Hilton doesn’t need another album for its hotel rooms on Pinterest

Hilton Hotels and Resorts has an Pinterest account. The presense is smart but the content is boring — basically, it’s another album for its hotel rooms. Since these photos can be found in many other places, their marginal effect, either on revenue increase or on brand image building, is very limited. The small number of followers and likes is an obvious proof. Hilton could have used this asset more wisely by zooming in on the brunch and afternoon tea service — one of the underdeveloped business segment.

As an aspirational network, Pinterest has 100MM MAUs which heavily skews to women aged from 18-50. Most of them use Pinterest to plan events, including brunch and afternoon tea parties. If Hilton can offer inspirational ideas about these parties on its Pinterest account, these 100MM active audience will be attracted and become potential customers. What’s more, Hilton can capture these inspired demand by leveraging the Buy Button feature offered by Pinterest.

Given the high overlap of Pinterest audience and brunch or afternoon tea customers, Hilton Hotels and Resorts has a lot to do on Pinterest other than just posting its hotel room pictures.