Social Spoon

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📍Manchester & Virginia | Social Spoon Agency, your partner in digital growth🚀 We serve fresh, tailor-made social media strategies garnished with creativity and innovation🌐

11/06/2026

Artist Residence makes some of the most beautiful boutique hotels in the UK.

Big fan of what have built. Which is exactly why I’m doing this one.

Their emails look exactly like the brand.

So why is the strategy a bin?

The design is genuinely excellent - warm, editorial, consistent every single time. Banger.

But the Happy Hours CTA sends subscribers to Instagram. One email covers Summer Living, World Cup screenings, and Happy Hours in the same blast. Mother’s Day and the Spring Sale landed together. Different guests. Different trips. No segmentation.

And the Supper Club has a Book Now button and a phone number. At the same time.

The brand is a banger. The design is a banger.

The email strategy? Beautiful bin.

That gap, between how good this looks and how hard it works, is where direct bookings go to die.

Comment AUDIT if you want me to look at yours 👇

10/06/2026

Booking.com knows your guest’s full travel history. Their price sensitivity. Which properties they compared you against. When they’re statistically likely to travel next.

You got their name and a commission invoice.

Every OTA booking isn’t just a fee. It’s a guest relationship handed to a third party, one that will use that data to make sure your guests never need to come back direct.

The fix isn’t complicated. It’s owning the conversation with your best guests before the platforms do.

What percentage of your bookings are direct right now? Drop it in the comments.

Booking.com has a detailed profile on your guest. You have their email address.Every OTA booking feeds a platform data, ...
09/06/2026

Booking.com has a detailed profile on your guest. You have their email address.

Every OTA booking feeds a platform data, travel patterns, price sensitivity, which properties they compared you against before choosing yours. All of it logged. All of it used to bring that guest back to the platform next time.

The ONLY counter-move an independent hotel has is owning the conversation before the platforms do.

That’s what your email list is actually for.

How many of your past guests are you still in contact with after checkout?

08/06/2026

Every hotel GM I speak to right now wants the same thing: Gen Z guests.

And I get it. Gen Z is the fastest-growing luxury travel segment. They’re spending serious money on experiences. They’re booking. They’re posting about where they stay to audiences of thousands. The business case is obvious.
The problem isn’t the desire. It’s what most boutique and independent hotels are actually doing about it.

Refurbishing the lobby. Adding a matcha latte to the welcome experience. Hiring someone to film Reels of the restaurant. All of it aimed at looking like what they think Gen Z wants.

But Gen Z didn’t grow up aspiring to the signals of luxury. They grew up being sold to through them constantly. They can feel the difference between a hotel with a genuine identity and one that’s styled to look like it has one.

The hotel GMs winning with this generation right now haven’t just upgraded the aesthetic. They’ve got a point of view. A real one. And it comes through in every single touchpoint from the first Instagram post to the welcome email to how staff speak to guests.

That’s a harder thing to build than a new lobby. But it’s the thing that actually moves the needle.

If you’re a hotel GM trying to figure out how to reach younger guests, what’s the one thing you’ve tried that hasn’t worked?

Genuinely want to know.

04/06/2026

200 boutique hotel emails. 30 days. One uncomfortable conclusion.

70% were either a generic discount, a newsletter nobody asked for, or total silence after checkout.

The 30% that worked weren’t doing anything complicated. They just sounded like they were written by someone who cared whether the guest came back.

That’s the whole secret.

Drop “200” in the comments, I’ll DM you the breakdown of what worked and what didn’t.

30/05/2026

Banger or Bin - Episode 4: Fairmont.

They have The Savoy. The Plaza. Banff Springs. A Kylian MbappĂŠ wellness campaign. Some of the most iconic hotel addresses on earth.

And every single email ends with “download the ALL Accor app.”

The photography is stunning. The properties are world-class. The bones are extraordinary.

But the copy reads like a travel brochure. “Meaningful moments that unfold beautifully.” Nobody feels anything reading that.

Fairmont’s problem isn’t budget or ambition. It’s that they’re whispering when they should be commanding.

Bin🗑️

When your portfolio includes The Plaza, your emails shouldn’t sound like everyone else’s.

Most boutique hotels have a guest’s email address and do absolutely nothing with it.No welcome. No follow-up. No reason ...
28/05/2026

Most boutique hotels have a guest’s email address and do absolutely nothing with it.

No welcome. No follow-up. No reason to come back.

That’s not a marketing problem. That’s a revenue leak.

Here’s the exact 6-email sequence I’d build today, timing, subject lines, and what each one actually does. Steal it.

Email 1 - Welcome. Send immediately. Give before you ask.
Email 2 - Pre-arrival. 5-7 days out. Make them excited before they arrive.
Email 3 - Day before. 24 hours out. 60 words. Remove all friction.
Email 4 - Post-stay. 48 hours after checkout. Warm, specific, no review begging.
Email 5 - 30-day check-in. Stay in their head between stays.
Email 6 - 90-day win-back. Re-engage without discounting.

Six emails. Zero discounts. One system that turns a one-time guest into someone who comes back.

Swipe through. Save it. Use it.

And if you want to know which of these your hotel is missing, drop the number in the comments.

23/05/2026

Banger or Bin, Episode 3: The Hoxton.

After two bins, finally one that gets it.

Welcome email opens with “Oh hey, thanks for signing up.” No corporate speak. No “dear valued guest.” Just that.

Their loyalty programme is called Dis-loyalty. One email turned their hotels into European festival bases, Primavera, Tomorrowland, GALA. They ran an Artist Open Call giving 100% of sales back to local artists.

And every single email sounds like the same person wrote it.

That’s the whole game. Know who you are. Sound like it. Every time.

Banger 🔥

This is the bar boutique hotels should be measuring themselves against

19/05/2026

Hotel GM told me he doesn’t send marketing emails because he doesn’t want to annoy his guests.

Respect the sentiment entirely.

But here’s what I actually think is annoying: getting nothing after a stay you genuinely loved. No follow-up. No thank you. No reason to come back. Just silence until the OTA email about a competitor property lands first.

Relevant, thoughtful hotel emails don’t annoy people. They make people feel like the hotel actually remembers them.

The fear of being annoying is the thing making most boutique hotels invisible to their best guests.

Have you ever worried about this? 👇





17/05/2026

Banger or Bin, Episode 2: Hotel Bardo Savannah.

Stunning property. One of the most distinctive hotels in the American South.

So why does their email strategy feel like it was built around the brand’s PR calendar, and not the guest?

The events emails are genuinely great. Specific, atmospheric, full of personality. But four of nine emails asked me to vote for them in an award. And the foundational stuff, welcome flow, post-stay, reactivation, barely exists.

They know how to write about their hotel. They haven’t built a system that talks to the person who stayed there.

Banger for the content. Bin for the strategy 🗑️

The voice is there. The sequence isn’t

Address

Woodhouse Lane
Manchester

Opening Hours

Monday 10am - 5pm
Tuesday 10am - 5pm
Wednesday 10am - 5pm
Thursday 10am - 5pm
Friday 10am - 5pm

Telephone

+441617060789

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