A Hotel That Feels Like More
Welcome to Badrutt's Palace's social media handle, a place filled with aspiration.
Social media for hotels is kinda f*ckall when you start recognizing the patterns. A pool shot, or a breakfast menu, or some "book now" option for corporates. This kind of mundane content is exactly what Badrutt's breaks away from.
Forget breaking away from it, they've taken the step to be just like their hotel. They are 5 stars in their content creation and world building. The hotel doesn't speak "to" anyone, it makes content for its ideal consumer: people who want a getaway in the Swiss Alps and can definitely afford one. But somewhere along the way the content becomes entertaining and aspirational, and even people who will never book a room watch it anyway. They save it, send it to their friends with "Us, someday," and talk to a loved one about going here one day.
For the people who'll actually book a room, this is a simple advertisement, not the kind that screams "OH HEY, BOOK THIS ROOM," but the kind that says, "We're here, we'll always be here, can you make it?"
The views and small moments are lovely, but the storytelling is what sets the page apart. A lot of it feels like old-school cinema. You follow a character from scene to scene as they move through the hotel's world, and you pick up the mood without anyone explaining it. There's no hard sell. You just end up wanting to be there.
If you run or market a hotel, the lesson is straightforward. Decide who you're really making content for, and make it for them first. Tell a story across your posts instead of showing one room at a time. And let the setting do the selling.
