In the uber-competitive travel industry, every hotel has a unique story to tell, and digital platforms such as Instagram, Facebook, YouTube, Twitter and Pinterest offer an audience of literally billions.

For hotel teams, however, this digital storytelling has to be more than beautiful and memorable. It also must be actionable.

All content must aim to drive users to a property’s app or website and aid in generating direct bookings, but just because a post doesn’t immediately result in a room night doesn’t mean that content lacks value.