests compared to more attainable properties.

For a few reasons:

1. There are a lower percentage of viewers that can actually afford to stay at ultra luxury properties.

2. Many top-tier guests have complex expectations and requirements, making them more likely to outsource their travel planning.

Luxury travel still relies heavily on agents and concierges.

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But, before you write off social media for luxury stays…

… here’s why luxury operators should break the mold.

While luxury accommodations may have fewer potential guests on social media than more attainable stays, luxury travelers still use these apps to keep dream destinations top of mind.

But there's a crucial difference in how they engage.

They're not just looking for a place to stay– they're seeking validation that this property aligns with their lifestyle and expectations.

Social media gives them that window, allowing them to:

✔️ Envision themselves in your spaces

✔️ Share potential stays with family and friends

✔️ Get a feel for the level of service and attention to detail

Maybe most importantly…

Your social presence is catching the eye of luxury travel advisors who spend their days curating the perfect getaways for their high-net-worth clients.

These advisors are constantly scanning social media for unique properties and experiences that will “wow” their clients. One viral post could land you on their shortlist.

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Social media might matter even more at the high end.

Unlike boutique hotels or micro-resorts, luxury stays can't rely on OTA traffic to fill their rooms. Their target guests aren't booking on those platforms.

A boutique hotel might see 60%+ of bookings through OTAs– luxury properties often see the inverse.

A majority of their revenue is driven through direct bookings and travel advisor relationships.

That makes social media not just a marketing channel, but a crucial pipeline for reaching the right eyes.

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Hospitality marketing is evolving.

Maximizing social media isn't just for unique stays and boutique hotels anymore– it's a crucial revenue driver for properties at every level.

But it takes more than just checking "Instagram" off your to-do list…