Projecting Luxury: AI-Driven Insights into Visual Communication and Engagement Strategies for Hotels on Social Media

Social media (SM) has emerged as a critical channel for hospitality marketing, transforming how luxury hotels communicate with existing and prospective customers (Ferrer-Rosell et al., 2019; Leung et al., 2017). Unlike traditional advertising mediums, SM allows real-time interactions that co-create brand value by fostering an immersive and emotional connection with users (He et al., 2022). For luxury hotels, whose value propositions often emphasise exclusivity, experience, and superior service quality, SM has become a strategic tool to project brand image, influence consumer perceptions, and drive engagement (Cervellon and Galipienzo, 2015; Qing et al., 2024).