Why Instagram doesn’t convert for most short-term rentals (and how to solve it)
For many luxury Airbnbs and holiday villas, Instagram feels like it should be working.
The property looks beautiful. The photos are high-quality. The feed is aesthetically pleasing. And yet, bookings don’t increase in any meaningful or consistent way.
This isn’t because Instagram ‘doesn’t work’ for hospitality. Rather, it’s because most short-term rentals are using Instagram without a strategy – and without having in place solid brand foundations like positioning and visual identity [read more: The 4 key elements of hospitality branding (and why they are interconnected)].
Why beautiful property photos alone don’t convert
In the current short-term rental market, stylish interiors are no longer a differentiator. Your potential guests are scrolling past immaculate villas, infinity pools, sleek interiors, sun-drenched terraces – every single day.
Without a unique value proposition, recognisable identity [read also: What is strategic brand positioning – and why it matters for luxury Airbnbs)], and overarching brand story, even the most beautiful images disappear into the social media void.
A conversion – going from someone who just browses to someone who books – rarely happens just because a property looks good. It happens because the way the property is presented in social media sparks a deeper desire – it alludes to a certain ‘promise’ that booking the property will deliver on.
This emotionally captivating ‘promise’ is created through strategic brand positioning – not posting frequency or editing style.
Without a unique value proposition, recognisable identity [read also: What is strategic brand positioning – and why it matters for luxury Airbnbs)], and overarching brand story, even the most beautiful images disappear into the social media void.
A conversion – going from someone who just browses to someone who books – rarely happens just because a property looks good. It happens because the way the property is presented in social media sparks a deeper desire – it alludes to a certain ‘promise’ that booking the property will deliver on.
This emotionally captivating ‘promise’ is created through strategic brand positioning – not posting frequency or editing style.
Where this fits in a wider brand ecosystem
The most common Instagram mistake in hospitality
The biggest issue I see is a fundamental misunderstanding of what makes Instagram convert for high-end properties in the first place.
Most short-term rental accounts treat Instagram as something they ‘should have’, but don’t quite know how to utilise it properly, so it ends up being:
The result is a feed full of polished images (like any other design-led property), with no clear message, no defined narrative, nothing to evoke an emotional response, and no specific reason for a guest to choose the property over other similar properties.
When Instagram is used this way, it becomes passive. It may look nice, but it doesn’t do anything for your hospitality business.
Most short-term rental accounts treat Instagram as something they ‘should have’, but don’t quite know how to utilise it properly, so it ends up being:
- a photo album
- a place to showcase interiors
- a visual extension of the listing
- a soulless space with no human or emotional element
The result is a feed full of polished images (like any other design-led property), with no clear message, no defined narrative, nothing to evoke an emotional response, and no specific reason for a guest to choose the property over other similar properties.
When Instagram is used this way, it becomes passive. It may look nice, but it doesn’t do anything for your hospitality business.
Instagram as a brand touchpoint, not a growth hack
One of the most misleading narratives in hospitality marketing is the idea that Instagram’s primary job is to increase followers. In reality, follower count is largely irrelevant for most luxury Airbnbs. Instagram’s real role is to:
For many guests, Instagram is the place they visit after discovering a property elsewhere. It’s where they look for reassurance, atmosphere, proof, and how it would actually feel to stay there.
If the profile seems inconsistent, sterile or more like someone’s hobby than a professional hospitality business, confidence drops – even if the property itself looks exceptional.
At the same time, Instagram can also help attract guests directly through saves, shares and spontaneous discovery, planting seeds for longer-term conversions.
- activate desire
- build trust
- allow social sharing
- cement booking decisions
- support direct bookings
For many guests, Instagram is the place they visit after discovering a property elsewhere. It’s where they look for reassurance, atmosphere, proof, and how it would actually feel to stay there.
If the profile seems inconsistent, sterile or more like someone’s hobby than a professional hospitality business, confidence drops – even if the property itself looks exceptional.
At the same time, Instagram can also help attract guests directly through saves, shares and spontaneous discovery, planting seeds for longer-term conversions.
What a strategic Instagram presence actually looks like
A conversion-led Instagram presence is shaped by:
Instead of asking ‘what should we post?’, the better question becomes: ‘What does a guest need to feel in order to book?’
