Based on the research and positioning work, we developed a complete social media communication framework for Swissôtel Lima. The objective was to translate the new positioning into a practical content strategy that could be implemented across channels.

Swissôtel. Quiet Luxury, Swiss Excellence, and Timeless Hospitality in Peru.

June 10, 2026

The proposal included

Channel-specific positioning for Instagram and LinkedIn
Audience segmentation and communication priorities
Content pillars and publishing strategy
Visual direction and content formats
Example posts with copy and creative concepts
Publishing cadence and channel roles
KPIs to measure brand perception, audience engagement, and business impact

A key part of the strategy was giving each platform a clear purpose. Instagram was designed to build aspiration and emotional connection through guest experiences, while LinkedIn focused on business travel, executive events, and operational excellence. Instead of publishing the same content everywhere, each channel would support a different audience and business objective.

To demonstrate how the strategy would work in practice, we created complete content concepts for both channels, including audience personas, messaging, visual references, post examples, and success metrics.

1

CORE CONCEPT

Positioning

The objective is to move beyond showcasing hotel facilities and focus on the people, emotions, and experiences that define business stays, leisure escapes, wellness journeys, gastronomy, and celebrations.

Communication evolves toward a more contemporary, human, and experience-driven style, focusing on real guests, meaningful service interactions, movement, details, and memorable moments rather than empty spaces or standalone facilities.

Content approach

Today

Hotel facilities
Empty spaces and interiors
Generic luxury hotel content
Broad, undifferentiated messaging
Static photography
Showing what the hotel offers

Future direction

Guest experiences and life occasions
People and memorable moments
Distinctive Swissôtel experiences
Audience-specific content
Reels, carousels, stories, and dynamic storytelling
Showing how the Swissôtel experience feels

2

INSTAGRAM & LINKEDIN STRATEGY

Channel strategy

Objective

Build desire, visual appeal, and emotional connection.

Build trust through business credibility, professionalism, and operational excellence.

Positioning

Swissôtel Lima is a destination for those seeking beauty, memorable experiences, and meaningful moments, where Swiss hospitality, premium standards, and Peruvian culture come together through travel, gastronomy, wellness, vitality, and celebrations.

Swissôtel Lima is a destination for those seeking trusted hospitality, business excellence, and premium experiences, where Swiss standards and Peruvian culture come together around corporate travel, events, and meaningful connections.

Audience

Younger premium travelers, couples, families, celebration planners, and lifestyle-driven luxury audiences.

Business travelers, event planners, corporate decision-makers, MICE professionals, and strategic partners.

Content focus

Rooms and details, gastronomy, wellness, celebrations, arrival moments, San Isidro lifestyle, service rituals, and the moments that matter.

Corporate travel, business events, service excellence, team expertise, partnerships, and executive hospitality.

Stories

Guest experiences, celebrations, staycations, gastronomy, and wellness rituals.

Event case studies, venue preparation, team stories, business insights, and success stories.

Formats

Reels (30–40%), stories, carousels, lifestyle photography, and behind-the-scenes content.

Carousels, thought leadership content, event recaps, case studies, team stories, and behind-the-scenes content.

Frequency

10–12 monthly posts: 4–5 reels, 3–4 carousels, and 2–3 editorial photo posts. 2–3 stories per day.

6–8 monthly posts: 3–4 carousels, 2–3 thought leadership posts, and 1–2 event or case study recaps.

Visual style

Aspirational, contemporary, and people-centered.

Professional, trustworthy, and focused on excellence in execution.

3

INSTAGRAM CONTENT CONCEPT

Sample post concept

Content pillar

Hospitality moments
Audience

International couple (35–38 years old) traveling primarily for leisure. They seek urban escapes, exceptional dining, thoughtfully designed hotels, and experiences that allow them to enjoy quality time together. They value comfort, impeccable service, wellbeing, and meaningful moments over ostentatious luxury.
Key message
- A seamless and effortless arrival experience
- Swiss standards of service and attention to detail
- A sense of calm, privacy, and exclusivity
- The comfort of feeling genuinely cared for from the very first moment

Between meetings, schedules, flights, and the demands of everyday life, quality time together is often the first thing we postpone.

A leisurely breakfast, a quiet moment by the pool before the city awakens, or simply the opportunity to be together without rushing to the next commitment.

At Swissôtel Lima, comfort, wellbeing, and thoughtful hospitality come together to create space for what truly matters.

#SwissotelLima #TravelToLive

4

LINKEDIN CONTENT CONCEPT

Sample post concept

Content pillar

Business travel & executive events
Audience

Corporate decision-makers, executive assistants, event planners, HR leaders, and business stakeholders.
Key message
- Successful leadership meetings depend on much more than the meeting room itself.
- Environment, logistics, and service quality directly influence productivity and outcomes.
- Swissôtel Lima understands the operational requirements behind executive events.
- The hotel acts as a strategic hospitality partner, not simply a venue provider.

What are the invisible factors behind successful leadership meetings?

Recently, Swissôtel Lima hosted a regional leadership meeting for a multinational company, bringing together executives from several countries for two days of strategic planning.

Experiences like this demonstrate that the most productive leadership sessions depend on much more than the agenda itself. Over time, certain patterns consistently emerge:

The most valuable conversations often happen between scheduled sessions.
Small operational disruptions accumulate throughout the day and affect concentration.
Comfortable environments encourage deeper focus and more productive discussions.
Teams collaborate more effectively when logistics remain seamless and unobtrusive.
The overall experience shapes how participants remember an event long after it ends.

The most successful executive meetings are rarely remembered for a presentation or a specific slide deck. They are remembered for how participants felt: aligned, motivated, and ready to move forward.

5

BRAND, BUSINESS & PERFORMANCE KPIs

Success measurement

Strategic success metrics

Metrics designed to evaluate the impact of the positioning strategy on brand visibility, reputation, and business performance.

Brand awareness

Website traffic
Brand search volume

Google Analytics
Google Search Console / Google Trends

Brand reputation

• Brand sentiment
• Media and influencer mentions

Reviews and social listening tools
Press coverage, blogs, travel publications, and influencer content

Business impact

Event and MICE inquiries
Interest in gastronomy and wellness offerings

Contact forms and sales team records
Reservations, inquiries, and visits to relevant website pages

SOCIAL MEDIA KPIs

Visibility

Reach, impressions

Audience growth

Follower growth, profile visits

Engagement

Engagement rate, saves and shares (Instagram), interactions (LinkedIn)

Community

Mentions, tags, and user-generated content (UGC)

Traffic

Website clicks from social media channels

PAID MEDIA KPIs

Instagram / Meta Ads

Reach, impressions, video views, engagement rate, CTR

LinkedIn Ads

Reach, website clicks, engagement rate, lead generation form submissions, CPL

Google Ads (SEM)

CTR, CPC, conversion rate, qualified inquiries