Most hotel Instagram accounts in Ibiza look the same: infinity pool at golden hour, breakfast spread, a couple's feet on a sun lounger. They're beautiful, and they're not doing much. Here's what actually moves someone from scrolling to booking.
Pretty isn't the job
A beautiful photo of your pool tells someone your pool is beautiful. It doesn't tell them what it's like to stay with you, who else might be there, what the first ten minutes after arrival feel like, or why your property suits them specifically over the four other hotels they have open in other tabs. Pretty is table stakes in hospitality now, not a differentiator. Every property on the island can shoot a good pool photo. What most of them can't do is make someone feel like they already know the place.
Show the experience, not just the room
The booking decision rarely comes down to the room itself. It comes down to what a stay there feels like: the walk from the suite to breakfast, the sound the gravel makes in the courtyard, how the staff greet returning guests by name. At Can Curreu, the content that performs best is never the empty, styled room shot. It's a candlelit table on the terrace, someone actually eating dinner there. At Can Sastre, it's the quiet reading nook with morning light, not the amenities list. People are booking a feeling, and your content's job is to let them feel it before they've paid for it.
Answer the questions they're actually asking
Before someone books, they're working through a handful of real questions: is this place adults-only or family-friendly, is it walkable to town or do I need a car, is it quiet or does it get lively at night, what's the food actually like. Your content should answer these as a matter of course, not leave people to guess from a highlight reel. A short video of the walk from your property to the nearest beach does more for conversion than another sunset shot, because it removes a genuine point of hesitation.
Consistency beats intensity
A burst of daily posting in July followed by silence from September to May is worse than a slower, steady rhythm all year. Algorithms and audiences both reward accounts that show up reliably, and a dormant account between seasons reads as a dormant business, even if you're fully open. This is one of the most common gaps we see: beautiful summer content, then nothing until the next June, as if the island closes along with the beach clubs.
The real metric
Likes are a vanity signal. What actually matters is whether someone who doesn't know your property yet watched enough, trusted enough, and felt enough to click through and check availability. That's a harder thing to design for than a pretty grid, and it's the entire difference between an account that looks good and one that earns its keep.