Professional paper

https://doi.org/10.46672/aet.11.1.6

CAPTIVATE AND CONVERT: VISUAL MARKETING COMMUNICATION IN LUXURY HOSPITALITY

Jelena Dorčić orcid.org/0000-0002-5885-3626 ; Fakultet za menadžment u turizmu i ugosti teljstvu, Sveučilište u Rijeci
Jelena Mušanović orcid.org/0000-0002-1675-147X ; Fakultet za menadžment u turizmu i ugosti teljstvu, Sveučilište u Rijeci
Ana Čuić Tanković orcid.org/0000-0002-4383-684X ; Fakultet za menadžment u turizmu i ugosti teljstvu, Sveučilište u Rijeci

Abstract

Social media has become a crucial channel for building and managing brand image, with the visual content created by hotel brands serving as one of the most effective tools for marketing promotion. The aim of this paper is to provide an in-depth analysis of current practices in visual content creation for luxury hotels to give hoteliers a better understanding of the weaknesses and opportunities of their approach to sharing visual content on social media. Through a detailed examination of existing practices, the study identifies the shortcomings of a generic approach that often lacks authenticity and personalization and misses the opportunity to build deeper connections with social media followers and potential guests. The study suggests guidelines that enable luxury hotels to develop an optimized visual communication strategy. These
include adapting visual content to the specific requirements of different platforms, using themes that reflect trends and local authenticity, as well as implementing storytelling through photos and videos. A particular focus is placed on the importance of professional production that further emphasizes the luxury and exclusivity of the hotel brand. The contribution of this paper lies in the practical recommendations for optimizing visual content to help luxury hotels increase engagement and view numbers, thus strenghtening brand identity and standing out amongst competitors.

Keywords

luxury hotels, visual communication, social media engagement

Hrčak ID:

332283

URI

https://hrcak.srce.hr/332283

Publication date:

17.6.2025.

Article data in other languages: croatian

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