Me and All Hotels

Content Strategy, Channel Architecture & Paid Amplification

Since February 2026 I have led social content strategy for Me and All Hotels, the lifestyle brand within Hyatt, across nine properties in Germany and Switzerland that share one Instagram account.

Nothing was broken when we started: healthy engagement, consistent posting and a capable team. The goal was to make the account work even harder, for the brand, for every hotel, and for the guests deciding where to stay next.

What I do for Me and All Hotels

Content Strategy & Channel Architecture: What the account is for, what each placement does, and what every piece of content needs to achieve.
Formats & Recurring Series: Formats the brand can own and repeat, from neighborhood guides to weekly event stories.
Monthly Social Calendars: Planning, copywriting, scheduling and publishing across feed, Reels and Stories for nine properties.
Paid Amplification: Meta campaigns organized by region and audience, with the objective matched to each format.
Measurement Framework: A custom Looker Studio dashboard, monthly reports and a quarterly strategic review.
Multi-Property Planning: A rotation that gives every hotel guaranteed visibility, planned twelve months ahead.

Channel Strategy

An Account Built for Future Guests

Most guests look at a hotel's Instagram before they book, and very few keep following a hotel afterwards. So the people who matter most on the profile are often not followers at all. They visit once, while they are deciding where to stay. I shaped the account around what those visitors need to see, and stopped judging it by follower count alone.

Results

99%of views from people who don't follow yet
3×profile visits
+30%engagement rate3% to 3.9% at its peak

Planning

Nine Hotels, One Account

When several hotels share one brand account, visibility tends to go to the property with the most time and content, not the one with the best season. A mountain hotel and a city hotel don't peak in the same months, and a new opening needs attention long before its first guest. I built a plan a year ahead that gives every hotel its moments at the right time, with paid following the same rhythm. The question is settled once, instead of every month.

Results

3highlight months for every hotelplanned a year ahead
#1for link clicks, the newest hotelin its first month

A checkered tile shower at Me and All Hotels Berlin

Paid Media

Reach Beyond the Home Market

The content was already as good as much bigger competitors. What it was missing was reach, especially outside Germany and Switzerland. I built the paid layer from zero, organized by region so the budget wouldn't simply drift to the cheapest markets, and the audience started to change.

Results

12.7Mimpressions in one quarterfrom no paid activity before
Top 10a new market in the audience, for the first time
2×audience share for a second market

If any of this sounds like where you are, I would love to chat.

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