What Your Guests Really Want to See on Instagram (And What Might Be Turning Them Away)
- May 29
- 5 min read
As both a traveler and an Airbnb photographer, I’ve spent a lot of time looking at Airbnb websites, listings, and Instagram accounts, I've noticed something interesting: many hosts are creating content for other hosts, while potential guests are the ones actually watching.
It's completely understandable why this happens. Hosting isn't easy. There are maintenance projects, upgrades, cleaning schedules, guest communication, and the occasional challenge that comes with welcoming strangers into your home.
When something frustrating happens, it's natural to want to share it. When you spend an entire weekend replacing a water heater, installing a new lock, or solving a guest issue, it feels like part of the story.
Understanding Your Audience: Guests, Not Hosts
But when it comes to Instagram, it's important to remember who your audience is.
Most guests aren't following your account because they want to learn the ins and outs of hosting.
They're following because they're imagining a future stay.
They're picturing themselves sipping coffee on your porch, reading a book in that cozy corner, gathering around the fire pit with family, exploring your local town, sleeping in a little later than usual, and making memories with the people they love.
That's what they're buying.
One of the most common mistakes I see is hosts posting too much about what they're doing at the property instead of what guests can do at the property.
Of course, updates and improvements matter. Guests appreciate a well-maintained home. But instead of posting that you spent all weekend replacing the water heater, show the soaking tub, the beautiful bathroom, or the cozy experience that upgrade helps create. Instead of documenting every item on your maintenance checklist, focus on how those improvements make your guests' stay better.
The experience is what people remember.
Guests Don’t Need to Know the Mechanics of Hosting
Another trend I've noticed is hosts publicly sharing guest issues.
I completely understand the temptation. A guest leaves a mess. A reservation goes sideways. Someone ignores house rules. A refund dispute becomes frustrating. Hosting can be incredibly rewarding, but it can also be incredibly challenging.
The problem is that future guests don't see these posts through the same lens you do.
When potential guests see screenshots of guest messages, stories about difficult stays, damage claims, guests refusing to leave, or other worst-case scenarios, they often aren't thinking, "Wow, hosting sounds hard."
Instead, they're thinking, "Wait, that happened at this property?"
Even if your intention is simply to educate other hosts or share a frustrating experience, the takeaway for a potential guest can be very different.
They may start wondering if something similar could happen during their stay. They may question whether their own messages would be shared publicly if a misunderstanding occurred. They may simply walk away with a feeling that doesn't inspire confidence.
One thing I think hosts sometimes forget is that guests don't understand the mechanics of hosting and they don't need to.
As hosts, we know there are safeguards in place. We know door codes are changed between stays. We know security measures exist. We know there are procedures for handling difficult situations and protecting the property.
But guests don't necessarily know any of that.
When a host shares a story about someone refusing to leave, a security concern, or a major dispute, guests aren't usually thinking through all of the systems and protections that exist behind the scenes.
They're simply thinking, "That happened at this house?"
What hosts see as a story about successfully resolving a problem can sometimes be interpreted by guests as a reason to feel uncertain about booking.
The same goes for detailed discussions about lock systems, security procedures, refund disputes, or
operational challenges. While these things are important parts of hosting, they aren't necessarily what helps a guest feel excited about their stay.
Guests don't need to understand every detail of how your property operates. They simply need to feel confident that you've thoughtfully taken care of those details for them.
Why Sharing Guest Issues Can Backfire
There's another reason to be thoughtful about what we share online: social media is public.
When detailed stories about guest disputes, refund situations, security concerns, or operational challenges are shared online, those posts aren't just being viewed by great guests.
They're being viewed by everyone. Most guests are wonderful people who simply want a relaxing vacation, but public content reaches far beyond your intended audience.
Sharing extensive details about disputes, policies, claims, or procedures can sometimes reveal more about your operations than you intended.
In some cases, it can even attract attention from people who are looking for weaknesses, loopholes, or ways to take advantage of a system.
The Key Question to Guide Your Content
If you're ever unsure what to post, ask yourself one simple question: Will this help a potential guest imagine themselves staying here?
If the answer is yes, you're probably on the right track.
Great content isn't just about showcasing a property. It's about helping someone picture themselves there.
It's the morning coffee on the porch. The family game night around the dining room table. The rainy afternoon spent reading by the window. The fire pit glowing at sunset. The local bakery guests discover on a slow Saturday morning. The movie night with blankets piled high on the couch.
The Role of Photography in Telling Your Story
At its core, great Airbnb marketing isn't about showcasing every feature of a property. It's about helping potential guests see themselves in the story you're telling.
The best content doesn't simply answer the question, "What does this place look like?"
It answers the question, "What would it feel like to stay here?"
And that idea is actually one of the reasons I love photographing Airbnbs.
When I arrive at a property, I'm certainly looking for beautiful spaces and thoughtful design details.
But I'm also looking for the moments that tell a story. The coffee cup sitting on the porch as the sun rises. The stack of books beside a cozy chair. The blankets waiting beside the fire pit. The local coffee shop down the road with the most delicious muffins.
The little moments that help guests stop scrolling and start imagining.
Because guests aren't just booking a place to sleep. They're booking the memories they'll make while they're there.
My goal during every Airbnb photography session is to create imagery that helps future guests picture themselves walking through the front door.
Not just what your property looks like, but what it feels like to wake up there, spend a weekend there, and create memories there.
Because the strongest Airbnb marketing doesn't sell a house. It sells the experience waiting behind the front door.
