The Chardonnay Effect: Why Posting Hotel Video Content on Sunday Evenings Boosts Engagement!
Ever noticed how your hotel’s Sunday evening social media posts seem to outperform the rest of the week? You’re not alone. Our social media team has been tracking engagement patterns, and one time slot consistently stands out: Sunday evenings between 6 PM and 8 PM.
At first, we couldn’t figure it out. Why would posts during this short window get more likes, shares, and—most importantly—actual bookings than all of Monday to Friday combined? But then, feedback from real travellers started rolling in, and it all made perfect sense.
Welcome to The Chardonnay Effect. 🍷
The Psychology of Sunday Scrolling
Picture this: It’s Sunday evening. The weekend has flown by (as usual). A couple or family is lounging at home, winding down in front of the TV. Perhaps there’s a glass of Chardonnay in hand—maybe even a second one.
Then, reality strikes. Tomorrow is Monday.
The Monday Blues start creeping in, and what’s the go-to coping mechanism? Scrolling through Instagram, Facebook, or TikTok for an escape.
And then—boom! There it is. A stunning video of a luxury hotel, a tropical beach, a glowing sunset over an infinity pool, and a waiter expertly balancing a tray of cocktails. It’s a sign!
Another sip of wine. A deep sigh. And then, a familiar thought enters the mind:
“Sod it. I need a break. I’m booking this.”
Hotel Video Producers.
Why Hotels Should Leverage The Chardonnay Effect
We’re not saying that every booking made on a Sunday night is fuelled by fermented grapes, but let’s be honest—a little liquid inspiration never hurt the travel industry.
Here’s why this time slot is so powerful:
- Emotional Timing – People are most susceptible to wanderlust when they’re dreading the workweek ahead.
- Decision-Making is Looser – A relaxed mindset (and perhaps a glass of wine) lowers hesitation and encourages impulse bookings.
- Social Media Engagement is at its Peak – People are actively scrolling, liking, commenting, and—most importantly—clicking.
- Less Competition – While brands battle for attention during the weekday hustle, Sunday evening is a golden opportunity to shine.
How to Maximise Engagement on Sunday Evenings
Want to ride the wave of The Chardonnay Effect? Here’s what you need to do:
- Post Visually Stunning Content – Use breathtaking hotel videography: aerial shots, slow-motion poolside moments, and those irresistible ‘cheers to the weekend’ cocktail clips.
- Tap into the Emotion – Craft captions that trigger escapism: “Dreading Monday? Imagine waking up here instead…”
- Make It Easy to Book – Include a clear, compelling call-to-action. Something like “Click here to turn your Sunday scaries into a sun-soaked escape.”
- Boost Your Post – A small ad spend targeting leisure travellers can amplify reach and engagement.
- Leverage Stories & Reels – Instagram and TikTok favour short-form, high-engagement content. Make sure you’re posting in the right format.
Final Thought: Chardonnay + Wanderlust = Bookings
The next time you’re planning your hotel’s social media strategy, don’t overlook the power of a well-timed Sunday evening post. The right video, the right moment, and the right audience can turn Sunday scrolling into Monday morning bookings.
Now, go forth and schedule those posts. And hey, maybe pour yourself a celebratory glass of Chardonnay when the bookings start rolling in. 😉🍷
More on our social media video content for hotels here!
