TIME TO REVAMP THE GRID.

HOTELS.COM - SOCIAL REFRESH

The creative, photo, and social teams reimagined Hotels.com's Instagram presence under the brand's new creative platform: Find Your Perfect Somewhere. The challenge? Bringing that elevated visual identity to a high-volume social channel without an endless photography budget.

Fortunately, we had access to something extraordinary: a global inventory of hotel-supplied photography hiding in plain sight.

Unfortunately, we also had towel swans. Chafing dishes. People laughing around barbecues. Enough screensaver energy to last several lifetimes.

My mission? Find the magic in the mess.

Working from markets with the highest booking volumes, alongside strategic markets targeted for growth, I dug through zillions of hotel photo galleries to uncover unexpected compositions, interesting perspectives, and beautifully observed details that could support the new brand aesthetic.

Our existing agreements allowed us to use hotel-supplied imagery in organic social content with proper property attribution. By combining commercial priorities, creative curation, and existing usage rights, we found a way to feed an ambitious editorial calendar without commissioning or licensing new photography for every post.

The result: An elevated, brand-coherent Instagram experience built from the very properties our customers were booking.

And the question I kept hearing?

“How did you even FIND this stuff?”