Extremely important for any hospitality brand active on social media, especially Instagram: use geotags. Geotags provide a location to your post. This helps people to find you on social media. Both Instagram and Facebook make massive use of geotags. They provide content to people 'nearby'. You can't miss out on this opportunity. This way your brand could pop-up when they look for hotels, restaurants or cafés in their neighborhood. Your fans will slowly get to know your brand. Don't frustrate or confuse them by switching your color palette all the time or posting completely random images.
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