Exclusive Feature: We've talked about using photos to help promote your hotel and destination, but are you using them correctly? 

Image-sharing platforms like Instagram and Pinterest provide excellent opportunities for hotels to showcase their unique offerings and services, and capture the wanderlust of online audiences. 

In an effort to help hotels use these photo sites more effectively as part of their overall marketing plans, here are my top 5 things you should consider posting:

1. Highlight your destination: Your guests aren't just interested in what you have to offer; they want to see what else is around. Promote the destination as if it were an extension of the hotel. Sunsets, sunrises, golf courses, shopping bazaars, and water sports are just a few of the fun ways you can leverage the destination as part of your hotel's online marketing plan. Make sure you add a note about any discounts or deals you have with local tours or attractions.

2. Showcase your staff: Your employees are the heart and soul of your hotel. Introduce them to your guests before they even check-in by promoting employees in-action. For example, snap a photo of your bellman opening the door for a guest; or a front desk associate checking someone in. Ask your chef to smile with his favorite dish and have the bartenders pose with a new cocktail they just created. Have a member of your housekeeping team share their favorite amenity or in-room feature, or ask your concierge to provide some local tips for tourists.    

3. Promote your amenities: Instagram and Pinterest are the ideal place to show off your hotel's goods, from luxury bedding to the lotions in your spa and featured desserts in your restaurants. Your guests want to know they're getting more than just a clean room when they stay with you. Take mouth-watering photos of food, post pictures of your lobby's new floral display, offer a sneak peek at some new bathroom amenities, and give your guests a moment of relaxation with a spa photo. Don't forget to mention any deals you're offering when you post these photos.

4. Share your favorite memories: Your hotel's photo sharing site doesn't have to be all about, well, you. Share some of the pictures your guests have taken from their stay, allowing the guest to help with your brand marketing. Sharing moments of celebration, like birthday cakes or champagne glasses, are also a great way to show the human side of the hotel. 

5. Stay engaged: Use your social media channels to engage with your guests, especially when it comes to photos. A simple, "what a view!" response to a photo posted by your guests from their room help build engagement and reaffirm that you're paying attention. Hosting photo-sharing contests are another way to keep the conversation going around your hotels. Winners can receive everything from dining discounts to resort credits or free nights. Staying engaged with your guests increases your chances of repeat bookings and helps build your brand exposure online.

This is strictly an exclusive feature, reprints of this article in any shape or form without prior written approval from 4Hoteliers.com is not permitted.

Melanie Nayer is a hotel reviewer and expert on luxury travel around the world. She has covered all aspects of hotels including corporate restructures, re-branding initiatives, historical aspects and the best of the best in luxury hotels around the world.

Melanie writes a weekly exclusive column for 4Hoteliers.com