Social × Video Marketing
Social Media Management POV Studio Influencer PR Social Ads Management Inbound Tourism Marketing Full-Funnel Marketing Recruitment Marketing Japan Market Entry Marketing EC Operations & System IntegrationProduct × Travel
Travi Travel AppAI × R&D
AllRev AI Marketing Tool UGC Lab WORKS COLUMNS TEAM CONTACTSNS Account Management for Hotels & Ryokan
People looking for somewhere to stay are on a vertical phone screen before they open a booking site. We take on the concept, filming, editing, posting and analysis for Instagram, TikTok and YouTube together.
Instagram
TikTok
YouTube
Numbers
38.2%
At ryokan, 60% of rooms sit empty
Room occupancy at ryokan, roughly half that of business hotels (75.3%) and city hotels (74.1%)
Japan Tourism Agency, Overnight Travel Statistics, final figures for 202573.0%
Younger travellers look for destinations on Instagram
Share of 18-24s who use Instagram to search for destinations. TikTok is at 61.9%
Jalan Research Center and Komazawa Women's University, survey on media used before travel, FY2024 (aged 18-24, n=69)31.6%
Three in ten women under 30 pick destinations on social
Share who weight social posts by individuals or travel media when choosing where to go. Overall it is 15.3%
Jalan Research Center, Domestic Overnight Travel Needs Survey, spring 2025 (people intending to travel, n=3,151)Issues
01
Filling the rooms and keeping the margin are two different things. Commission doesn't come down through negotiation.
The fixWe fix the destination to your official site and set KPIs worked back from direct bookings.
02
The general manager films and posts, in the gaps between the actual job. Nobody knows why it isn't growing, and the updates stop.
The fixOne operator traces the guest route in POV, twelve videos in two hours. We don't borrow the GM's hands.
03
Without measurement on the official site, all that is left is views. Whether to continue becomes a matter of instinct.
The fixWe install measurement on the official site and report profile visits and direct bookings monthly.
04
You pay the job boards and no one applies, and the number of rooms you can sell ends up set by housekeeping and front-desk headcount. What the work is really like never appears on a job posting.
The fixWe film the staff view on the same shoot, so the marketing video doubles as the hiring pitch.
Solution
01
TikTok for discovery, Instagram for consideration, the official site as the destination. With the roles split, we set KPIs worked back from direct bookings.
02
One operator traces the guest route in POV, twelve videos in two hours. The staff view gets filmed on the same shoot, so the marketing video doubles as the hiring pitch.
03
Room turnover, breakfast prep and the rest of what guests never see, packed into cuts of one to two seconds. The property reviews before anything goes out.
04
For each video we check the second people drop off and the full-view rate, and widen whatever angle grew. Monthly reporting lays out profile visits and direct bookings.
What we watchAverage watch time, full-view rate, taps through
What we watchSaves, profile visits, link clicks
What we watchRetention rate, subscriptions, branded search
What we watchDirect bookings, OTA share, average room rate
What we watchReview volume and rating, traffic to the booking page
It's one example; with a different room count or an existing team, the order changes.
Results
Hotel / SNS Account
Managed TikTok and Instagram showing the property, the rooms and the sea-view bath house in POV video.
10,000 followers in 4 months
Two videos past a million views, one at five million on YouTube. Bookings came through TikTok
Related example — paid social at an accommodation property
Video that performed well on the managed account, lifted into advertising unchanged.
Revenue at 4-8x ad spend
Bookings up 433% year on year
People watch the room coming together more than the room already immaculate.
Counting why, one video at a time, is what we think this job is.
Process
Design, concept, filming, editing, posting and analysis, all from one partner and shaped to how the property runs
Phase01
It starts with which rooms, when, and filled by whom.
First we ask about your booking channel mix and when occupancy drops. Then we split the roles: TikTok for discovery, Instagram for consideration, the official site as the landing layer.
Phase02
What guests never normally see gets mapped out first.
Room turnover, the bath house plumbing, breakfast prep. Subjects are mapped along two lines, things coming together and the people at work, and worked up into storyboards.
Phase03
The material collects from a camera added to the normal working day.
Our crew can come to you, or we can lend the equipment for your own staff to film. Outside the busy hours, two hours gives twelve videos.
Phase04
Editing tightens it to a pace people watch to the end.
Cuts pared to one to two seconds with completion and save rates in mind, matched with on-screen text and sound. The property's review sits here in the process.
Phase05
We put into words why something grew, and why something didn't.
Growth is judged on the first 12 to 48 hours, and whatever angle grew is widened across other posts. Monthly reporting runs profile visits, booking page arrivals, direct bookings, in that order.
FAQ
No faces needed. POV filming holds the camera at eye level and shows the hands, and it works without anyone playing a part. Where people do appear, the purpose and the platforms are agreed in writing.
The volume holds. Filming is one or two batch shoots a month, and two hours gives twelve videos' worth. It gets spread across one or two months of posting, so a month without a shoot doesn't stop the posts.
There is. Filling the rooms and keeping the margin are two different things. Keep the OTAs as a channel, and every one of those rooms sold through your own site instead is revenue with no commission taken out.
The first things we touch are the measurement tags on the official site and booking engine, and the rate plan pages. After that we report profile visits, booking page arrivals and direct bookings monthly.
We take existing accounts over as they are. Followers and past posts stay; the profile, pinned posts and content formats get rebuilt. If you want to bring it back in-house later, we're happy to discuss that too.
It depends on the property and the platform, but in our experience the format that grows starts to show at around three months. We share the early numbers per post from month one, and report the working format and the next moves in month three.
Services
End-to-end support from account strategy through filming, editing, posting and analytics
First-person short-form video. No cast, fast turnaround, low cost — and the experience comes through
Cast the right creators for your goal from a network of over 20 million combined followers
Small tests identify the winners first, so budget goes only where it drives traffic and revenue
Multilingual social marketing that maximizes the inbound visitors you attract
Awareness, conversion tracking and nurturing in one pipeline, powered by our playbooks and AI
Recruitment marketing that reaches the 94% job boards never touch, through short-form video ads made for you
End-to-end Japan market entry for overseas brands: localization strategy, official social accounts, POV video, PR and on-site activation
Shopify and BASE store operations, plus channel manager, LINE and Meta ads integration with your booking system, so your marketing has somewhere to land
Free consultations and quotes available
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