Love Lettersfrom Feuerberg

On social media, the hotel industry often looks the same: glossy reels showcase rooms, spa areas and sunsets. This content can generate attention in the short term. But it is usually not enough to create a lasting connection with the brand and provide concrete booking incentives.

The Feuerberg Mountain Resort also had plenty of potential in its existing communication. The hotel had numerous strong guest reviews, but these had not yet been used as a social format in their own right. At the same time, social media was intended to deliver more than likes and views. The channel was to position the brand more clearly, build a relevant community and move closer to the booking decision.

The goal was clear: social media was to become an independent, effective channel that builds trust, showcases the variety of Feuerberg's offering and generates measurable interest in booking.

Feuerberg has more than 5.000 reviews with an average of 4,8 stars. Many of these reviews are emotional, personal and rich in detail. They read like love letters to the hotel. This was precisely where the strategic leverage lay: the most credible content was already coming from the guests themselves.

This feedback gave rise to “Love Letters”, a regular short-form video format. Personal guest reviews were translated into vertical videos, without traditional testimonials, voiceovers or artificial staging. Real guests and real words were to show what makes a stay at Feuerberg so special.

In addition, an activation logic for competitions was developed. Comment-offer loops and Manychat guide users from a comment into a structured dialogue and then specifically towards a booking enquiry. In this way, the strategy combines emotional brand communication with clear performance logic.

Love Letters: Real guest reviews were turned into vertical short-form videos. The format makes personal experiences visible and became a recurring core element of social media communication.

Content from the community: Rather than producing hotel imagery exclusively, Feuerberg uses its own guest reviews as a credible source of content. This allows the full variety of its offering to be told from the perspective of real stays.

Comment-offer loops: Competitions were linked to a clear dialogue logic. Comments trigger automated interactions and guide users specifically to the next step.

Manychat automation: Contacts are further qualified in a structured way and directed towards booking enquiries. This turns a reach campaign into a measurable business touchpoint.

Organic reach: The strategy focused on continuous social formats and community activation without paid spend. This strengthened Feuerberg's visibility and grew its Instagram community sustainably.