The Instagram Effect: Redefining Hospitality in the Age of Social Media

"This place is insane!" my friend shrieked, snapping photos of the cascading floral installation and swing set in the lobby. It epitomised an 'Instagrammable' hotel, crafted to dazzle on social media. But as I sank into a stylish yet impractical chair, I wondered: Was this design about the guest - or the camera?

With its insatiable hunger for visual content, social media has become both a blessing and a curse for the hospitality industry. While it offers undeniable marketing power, the relentless pursuit of 'Instagrammability' can lead to distorted priorities, unrealistic expectations, and a disconnect between aesthetics and genuine guest experience.

The Evolution of 'Picture-Perfect' Stays

Hotels have always reflected the zeitgeist, from Victorian opulence to mid-century modernism. Today, bold design elements, unique architecture, and infinity pools define the 'Instagrammable' era. Hotels like Costa Rica's 727 Fuselage Home - a refurbished Boeing 727 perched on a cliff - and Finland's Kakslauttanen Arctic Resort, with glass igloos beneath the Northern Lights, epitomise this trend.

This focus on visual appeal is fuelled by consumer demand. A 2023 Expedia study revealed that 86% of Gen Z and Millennials are likelier to book a hotel with a strong social media presence, particularly on Instagram.

Style vs. Comfort: Finding the Balance

While aesthetically pleasing environments can enhance a guest's experience, an obsessive focus on 'Instagrammability' can have unintended consequences. Design choices may prioritise visual impact over comfort and functionality, resulting in impractical furniture, awkward layouts, or even accessibility issues.

Consider the proliferation of 'Instagram walls'—vibrant murals or installations designed solely for photo opportunities. While visually captivating, they often lack purpose or integration with the hotel's overall design. As renowned hotelier Ian Schrager aptly said, "Some hotels are so busy creating backdrops for Instagram that they forget to create a soul."

This pursuit of visual perfection can also lead to a homogenisation of design, with hotels mimicking popular aesthetics at the expense of individuality. We see a proliferation of minimalist white spaces, hanging plants, and neon signs, creating a sense of déjà vu as we travel. This diminishes the unique character of each property and raises questions about authenticity and cultural sensitivity.

Performative Travel: The Cost of Instagram Culture

'Instagrammability' influences extend beyond hotel design, shaping guest behaviour. Holidays are increasingly viewed as opportunities to curate an online persona, with travellers meticulously documenting every moment for their digital audience.

Dr. Pamela Rutledge, Director of the Media Psychology Research Center, explains, "Social media has created a culture of 'performative leisure,' where sharing experiences online becomes more important than the experience itself." This can lead guests to spend more time staging the perfect shot than savouring the moment.

Furthermore, the curated perfection of Instagram feeds fosters unrealistic expectations. Guests arrive anticipating flawless rooms and picture-perfect moments, setting the stage for disappointment when reality falls short.

This performative aspect of travel also places additional pressure on hotel staff, who are increasingly expected to act as photographers and social media advisors.

Navigating the Instagram Tightrope: A Balancing Act for the Industry

The rise of 'Instagrammability' presents a complex dilemma for the hospitality industry. Hotels benefit from free marketing and increased social media visibility. Still, they must also grapple with the challenges of maintaining 'Instagram-worthy' spaces, managing guest expectations and staying true to their brand identity.

This requires a delicate balancing act. Hotels must embrace social media's power without compromising guest experience, authenticity, or sustainability. This means:

• Prioritising genuine hospitality: Focus on creating comfortable, functional spaces that cater to the needs of real guests, not just their online personas. Invest in high-quality bedding, ergonomic furniture, and thoughtful amenities.
• Embracing individuality: Develop a unique design identity that reflects the local culture and the hotel's brand story. Hotels like The Silo Hotel in Cape Town exemplify this, seamlessly blending historical architecture with contemporary African art to deliver a distinctive experience.
• Investing in staff training: Equip staff to handle the demands of 'Instagram-conscious' guests while maintaining a high level of service for all. This could involve offering workshops on photography techniques or social media etiquette.
• Managing expectations: Use authentic imagery and transparent communication to set realistic expectations. Showcasing the 'real' side of the hotel, including everyday moments and genuine interactions, can foster trust and connection.

Why TikTok May Outshine Instagram for Hotels

While Instagram remains a dominant force, TikTok is rapidly emerging as a significant influencer in the travel industry. TikTok's raw, authentic storytelling resonates with travellers seeking experiences over aesthetics. Unlike Instagram's polished perfection, TikTok highlights spontaneity and personality, offering hotels a chance to showcase real-life charm. For instance, The Hoxton, Holborn, used TikTok influencers to spotlight the vibrant local culture and daily hotel life—successfully blending authenticity with engagement.

Can 'Instagrammability' Be Sustainable?

The pursuit of 'Instagrammability' can often clash with sustainability goals. The pressure to constantly refresh interiors and create new 'Instagrammable' features can lead to excessive waste and environmental damage.

Hotels must find ways to reconcile the desire for visual appeal with sustainable practices. This could involve using locally sourced and sustainable materials, embracing timeless design that reduces the need for frequent renovations, and promoting responsible tourism.

The Future of Hospitality: Beyond the Filter

The 'Instagram trap' has exposed the complex interplay between social media, guest expectations, and the hospitality industry. While the pursuit of 'Instagrammability' has undeniably influenced how we travel, it's crucial to remember that authentic experiences, genuine human connection, and sustainable practices remain at the heart of hospitality.

The future of hospitality lies beyond filters and curated perfection. As social media evolves, the industry must champion authenticity, sustainability, and meaningful connections. By focusing on the human side of hospitality, we can create experiences that inspire not just likes but lasting memories.