Why Every Hotel Needs a Signature Social Moment
Guests don’t just want a place to stay anymore. They want a story to tell.
In the age of TikTok travel guides and Instagram itineraries, your next guest is likely choosing their destination based on what they see in their feed—not a listing on Expedia. And that means your hotel doesn’t just need beautiful rooms or great service. You need Signature Social Moments™—the little things guests can’t help but post about.
What Is a Signature Social Moment?
A Signature Social Moment™ is a photo-worthy, post-triggering detail designed to be shared. It’s the cocktail that gets tagged before it’s tasted. The corner of the lobby that’s lowkey famous. The detail that guests show their friends before they even unpack.
It’s not about being gimmicky. It’s about being memorable, visual, and irresistibly shareable.
And here’s the secret: most great properties already have these moments—they just haven’t named them, claimed them, or amplified them.
Examples of Signature Social Moments
Looking to find your own? Here’s how a few standout properties — from iconic resorts to charming boutiques — are nailing their Signature Social Moments:
🎰 The Bellagio – Las Vegas, NV
This Vegas legend is one of the most hashtagged hotels on Instagram and TikTok — and for good reason. From the iconic fountains to the lush floral displays and ornate interiors, the Bellagio is designed to be shared. It’s no surprise it’s earned the title of “most Instagrammable hotel in the U.S.”
But here’s the thing: you don’t have to be a mega-resort to create moments worth sharing. These boutique hotels are proving that a single, standout detail can steal the social spotlight:
🦙 El Capitan Canyon – Santa Barbara, CA
Tucked between the Pacific Ocean and the Santa Ynez Mountains, this luxe campground has a secret social weapon: llamas. Guests can pet and snap selfies with these photogenic locals, making the llama farm the property’s most-tagged feature. El Capitan leans in, featuring the llamas front and center on their website and dedicating a full Instagram Story Highlight to their furry stars.
🦁 The Red Lion Inn – Stockbridge, MA
With roots stretching back to before 1800, this historic inn knows the power of legacy—and of a well-loved icon. Their namesake red lion sign is a guest favorite, regularly featured on social feeds. The inn plays along by dressing the sign for the seasons, creating fresh photo ops year-round and giving guests a reason to come back (and post again).
🎄 The Lotte New York Palace – New York, NY
There’s no place like New York at Christmastime, and The Palace owns its holiday magic. Each winter, their courtyard becomes a destination in itself, anchored by a towering, picture-perfect Christmas tree. The result? A flood of festive tags and shares from guests eager to post their “big city Christmas moment.”
These aren’t just nice-to-haves. They’re revenue-driving brand assets.
Why Signature Social Moments Matter
Let’s be honest: in the attention economy, your potential guests are scrolling fast. The best way to stop the scroll? Be the post. Be the moment. Be the memory that’s too good not to share.
Here's what these moments do for your brand:
🌟 Increase organic reach (your guests are your influencers)
📷 Create UGC at scale (user-generated content that actually performs)
💡 Establish brand identity (you’re not just “a hotel”—you’re that hotel)
🧠 Stick in memory (moments drive emotion, and emotion drives loyalty)
If you don’t define your Signature Social Moment, someone else will define your brand for you—and it might just be a lukewarm review and a blurry hallway pic.
Let Us Help You Find Yours
At Lumino, we help hospitality brands uncover, enhance, and promote their Signature Social Moments.
Whether it’s already hiding in your cocktail menu or waiting to be designed into your check-in process, we’ll help you find it—and turn it into a guest magnet.
👉 Want to discover your hotel’s Signature Social Moment?
Book a Guest Magnet Strategy Session and let’s put your property on the map—literally and socially.
