From Scattered Posts to Strategic Growth: Reimagining Our Social Media Presence

Our hotel had a social media presence, but it lacked direction. Posts were inconsistent, messaging was unclear, and engagement was minimal. I knew we could do better—not by posting more randomly, but by building a cohesive strategy that would authentically connect with our audience while driving business results.

Building the Foundation

I began by defining what success would look like. Our social media needed to accomplish three things:

  • Showcase the warmth, quality, and community values that define our hotel
  • Drive bookings by highlighting our special events, seasonal offerings, and distinctive amenities
  • Build trust through genuine storytelling and positive guest experiences

From these objectives, I developed content pillars that would guide our messaging and created a detailed content calendar to ensure strategic, consistent posting. Every graphic and caption was designed to honor our brand guidelines while creating the visual variety needed to capture attention in crowded feeds.

The Transformation

Between February and June 2025, our social media underwent a complete transformation:

  • We increased our publishing volume by 57%, maintaining quality while posting more strategically
  • Organic impressions jumped 129% as our content reached more potential guests
  • Likes and reactions surged 309%, showing that our content genuinely resonated
  • Engagement rate exploded by 436%, proving we'd created a community, not just followers
Instagram Posts for Sheraton Vancouver Guildford Hotel 2025
View IG account

The "Reel" Impact

Behind these metrics was something more valuable: trust. Our followers began to see us not as a corporate hotel account, but as a welcoming destination with a genuine story to tell. Completely transforming social channels from static to videos, users engaged much more with our posts, shared our content, asked questions, and most importantly they booked events and stays.

By approaching social media strategically with clear goals, consistent execution, and authentic brand expression, I turned scattered posts into a cohesive narrative that drives real business growth.

Popular Reels
Dollhouse View
Dimensions
Reel strategy increased Organic reach & engagement.

Carousel posts:

Image 1
Image 2
Image 3
Image 4
Image 5
Charity Initiatives
Image 1
Image 2
Image 3
Image 4
Image 5
Image 5
Image 5
Guest room showcase
Image 1
Image 2
Image 3
Mother's Day
Image 1
Image 2
Image 3
Image 4
Image 5
Image 5
Image 5
Essential
Image 1
Image 2
Image 3
Image 4
Halloween
Image 1
Image 2
Image 3
Image 4
Hiring post