What makes you more jealous than opening up Facebook or Instagram to find photos of your friends digging their toes into the sands of the Bahamas, soaking in Iceland’s blue lagoon or taking in a sunset in Santorini?
You’re not alone. Travelers love sharing their adventures on social media even more than they love sharing their latest foodie finds. In fact, there are more than 267 million posts tagged with #travel on Instagram and travel is one of the most popular topics on Pinterest, with striking images on thousands of boards.
But what does it all mean for those in the hospitality and travel industries? It means there’s a world of possibilities on social, all available to help you engage consumers and drive sales. And as we hit the peak of spring break, here are the best ways those in the industry can take advantage of social media.
Be aspirational. People love dreaming about their next vacation, imagining all the possibilities of where they might go and what they might see. Let them dream through your social media accounts. The best accounts take advantage of this by sharing astounding images and amazing experiences, showcasing what’s different about their destination or service, like Visit Korea does here. Hook your viewer and help them start their plans.
Back it up. Now that your potential customer is dreaming about a trip, give them more info. Make it easy for them to learn about you with blogs that tell your story, content that shows your points of difference and photos that captivate. Airbnb does an outstanding job of this on Instagram. The photos depict everything from the shades of green in Ireland to rainforest retreats with butterflies—but the brand doesn’t stop there. Linked to the account is a page that allows users to book the very accommodation they see on social, making it easy to turn the dream into a reality.
Engage with users. These days, social media is often where customers go to share their unfiltered opinions first. That means brands need to be vigilant and move quickly to respond to customer complaints and compliments on both review sites like Yelp and TripAdvisor and via comments on Facebook, Twitter and Instagram. It also means there are opportunities for brands to make use of content from influencers and bloggers. While brands can certainly reach out to celebrities and other influential writers to share their stories, it can be as easy as sharing user-generated content. Discover Hong Kong does just that here, sharing a striking shot and tagging the photographer.
Make the sale. After you’ve captured attention and given the user all the info they need, there’s just one thing left to do—make the sale. Social media offers plenty of ways to stay top of mind with consumers, but another great way to turn those dreaming about a trip into those planning a trip is to share deals and offers, especially with a strong call to action. Marriott does a great job of marrying engaging content with an offer here.
At Fifty & Five, we’re experts in creating social media that works as part of a larger marketing plan, driving sales and helping you reach your goals. We’re also experts in the travel and hospitality industry, so if you’re struggling to get the most out of your social, give us a call. We’re always looking for new destinations to share.