You want to be consistent and make daily posts and, depending on the social media channel, you would like to post on all of them at least once a day.

Unfortunately, consistency can be next to impossible while you still have to run your business as a small boutique hotel owner. The best way to ensure your posting fresh new content on social media on a consistent basis is to create and use a content calendar.

By using online software such as Canva and Later.com you can batch create and schedule your social media ahead of time.


The saying goes – “If content is King – then consistency is Queen”

This takes some time to set-up but once you get the hang of it you’ll only need to spend an hour or two per month to schedule and automate a batch of social media content.

But how do you create fresh and engaging content for your platforms? How to do keep your followers wanting more?

The simple answer is posting a variety of interactive content. Here are just a few quick ideas for you to populate your content calendar with:

1. Short video tip/ educational videos

This is a great way of showing your Ideal Guest that you’re there to help them make the best of their trip. If you’re a Boutique Hotel in Hermanus think about a video on what to pack for a holiday at the beach – or if you’re a guide in Pilanesberg National Park – how about sharing some educational video clips on the various fauna and flora found in the park?

The main thing to keep in mind is what would speak to your Idea Guest Avatar and how can you show them you understand what they want, need and desire. This is why you need to make sure you have an Idea Guest Avatar to refer back to for ideas.

2. Go behind the scenes

Go behind the scenes and show them a peek of a day in the life of running your establishment. Show them the work that goes into making everything run smoothly. This could be your chef preparing a great dish, your grounds staff pruning the bushes and tending the organic veggie patch or even your housekeeper fixing up a room and making sure the mini-bar is stocked.

3. Sneak Peek

Show them what you have going on – or what is busy brewing when it comes to specials – if you and your team are hard at work getting all the decorations ready for your Valentine’s Package coming in February then share that with your audience.

4. Promote Yourself

You don’t want to do this too often else you might just look more “salesy” that you like to. You want to do this just once a week. Showing your Ideal Guest what they might be missing out on. So think about the various different facilities, activities or features your establishment has to offer and then share some images about that with a Call To Action to check out your website for more info.

Now most travelers like to book their next holiday straight after the last one or after a break – this means that the best times to post new promotions are on a Monday or directly after a school holiday, public holiday, long weekend or festive season.

If you’re running a special this would be the place to share that with them – creating a professional post in Canva to accompany your Special details.

Any reviews that you would love to share this would be the post to share them in. Set-up a review post template in Canva to help you create your artwork fast without losing your brand consistency.

The Promote yourself is a great post to promote any articles or informational blog post you post to social media channels – Think of the Traffic Funnel we discussed in the workshop. 

5. Ask Questions

Asking your followers questions is a great way to connect with them and to help you build trust. Let’s be real for a second, none of us enjoy a one-sided conversation. By asking you followers questions you not only show that you are truly interested in them but you also get to know what your guest like and dislike. It’s like a free market survey that actually helps you build trust.

PS: Just remember to interact and engage with your followers if they take the time to answer your question

6. This or that

As with Ask Questions – by giving your followers a choice – for example, loading two images onto your Instagram post – One of tiramisu and the other of a malva pudding – then asking your followers which one they would choose you:


  1. Peak their intrest and engagement.
  2. You show them that their opinion matters.
  3. You get to know the like and dislikes of your followers – Which will help you know what your Ideal Guest values.

7. Fill in the blank

Fill in the blank questions ask your audience to fill in the blank to a statement you provide.

These are great questions to tailor specifically to your Ideal Guest Avatar and generate engagement 

For example, a Safari company could post, Fill in the blank: my favorite animal of the big five is __________. Or, a travel agent could post, “Fill in the blank: My favorite travel destination is __________.”  

8. Get Personal

This is where you open up a bit and show your values and the thing you and your team do to make a difference.

Do you have someone on your staff who started out working in the gardens and now is head – sous chef? Share their story.

Or how about a cause that is close to your heart such as Safe the Rhino Foundation. In the description share some information about them and the amazing work they do with your audience.

    9. Be An Expert

    With this post, you can show your Ideal Guest that you’re not just another Boutique Hotel or activities company out to take their money. No, your heart and soul beats with hospitality and your main mission is to help them have the adventure of a lifetime.

    Share tips and tricks on traveling to your area as well as news and information that might affect their trip.

    Be their online travel expert in all thing South Africa, Mpumalanga or Safari. Become the source they go to when they need to get info on traveling in South Africa.

    10. Share The Love

    When you share the love you can show your followers a bit more about yourself. Share causes close to your heart or people that you feel have made a big difference in your industry.

    Tag your loyal followers and show that you appreciate their engagement and interaction with your company.

    11. Inspiration Quotes

    Quotes tend to get a lot of engagement on social media.

    Share one of your favourite inspiring travel quotes.

    You can style quotes on a beautiful photo or a plain coloured background using a design tool like Canva.com or apps like Textgram.

    Set-up a quote template – just as you would for the reviews – in Canva so you just have to add a few, download them and upload them into Later.com for scheduled posting.

    12. Thank Your Followers

    A simple thank you goes a long way.

    Don’t forget to thank you, followers, for taking the time to follow and engage with you online – show them your genuine appreciation.

    13. Small Business Saturday

    If you support local entrepreneurs and small business owners in your area – this is a great post to not only show your support but also help them build awareness with your Idea Guest.

    If you know your Idea Guest Avatar and you know that this is something they would love then share it. You creating a win-win-WIN for everyone.

    The small business wins because they get more exposure, you win for helping your guest with information and your guest win they might just be looking for just such a product.

    14. Public, School & Fun Holidays

    Keeping your Ideal Guest Avatar in mind, you can create fun content for your social media channels. If you know that your Ideal Guest might just be a fan of Squirrels.

    By sharing an image of a squirrel on your property and a caption:

    “Happy Squirrel Appreciation Day! This is Fred the local long-eared squirrel “ #SquirrelAppreciationDay

    You’ll be connecting with your Ideal Guest on a deeper level. Showing them that you like and appreciate what they like and appreciate. Plus you get to have a bit more fun with your post and let your creative side lose.

    15. Favourite Things

    This is a great way of showing your Ideal Guest that you have their interests at heart. By sharing travel apps that they might find useful, things that you love and gadgets to make their travel easier – you’re building trust and creating a friendship.

    For example – Let’s say your IGA is a single dad who loves traveling with his kids and sharing memorable vacations with them. He has a 3-year-old girl and a 6-year-old boy – Maybe you know of a great lil gadget that will keep them entertained on the long ride from Gauteng to Plettenberg bay.

    You want to share this with your travelling dad. He would appreciate your forsight in helping solve a stressor for him.

    PS: I created all the post examples in Canva.com in less than 35 minutes.🥳

    It’s a SHARABLE!📢 

    Was this post helpful & inspiring? Don’t keep it to yourself – SHARE IT WITH YOUR FELLOW ASSOCIATION MEMBERS!

    (Just remember the more people creating content & talking about your city, province or country the more traffic and attention you get from travelers & search engines alike.)

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