How to Optimize Your Hotel’s Instagram Bio and Highlights to Drive Bookings
Because your bio is your first impression—and your secret conversion weapon.
Your hotel’s Instagram bio might seem like a small detail. But in a world where travelers book with their thumbs, it’s often your first shot at winning them over.
Think of your Instagram profile like your mini website. Except it needs to convert in under 7 seconds.
Here’s how to optimize your bio, highlights, and link so your Instagram works harder—and actually helps drive bookings.
Step 1: Start With the Goal
Your bio isn’t just a “nice to have.” It’s your chance to:
Make a killer first impression
Communicate your vibe instantly
Get people to your website (or booking engine) fast
Step 2: Build a Bio That Books
Here’s a simple formula we use for boutique hotels:
🏨 [Hotel Name or Unique Hook]
📍 [Location or Neighborhood]
✨ [What Makes You Special—Social Moment, Style, Vibe]
📅 [Call-to-Action to Book Now]
🔗 [Link to Booking or Link Tool]
Example:
El Capitan Canyon
📍 Santa Barbara Coast
🦙 Where luxury meets nature
📅 Book your spring escape ↓
[Linktree or direct booking link]
Pro Tip: Emojis make your bio more visual and scannable—but don’t overdo it.
Step 3: Use a Link Tool That Converts
Instead of linking to your homepage, use a link-in-bio tool like:
Linktree
Later’s Linkin.bio
Milkshake
Or even a simple booking-focused landing page
Include buttons for:
✅ Book Now
🛏️ View Rooms
📸 See Guest Photos
📍 Explore Our Neighborhood
✨ Signature Social Moments™
Step 4: Highlights That Sell the Experience
Instagram Highlights = your evergreen sales deck. Done right, they warm up cold followers and nudge them to book.
Here’s a winning highlight lineup:
Pro Tip: Use custom highlight covers that match your brand colors or vibe. It looks polished and instantly signals professionalism.
Quick Checklist
Want to audit your profile? See how you score:
Clear hotel name and location
Unique selling point or vibe statement
Direct call to action
Link goes to booking (or converts well)
Highlights cover core topics a guest might wonder about
Guest content featured somewhere (builds trust fast)
Bonus: Signature Social Moment is mentioned or shown
Bottom Line: Your Instagram Profile = Your New Lobby
Guests are making snap decisions. A strong bio and highlight strategy helps them:
Know your vibe
See themselves there
Book faster
Want help auditing or reworking your Instagram profile so it converts casual viewers into future guests?
