Hospitality Founder Social Media: Why You Should Be Part of Your Brand

You might own the most beautiful, stunningly designed short-term rental, boutique hotel, or micro resort in the market. But when it comes to hospitality founder social media, your property isn’t the only thing people connect with.

They connect with you.

And that might be a little uncomfortable to hear if the whole reason you started your hospitality business was because you wanted to build something beautiful without having to put yourself out there on social media.

But here’s the thing: being the person behind the property can actually be one of your biggest differentiators.

Independent hospitality has something that large hotel chains and increasingly commoditized short-term rental listings can’t easily replicate: a person behind the experience.

In Episode 115 of the Brand & Market Podcast, we’re talking about why hospitality founders should have a visible presence in their social media content, what that can actually look like, and why I’m definitely not telling you that you need to become an influencer who talks into their phone seven days a week.

Because trust me, I’ve tried that. It’s hard.

Instead, we’re talking about something much more practical: making yourself part of the brand.

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Why Hospitality Founder Social Media Matters

Put yourself in the shoes of a short-term rental guest.

Why would you choose a short-term rental over a hotel?

Maybe you’re traveling with a bigger group and need more space. Or maybe it’s because you want something different. You want to experience the local flavor of a destination instead of staying in a cut-and-paste chain hotel.

When you walk into a thoughtfully designed short-term rental, you can see that someone made decisions.

Someone chose the wallpaper.

Someone picked the artwork.

Someone decided what kind of coffee makers would be in the kitchen.

Someone chose the welcome gift.

And before your arrival, someone made sure that gift was restocked.

Those decisions tell a story.

There’s a person behind the experience who cared enough to make all of those little choices.

That’s something independent hospitality founders have that the big hotel chains simply can’t replicate in the same way.

So why not let people see the person behind those decisions?

Why did you choose that town?

Why did you choose that particular property?

Why did you design the space the way you did?

Why did you include a welcome basket?

Those stories create another layer of connection between you and the person who may eventually become your guest.

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You Don’t Have to Become an Influencer

Let’s clear something up.

When I say you should be part of your social media content, I am not saying you need to become an influencer.

You don’t need to share your kids or your personal life. You also don’t need to talk to your phone every single day.

There’s no need to create an alter ego or invent a brand personality that isn’t actually you. And your property account does not need to become your personal account.

What I’m saying is much simpler:

People connect with people.

As an independent hospitality founder, you already have an enormous opportunity to create that connection.

All you have to do is let people see a little bit of the person behind the property.

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Start With the Easiest Level of Hospitality Founder Social Media

If getting on camera makes you want to immediately close Instagram and pretend this conversation never happened, that’s okay.

There are different levels of involvement, so you don’t have to jump straight into talking directly to the camera.

Level One: Be Present Without Speaking

Start by simply putting yourself in the content.

Your hand pouring a cup of coffee.

You making the bed.

You opening the front door.

You setting out a welcome basket.

You’re physically part of the video, but you’re not saying anything.

For someone who feels uncomfortable on camera, this is the easiest place to start.

Think of it as your training wheels.

And if you need ideas for what to capture, we have a free B-roll checklist with 30 different pieces of B-roll you can photograph or film for your short-term rental.

Level Two: Use Your Voice

The next step is voiceovers.

You can show the property while your voice tells the story. For example, maybe you’re explaining why you chose the location or sharing why you intentionally didn’t put TVs in every bedroom.

You could even give someone three things to do if they have 48 hours in your market.

There’s no need to show your face.

You’re still there. More importantly, you’re still the person behind the experience, and you’re beginning to build that relationship with the person watching.

Level Three: Answer Simple Questions

Ready to take it up another notch?

Answer questions you already get from guests.

One of the questions we get at our Kentucky property is what type of coffee maker we have.

That’s an incredibly easy Instagram Story.

You don’t need perfect hair or a full face of makeup. You don’t need a ring light setup that looks like you’re filming a television commercial.

Instead, just answer the question.

“This is something we get asked all the time, so I’m going to put it here for you to reference later.”

Then explain what you have.

That’s it.

You’re creating content from something you’re already doing anyway.

Level Four: Tell Your Stories

This is where things start to get really good.

Tell stories about the property, your guests, or things that have happened along the way.

I recently did this for Elysian and the Luna property, sharing the story of getting flooded and figuring out how we could still accommodate a same-day turnover.

It ended up being one of the best-performing posts of the entire month.

And that’s not an accident.

People want to hear the story. They want to know what happened and, just as importantly, how you handled it.

They want to see the person behind the property.

That kind of content can create a level of engagement that a pretty picture of the living room simply can’t.

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Your Renovation Process Is Content

One of my favorite types of founder content is the renovation and furnishing process that happens before a property ever opens its doors.

I love it because it lets people see the decisions behind the property.

They get to watch the space come together and see the amount of work that goes into it. At the same time, they get to understand the thought behind the design.

Perhaps most importantly, they have time to connect with you.

They start to buy into the experience before the property even opens.

This can also be a great opportunity to start building a waitlist.

Imagine someone following your renovation for six months. They’ve watched the furniture arrive, seen the paint colors, weighed in on amenity decisions, and heard why you chose the name.

Then the day comes when you finally open for bookings.

