Stephen Hargreaves (pictured), owner of the Cranleigh Boutique in Bowness-on-Windermere has triggered an online "scrum" as Facebook followers vie to win the use of his hotel for one weekend.
The online activity follows his pledge in June 2013 that when the Lake District hotel achieved 100,000 "likes" on Facebook, one winner would win free use of the 18-bedroom property for a weekend, a prize worth an estimated £8,500.
The winner and their guests will also be given a champagne reception on arrival.
To find a winner, the family-run hotel has invited followers to enter a competition on its Facebook page, explaining in 20 words why they should win the so-called Ultimate Prize. The 10 responses deemed the best will be published on Facebook, with the victor chosen by the followers themselves. A winner is expected to be announced in two weeks' time.
Hargreaves, who founded the hotel in 2007, has consistently made use of social media campaigns to build his business. Last month, he was awarded the Best Use of Facebook award at the UK Social Media Awards in London, beating Aldi, Evian and Visit England. In March, he won the Best Use of Social Media award at the Travel Marketing Awards in London, beating P&O Ferries and Bournemouth Tourism.
"Such a prize has never been given by a private hotel in the UK before, so we are obviously experiencing a huge level of engagement at the moment," said Hargreaves.
Among the hotel's accolades, in February 2013 it was named the most romantic destination in the UK and third in the world by travel site, Trip Advisor.
The luxury Hideout guest suite was added last year and four new suites are due for launch in December. In 2015, Hargreaves will launch his third project on Lake Windermere.