Instagram Growth Strategy
For Cottage Place on Squam Lake & @agirlandhermotel
A comprehensive analysis of successful hospitality Instagram accounts and a customized roadmap to grow your audience to 50,000+ followers within 18 months.
Executive Summary
This strategy combines the authentic storytelling approach of @innvestors (332K followers) with the diversified business model of @findingpromisedland (415K followers) to create a customized growth plan for your micro-hotel brand.
50,000+
Followers within 18 months
90%
Video content (Reels)
5+
Diversified income sources
Your current assets—the beautiful Squam Lake location, unique Honor Camp Store, and personal founder story—are significantly underleveraged. By implementing a two-account strategy and embracing authentic storytelling, you can transform your Instagram presence into a powerful engine for bookings and new revenue streams.
Successful Models Analyzed
We studied two leading Instagram accounts in the hospitality space to extract proven strategies.
Stats
332K followers • 334 posts
Content Mix
- • 40% Renovation & Transformation
- • 30% Day-to-Day Operations
- • 15% Educational Content
- • 15% Lifestyle & Personal
Revenue Model
- • Après Inn (primary property)
- • Inndependent Stays (platform business)
- • Community building
Key Strategy
Authentic, unfiltered documentation of their journey. "Accidentally went viral" by showing the real challenges and triumphs.
Stats
415K followers • 591 posts • 7K-6.3M views/video
Content Mix
- • 40% Educational & Business Model
- • 30% Transformation & Builds
- • 15% Challenges & Problem-Solving
- • 15% Journey & Personal
Revenue Model
- • Camp Ferncrest (flagship property)
- • Ferncrest Franchise
- • Educational products & courses
- • The Rex Hotel
- • Camp store & ancillary revenue
Key Strategy
Position as experts and educators. Create a sophisticated sales funnel from free content to high-ticket franchise opportunities.
While @innvestors focuses on deep emotional connection through a single property story, @findingpromisedland has built a scalable education and franchise empire. Your opportunity lies in combining both approaches: authentic storytelling to build trust, plus educational content to create new revenue streams.
Your Customized Strategy
Based on your unique assets and the proven models we analyzed, here's your roadmap to Instagram success.
@agirlandhermotel (Primary Focus)
Your storytelling engine. This is where you build personal connection and establish authority.
- • Share your founder's journey and challenges
- • Document renovations and improvements
- • Show operational transparency
- • Create educational content for aspiring hoteliers
@cottageplaceonsquam (Secondary)
Your property showcase. Beautiful, professional, booking-focused.
- • High-quality photos and videos
- • Guest experiences and testimonials
- • Event promotions
- • Direct booking calls-to-action
30%
Founder's Journey
Why you bought a motel, biggest challenges, typical day. Example: "The 3 scariest things about leaving my old life to run a motel."
25%
Renovation & Transformation
Before-and-afters, project documentation. Example: "Watch us transform this 1950s cabin in 60 seconds."
20%
Operational Transparency
The "unsexy" side. Example: "A day in the life: managing a micro-hotel during peak season."
15%
Educational Content
Teach what you know. Example: "How our Honor Camp Store generates $500/week with zero staff."
10%
Community & Location
Showcase Squam Lake beauty. Example: "My favorite 3 spots on Squam Lake you won't find in guidebooks."
40%
Seasonal Beauty & Atmosphere
Showcase the property in different seasons, golden hour shots, lake views, cabin exteriors. Example: "Autumn mornings at Cottage Place."
25%
Guest Experiences
Share guest photos (with permission), testimonials, and moments that capture the experience. Example: "Our guests' favorite morning ritual."
20%
Amenities & Features
Highlight what makes your property special: watercraft, fire pits, Honor Camp Store, cabin interiors. Example: "Everything included in your stay."
10%
Events & Special Offerings
Promote Squam Fest, wellness retreats, and seasonal packages. Example: "Join us for Squam Fest 2026!"
5%
Behind-the-Scenes
Light touches of preparation and care. Example: "Getting your cabin ready for arrival." (Keep minimal—save deep BTS for @agirlandhermotel)
Key difference: @cottageplaceonsquam should feel aspirational and polished, while @agirlandhermotel is raw and authentic. Cross-promote by tagging the property account in personal stories.
