An Instagram and Reels content plan for Mallorca hotels

Choose content pillars with a booking purpose

Start with four useful areas: rooms, the stay, the surrounding area and practical planning. Rooms explain the choices available; the stay shows actual services; local content helps guests imagine their days; practical posts remove uncertainty. For each area, write down questions from reception and reservation emails. This gives your calendar a foundation in real decisions instead of a list of visual trends to copy.

Choose the audience for each post before choosing its format. A couple considering a short stay in Palma may need different information from someone planning a longer base near Alcúdia. Do not infer preferences from nationality alone. Use enquiries, booking conversations and your own seasonal availability to decide which topics deserve attention, then write a clear next step such as viewing a room category or checking dates.

Film rooms as information, not just decoration

Create a shot list for each category: entrance, bed area, bathroom, storage and the actual outlook. Label the category in the edit and avoid mixing a suite terrace into a standard-room sequence. Include details that answer common questions, but verify every amenity before adding a caption. Keep a simple record of when footage was captured and which rooms it represents so future edits remain accurate.

A real camera shoot is better for room layout, daylight, views and staff interactions. AI can help develop campaign mood, graphic treatments or variations based on approved material; it must not invent a balcony, pool or extra space. If a room is being renovated, do not present a generated concept as a current bookable room. Keep visual inspiration separate from the practical evidence a guest uses to choose accommodation.

Turn a monthly plan into manageable weekly work

An example weekly rhythm could combine a room Reel, a practical carousel and a short local story, adjusted to your team’s capacity. This is a planning template, not an algorithm promise. Batch the footage when rooms are available, then build several edits around different questions. Keep an approval queue with the asset owner, room label, caption, language and destination link so publication does not depend on memory.

For Reels, open with the useful detail rather than a long logo sequence. Add captions for silent viewing and keep essential text clear of interface overlays. For carousels, use one question on the opening slide and a concise answer across the remaining slides. Stories can handle timely updates, but important booking information should also live somewhere stable and easy to find after the story disappears.

Make local and multilingual content useful

Show an honest relationship between the hotel and its surroundings. If you suggest visiting Sóller or Deià, explain that it is a separate outing rather than implying those streets are outside the entrance. Verify current practical information before recommending a plan. Use your own approved images or properly licensed material, and distinguish a destination mood piece from footage showing the hotel’s actual location and facilities.

Create separate language versions when they serve identifiable audiences. English, Spanish, German and Swedish can all be relevant on Mallorca, but there is no need to publish every version to everyone. Prioritise clear language and a matching landing page. Before scheduling, confirm opening dates, facilities and booking links with the operations team; an elegant translation does not repair an outdated promise about what is included.

Review the journey after someone watches

Look beyond views to profile visits, meaningful questions and visits to the relevant booking page. Use tagged links where possible and acknowledge that a guest may return through another channel later. Review the comments for unresolved objections: if people repeatedly ask which room is shown, change the label rather than simply publishing more footage. Keep what answers questions and retire creative that no longer reflects the property.

Ia Mallorca can produce AI campaign imagery, video and paid social variations from approved hotel material. Share the room categories, current footage, brand references, audience and booking objective. First concepts arrive in 48–72 hours. A €490 one-off creative pilot can provide a defined starting brief, with taxes extra; agree the exact deliverables before work begins. Posting, ad management and media spend are quoted separately from creative production.

Frequently asked questions