Give Shades, Get Shares: How Hotels Can Boost Guest Engagement and Go Viral on Social Media
- Florida Custom Merch
- Jul 21
- 5 min read
In today’s digital world, the power of social media marketing in the hospitality industry is undeniable. Guests love to share their travel experiences, and hotels that can tap into this enthusiasm often enjoy increased brand visibility, authentic user-generated content (UGC), and ultimately more bookings.
One simple but highly effective strategy hotels can adopt is to give away stylish, branded sunglasses to guests — with a twist. By attaching a QR code tag to each pair that invites guests to post photos wearing their new shades on social media, hotels can spark an engaging, viral social media campaign. Combined with a small incentive like a prize or discount, this approach motivates guests to share their stay while turning them into brand ambassadors.
But why sunglasses? And how do hotels do this successfully? Let’s dive in — and then look at real-world examples of major hotel brands who have leveraged social media campaigns to great effect.
Why Sunglasses?
Sunglasses are the perfect giveaway item for hotels, especially those in sunny destinations or resort areas. They’re:
Practical: Guests will actually use them, increasing the chance they wear them around your property and beyond.
Stylish: Branded sunglasses are fun and trendy, making guests more excited to show them off.
Shareable: Sunglasses naturally encourage selfies and photos — the perfect content for Instagram, TikTok, and Facebook.
Lightweight & Easy to Distribute: Ideal for gifting at check-in or welcome events without burdening guests.
By gifting sunglasses that guests love, you create a natural opportunity for them to capture memorable moments at your hotel — and share those moments online.
How to Set Up the Campaign: Give Shades, Get Shares
Here’s the simple, step-by-step approach that any hotel or resort can implement:
Give guests free, quality sunglasses branded with your hotel’s logo or theme. This creates immediate goodwill and a memorable touchpoint.
Attach a small tag with a QR code to each pair of sunglasses. The QR code should link to a custom landing page that:
Thanks guests for staying.
Invites them to post a photo wearing the sunglasses on social media.
Provides your hotel’s unique hashtag for easy tagging.
Explains any incentives for sharing (like contests or giveaways).
Offer a compelling incentive to encourage posts — a chance to win a free dinner, spa credit, room upgrade, or a discount on their next visit.
Encourage guests to post on platforms like Instagram, Facebook, TikTok, or Twitter using your branded hashtag.
Feature the best guest photos on your hotel’s social media channels to boost community and recognition.
Why This Works: The Psychology Behind It
People love free, useful swag — sunglasses are a prized travel accessory.
Social media sharing feels rewarding, especially when incentivized.
User-generated content provides authentic testimonials — far more trusted than traditional ads.
Guests become brand ambassadors by showcasing their stay, increasing your hotel’s reach organically.
Proven Success: Real Hotel Brands Doing This Right
While the sunglasses giveaway concept is straightforward, many hotels have used similar social media-driven giveaways and campaigns to tremendous success. Here are some notable examples:
Marriott’s #LoveTravels Campaign
Marriott’s #LoveTravels campaign is a shining example of how social media can amplify a hotel’s brand message and engage guests on a personal level. The campaign invited guests to share their travel stories under the hashtag #LoveTravels, celebrating diversity and inclusion.
Impact: The campaign garnered over 1.15 million live attendees during virtual events and generated 314 million media impressions, significantly boosting Marriott’s brand presence.
Takeaway: Encouraging guests to share authentic stories and experiences with a branded hashtag creates a global community and meaningful engagement.
Learn more: Marriott LoveTravels
Hilton’s #HiltonStory Campaign
Hilton Hotels implemented the "Our Stage. Your Story." campaign, encouraging travelers worldwide to share their unique Hilton experiences. This user-generated content strategy helped the brand connect with guests in over 177 countries.
Results: Enhanced Hilton’s global brand visibility and fostered community among guests by making their voices central to marketing.
Key lesson: Giving guests a platform and motivation to share real experiences fosters authenticity and trust.
Learn more: Hilton's #HiltonStory
Meliá Hotels International’s Social Media Strategy
Meliá Hotels International engaged both guests and staff in social media sharing, encouraging them to showcase their experiences to amplify the brand message. This grassroots approach generated a wealth of genuine content.
Insight: Involving both guests and employees turns your entire community into content creators, expanding reach and engagement.
Learn more: Meliá's Social Media Strategy
Loews Hotels’ Instagram-Based Campaign
Loews Hotels launched their first social advertising campaign focused on Instagram photos taken by guests. This strategy emphasized authenticity and the “real vacation” feel over polished advertising.
Result: Increased engagement and bookings by showcasing genuine guest moments.
Tip: Authenticity resonates more strongly than staged marketing, especially on social platforms.
Learn more: Loews Hotels Instagram Campaign
The Cosmopolitan of Las Vegas’ User-Generated Content
The Cosmopolitan reshared Instagram posts from guests to highlight real experiences at their property, creating a sense of community and trust.
Effect: Leveraging UGC builds social proof and encourages others to share their experiences.
Learn more: The Cosmopolitan UGC Strategy
Bonus Tips to Maximize Guest Social Sharing
Create Instagram-worthy photo spots: Colorful walls, palm trees, artistic installations — invite guests to take selfies and group photos in your property.
Use catchy, hotel-specific hashtags: Make your hashtag easy to remember and unique to your brand.
Feature guest posts regularly: Reshare guest photos on your channels with shoutouts to build engagement.
Run ongoing contests or giveaways: Keep the momentum going beyond initial check-in swag.
Use Wi-Fi landing pages: When guests connect to hotel Wi-Fi, prompt them to join the social campaign.
Offer exclusive social media perks: Discounts or freebies for guests who share content.
Partner with influencers: Invite local influencers or travel bloggers to kickstart your campaign.
Bringing It All Together
By gifting sunglasses with a simple QR code and a clear, fun social media call-to-action, hotels create a memorable guest experience and an organic way to generate powerful social proof. This approach combines practicality, style, and technology to engage guests with minimal effort on their part — and minimal complexity for your marketing team.
When combined with proven tactics used by brands like Marriott and Hilton, your hotel can build a thriving online community, boost bookings, and elevate brand recognition — all through the power of sharing great guest moments.
Ready to make your guests your best promoters? Start designing your sunglasses giveaway and social campaign today — and watch your hotel shine on social media!
With so many options available, choosing the right branded promotional item can be overwhelming. Since 2016, we, at Florida Custom Merch, have helped numerous businesses achieve success through the use of custom branded promotional merchandise. Hiring an expert can help you select the perfect item, save time and money, and, most importantly, maximize your results.
Thank you for reading! We hope you found this article helpful!
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