Phase 1: Optimize Existing (Now)
- • Direct bookings via Instagram
- • Event hosting (wellness retreats, Squam Fest)
Phase 2: Digital Products (6-12 Months)
- • "The Micro-Hotel Starter Kit" e-book ($49)
- • "The Honor Store Playbook" guide ($29)
- • Affiliate marketing for products you use
Phase 3: High-Ticket Offerings (12-18 Months)
- • Consulting services ($250/hour)
- • "A Girl and Her Motel" workshop ($2,500/person)
Your Linktree is your new homepage. Here's the recommended structure for @agirlandhermotel:
- 1."Book a Stay at Cottage Place on Squam Lake" (Top Priority)
- 2."FREE GUIDE: 5 Things I Wish I Knew Before Buying a Motel" (Lead Magnet)
- 3."Shop My Motel Favorites" (Affiliate links)
- 4."Learn About Our Workshops" (Once launched)
- 5."Follow Our Property @cottageplaceonsquam"
90-Day Action Plan
A step-by-step roadmap to get started immediately.
- ✓ Optimize bios of both Instagram accounts
- ✓ Create content calendar with 5 content pillars
- ✓ Film and post first 3 "Founder's Journey" Reels on @agirlandhermotel
- ✓ Set up new Linktree with simple lead magnet
- ✓ Post 3-4 Reels per week on @agirlandhermotel
- ✓ Go live on Instagram for Q&A about your journey
- ✓ Start documenting a small renovation project
- ✓ Engage with other hospitality and travel accounts
- ✓ Create and launch first digital product ("The Honor Store Playbook")
- ✓ Promote through Reels and email list
- ✓ Pitch yourself as guest on hospitality/entrepreneurship podcast
Follower Growth
Track weekly on both accounts
Engagement Rate
Likes, comments, shares per post
Direct Bookings
From Instagram traffic
10 Additional Monetization Strategies
Beyond the core strategy, here are ten creative revenue opportunities that leverage your unique assets, audience, and expertise.
Launch a separate lake-themed art brand (lakeluvr.com) selling watercolor prints, wooden signs, and home decor. Leverage your photography and Squam Fest opportunity (May 2-3, 2026).
Potential: $3K-$7K Year 1, $12K-$25K Year 2
Bundle accommodation with local activities, dining, and insider access. Transform from a place to sleep into a gateway to unforgettable memories.
Potential: $5K-$8K monthly
Host quarterly 3-day retreats where creators learn Instagram strategy, shoot content around Squam Lake, and receive personalized coaching.
Potential: $15K-$25K annually
License your operational systems, Honor Camp Store model, and brand to other property owners. Long-term play with transformational revenue potential.
Potential: $30K-$50K annually recurring
Quarterly box featuring curated products from local Squam Lake artisans, makers, and small businesses with exclusive content from you.
Potential: $8K-$12K annually
Partner with brands you genuinely use—outdoor gear, sustainable home goods, travel accessories, hospitality software—and earn commission on sales.
Potential: $8K-$20K annually
Rent your property as a location for professional photo shoots, wedding photography, content creation, and small commercial productions.
Potential: $3K-$8K during shoulder season
Create a comprehensive digital guidebook featuring your favorite restaurants, hidden spots, hiking trails, seasonal activities, and insider tips.
Potential: $4K-$6K annually
Host small company offsites and team retreats for remote-first companies. Exclusive property buyouts with catered meals and team-building activities.
Potential: $25K-$45K annually
Create a paid membership for aspiring micro-hotel owners with monthly coaching calls, private community, templates, and exclusive content.
Potential: $15K-$70K annually
Start Immediately:
Affiliate Marketing, Photography Location Rentals, Squam Lake Guidebook
Short-term (3-6 months):
Lake Art Brand (lakeluvr), Curated Experiences, Subscription Box, Corporate Retreats
Long-term (6-12+ months):
Content Creation Retreats, Membership Community, Franchise Model
Recommendation: Start with 1-2 immediate strategies while planning for 1-2 medium-term opportunities. Build a diversified revenue portfolio over 18-24 months.
