How to Speak to Hotels on Instagram (Even if You’re Not a Hotel Florist Yet)

Remember when you first decided you wanted to book weddings but hadn’t worked one yet? You showed up online, shared inspiration, and talked about wedding trends, positioning yourself as an expert in the wedding space. The same strategy applies if you want to work with hotels, even if you haven’t landed a hotel client yet. To work with hotels you have to speak to hotels in your content! We all start from zero, but that doesn’t mean we have to wait until we’re established to build credibility.

Building Authority from Scratch:

When I first started my floral business in 2015, I had just finished my floral master’s program and felt a lot of pressure to monetize my investment. Like many of you, I started on Instagram, Snapchat, and even YouTube, showing behind-the-scenes content as a florist. I didn’t have a clear strategy—I just did what I thought I had to do to build authority.

Then, I made a shift. I realized that many hotels didn’t want to be associated with wedding florists. So I stopped focusing on weddings and started creating content that would appeal to hotels. If you want to work with hotels, you need to be talking to hotels directly. You need to position yourself as someone who understands their world and can bring their brand to life through your designs.

Create Hotel-Specific Content:

Your goal is to show hotel decision-makers that you have your finger on the pulse when it comes to floral designs for hotels. Here’s how you can start, even if you’re not working with hotels yet:

• Daily Hashtag Research: For five minutes a day, look up keywords and hashtags relevant to hotels and hospitality. Share inspiring designs and trends on your stories and save them to a highlight reel. This builds your authority in the hotel space.
• Behind-the-Scenes Content: Use reels, stories, and posts to show your design process and talk about hotel-focused designs. Show textures, colors, and flowers that last longer—explain why these choices would work for hotel installations. This kind of content signals that you’re ready for hotel partnerships, not weddings. Check out this social media blog I wrote for more tips!
• Consistency is Key: Consistently posting hotel-related content builds trust over time. I’ve been posting consistently since 2019 here at The Hotel Florist®, and that momentum has led to big projects and leads. The more you speak to hotels directly, the more you’ll attract the right clients. 

Here’s even what to post for the next 100 days: 100 days of Instagram Prompts for Florists

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What Are You Building Towards?

Every time you post, filter your content through one question: Who am I speaking to today, and what am I building towards tomorrow? If your goal is to land hotel clients, you have to show up with content that speaks directly to them, not to wedding planners or brides. If hotels see you only talking about weddings, they’ll pass you by. Show them that you understand their needs and can create designs that elevate their space. If you want VIP support, I highly recommend the Instagram Audit by The Hotel Florist® which includes, Identity, The Starter Challenge and 100 Days of Instagram Prompts for Florists.

Conclusion:

You don’t have to wait until you’ve worked with hotels to start speaking to hotels on Instagram. By being intentional and consistent with your content, you can build authority and position yourself as the florist they need. Focus on hotel trends, use your expertise to educate your audience, and remember that small, consistent steps lead to big opportunities.

Already a florist and eager to expand into luxury hotels and create consistent income? Come join over 125 florists in the 7 Day Challenge! It’s packed with actionable insights to help you succeed.

Keep blooming,

Franceska

PS: Did you know I have a bestselling book on working with hotels? It’s available on Amazon!