What happens when one of the world’s most iconic luxury hotels decides to have a little fun online? You get The Savoy’s Instagram—where high-end hospitality meets fun and creativity, and a hotel Instagram strategy is executed to near perfection. Whether you own a guest house, AirBnB, boutique hotel or resort, you can learn something from them.
With decades of prestige behind them, The Savoy could easily rely on name recognition alone. But instead, they’ve built an online presence that’s engaging, cinematic, and refreshingly human—a masterclass in hotel Instagram strategy.
Grab your tea (or something a little fizzier), and let’s dive in! ☕️🍸
📖 Table of Contents
- Branding Strategy: Prestige and Personality
- Marketing Strategy: How The Savoy Takes On Social Media
- Key Takeaways
- Three Things You Can Do Right Now
Branding Strategy: Prestige and Personality
Before we dive into their hotel Instagram strategy, let’s talk about their branding. Exclusivity is the keyword here.
🌟 A Hotel With A History
Opened in 1889, The Savoy wasn’t just any hotel—it was Britain’s first real luxury hotel. Its founder, Richard D’Oyly Carte, was a theatrical impresario who had spent years touring the U.S. with his Opera Company in the late 1800s. During his travels, he stayed in modern American hotels and was struck by how quickly they adopted new technologies. He saw an opportunity: bring that same innovation to London! So The Savoy opened with unheard-of features for the time—like hot running water, electric lights, and even lifts.
Since then, it’s been the backdrop for countless iconic moments and the chosen stay for legends like Marilyn Monroe, Charlie Chaplin, and Frank Sinatra.
But The Savoy isn’t clinging to the past. Their brand today is all about prestige and personality. And nowhere is that more evident than in their digital storytelling.
They’ve created a tone that feels classic, yet approachable. You feel the weight of their history—but you also get to laugh with the team behind the scenes. That balance? Chef’s kiss. 👨🍳
Marketing Strategy: How The Savoy Takes On Social Media
The Savoy nails the mix of Spark, Foster, and Move content—that magical 60/30/10 ratio that keeps your audience hooked, builds relationships, and gently nudges them to take action. This is hotel Instagram strategy done right.
1️⃣ Behind The Scenes
From flipping crepes on Pancake Day to sneak peeks through a hotel room peephole, The Savoy gives us rare, charming glimpses of daily life at the hotel.
We meet Tony, their legendary head doorman with 40 years of service, and Nicholas, the executive pastry chef. We watch butlers at work. We see bartenders crafting cocktails with passion and flair.
These are the stories that make a brand feel human—and loved. And they’re essential elements of a compelling hotel Instagram strategy.
2️⃣ High Production Quality (But FUN!)
Even their most playful content comes with cinematic quality. Think Great Gatsby vibes for a day-in-the-life video, or perfectly lit thumbnails that immediately grab attention. It’s a reminder that fun doesn’t mean low effort. The Savoy proves that high production can support a relaxed tone—and elevate your hotel Instagram strategy.
3️⃣ Celebrating Holidays (With a Twist)
Even their most playful content comes with cinematic quality. Think Great Gatsby vibes and perfect, high contrast thumbnails that immediately grab your eye. It’s a reminder that fun doesn’t mean low effort. The Savoy proves that high production can support a relaxed tone.
Take Savoy’s take on International Women’s Day, surprising their female staff with inspirational quotes (and some chocolate):
Or… what about International Pancake Day? Yeah, you may think a brand like Savoy skips on this, but nothing’s less true:
4️⃣ The Savoy Originals Series (And Now… a Podcast!)
One of their most creative content strands, Savoy Originals, takes legendary moments from the hotel’s past and reimagines them with contemporary creatives. Think: Grece Ghanem as Marilyn Monroe, and Onyi Moss as Marlene Dietrich.
And now, they’re taking things further.
Launching April 11, The Savoy is dropping a brand-new podcast under the Savoy Originals banner. In each episode, they’ll chat with esteemed guests about how they’ve carved their own paths—stories of success, style, and standing out. This move expands their hotel Instagram strategy into long-form storytelling, cementing them as a cultural voice—not just a place to sleep. 🎙️
You can find out more about this podcast here.
🗝️ Key Takeaways from The Savoy’s Marketing Strategy
- Luxury can be fun: Even the fanciest hotel can flip pancakes.
- Consistency is key: Every post—from thumbnails to tone—feels “on brand.”
- People matter most: Guests connect with the people behind the product.
- Smart content mix: Their 60/30/10 Spark-Foster-Move ratio is working wonders.
- Go beyond the feed: Their podcast shows they’re ready to lead in long-form storytelling too.
✅ Three Things You Can Do Right Now
1️⃣ Feature a Team Member. Grab your phone and create a short, polished reel introducing someone on your team. Make it fun, warm, and real.
2️⃣ Plan One Cinematic Reel. Choose a theme—maybe a breakfast montage or your chef’s day—and give it a cinematic twist. Think music, lighting, thoughtful editing.
3️⃣ Invite a Mini-Influencer Guest. Look for someone whose personality aligns with your brand—a surfer for your laid-back beach hotel, or a local fashion creative for your urban boutique stay. Invite them for a midweek stay during a low-occupancy period in exchange for content. Think of it as your version of the Savoy Originals.
Give them an unforgettable experience, document it, and share it. Over time, you’ll build a portfolio of amazing guest stories and mini-ambassadors who actually care about your brand.
Curious how other iconic brands are nailing their Instagram strategy too? Check out how Hotel Albergo brings luxury to life online and see what you can steal from Claridge’s worthy content ideas—we share case studies like these every week!
👉 Before you take inspiration from The Savoy, make sure you’ve nailed the basics first. To help you do that, I recommend watching my two latest YouTube videos—they cover brand strategy and content creation step by step:
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