From there, Instagram becomes:
This is where Instagram begins to work quietly in the background – reinforcing perception, trust, and desire.
- clear brand positioning
- a defined narrative
- an understanding of who the property is for
- what kind of experience is being promised
Instead of asking ‘what should we post?’, the better question becomes: ‘What does a guest need to feel in order to book?’
From there, Instagram becomes:
- a curated journey, not a content stream
- a branded shopfront, not a mood board
- a long-term asset, not a short-term tactic
This is where Instagram begins to work quietly in the background – reinforcing perception, trust, and desire.
Why most Instagram advice doesn’t apply to luxury Airbnbs
Generic Instagram advice focuses on posting more, following trends, using viral audio, chasing reach and other hacks to ‘win the algorithm’. This approach is borrowed from creators and online businesses – not hospitality brands.
For luxury Airbnbs, holiday villas and boutique stays, visibility without clarity is unlikely to lead to conversions. More reach doesn’t help if:
Instagram is one part of a much bigger system and is not meant to work alone and in isolation. It is meant to be one of the elements of a hospitality brand. Therefore, it is most effective when:
When these elements work together, Instagram becomes a powerful conversion tool – not by aggressively pushing bookings, but by making booking feel obvious.
In other words, Instagram becomes a much more effective when it is not treated as a ‘content obligation’ and instead, is being used as a strategic, intentional brand asset.
Successful Instagram presence for hospitality brands rests on a simple premise – posting less but with intention outperforms posting more without strategy.
For luxury Airbnbs, holiday villas and boutique stays, visibility without clarity is unlikely to lead to conversions. More reach doesn’t help if:
- the brand positioning is unclear
- the audience isn’t aligned
- the content doesn’t communicate the unique value proposition
- the profile doesn’t evoke an emotional response
Instagram is one part of a much bigger system and is not meant to work alone and in isolation. It is meant to be one of the elements of a hospitality brand. Therefore, it is most effective when:
- it is built on strategy and in accordance with brand positioning
- it reflects the visual identity
- it leads naturally to a direct booking website
- it reinforces the same story across every touchpoint
When these elements work together, Instagram becomes a powerful conversion tool – not by aggressively pushing bookings, but by making booking feel obvious.
In other words, Instagram becomes a much more effective when it is not treated as a ‘content obligation’ and instead, is being used as a strategic, intentional brand asset.
Successful Instagram presence for hospitality brands rests on a simple premise – posting less but with intention outperforms posting more without strategy.
More insights to explore:
This is why, in my work with hospitality businesses, Instagram strategy is never developed in isolation. It is built on top of clear brand positioning and designed to support long-term brand growth over short-term visibility boosts.
When combined with brand strategy, a cohesive visual identity and a direct booking website, Instagram contributes to higher perceived value, stronger emotional connection, and more sustainable demand. Which is why this is the exact work I do with hospitality businesses inside Branded & Booked – a strategy-led approach to creating sought-after hospitality brands.
Learn more about how we can partner to take your property from ‘just a listing’ to a recognisable, premium brand.
When combined with brand strategy, a cohesive visual identity and a direct booking website, Instagram contributes to higher perceived value, stronger emotional connection, and more sustainable demand. Which is why this is the exact work I do with hospitality businesses inside Branded & Booked – a strategy-led approach to creating sought-after hospitality brands.
Learn more about how we can partner to take your property from ‘just a listing’ to a recognisable, premium brand.
Hi, I'm Liis.
A Hospitality Brand Strategist & Creative Consultant, and the founder of Sparkle Creative Studio.
I work with design-led luxury Airbnbs, holiday villas and boutique stays, helping them establish themselves as premium brands – with clear positioning, a distinct identity, and higher perceived value – appealing to a more discerning segment of the market and ensuring they stand out in the long term.
Having visited 30+ countries and lived a full-time travel lifestyle for the past 4 years, hospitality for me isn’t just a concept – it’s a lived experience. My passion for aesthetics, design, and elevated atmosphere makes me deeply attuned to what makes a place feel memorable, desirable, and worth choosing.
Let’s explore how we can partner to give your luxury Airbnb or holiday villa a competitive edge.
