We’ve all seen the hashtags, #InstaTravel and #Travelgram rack up in the vicinity of 5 million posts each on instagram, but travel companies are finding Instagram’s power and reach to extend far beyond the platform itself –ultimately driving real life sales.
Business Insider delved into Instagram’s powerful marketing potential in an August 2014 blog entitled, “Here’s Why Instagram’s Demographics are so Attractive to Brands.” According to the article, “Over 90% of the 150 million people on Instagram are under the age of 35, which makes it an attractive platform for many…brands focused on the 18-to 34-year-old age bracket.”
Understanding the specific demographics that a social media platform reaches enables travel companies and travel PR firms to better brainstorm creative strategies for positioning their brand as attractive to that market. For instance, Business Insider’s report notes that 68% of Instagram’s users are women. Based on previous studies conducted by such media powerhouses as Meredith Corporation, we know that women are key influencers in making travel plans at least 70% of the time.
Combine the visual power of Instagram to entice travelers to learn more about a specific hotel or destination with its ability to specifically reach travelers between the ages of 18 and 35 and it’s easy to see why travel companies are quickly becoming #InstaSavvy. Below are a few simple tips for how to market your travel brand on Instagram:
- Develop a Thorough and Diverse Image Library – A diverse image library with hundreds of photos highlighting the beauty of your property and destination and all of the activities you have to offer will keep your followers interested. Remember switching up your photos is essential, as no one likes repetition, so make sure that you work with whoever you have taking your photographs to build an extensive library.
- Engage with Your Followers – Respond to your followers’ questions and comments. If you notice that you’ve been tagged in a photo, like it and then check that user’s profile to see what other images were posted while they were at the hotel. Commenting on and liking your followers’ photos will only encourage more activity on your own profile.
- Run Competitions – Come up with creative photo competitions to drive your following and propel interaction. For instance, current client The Lodge at Pico Bonito ran an Instagram competition whereby travelers were asked to submit their best photos that portrayed the beauty of birds in everyday life. Users were asked to tag the hotel in their posts along with the hashtag, #BirdsEyeOnThePrize and the winner received a complimentary three night stay.
- Provide Incentives to Encourage Posting – Encourage your guests to post photos while visiting your hotel or destination. Incentives can be as simple as a free cocktail at happy hour for an image posted to instagram on the first day of their visit or as complex as providing a percentage saving off a future stay for every photo posted.
- Regram your Guests’ Photos – Travelers love to see others appreciate their photos. Use a simple regram app to post your guests’ photos to your property’s instagram page, providing the guest with the photo credit in your caption. You’ll find that guests will begin to post more often when on site.
What marketing strategies have you found most effective on Instagram?