Whether we are fully on board with it or not, it’s undeniable that we live in a digital age where the line dividing the real world from the cyber world is increasingly blurred. For many of your guests, their holiday starts online by researching ideas and accommodation options. It continues and ends online as well, with memories and impressions shared in real time on social media. Seeking validation for their choices, the aesthetic appeal of their holiday home is becoming as crucial as its comforts. As an AirBnB rental property owner, this can be both a challenge and an opportunity: it means paying attention to details and acquiring competence in fields that stretch beyond the classic hospitality sector, but it also offers new ways to stand out in a crowded market. Let’s take a closer look at how to use the power of social media to your advantage by focusing on the transformative impact of wallpaper selfie walls to create instagrammable spaces. As we explore the intersection of interior design and online marketing, I’ll show you how thoughtfully designed spaces, amplified through social media, can significantly elevate the visibility and appeal of your rental property.
The power of social media in shaping travel decisions
In the digital age, social media platforms like Instagram, Facebook, TikTok and Pinterest have become an extremely influential force in shaping travel decisions. They aren’t just tools for sharing experiences, but also sources of inspiration and information for most of your potential guests. The so-called “millennials” are a new breed of holidaymakers: while they expect the usual amenities, they're also seeking unique, photogenic environments, i.e. potential sets for cool selfies to show off to their friends. You need to be aware of this and use it to your advantage, creating compelling, visually attractive areas in your property. To fully harness the effect, I recommend that you also implement an effective social media strategy, forging a compelling narrative about your property and highlighting its unique aspects through visual storytelling to set the mood and manage the expectations of your potential guests.
Why instagrammable spaces can be a key element in the hospitality business
Referring to a visually appealing space unique enough to warrant a photo share on Instagram, the term 'instagrammable' has emerged as a buzzword in the travel and hospitality industries. Modern travellers, especially millennials and Gen Z (but increasingly also older age groups) are seeking out accommodation options that offer experiences worthy of sharing on their social media feeds. An instagrammable space doesn't just serve as a backdrop for photos; it becomes part of their travel story. These ‘instagrammable moments’ are a significant factor when it comes to picking accommodation, so you need to proactively think about it as part of your marketing strategy. Properties that offer unique and photogenic spaces are more likely to be bookmarked, shared, and talked about. Remember: it’s not about luxury, it’s about uniqueness, character, and the potential to provide visually appealing content. For many travellers, the perfect stay is defined by how shareable its moments are. So, how can you use this trend to your advantage?
What is an “instagrammable” or “selfie” wall?
A selfie wall is a dedicated space within your rental property that has been specifically designed to be photogenic and appealing in terms of social media sharing. This can be anything from a beautifully painted mural behind an extravagant piece of furniture that benefits from the perfect amount of sunlight, or a unique feature wall that reflects the character of your AirBnB. You should think of your selfie wall as a piece of your property's narrative, a visual element that ties together the overall theme and ambiance of your AirBnB.
How a designer wallpaper can create an effective social media canvas
OK, this is all good in theory, I hear you say. However, how do I create an instagrammable space on a limited budget and without involving costly professional interior designers? While there is a plethora of different possible options limited only by your own creative juices, an excellent and cost-effective tool for creating an instagrammable selfie wall is a striking patterned wallpaper. Why wallpaper? Here are some key points to consider:
- Cost-effective instant transformation and visual appeal
Designer wallpaper can instantly transform a space with bold patterns, colours, and textures, which is far harder to achieve with paint alone unless you have significant artistic skills. Wallpapers are more affordable than other decorative options like custom paint jobs or tile work. With a large variety of prices, there’s always a wallpaper option that fits your budget. - Ease of installation
Installing wallpaper is a relatively easy DIY project you can tackle without the need to hire professional decorators. Unlike painting, wallpapering doesn't require multiple coats or drying time, making the transformation of a space a quicker and less disruptive process, something that all rental property owners seeking quick turnaround times between guests will appreciate. - Versatility
Whether it's a vintage look, modern geometric patterns, lush florals, or whimsical illustrations, there's something for every AirBnB style. A single feature wall can help you set a specific theme that provides your property with a unique identity. [Link to cluster: Using wallpaper to give your AirBnB a unique identity] - Durability
As any rental property owner knows only too well, the friction and wear and tear caused by the frequent turnaround of guests means that maintenance is always a key issue. This is particularly true for a selfie wall that needs to look pristine and appealing! Modern wallpapers can withstand the inevitable wear and tear better than regular paint. Once installed, wallpaper can remain vibrant and intact for years, with minimal care. - Easy to update and change
We life in a fast-moving world, where styles or preferences change on a whim. What was popular a few months ago might look hopelessly out of date tomorrow. A key advantage of wallpapers is that they can be replaced to update the look of a space with ease. This is particularly true for peel-and-stick wallpapers, which can also be re-used on a seasonal basis.
How to plan the perfect selfie space in your holiday accommodation
Incorporating a striking, patterned wallpaper in your property's interior design concept is a relatively simple undertaking that can yield substantial returns in terms of online visibility, guest engagement and, ultimately, bookings. Creating a selfie wall in your holiday accommodation is not just about design aesthetics; it’s about understanding and facilitating the interaction between your guests and the space they are renting. A fabulous wallpaper is a great start, but you also need to carefully consider the details to make sure that it is showcased in the best possible way:
Consider the light at different times of the day
Light is the secret that makes all the difference between a forgettable picture and a memorable one. It is essential that you take into consideration how your instagrammable wall looks at different times of day and in different seasons.
