Discover the top 5 hospitality brands winning on social media with influencer marketing, authentic storytelling, and personalised offerings
Like every luxury industry, hospitality has inevitably embraced social media as a key arena for competition. Platforms like Instagram have become essential for hotels looking to capture guests’ attention and convert that interest into bookings.
But how can you succeed by virtualising a guest experience that truly needs to be experienced in person? The answer lies in authentic storytelling, clearly communicating an ever-expanding range of personalised offerings, and harnessing the influence of social media personalities to bring it all to life. While these concepts may sound vague, it’s crucial to analyse brands that are excelling in this space so other hospitality brands can learn how to enhance their strategies and professionals can gain valuable insights.
Fastest Growing Hospitality Brands on Instagram in Q1 2025
According to the Q1 2025 Report by Lefty, the fastest-growing hospitality brands on Instagram are setting new benchmarks in luxury marketing, digital engagement, and successful collaborations with content creators.
The report highlights how leading luxury hotel brands such as Waldorf Astoria, Peninsula Hotels, and Fasano have achieved remarkable increases in earned media value (EMV) by expanding their Instagram presence through carefully curated feeds and strategic collaborations with celebrities who have a large social media following. These efforts consistently promote highly personalised luxury experiences, which have proven crucial in persuading potential guests that these destinations are designed specifically for them.
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Waldorf Astoria’s Instagram carousel highlights its refined design, gourmet offerings, and unforgettable experiences — “crafted for a stay beyond compare.”
Furthermore, customer decision-making is increasingly taking place on Instagram. Users scroll through content, evaluating their options based on emotions, aesthetics, and the perceived quality of what they see. As a result, digital impressions—especially those crafted through influencer partnerships and tailored visual storytelling—now play a defining role in shaping where and how people choose to travel.
The New Era of Luxury Hospitality Lies in Personalised and Authentic Experiences
Gone are the days when luxury hospitality was defined solely by marble lobbies and high thread counts. Today’s travellers, especially Millennials and Gen Z, seek authentic and memorable luxury travel experiences that extend beyond just checking in and out.
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Instagram post from @thepeninsulaistanbulhotel featuring The Lobby terrace — a serene escape surrounded by lush gardens with stunning views of the Bosphorus.
This generational shift has prompted luxury hotels to rethink their strategies on Instagram and social media. They are now placing greater emphasis on creating distinctive content, including themed dinner evenings, sunrise yoga sessions, insider-led local tours and exclusive cocktail hours featuring surprise guests. The new era of luxury hospitality focuses on anticipating guest needs and fostering genuine emotional connections.
Emotional Connections as the Key Driver of Hospitality Instagram Growth
The real game-changer for the fastest-growing hospitality brands on Instagram lies in creating deep emotional connections with their guests. Every effort made on the platform aims to ensure that, from the very first scroll—long before guests even arrive—they feel genuinely valued and recognised. This emotional connection builds trust and anticipation, reassuring them that their needs will be anticipated and cared for throughout their entire journey.
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Instagram post from @fasano, capturing the natural beauty of Angra dos Reis — lush landscapes, crystal-clear waters, and tropical serenity.
Today’s guests today expect more than just luxury amenities; they seek unique, breathtaking stays that resonate on an emotional level. Ultimately, the ability to connect emotionally is what drives sustained growth and differentiates the fastest-growing hospitality brands on Instagram.
Discover how these luxury hospitality brands are captivating global audiences and shaping the future of luxury travel and hospitality marketing. According to Lefty, they are ranked among the top five fastest-growing hospitality brands on Instagram in Q1 2025.
Waldorf Astoria: Timeless Elegance Meets Modern Innovation
The Waldorf Astoria was created by merging two rival New York hotels: the Waldorf Hotel, which was opened in 1893 by William Waldorf Astor, and the Astoria Hotel, launched in 1897 by his cousin John Jacob Astor IV. Since its inception, the Waldorf Astoria has hosted a variety of notable figures, including Herbert Hoover and icons like Frank Sinatra and Marilyn Monroe.
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A glimpse into a secluded escape — a blissful haven set in an untouched private paradise, as featured on waldorfastoria's Instagram.
