We're thrilled to see more comms teams formalizing their vendor selection, but we've also noticed a common theme: most RFPs don’t actually include the right questions. They focus on turnaround times and pricing models—important stuff, sure—but they skip the essential parts that determine whether your vendor will deliver real, lasting results.

In a world where your guests’ thumbs do the walking—and talking—it’s time to stop asking if social media matters for your hotel and start asking how to make it work harder for you.

Generative AI tools like ChatGPT, Google Gemini, Microsoft Copilot, and DuckDuckGo’s DuckAssist rely on Wikipedia more than most people realize. And it’s not just in training. Wikipedia is also referenced in real time by many tools, often forming the backbone of the summaries, answers, and blurbs AI generates about people, companies, and products.

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.

What if we told you the ROI of organic social isn’t just measurable—it’s mission-critical for modern hospitality?

At Lumino, we help hotels harness behavior-driven design to create Signature Social Moments—the kind guests feel compelled to share. In this post, we’re breaking down the psychology behind why people post on social media—and how to design for it.

You don’t need to reinvent the wheel. You just need the right mix of post types that stop the scroll, spark bookings, and keep your hotel top of mind. Here are 15 evergreen Instagram post ideas every hotel should be using—and yes, we’ve seen them work.

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. Here’s how to optimize your bio, highlights, and link so your Instagram works harder—and actually helps drive bookings.

Your next guest is choosing where to stay with their thumbs — not a search engine.

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.