An always-on hospitality social system where recurring formats replace the endless search for something new to post.
- Client
- Sona Hotels
- Industry
- Travel & Hospitality
- Year
- 2024
- Services
- Social Media MarketingCreative Design ServicesContent & Communication
Overview
What this project is.
Sona Hotels is a concept hospitality group. The project designs a social operating system — a small set of repeatable formats that a property team can produce consistently without needing an agency on site every week.
Challenge
The problem to solve.
Hospitality social tends to oscillate between polished brand photography that says nothing and phone snaps that say too little. The brief was a middle path that a small on-property team could actually sustain.
Insight
What we noticed.
Guests are drawn to the specific. The corner table, the morning light in a particular room, the person who has worked there for fifteen years. Generic luxury imagery is interchangeable between properties; specific detail is not.
Strategy
The approach taken.
Define five recurring content formats, each with a shot template, a copy pattern and a production method simple enough for property staff to execute. Agency-produced hero content anchors the quarter; the recurring formats fill the weeks between.
Creative Direction
How it looks and moves.
Warm natural light, real interiors and unhurried composition. Typography sits quietly. The content is designed to look like the property on a good day, not like a brochure.
Execution
What the work involved.
Social strategy and channel roles
Five recurring content format definitions
Shot templates and a property-team production guide
Quarterly hero content production
Copy patterns and tone-of-voice guidance
Reporting rhythm and optimisation loop
Deliverables
- Social strategy
- Content format system
- Property production guide
- Hero content library
- Copy and tone guidance
- Reporting framework
What it sets out to achieve
The outcome the work is built for.
This is a concept project, so the outcomes below describe design intent rather than measured performance. We publish numbers only where a client has verified and approved them.
Sustainable without an agency on site
Formats are simple enough for property teams to produce week to week.
Specific rather than generic
Content built on real details of the property rather than interchangeable luxury imagery.
A planned calendar
Recurring formats remove the weekly scramble for something to post.