Each Waldorf Astoria property offers something unique, blending timeless elegance with modern amenities. For example, the Amsterdam location allows guests to customise their room’s fragrance upon arrival, while Dubai Palm Jumeirah provides Bentley transfers for suite guests.
In Q1 2025, the brand recorded a notable 40% EMV increase in Q1 2025, largely driven by social media posts from cricket star Rohit Sharma, which boosted mega influencer EMV by 72%. This translated into a net EMV growth of $5 million, representing a 1.4× increase compared to Q1 2024.
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At Fasano Boa Vista, mornings unfold gently — As manhãs começam mais devagar — offering a peaceful start in this idyllic Brazilian retreat.
Peninsula Hotels: A Century of Excellence
For nearly a century, The Peninsula Hotels has been synonymous with luxury hospitality, featuring iconic properties in Paris, Tokyo, and New York. In Q1 2025, the chain saw explosive growth in earned media value, with +398% from mega influencers and +973% from top influencers. This surge resulted in a net growth of $4.9 million in EMV, representing a 3.4 times increase compared to the first quarter of 2024.
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At The Peninsula Tokyo, in-suite dining comes with elegance — and a little extra luck, as seen in this Instagram post.
This success can be attributed to a targeted strategy based on selective partnerships. A pivotal moment was during Fashion Week AW25, when influencer stays at Peninsula Paris brought global attention to the brand. With a commitment to personalised service and attention to detail, Peninsula Hotels continues to deliver unique experiences that blend classic luxury with innovation.
Fasano Hotels: Brazilian Elegance and Growing Sustainability
Fasano, the celebrated luxury brand originating from Brazil, is emerging strongly in the international hospitality scene through a strategy that combines the impact of mega influencers with the authenticity of niche creators. The collaboration with model Emily Ratajkowski (@emrata) marked a turning point, driving an astonishing 2,200% increase in earned media value from mega influencers and propelling the brand into the global spotlight. This contributed to a total net growth of $1.9 million in EMV—an 8.4× increase compared to Q1 2024.
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A glimpse of “Ears that See” by Philippe Starck, as seen at Fasano Rio de Janeiro — where art and design meet with quiet boldness.
However, Fasano doesn’t just chase media buzz; the brand also stands out for a deep commitment to sustainability. Its hotels and restaurants implement cutting-edge solutions to reduce water and energy consumption, merging environmental responsibility with contemporary luxury. Through the Arredondar social project, Fasano also invests in initiatives that significantly improve the lives of local families and communities.
Grand Mercure: French Luxury Meets Local Identity
Grand Mercure is a French luxury hotel brand that fuses international elegance with local character. Each property provides a complete sensory experience through evocative fragrances, regional sounds, natural materials, and authentic flavours.
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Grand Mercure makes its debut in Batam with a culturally rich retreat in the city’s vibrant heart — as shown in this Instagram post highlighting local design, elegant spaces, and warm Indonesian hospitality.
In Q1 2025, the brand saw EMV grow 572% from mega influencers and 369% from top influencers. This surge was primarily driven by organic content highlighting its Japanese properties. Local cuisine, reimagined with high-quality ingredients, enriches the experience, making Grand Mercure a unique choice for contemporary travellers. According to figures reported by Lefty, this growth resulted in a net EMV increase of $1.8 million, marking a 5.7 times increase compared to the first quarter of 2024.
Airelles Collection: International Vision, Local Soul
This prestigious French ultra-luxury hotel group recorded a 342% increase in EMV in Q1 2025, driven by a 1,300% growth in mega influencer visibility. The strategy focused on refined collaborations with content creators and accelerated production of high-profile content. This led to $98,000 in net EMV growth—a 4.4× increase compared to Q1 2024.
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This season at La Bastide de Gordes invites you to savor the pure art of Provençal living — from vibrant gardens to gourmet lunches at La Table de La Bastide with Chef Marty, all wrapped in timeless joie de vivre.
Consolidating this expansion is the announcement of their first hotel opening outside of France: Airelles Venice, set to debut in autumn 2025 on Giudecca island. This new hotel will blend French elegance with Venetian charm, showcasing meticulously crafted interiors, historic gardens, and local materials such as Murano glass and Rubelli fabrics. It’s an expansion that signifies a decisive step toward an increasingly international vision while maintaining a strong connection to local culture and craftsmanship.
Lucrezia Spina
Editor