How to Set Up Your Vacation Rental on Instagram
Dear Readers of the Unique Stays Newsletter,
One of you asked a gem of a question that I think will spark interest for many:
Our reader has charming tiny homes, each with its own cozy magic—should she create multiple Instagram accounts or keep it to one?
I’m excited to dive in and share some ideas with you.
Heads-up: talk to a lawyer about legal entities. Not legal or financial advice—just exploring ideas together.
How Big Brands Structure Their Business
Before we think about Instagram accounts, let’s step back and look at the broader strategy.
Big brands often split things into separate entities:
One LLC for the brand itself (driving marketing and vision), another for management (handling bookings, guest experiences, and operations), a third for real estate holdings (owning the properties and equity).
Frequently, each hotel operates as its own entity too—with its own LLC.
This makes transitions seamless if a property is sold or rebranded.
It provides legal protection as well; if one property gets into trouble, others stay safe under separate LLCs.
This setup keeps the brand adaptable, operations efficient, and assets protected.
Why Some Go Asset-Light and Brand-Heavy
Some brands adopt an 'asset-light' approach, or actively work toward it by offloading real estate, reducing ownership burdens while focusing on brand strength and operational expertise.
They own minimal real estate and pour resources into their brand instead.
Take Hyatt—they partner with property owners or developers.
They license their name and expertise, focusing on exceptional guest experiences that build loyalty.
This reduces financial risk tied to property ownership.
It also fuels franchising opportunities, letting them scale through collaborations rather than buying every building.
It’s a focus on brand equity over bricks and mortar, offering flexibility and growth.
How They Structure Their Instagram Accounts
This business structure not only protects your assets but also shapes how you present your brand online—let’s talk Instagram.
How do they show up?
Hyatt:
Their main account (@hyatt) ties everything together.
It promotes the overarching brand and loyalty programs like World of Hyatt.
Sub-accounts like @parkhyattny (New York City, with its rooftop bar overlooking Manhattan) or @grandhyattbahamar (Baha Mar, Bahamas, with beachfront pools and tropical charm) spotlight individual properties’ unique draws.
These often align with their status as separate entities.
Belmond:
They use @belmond for the big picture—think posts of the Venice Simplon-Orient-Express train’s vintage cabins rolling through Europe.
Sub-accounts like @belmondhotelsplendido (Portofino, Italy, with coastal terraces and Mediterranean allure) or @belmondmountnelsonhotel (Cape Town, South Africa, with mountain-framed pools) for individual hotels.
For our reader’s tiny homes, starting with one account and using hashtags to distinguish them feels practical initially.
That’s how I’d do it.
However, separate sub-accounts can work well if you have completely different audiences and locations.
For example, let’s say you have a tiny home village in Florida and another similar resort in Texas.
Your audience might differ drastically based on geography.
In that case, I’d separate them to target those distinct groups effectively.
Plus, Instagram’s collaboration feature lets you team up between accounts.
You can cross-promote without muddying your messaging.
Bringing It Home with “Sol”
Let’s say you want to develop a brand called “Sol.”
It’s warm, inviting, and hints at something special—perfect for your tiny homes.
Under “Sol”, each property gets its own twist:
A farm retreat: SolAllevare – earthy and rooted, evoking pastoral calm.
A bright spot: SolLumi – sunny and bold, radiating cheer.
A historic gem: SolStoria – rich with character, steeped in the past.
Imagine launching @SolStays as your main Instagram.
Share all your homes with hashtags like #SolAllevare or #SolLumi to keep them distinct.
As your vision expands—maybe even franchising “Sol” to others—sub-accounts like @SolStoria could let each property shine.
It mirrors the big brands’ approach.
But if your properties serve very different audiences—like that Florida village versus Texas resort—starting with separate accounts could sharpen your focus from day one.
Final Thoughts
When deciding how many Instagram accounts to have, consider your time, team size, resources, and what it takes to create high-quality reels.
In my opinion, it’s often better to start with one account.
Nail it, learn the platform yourself, and then delegate.
This helps you grasp Instagram’s nuances and what clicks with your audience before scaling up.
