Exclusive Feature: Nothing tells a story quite like pictures, which is why photo sharing sites like Instagram and Pinterest are so popular, but for the hotel industry, these sites - along with new improvements from Facebook and Twitter - are the fastest growing social media platforms today and - although the sites are free - they are potentially one of the bigger sources of revenue for hotels.

According to a soon-to-be-released report from International Luxury Travel Market, Facebook and Instagram are confirmed as the top "credible sources of new business" for luxury travel buyers, agents and hotels.

The Luxury Traveller & Social Media: The Americas, a special report commissioned to analyze the online activities and opinions of luxury travelers across North and Latin America, will be detailed in full at a September event. In the meantime, we can implement a few social media tactics that will help build your online presence:

• Being consistent with posts and photos on social media sites show commitment to the hotel and the guests. If you talk about having the best amenities, show them. If your guest rooms are larger by comparison, show them online so guests can see with their own eyes.
• Start a picture board on Pinterest or a regular photo theme on Instagram. The more consistent you are with your postings, the more your guests will get used to seeing the uniqueness of your hotel.
• Create a purely-social media campaign. Guests love taking photos while on vacation, and what better way to get them engaged with your hotel than by taking photos of the hotel and the destination.  Or, create packages that are specific to social media. Mandarin Oriental, Paris, recently came up with a "Selfie in Paris" package, whereby guests would be chauffeured around the City of Light to take selfies in the most famous Parisian spots.

What's most important, however, is that your hotel embrace the photography elements of social media. Using apps like Pic Stitch can help build collages of your favorite photos, and dedicating specific days of the week to a theme will help drive engagement from guests, and attract new customers who might be inspired enough by your photos to book a stay.

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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