Why the travel industry shouldn’t ignore Instagram

And 5 ways to create more buzz for your hotel with the millennial traveler.

Alex Marin
Aug 22, 2017 · 3 min read
Source: @mylifesatravelmovie

I’m only a little insecure about admitting that I’ve booked a handful of my vacations this year based off Instagram. Tbh, looking at a visually pleasing image of [insert influencer name here] lounging poolside with a coconut in hand is like a once locked door that’s been left ajar for the wanderlusting 9-to-6er.

This is why I was floored (yes, floored) by a channel insight I recently dug up about the travel industry:

#Realtalk: 48% of Instagram users rely on Instagram to discover and choose their next travel destination. That’s a whole lot of users folks - and while Instagram shouldn’t be considered the final point of purchase, it is certainly a place for discovery. To illustrate, let’s take a look at an app built off this insight: Sherpa. This app is using photos from top Instagram photographers to create visual travel guides for the noble pursuit of a more authentic travel planning experience. My aim isn’t to predict how successful Sherpa will be, but it is a glimpse into the importance of understanding the changes the travel industry has been processing.

The proliferation of social media and tech has changed our behaviors and widened the aperture of content we consume during discovery, and the sources we, as the average mobiley inclined consumer, turn to when making decisions.

Never fear if you haven’t jumped on the bandwagon yet; I’ve put together a short list made to get ideas flowing before a tepid foray onto Instagramland, or even bigger business decisions.

  1. Shine a light on your best self
    Tell your story by sharing the true-to-customer experience of staying in one of your properties. Leverage the cosmogonic power of sunsets with a cocktail, swimming with sting rays, or having a mindful moment to meditate on a treehouse. The idea is to get audiences dreaming (if they aren’t already). Avoid the natural inclination to sell a product, and sell the experience.

2. Shine a light on your guest’s best selves
This creates a way to build up your content bank for free, within reason, and it creates an avenue for your guests to tell your story for you. Case in point: 80% of Airbnb’s Instagram engagement comes from UGC, so it must be working, huh?

3. Tap into locals
The rise of home sharing vs. hotels is largely, if not entirely, due to the desire to live out your vacation as a local. This means, meeting people in the area via Jetzy for an authentic city experience, or using the local experiences feature on Airbnb. What does this mean for you? Show them the opportunities to go where locals go; like, eating at tiny restaurants that only serve a single menu item because it’s better than any taco you’d have at a place with options (thanks, Tulum).

4. Instagram Contests
Leverage the hellbent desire in people for a free vacation by hosting a giveaway in collaboration with another brand or influencer. Instruct them to tag 3 of their friends in the comments and follow your social channels. This is a fast way to expand your reach and attract new prospects, all the while driving brand affinity.

5. Leverage those hashtags
This isn’t earth-shattering. Over 353 million hashtags related to travel are used on Instagram. That’s a lot. Fortunately, Instagram is pretty nifty when it comes to community-building. I’ll let you in on a little tip, and an easy way to start thinking about hashtags. Start with something like #instatravel. Then use related tags found on the top of the screen or within the top posts on that hashtag for more ideas.

Marketing and Entrepreneurship

Tips & News on Social Media Marketing, Online Advertising, Search Engine Optimization, Content Marketing, Growth Hacking, Branding, Start-Ups and more.

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Alex Marin

Written by

Freelance digital strategist by day, co-founder @ Espíritu Libre by night.

Marketing and Entrepreneurship

Tips & News on Social Media Marketing, Online Advertising, Search Engine Optimization, Content Marketing, Growth Hacking, Branding, Start-Ups and more.

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