Société des hôtels littéraires

In June 2025, a strategic workshop brought together the teams from the Société des Hôtels Littéraires and 148 around a simple goal: prioritize rather than add. Personas, channels, frequencies — every choice was scrutinized through an influence/B2B-B2C matrix and four indicators: awareness, influence, acquisition, retention. This step set the framework guiding the entire engagement. 

From this workshop emerged an editorial line organized around four pillars: the place, the author, the experience, local life. It was rolled out across one group account and one account per hotel, with formats that quickly found their audience: reels, carousels, the "Exceptional Rooms" series, author quotes, guest reviews. On LinkedIn, the bet on individual team members speaking out — designed to work around the declining reach of company pages — remains a work in progress.

This approach also relies on regular collaborations with literary accounts and media outlets, reading accounts such as @livraisondemots or @mademoisellelit, publishing houses such as Gallimard, and cultural institutions such as Vulcania. The principle: bring the experience of the literary hotels to new audiences, some of whom feel intimidated by big literary names and associate them with required school reading.

"Fascinating. Every time, a discovery, a moment out of time. Thank you."

Comment on a hotel's post

2026 brings a new hotel into the group, one whose concept differs somewhat from the others: dedicated to a woman writer, George Sand, the property aims to be more intimate, even more luxurious, and more experiential. On social media, we are preparing the opening of the Maison Littéraire George Sand in Bordeaux (where she met her first love) with a strategy specially designed and rolled out over several months. Rather than construction photos and fake 3D renderings of the rooms, we favored a narrative built around the writer and a showcase of the finest pieces in the collection of letters and autograph manuscripts.

After nine months of collaboration, the Société des Hôtels Littéraires' accounts grew by 10% in followers and 83% in impressions, with a publishing rhythm tripled. The following quarter, this momentum accelerated further: impressions rose by 57%, and interactions by more than 70%. Giveaways/contests proved to be a particularly effective acquisition lever, with cost per follower reduced by more than 85% from one quarter to the next. 

This growth was built on a sustained and varied publishing rhythm: the "Exceptional Rooms" series, spotlighting one room and its writer in each post; customer "Testimonials" featured in stories; and "Must-Do Activities," broken down by season and then by hotel. More than 300 pieces of content punctuated the year 2026 alone, across stories, posts, carousels, and reels.

"Designing a content strategy for the Société des Hôtels Littéraires requires curiosity about literature, culture, and tourism all at once. You have to find a subtle balance between practical information, seasonal topics, lifestyle content, and highly specialized collections. It was a fascinating challenge, and I'm proud to have taken it on for a whole year!"

 Camille, Branding Director, 148 Agence Collective 

At the end of a year of collaboration, the Société des Hôtels Littéraires was able to take back management of its accounts, which had once again become a clear and effective driver of brand awareness.

© photos hotels and illustrations: Société des hotels littéraires.