How to Write SEO-Friendly Instagram Captions for Hotels and Tourism

Not long ago, Instagram captions were all about being catchy and short. A quick line, a few emojis, maybe a hashtag or two. But times have changed.

Instagram is now acting more like a search engine, meaning the words you use in your captions can directly influence whether your content shows up when travellers search for things like “eco-lodge Bali” or “hotel in Paris with rooftop views.”

For hotels and tourism businesses, this is big news. It means your captions aren’t just for decoration, humour or pretty emojis anymore, they’re searchable content.

Here’s how to make them work harder.

Instagram Captions for SEO

1. Think Like a Traveller (Not a Marketer)

When someone is dreaming about their next trip, what are they actually typing into Instagram search? It’s usually very specific:

• “Best sunset spot in Santorini”

• “Family hotel in Mallorca”

• “Wellness retreat near Lisbon”

Weave those kinds of words naturally into your captions. Instead of “Nothing beats this view”, write “Sunset views over Santorini from our cliffside infinity pool.”

2. Front-Load the Details

Instagram only shows the first two lines of your caption before the “more” cut-off. Make sure the most important, keyword-rich info is right at the top.

Example:
Don't: “Who doesn’t love a glass of wine at golden hour?”
Do: “Our Barcelona rooftop bar is the perfect golden-hour spot, with panoramic views of the Gothic Quarter.”

3. Balance SEO with Personality

Yes, you want searchable terms, but you don’t want your captions to read like Google ads. Add storytelling, warmth, and brand personality around your keywords.

Think:

• A quick anecdote (“Our chef’s favourite farmer’s market is just a 10-minute walk away.”)

• A sensory detail (“Fresh croissants, morning sunlight, and a park view from your balcony.”)

• A playful brand voice (“Yes, we believe breakfast tastes better in bed.”)

4. Don’t Forget Your Call to Action

Captions are now about being found and driving action. Always close with something that guides the reader to book, save, share and click the link.

Examples:

• “Tap the link in bio to book your winter escape.”

• “Save this reel for your next Paris trip.”

• “Which room would you choose? Comment below.”

5. Keep Hashtags & Keywords Working Together

Hashtags aren’t entirely dead… they still help. But now they’re just part of the mix. Combine hashtags with natural keywords inside the caption itself.

Example:
Instead of just #safarilodge #Kenya, write:

… “Our eco-lodge in Kenya is minutes from Amboseli National Park — the perfect base for a safari adventure. #safarilodge #Kenya.”

Make your Instagram captions work for you today

Instagram captions are no longer just the place for clever one-liners or a trail of emojis, they’re now a key part of how travellers discover your business. For hotels and tourism brands, this shift is an opportunity. It means that every caption you write can work twice as hard: first by making your content searchable, and second by making it engaging enough to spark action.

To get it right, focus on three things: keywords, storytelling, and clarity. Use the terms your guests are actually searching for, weave them into captions that feel human and inviting, and always guide people on what to do next, whether that’s saving your post for later, sharing it with a friend, or clicking through to book.

The businesses that adapt early will be the ones that show up when future travellers are browsing Instagram with intent. And when they land on your feed, they won’t just see a hotel or a tour, they’ll see the beginning of their trip.