Quarterly Digital Review
Me and All Hotels x PBV Agency

Q2 Digital Review

Three months of organic content, the first full quarter of paid media, and the base we take into autumn with Leipzig newly open.

Prepared for  Elisabeth Bugnard and Jule Schubert
Presented by  Pauline Ventura, PBV Agency
Period  April 1 to June 30, 2026
Me and All Hotels guestroom
Agenda
What we will cover

The quarter, in five parts

01
The quarter at a glance
Headline numbers and where we stand on the 2026 objectives
02
Part One: Organic
Feed, stories, community signals, top content
03
Part Two: Paid
The 2026 awareness campaign in plain numbers
04
Part Three: Learnings and benchmark
Hotel highlights, the honest review, and the competitive set
05
Part Four: What is next
The Q3 plan and the questions to decide together
The quarter at a glance
April to June 2026

A stable community, working harder

44.6K
total followers, Instagram + Facebook, stable across the quarter
April was the first month of net positive follower growth since at least December (+89 net). Instagram added 173 new followers over the quarter.
3.9%
Instagram engagement rate in June, up from 3.6% in April (calculated on reach)
Two consecutive months of gains with the same posting volume. Fewer, stronger posts are doing more work per piece.
12.7M
paid impressions from the 2026 awareness campaign (Apr 13 to Jun 30)
$ 11.1K invested at an average $ 0.88 per 1,000 views. Between 3.3M and 4.9M unique people reached each month.
Sources: monthly Looker Studio dashboards, Metricool exports and Meta Ads reports. Paid media went live on April 13; a separate Leipzig staff recruitment campaign ran in April and May and is reported apart from the awareness campaign.
2026 objectives
The strategy scorecard

Where we stand on the objectives

Primary
Grow reach and views from non-followers
On track
99% of Q2 Instagram views came from non-followers: 12.61M vs 92.15K from followers. Profile visits roughly doubled vs the start of the year. More on this in Part Two.
Grow an English-speaking audience outside DE and CH
Progressing
Germany's follower share edged from 82.7% in February to 81.7% in June. Spain nearly doubled, Belgium entered the top 10, and the UK holds a top 10 spot.
Strengthen perception for leisure and business travel
On track
The 2026 content mix carries both sides: 49% of posts under More than a stay (leisure) and 31% under Play.Work.Stay (business).
Secondary
Local relevance per hotel
Hyperlocal vibes content, the Taste the Neighborhood series and local event stories keep each city's identity present.
Events and on-property life
The weekly event stories create a standing rendez-vous with the audience, supporting outlets and on-property moments every single week.
Equal visibility across hotels
40% of 2026 posts are property-specific and every hotel has been featured; Flims (15), Kiel (14) and Mainz (13) lead the count.
Part One

Organic: fewer posts, stronger signals

Organic performance
Month by month

The feed found its rhythm

April
12
feed posts
3.6%
engagement rate
+89 net new followers, the first positive month since at least December. Dog content led for the third month in a row.
May
8
feed posts
3.6%
engagement rate
ER held with a third fewer posts. A record 80 stories published, and Smartlink taps jumped 42% vs April.
June
8
feed posts
3.9%
engagement rate
The quarter's best ER. Total engagement rose 17.8% despite a quieter week with comments temporarily limited.
28 feed posts
published over the quarter. Property-specific content kept outperforming concept posts, confirming the quality over quantity approach.
1,305 interactions
total engagement across the three months (603 / 291 / 411), with June rising on flat volume.
4 of 4 months
dog-friendly content topped the feed every single month this year so far. It is the account's most reliable format.
Top content
What the audience chose

Four posts that earned their place

Leipzig announcement reel
June
6.32% ER
Leipzig announcement reel
2,554 views and 118 interactions, fully organic, in a single day. The clearest proof the opening has an audience waiting.
“Dogs welcome. Always.”
May
6.56% ER
“Dogs welcome. Always.”
The quarter's highest post engagement rate. Dog-friendly content over-indexes on saves, shares and warmth.
Dog-friendly summer carousel
June
5.94% ER
Dog-friendly summer carousel
“Dog-friendly. All cities. All rooms. All summer.” topped the June feed: the fourth consecutive month this angle leads.
Summer Bookings carousel
June
4,709 views
Summer Bookings carousel
June's most viewed and most commented organic post (17 comments), and the paid side's strongest creative.
Engagement rates are calculated on reach, matching the dashboard's main overview methodology.
Community signals
Beyond the feed

Stories carried the discovery

Stories are the engine between feed posts: they drive profile visits, local discovery and the Smartlink taps that follow. The cadence is the thing to protect, even in lighter feed months.

