Social Strategy for a Multi-Property Group

Deciding how a family of more than 20 hotels should speak on Instagram.

Awaji Island Kobe Kyoto Lake Biwa Okayama Shikoku

The situation

Every property in the group has its own character, its own guests, and in many cases its own Instagram account. For a group this size, the question is not “should we post more.” It is: which accounts should exist, who are they for, in which language, and what does world-class look like for a Japanese hospitality group?

Open-air hot-spring bath under a timber roof, its water running out toward the sea — The group has the imagery. The question was which accounts should carry it, and to whom.

What we did

A complete account inventory across the group’s 20+ properties: handles, audiences, content mix, posting rhythm, and bilingual presence, mapped property by property
Content and engagement analysis for the flagship accounts: what is working, what is missing, and where guest-generated content fits
Competitive benchmarking against the operators international travelers actually compare the group to, including Aman and the global hotel brands operating across Kansai
A strategic evaluation and roadmap for English-language social presence, including how a globally branded property like the Kobe Bay Sheraton should speak to international guests
Recommendations built for a real team to run, not an agency fantasy: cadence, roles, and content pillars sized to the group’s actual resources

The portfolio mapped by region and by language, property by property.

Where it stands

The group now has a portfolio-level view of its social presence and a clear roadmap for reaching international guests, grounded in how the best in the world do it.

Design for international guests

We help Japanese hospitality groups tell their story to the world.

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