Instagram and Facebook communication that builds expert authority on winter trips to the Alps
End-to-end social media for SkiBooking.pl on Instagram and Facebook — 3.7M views and 2,301 new followers on Facebook, plus 1.2M views on Instagram in under four months of working together.
Our client
SkiBooking.pl is one of the largest online ski accommodation databases, specializing in bookings at popular Alpine resorts. The platform pairs a simple booking experience with a broad, carefully curated selection of hotels, apartments, and guesthouses in Italy, Austria, and France — an intuitive search lets users quickly find a place to stay that fits their dates, their budget, and the kind of trip they have in mind.
SkiBooking.pl lists over 1,100 properties — from small family apartments to premium hotels with wellness and spa areas. The database keeps growing with new recommended places, so planning a winter trip takes less searching and less paperwork — the brand stands out for its wide base of vetted stays, its expert selection of properties, and a simple online booking process.
The challenge
Social Lama's brief was to build SkiBooking.pl's position on Instagram and Facebook — as a new player in the online ski accommodation booking market.
- Communicating a wide range of stays in Alpine resorts in a way that is simple, appealing, and easy to follow.
- Pairing sales communication with inspirational ski content to build trust in a new online brand.
- Showing SkiBooking.pl as an intuitive platform that shortens the process of finding and booking a place to stay for a winter trip.
Results
Our approach
Inspiration for winter trips
To grow brand recognition and sound genuinely expert, we built a strategy around a mix of messages — the first pillar was inspiration for winter trips.
We showcased the most popular ski destinations in the Alps, building the urge to start planning through seasonal and lifestyle content — as with Chamonix-Mont-Blanc, one of the destinations we featured most often.
Knowledge and checklists that build trust
Educational posts let us build SkiBooking.pl's image as a brand that doesn't just take bookings but genuinely helps people get ready for a winter trip. Practical advice, checklists, and tips for skiers answered the real needs of anyone planning time on the slopes, while building a more authentic, emotional relationship with the audience.
How-to content helped users plan the trip better — from documents and insurance to ski passes, gear prep, and what to pack for the slopes. That direction kept the brand present not only at the booking stage, but also in the important, emotional run-up to the trip itself.
Offers that translate into visits
The goal was to turn interest in the social media content into real visits to the SkiBooking.pl site and deeper engagement with the brand's offer. We regularly posted concrete trip ideas: the best deals of the week, stays across different ski regions, options at a range of price points, and properties matched to different needs — from apartments to premium hotels.
Consistently showing current, attractive, easy-to-compare offers made SkiBooking.pl a place worth coming back to regularly while planning a winter trip.