207
stories published in Q2 (67 / 80 / 60)
May's 80 was the highest month on record; June's dip reflects the quieter week, not a change of approach.
10.1K
Instagram profile visits in Q2
Roughly double the monthly pace of February and March. Discovery is clearly up since paid went live.
377
external link taps from the bio (112 / 159 / 106)
May's 159 (+42% m/m) was the biggest spike since the Smartlink launched; June eased back with the paid pause.
93
Smartlink clicks for Me and All Hotel Ulm, the quarter's leader
19 in April, 25 in May, 49 in June: more than 4x the next property by the end of the quarter.
Part Two

Paid: the first full quarter

Paid performance
2026 awareness campaign

Reach at scale, at a steady cost

Awareness
12.7M
times our ads were shown, April 13 to June 30
Between 3.3M and 4.9M unique people reached every month across Europe. The campaign optimises for reach, not clicks, and it is doing exactly that.
Investment
$ 11.1K
spent on the 2026 awareness campaign in Q2
$ 3.1K in April (18 days), $ 4.8K in May, $ 3.3K in June. The Leipzig staff recruitment campaign ran separately ($ 1K total, April and May).
Efficiency
$ 0.88
average cost per 1,000 ad views across the quarter
From $ 0.72 in April to $ 0.96 in June: still a strong level for a brand campaign at this scale, and steady month to month.
Attention
32.3K
completed video views in June, +27.0% vs May
Complete views rose even as spend fell, driven largely by the Mainz train station reel. People are watching to the end.
In June, campaigns were paused for a week following the situation at one of the hotels, and comments were temporarily limited. Spend and delivery scaled down in proportion; efficiency held. All paid figures verified against the Meta Ads exports.
Reach beyond the followers
The first objective, in one number

99% of views came from non-followers

The primary objective for 2026 is to grow reach and views from people who do not follow us yet. In Q2, 12.61M of the 12.7M Instagram views came from exactly that audience. The brand is being discovered, not just revisited.

Source: Metricool, Instagram account views divided by follower type, April 1 to June 30, 2026.

12.61M
views from non-followers
92.15K
views from followers
1,209
views from unknown accounts
What the daily curve shows
Non-follower views switch on the day the awareness campaign launches (April 13), hold a steady daily rhythm through May, and dip only during the June pause week before picking straight back up. Discovery now runs continuously, not in spikes.
Paid learnings
What the campaign taught us

Four learnings worth keeping

1
The North / South split is doing its job
Separating EU North and EU South audience groups (roughly 70/30 of budget) keeps the cheaper southern markets from absorbing all the spend, and gives us a clean read per region.
2
Meta voted for bookable content
Running side by side in the same audience groups, the Summer Bookings carousel automatically drew $ 853 of budget vs $ 144 for the Kiel carousel, delivering 831.6K impressions at $ 1.03 per 1,000. Direct, bookable creative wins.
3
The June pause cost nothing in efficiency
Spend fell 32.1% and impressions 32.5%: a perfectly proportional scale-down at the same cost per view. Campaigns picked up where they left off.
4
Dog creatives work in paid too
The dog carousels and reels remained dependable performers in the paid mix, mirroring their organic track record.
The quiet proof it works
The audience is internationalising
Germany's follower share82.7% → 81.7%
Spain0.87% → 1.11%
Belgiumentered the IG top 10
Paid profile visits in Q21,928
Germany's share from February to June. Slow, steady diversification beyond the domestic core is exactly what a sustained international awareness campaign should produce.
Part Three

Learnings, and the benchmark

Hotel highlights
Property by property

Where the portfolio made its mark

Ulm
The quarter's clear leader
93 Smartlink clicks across Q2, the best-performing reel in April, and June's top Facebook post with the rooftop carousel. Fresh footage from a new shoot fed the content, and rooftop season did the rest.
Leipzig
Open, and the audience is ready
The announcement reel became June's best content in a single day, and the hotel opened on July 20. As soon as the official shoot and fresh content arrive from the property, we can promote it properly.
Kiel
Building the base
First Taste the Neighborhood content (5 saves, 3 shares, the most of any May organic post), a 4.22% ER Kieler Woche carousel, and a dedicated June shoot that gives us real footage to work with.
Dusseldorf Oberkassel
The collab model works
May's highlighted property. The left bank of the Rhine carousel ran as a collab post with OBK's own account and reached 5.61% ER, extending reach beyond our channel alone.
Content split, 2026 to date: 60% of posts are brand-wide and 40% property-specific (86 posts). Flims (15), Kiel (14) and Mainz (13) lead the individual count, and every property has been featured. Smartlink clicks are the per-hotel link button taps from the Instagram bio Smartlink.
Competitive set
Instagram benchmark