- Natural light
Always try to maximise the use of natural light, as it provides a soft glow that enhances photos. Take a good look at your property, find out which wall is most suitable for an instagrammable wall, then determine at which times of the day this space receives the best light and consider this in your planning. - Artificial lighting
Of course, not all seasons are equal in terms of natural light, particularly if your rental property is located in the northern hemisphere. For the winter months you need to think about the right ambient or soft artificial lighting. Avoid harsh, direct lights that can create unflattering shadows. Instead install adjustable light sources. This is a good option for those guests who like to be in charge of their photos as it will allow them to customise the lighting based on the time of day and the mood they want to capture.
The importance of colour coordination
Helping your guests to frame a great shot requires attention to detail, from furnishings to light fixtures to accessories.
- Colour palette selection
Choose a colour palette that complements the overall design of your rental property. The colours should be striking enough to stand out, but not so bold as to overwhelm your guests. After all, they are the focus of the selfie. - Harmony and contrast
Ensure there is a harmonious balance between the colours of the wall, the furniture, and any decorative items. Contrast can be used effectively, but it should be intentional and not jarring. Also make sure that the overall theme and colour scheme are consistent with the rest of your holiday rental.
Anticipate the best camera angles and overall composition
Thinking ahead is paramount to ensuring that each shot will look so good that your guests will want to share it. As a helpful host, you will leave your guests with the illusion that they came up with a great shot, while in reality you lead them to it!
- Strategic positioning
Designate areas where guests can stand or sit for the best picture. Consider marking these subtly on the floor or using design elements to guide them. Subtlety is the key word: avoid obvious markings – you don’t want to make them feel like they are in a shopping centre. Instead, create and restrict spaces with the help of accessories and furniture so their subconscious perception leads them to the right spot. Also think of camera angles, adding elements that look great both in close-ups and in wider shots. - Background and interactive elements
Every element within the frame should add to the composition. This can include furniture, props, and decorative items that complement the wallpaper and the overall theme. If you create a quirky and playful instagrammable wall, you might want to provide some elements your guests can interact with, such as props or movable furniture. - Offer discreet guidance for guests
While I discourage putting anything down in writing ( as it might feel you’re trying too hard), it’s always a good idea to be proactive and offer help on how to capture the best photos in the place, suggesting angles, times of day, and posing ideas. Always be discreet, saying things like “I have seen guests take great pictures from this angle”, or just leave a couple of printed pictures from previous guests lying around, to serve as a source of inspiration.
Create ever-changing selfie walls with removable Peel and Stick wallpapers
Easy to install, remove, and use again, Peel & Stick wallpapers are becoming increasingly popular, particularly for hosts dealing with the fast-changing rental market. Their unique ability to be re-used multiple times allow you to customise your AirBnB, e.g. according to the time of the year, creating selfie opportunities that reflect the seasons.
- Seasonal themes
Peel & Stick wallpapers allow you to refresh the look of your property according to the seasons. How about choosing festive patterns for Christmas, floral designs for spring, or warm autumnal colours for the autumn? These seasonal themes also create new photographic opportunities for your guests! - Marketing tie-ins and guest engagement opportunities
You can use these seasonal changes for your marketing efforts, adding fresh sets of photos of your newly decorated walls for each season on AirBnB or Booking.com as well as on your social media. You can also involve your guests in the process, asking for feedback on what themes they’d like to see, or run polls on social media to choose the next wallpaper design.
How to encourage user-generated content
Once you've followed the above advice and successfully encouraged your guests to create and share content, you need to ask yourself how to leverage it so that it can help grow your business. Remember: this content is an extremely powerful marketing tool for AirBnB owners, as it provides authentic, real-life perspectives of your property that potential guests trust far more than any marketing text you might come up with. Here’s some ideas on how to maximise its potential:
- Create a unique hashtag
Develop a catchy hashtag, unique to your property. This not only brands your content but also makes it easily searchable on social media. The hashtag could include the name of your property and a word that embodies the experience you offer. Make it funny but easy to write and remember. - Display the hashtag prominently
Once you’ve come up with it, make sure the hashtag is displayed in various places around your holiday rental, especially near the selfie wall. A good idea is to find a stylish signage that fits the overall décor. Whatever you do, please don’t use Arial or Comic Sans, your property deserves better than this! - Create a QR code for even easier access
As QR codes are becoming more and more ubiquitous, using one to link to your Instagram profile or a dedicated page on your website is an effortless way for your guests to interact with your property. Display it around common areas of your rental, add it to your welcome note (both physical and digital) and discretely provide explanations for older guests who may be less familiar with these technologies. - Offer small incentives for sharing
In my experience, many guests respond positively to a small incentive such as a welcome gift, free drinks or complimentary services, for instance late check-out, offered to those who share their experiences on social media using your hashtag. Let the guests be in charge if they want to take part or not, it should be their own decision, don’t put any pressure on! - Feedback and engagement
Always engage with the content of your guests’ posts. Like, comment, and share them, making the poster feel valued. Don’t forget to promptly respond to comments (whether they are negative or positive), ask questions, and create a sense of community around your property. - Create a dedicated section on your property site
Assuming that you have set up a website for your property (if you haven’t yet, I strongly suggest you do so!), add a dedicated page to showcase a gallery of guests’ photos. Keep it fresh and engaging by regularly updating it with new images. This not only keeps the content current but also encourages repeat visits to your website.