Instagram caption system for luxury lodges and boutique hotels
A structured, brand-aligned caption framework designed specifically for high-end properties that value coherence over constant output.
Most luxury hotels don’t need more content. They need better alignment.
This system provides a considered, ready-to-use Instagram caption structure tailored to your property — ensuring that when guests, journalists, and industry partners visit your feed, it reflects the quality of experience on the ground.
It is strategic, repeatable, and designed to elevate perception without increasing workload.
Trusted by leading New Zealand luxury lodges
What’s included
Each property receives a tailored caption framework built around its unique positioning.
A structured caption system covering key pillars (accommodation, landscape, dining, design, experiences, service, etc.)
A full set of ready-to-use caption templates written in your brand voice
Guidance on tone, pacing, and frequency
Adaptations to reflect your specific on-site features (e.g. no bar, multiple restaurants, strong architectural focus, etc.)
Optional localisation guidance (NZ-specific language or international tone adjustments)
A simple implementation guide for in-house teams
The system is designed to function as an off-the-shelf structure — refined to your property without requiring months of back-and-forth.
Who this is for
Luxury lodges
Boutique urban hotels
Design-led properties
Destination stays with a strong sense of place
Teams who post infrequently but care deeply about brand perception
Why work with me
I specialise in high-end hospitality storytelling.
Current caption writer for multiple New Zealand luxury lodges
Experienced travel journalist and brand storyteller
Deep understanding of the luxury guest mindset
New Zealand-based, with international editorial experience
Able to translate on-property experience into language that signals quality
This is not generic social media copywriting.
It is brand guardianship for your digital presence.
How it works
Initial briefing call (45-60 minutes)
Review of your current digital presence
Delivery of your tailored caption system (PDF + editable format)
One round of refinement
Implementation support if required
Frequently asked questions
Is this bespoke or templated?
It’s a structured system that is customised to your property. The underlying framework is refined and proven; the language and emphasis are tailored.
Will this work if we post infrequently?
Yes. In fact, it’s designed for properties that value coherence over volume.
Can we request additional customisation?
Yes, within scope. Major strategic rewrites or full brand repositioning would be scoped separately.
Do you offer ongoing caption writing?
Yes. Ongoing retainers can be discussed after implementation.
Can this work for properties outside New Zealand?
Yes. The system adapts easily to international markets.
How much does this cost?
This is a considered investment for properties that understand the role of perception in premium hospitality.