TRIBE is the one to watch

At 18.6K followers vs our 17.8K, TRIBE Hotels is the only account in the set at our scale, which makes them the honest benchmark. Their quarter tells the same story ours does: consistent brand voice and personality-led content do the work, with or without reels.

A note on methodology: competitor engagement rates are calculated on followers so the set is comparable. Our reach-based ER (3.9% in June) measures something different and cannot be compared to these figures directly.

TRIBE Hotels18.6K followers
Highest follower-based ER of the set in June (0.31%, up from 0.22% in May), with no reels at all: six personality-led feed posts, including their Heartists team series. Consistency is their whole strategy.
The Hoxton435.5K followers
The set's biggest absolute numbers: an art-curation reel at 3.5K likes and a simple heat-wave post that drew 98 comments. Community and utility angles keep winning at every scale.
The rest of the setcitizenM, Ruby, 25hours, Moxy, Mama Shelter
Held steady through the quarter. citizenM's short, witty brand-voiced reels remain the standout creative approach worth borrowing from.
The honest review
What worked
Dog-friendly content, four months running
Top of the feed in April, May and June (and March before that). The single most reliable format on the account.
The stories engine
207 stories drove profile visits to roughly double the Feb / Mar pace and fed the Smartlink spike in May.
A standing rendez-vous with the audience
The weekly event stories and recurring series like Taste the Neighborhood give people a reason to come back at set moments, week after week.
Paid efficiency at scale
12.7M impressions at an average $ 0.88 per 1,000 views, with the audience measurably internationalising.
Property-first content
Ulm's 93 Smartlink clicks and OBK's collab post show what specific, local content delivers vs generic concepts.
What did not, and why
Concept posts without a property hook
“Working in bed” and the Easter breakfast post pulled below account average. The more specific the angle, the better the result.
Multi-property reels organically
“Three cities. Three vibes.” worked as paid awareness but only reached 2.61% ER organically. Single-property stories connect better.
The June quiet week
The pause and limited comments cost impressions (-16.4%) and Smartlink taps (-33.3%). A volume effect, not a content one.
Kiel's click-through gap
Strong content signals (saves, shares, Kieler Woche ER) but modest Smartlink clicks. The city needs destination-first storytelling before booking intent follows.
Part Four

What is next, together

Next quarter
July to September

The plan for Q3

Leipzig, now open
The hotel opened on July 20. The moment the official shoot and fresh content arrive from the property, it becomes a focus property in the calendar.
One bookable carousel a month
The Summer Bookings format earned its slot: direct, bookable creative to anchor each month's feed and boosting plan.
Kiel and Hanover, footage into reels
Fresh shoots at both properties left a deep bank of video content, ready to fuel property-specific posts and reels through autumn.
Protect the stories cadence
70 to 80 stories a month is the level that drives profile visits and Smartlink taps. Hold it through the summer lull.
Keep the awareness engine running
Maintain the campaign and the 70/30 North / South structure, and keep tracking the follower country mix monthly as the proof of progress.
Open questions
To decide together

Four things I would like your view on

1
Leipzig content
When is the official shoot planned, and what content can we expect from the property? The audience is ready; we just need the material to promote it properly.
2
Autumn paid budget
Shall we keep the current monthly level through autumn, and hold the 70/30 North / South structure, or rebalance ahead of the winter Flims season?
3
The strategy's content series
Some of the content series from the strategy have not launched yet. Do you see these coming later in the year, and which would you prioritise?
4
Shoots before year end
Are any other property shoots planned for the rest of the year? Fresh footage has been the single biggest performance lever in 2026.
Thank you

Thank you

Here's to a strong Q3, with Leipzig open and a summer of fresh content to work with. Questions, ideas, or anything you want to dig into: I am one message away.

Pauline Ventura
pauline@pbvagency.com pbvagency.com

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