This research explores the dynamics of social media marketing (SMM) strategies within the luxury hospitality industry in Croatia, with a focus on two distinct hotel chains, termed "Hotel Chain 1" and "Hotel Chain 2". It dives into the significance of social media and influencer marketing in modern marketing practices, particularly within luxury hotels industry. By using a methodology centered on the observation of official Instagram accounts, both qualitative and quantitative data were gathered to analyze posting patterns, content strategies, and audience engagement metrics. The findings reveal notable disparities between the two hotel chains, showcasing varying approaches to SMM. While "Hotel Chain 1" adopted a more conservative posting pattern with limited engagement, "Hotel Chain 2" demonstrated a more proactive strategy, resulting in higher audience engagement metrics. These differences underscore the importance of consistent and diverse content creation, as well as maintaining regular engagement with the audience. The study's insights contribute to a deeper understanding of effective social media marketing practices within the luxury hospitality sector, offering valuable implications for marketing professionals and researchers aiming to optimize brand visibility and engagement in the digital landscape.