Three Boutique Hotels Nailing Signature Social Moments
Your next guest is choosing where to stay with their thumbs — not a search engine.
They're scrolling Instagram, saving Reels, and screenshotting stories of places that look like an experience. Not just a room. Not just a view. A moment.
That’s where Signature Social Moments come in — the small, shareable details that turn guests into your best marketers. They’re not gimmicks. They’re not “Instagram traps.” They’re authentic, visual expressions of your brand identity — and they drive real revenue.
Here are three boutique hotels that have mastered the art of the Signature Social Moment — and what you can steal from their playbook.
🦙 El Capitan Canyon — Santa Barbara, CA
The Social Moment: Llamas You Can Pet
Nestled between the Pacific Ocean and the Santa Ynez Mountains, El Capitan Canyon is a coastal glamping escape that doesn’t rely on ocean views alone. Its unexpected hero? A llama farm.
Guests are invited to meet, pet, and of course, snap photos with the property's beloved llamas—making them the most-tagged feature on social media.
The team at El Capitan Canyon knows this is more than just a cute add-on—it’s a brand-defining asset. That’s why the llamas appear front and center on their website, star in a dedicated Instagram Highlight, and frequently grace the hotel’s feed.
Takeaway: If your guests are already sharing it, make it easy to find and impossible to miss. Own it. Feature it. Build content around it.
🦁 The Red Lion Inn — Stockbridge, MA
The Social Moment: A Historic Sign with Seasonal Style
The Red Lion Inn isn’t just historic—it’s iconic. With roots dating back to before 1800, the property oozes charm, but its most recognizable feature isn’t a room or amenity—it’s the inn’s namesake sign.
Guests love snapping photos in front of the striking red lion figure that hangs outside. It shows up on Instagram again and again—often with a cup of cider in hand or bundled in fall layers.
The inn plays along beautifully, changing up the seasonal decor around the sign so there’s always something new for returning guests to post.
Takeaway: Even the simplest moment—a sign, a bench, a corner—can become social gold if you stage it with intention and evolve it over time.
🎄 Lotte New York Palace — New York, NY
The Social Moment: That Christmas Tree
Few places do the holidays like New York City. And few hotels own that seasonal magic like The Lotte New York Palace.
Every December, the hotel transforms its courtyard with an enormous, sparkling Christmas tree—positioned perfectly for guest photos, proposal backdrops, and envy-inducing Instagram posts.
The result? A flood of festive UGC that spreads far beyond the city, cementing the Palace as the place to stay for a dreamy NYC holiday experience.
Takeaway: Seasonal moments can become Signature Moments when you commit to quality, visibility, and guest experience.
The Bottom Line
Signature Social Moments aren’t just about aesthetics—they’re about strategy. They help your hotel:
🌟 Increase organic reach
📸 Generate UGC that performs
💡 Build brand identity
💰 Drive direct bookings
And the best part? Most hotels already have a moment like this. They just haven’t named it, claimed it, or amplified it.
