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The relationships between luxury and tourism are manifested in meaningful customer experiences which are focused on exclusive products and services. This paper aims to examine the visual communication of hotels in the Middle East to identify what luxury features are represented.

The digital communication of four luxury hotels in the United Arab Emirates was analysed based on a visual content and semiotic analysis of their Instagram’s posts (N = 1,866).

Results show that customers and views of the hotel and from the hotel are the most representative features of the social media communication of luxury hotels.

Theoretical and practical implications derived from the results are described, and opportunities for further research are identified in relation to digital marketing communication and the effect on consumers in hospitality and tourism.