Volume is the easiest thing to buy and the least useful thing to own.
The brief is almost always a number: five posts a week, three stories a day, a reel on Thursday. It is easy to agree to, easy to invoice, and easy to deliver — which is precisely why it is the wrong brief.
A hotel account that posts daily and says nothing is worse than one that posts weekly and is worth following, because the daily account teaches its audience to scroll past the property. The algorithm notices before you do.
Run the channel as an edit. Decide what is photographed and, more decisively, what is never photographed — the two rules together are what make a property recognisable in a feed at a glance. Plan the season around things that genuinely merit an audience: an opening, a menu, a harvest, a room finished. Leave the weeks where nothing happened alone.
And answer the messages. Most of a hotel's reputation online is built in direct messages nobody else ever sees — the question about the transfer, the anniversary, the dog. That is not community management. It is the front desk, three months early.
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The channel manager should not be a second system