They’re not discovering you for the first time.

They’re already invested.

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Give Your Audience a Seat at the Table

Founder content doesn’t always have to be you talking.

Sometimes, you can simply bring your audience into the decision-making process.

Maybe you’re considering adding a new amenity. Ask what your audience would want.

Or perhaps you’re deciding between two design options. Let them vote.

Maybe you’re thinking about what you should add to the property next. Ask your ideal guest.

This accomplishes two things.

First, it creates content.

Second, it gives you actual insight into what your audience wants.

Those conversations make people feel like they’re part of the journey instead of simply being marketed to.

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Talk About the Things You Already Know

You also have something incredibly valuable as a hospitality founder: local expertise.

Share your favorite coffee shops. Talk about the restaurants you love. Give your recommendations for things to do.

You can also share your favorite hikes and trails.

If you have a kid-friendly property, tell people about your favorite kid-friendly activities.

For our Bourbon Trail property, that could mean sharing different experiences at nearby distilleries.

You’re not just promoting the property.

Instead, you’re demonstrating that you know the destination.

And that builds trust.

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Don’t Be Afraid to Have an Opinion

This one might surprise you.

Some of the simplest opinions can create some of the best engagement.

For example:

Don’t say you can host eight people if your dining room table only seats six.

Where are those other two people supposed to sit?

That might sound like a silly opinion, but it actually communicates something important about how you approach hospitality.

It tells people what you believe and gives them insight into how you operate your property.

More importantly, it helps them understand what they can expect from you as a host.

Your opinions don’t have to be controversial.

They just need to be yours.

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Your Stories Are Your Differentiator

Think about the person who has been following you for six months.

They’ve watched the renovation, seen your face, and heard your voice.

They know why you created the property and even know your favorite coffee shop.

Maybe they’ve watched you make decisions about the space, too.

Then one day, they start planning a trip to your destination.

Suddenly, they’re not opening Airbnb and comparing five different listings.

They think:

“Oh, wait. I’m going to book with her. I’ve been following that place forever.”

That familiarity matters.

Your social media has been building the relationship before there was ever purchasing or booking intent.

And that’s one of the reasons hospitality founder social media can be such a powerful part of your marketing strategy.

The job of social media isn’t always to make someone see one post and immediately book your property.

Sometimes it’s:

Discover → Follow → Connect → Remember → Book

That’s the relationship you’re building.

When someone wants to stay at your property rather than simply finding the cheapest or most convenient option, that’s when you can start moving outside of the race to the bottom on nightly rates.

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The Goal Isn’t to Perform

If you’re thinking, “Okay, but I’m awkward on camera,” I have good news.

Good.

You’re a human.

It’s normal.

You don’t need to look like someone who has been creating content professionally for ten years.

You also don’t need a complicated setup or a production crew.

Start with your phone.

Film yourself pouring the coffee.

Then try a voiceover.

Tell one story.

Answer one FAQ.

Eventually, try talking directly to the camera.

You can build up to it.

The goal isn’t to perform.

The goal is to communicate.

You’re talking to the person who may eventually walk through your front door.

So talk to them like you’re talking to a friend.

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Your Brand Should Still Stand on Its Own

There’s one important distinction I want to make.

While I absolutely believe hospitality founders should be part of their content, your hospitality brand should never become entirely dependent on your personality.

The ultimate goal is still to build an asset and a brand that can stand on its own.

But especially while you’re building it, your presence can give people a reason to care.

You know the story better than anyone.

You know why the details matter.

You know why you chose the location.

You know why you built the property.

So tell us.

Tell us why you built it.

Because that story might be the exact thing that makes someone remember you.

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If you’re taking one thing away from this episode, let it be this: you don’t have to become an influencer to make yourself part of your hospitality brand.

Start where you’re comfortable.

• Be visible. You don’t have to talk. Start with your hands, your presence, and the behind-the-scenes moments.
• Use your voice. Voiceovers are an easy way to tell your story without being on camera.
• Answer questions. Turn the questions you already get from guests into content.
• Tell stories. Renovations, guest experiences, challenges, wins, and the unexpected moments are all content.
• Share local expertise. Give people a reason to trust you as the person who knows the destination.
• Have opinions. Your hospitality philosophy is part of your brand.
• Build familiarity. The goal isn’t always an immediate booking. Sometimes it’s becoming the property someone remembers months later.
• Don’t overcomplicate it. Your phone is enough to get started.

Your property might be beautiful enough to get someone’s attention. But your story can be what makes them care.

And that’s a powerful thing to have in an industry where so many listings are starting to look and feel the same.

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Ready to Put Social Media Back on Your Plate?

If the idea of creating all of this content feels overwhelming, you don’t have to do it alone.

At Brand & Market, we help hospitality founders create intentional social media that builds the brand, tells the story, and ultimately supports the business behind the property.

We’re opening our calendar to four hospitality founders or short-term rental owners who are looking to get social media off their plate.

There is one important caveat: you do need to be willing to participate in the content creation process.

We don’t need you to become an influencer.

But we do need you to be willing to capture some B-roll, give us voiceovers, and share the stories that only you can tell.

Because that’s where the magic is.

You bring the story. We’ll help you turn it into a brand.

Cheers to being the best in your brand and your market.