Is Instagram the future of hotel and travel marketing?
Instagram is causing a stir in the world of travel and hotel marketing. The photo-sharing social media site is renowned for making almost anyone’s photographs look great, and luxury brands are (unsurprisingly) keen to make use of its high quality filters and easy method of getting content out into the world.
Instagram’s parent company, Facebook, is up almost 20%, year-to-date
SOURCE: Yahoo Finance
Beautiful Destinations, an Instagram-based non-traditional marketing company with eight and a half million followers, was amongst the first player in the space to realize that using the social media platform well could be a lucrative skill. Founder Jeremy Jauncey says, of Beautiful Destinations’ process:
“We have a vision of the start, the middle, and the end before a story goes live. That you can share an image that makes someone want to go to @hiltonmoorea and then easily take them straight to a booking page, that’s closing the gap between social media interactions and actual transactions.”
It seems to go down well with the company’s customers. Kishan Chandnani, director of brand marketing at resort and spa company Shangri-La, simply says that: “their photos and videos can dramatically affect our feeds.”
Jason Clampet, editor-in-chief of Skift, a travel industry trade publication, also praised the company’s business model:
“Social has given power to new brands like Beautiful Destinations that understood the power of sharing early on. They’re focused on speed, on user-generated content, and on getting that emotional ‘I want to go there’ response. They’re doing something well that traditional agencies can’t deliver that’s not just access to their followers.”
The success of companies like Beautiful Destinations – as well as numerous individuals who post-for-hire on social media sites – is a direct demonstration of the disruptive power that ecommerce is bringing to bear on a plethora of industries. Of course, monetizing these platforms is a challenge on its own – but given that the company behind Instagram is the largest social network in the world, it should be in safe hands!
Dominion holds Facebook, the parent company of Instagram, in its Global Trends Ecommerce Fund.
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