Strategy report · Updated Aug 7, 2026
What's working for @newyorkmarriottmarquis on Instagram.
New York Marriott Marquis
51.5K followers · 2K posts
“The Heart of the City. The Soul of Times Square.”
Engagement rate
0.99%
Per post, last 90 days
Posts per week
2.3
Niche avg 4.0
Average likes
494
14 avg comments
Post mix
Last 90 days · 2,014 posts indexed
01
Top-performing posts
The three posts pulling the most engagement in the last 90 days.
reel 13.40% engagedSooo I’ve been keeping a secret... I’m so excited to finally share that I’ll be performing my first-ever Summer Musical Residency at @broadwayloungenyc inside the @newyorkmarriottmarquis in the heart of Times Square! Join me August 20–24 for five nights of live music, incredible city views, and an unforgettable summer in NYC. Whether you’re visiting the city or you’re a local looking for a fun night out, I’d love to see you there. Bring your friends, grab a drink, and let’s make it an amazing week together. Reserve your seat with the link in bio! Broadway Lounge Live Ft: Echo Picone Broadway Lounge (8th Floor) | New York Marriott Marquis August 20–24 @ 8-9:30 PM #TimesSquare #LiveMusic #NYC #BroadwayLounge #NewYorkMarriottMarquis EchoPicone
reel 4.49% engagedSomething sweet is coming to The View. In celebration of @magnoliabakery’s 30th Anniversary, we’re kicking off their Banana Pudding Bar Tour this Thursday and Friday. Join us for our Whipped & Swirled cocktail, inspired by Magnolia Bakery’s iconic World-Famous Banana Pudding, and enjoy a complimentary made-to-order Chocolate Hazelnut Banana Pudding from the Banana Pudding Bar. The Banana Pudding Bar will be available from 4:30 PM–6:30 PM both days, first-come, first-served while supplies last.
carousel 3.45% engagedGame on: Your Levain fix scored a spot in Times Square for the summer! ⚽ Come find a rotation of our classics, and a few surprises worth celebrating 🏆 📍 @newyorkmarriottmarquis, 8th floor lobby 🗓 NOW – Sept 7 ⏰ 10am-5pm DAILY #levainbakery #newyorkmarriottmarquis
02
Content pillars
AI-clustered themes the account posts about, with example posts pulled live from Instagram.
- 01
Experiences & Events
30.00%Promotes ticketed or time-limited on-property events like puppy yoga, the musical residency, and holiday celebrations. Works because it creates urgency and gives followers a concrete reason to book or visit. Posts in this pillar pull the highest engagement spikes.
03
Posting rhythm
Cadence and timing patterns over the last 12 weeks.
2.3 posts/week
Niche benchmark · 4.0/week
Best days
Monday · Tuesday · Wednesday
Best hours
9-11am · 6-8pm
04
Signature hooks
Caption patterns the account reuses across high-performing posts.
Sooo I've been keeping a secret... [reveal]
Used 1×
Sooo I've been keeping a secret... I'm so excited to finally share that I'll be performing my first-ever Summer Musical Residency
[Event] starts today. This is your excuse to [action].
Used 3×
Restaurant Week starts today. This is your excuse to finally book that dinner reservation.
Raise a glass to Pride Month in the heart of Times Square.
Celebrate the world's game with our All Around the World Menu at Revel & Rye.
POV: You skipped the crowds...and [desirable outcome] here.
Used 2×
POV: You skipped the crowds...and celebrated America's 250th Birthday here.
One of the best perks of staying at the New York Marriott Marquis? Watching Times Square's Midnight Moment right from your Times Square View Room
A [noun] calls for a [paired noun].
Used 2×
A Broadway show calls for a Broadway stay.
A classic never goes out of style. Meet The Old Fashioned Sundae
Have you ever [relatable pain point]? [brand solution].
Used 1×
Have you ever checked into a hotel gym and found… just a treadmill and a prayer? So during my stay at @newyorkmarriottmarquis, I had to see if their newly revamped Fitness Center could actually keep up.
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Strategy summary
What's working, what to fix, and what to ship next.
TL;DR
The account's single strongest lever is partner-amplified content. Post 4, a creator announcement for the Broadway Lounge musical residency, earned 6,762 likes and 139 comments, more than 30x the account's typical post. Post 18 (Puppy Yoga) hit 1,083 likes and Post 21 (Magnolia Bakery collab) reached 2,291 likes, confirming that third-party brand and creator partnerships consistently outperform all other content types. The account's current 2.3 posts per week sits well below the 4-post benchmark for urban luxury hotels, leaving weekly discovery reach on the table.
The biggest leak is inconsistent hook quality on owned content. Promotional posts like Post 0 (Restaurant Week, 34 likes) and Post 24 (Soccer Photo Booth, 36 likes) show that listing amenities without a narrative frame or creator voice produces near-zero engagement. Static carousels and solo property images also underperform, with Post 14 and Post 23 averaging 37 likes despite promoting marquee events. The account is not converting strong event programming into strong content.
Fixing cadence and seeding more creator partnerships are the two highest-ROI moves available right now.
Working
4- Creator and brand partner collabs drive outsized engagement, as seen in posts 4, 18, and 21.
- Reels tied to city-wide moments like Manhattanhenge and America 250 earn above-average reach by tapping external search intent.
- Sensory food and drink content with specific dish names and a clear CTA generates consistent mid-tier engagement.
- Urgency framing with limited dates or first-come availability lifts comment and save intent.
Risks
5- Posting cadence at 2.3 per week is too thin for a Times Square property with this many activations to promote.
- Static carousels and image posts consistently underperform reels and should be reserved for high-visual gallery moments only.
- Promotional captions that lead with a feature list instead of a hook or story lose attention before the CTA.
- UGC is nearly absent. A property this large should be actively resharing guest and influencer content to build social proof.
- Best hours are not being fully exploited. More posts should land in the 9-11am or 6-8pm windows when NYC travel audiences are most active.
Ship next
5- Bring in at least two micro-creators per month to post from on-property experiences, mirroring the residency announcement strategy from post 4.
- Increase posting to 4 times per week by converting existing event activations into dedicated reels with a narrative hook.
- Audit all upcoming promotional posts and rewrite any caption that opens with a feature list, leading instead with a scenario or POV hook.
- Launch a UGC solicitation campaign using a branded hashtag and feature at least one guest reel per week on the main feed.
- Schedule promotional posts for Tuesday and Wednesday mornings between 9 and 11am based on the higher mid-week engagement pattern in this dataset.
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