Ready-to-Use Tools
Practical templates and strategies to start implementing immediately.
@agirlandhermotel Templates:
Founder's Journey Template:
"3 things I wish I knew before buying a motel:
1. [Specific challenge]
2. [Unexpected reality]
3. [Hard-won lesson]
Would you still do it? 100%. Here's why... [Your story]
📍 Follow along @agirlandhermotel"
Educational Content Template:
"How we [achieved specific result] at our micro-hotel:
The problem: [What wasn't working]
The solution: [What you implemented]
The result: [Specific outcome with numbers]
Swipe to see the full breakdown →
Questions? Drop them below 👇"
Behind-the-Scenes Template:
"POV: It's [time] and [situation] at the motel
[Describe the scene with sensory details]
This is the part they don't show you on HGTV 😅
But honestly? These are the moments that make it all worth it."
@cottageplaceonsquam Templates:
Seasonal Beauty Template:
"[Season] mornings at Cottage Place ✨
[Describe the scene poetically]
Book your escape: [link in bio]
📍 Squam Lake, NH
🏡 Private cabins with lake access
🛶 Watercraft included"
Guest Experience Template:
"Our guests' favorite way to start the day ☕️
[Describe the experience]
What would your perfect morning look like here?
📷 Thanks to @[guest] for sharing this moment"
Booking CTA Template:
"[Specific dates/season] availability just opened 🎉
Perfect for:
✓ [Type of trip]
✓ [Type of trip]
✓ [Type of trip]
Limited cabins available. Book now: [link]"
| Week | Mon | Wed | Fri | Sun |
|---|---|---|---|---|
| Week 1 | Founder's Journey "Why I bought..." | Renovation Before/after reel | Educational Honor Store tips | Community Local spotlight |
| Week 2 | Operational Day in the life | Founder's Journey Biggest challenge | Renovation Current project | Educational Pricing strategy |
| Week 3 | Community Squam Lake gem | Operational Behind scenes | Founder's Journey Lesson learned | Renovation DIY project |
| Week 4 | Educational Marketing tip | Operational Guest check-in | Founder's Journey Personal story | Community Event recap |
Pro Tips:
- • Post Reels at 9am or 7pm EST for maximum reach
- • Use trending audio within 24-48 hours of it trending
- • Respond to all comments within the first hour
- • Cross-post to Stories with polls/questions for engagement
- • Tag @cottageplaceonsquam in relevant stories
Daily Engagement Routine (30 minutes):
Respond to ALL comments (10 min)
Reply within 1 hour of posting. Ask follow-up questions. Use their name. Make it personal.
Engage with similar accounts (10 min)
Comment on 10 posts from: other micro-hotels, aspiring hoteliers, travel creators, local NH businesses
Engage with your audience (10 min)
Like and comment on posts from people who recently engaged with you. Build relationships.
Hashtag Strategy:
Primary Hashtags (use 5-7 per post):
#microhotel #motellife #squamlake #newhampshire #smallbusiness #hospitalitylife #innkeeper
Niche Hashtags (rotate 3-5):
#motelreno #hotelrenovation #hospitalitydesign #boutiquehotel #travelnh #lakesregionnh #squamlakenh
Community Hashtags (1-2):
#womeninbusiness #entrepreneurlife #smallbusinessowner
Collaboration Opportunities:
Local Businesses
Partner with restaurants, activity providers, artisans. Create "Stay + Experience" packages. Cross-promote.
Travel Creators
Offer complimentary stays to micro-influencers (5K-50K followers) in exchange for content and tags.
Hospitality Accounts
Connect with other micro-hotel owners. Share each other's content. Build a supportive community.
NH Tourism
Tag @visitnh and local tourism boards. Get featured in their roundups and guides.
Metrics to Track Weekly:
📈
Follower Growth
Target: +100-200/week
💬
Engagement Rate
Target: 5-8%
🔗
Link Clicks
Track via Linktree
Ready to Transform Your Instagram Presence?
You have all the ingredients for success: a beautiful property, unique offerings, and a compelling story. Now it's time to tell that story to the world.