Instagram is a vital tool for marketing your hotel.
Instagram has surpassed Twitter in its number of average monthly users, and with visual content now king and it’s now time for you to reconsider your Instagram strategy.
Instagram and the hospitality industry are a perfect pair. Instagram presents the perfect opportunity to market your hotel in a subtle but seriously effective way.
So how is Instagram used? We speak with many users of all ages that before heading to a new place always check out the hotel, bar or restaurant Instagram feed as this gives a feel for the place and what they might expect. If they don’t like what they see, or if a brand doesn’t have a presence on the platform they will find somewhere else that has a presence.
Hoteliers need to master the ability to persuade Instagram users that they are the destination of choice. It should present a perfect marketing and branding tool for your business.
1. Tell your story well
Facebook is great for engagement and Twitter can be a useful customer service tool, Instagram allows hoteliers to show off the aesthetic appeal of their property in a unique way. It allows you to control how the world views your business by enhancing its key features.
You have to fill your feed with images that tell the story you want to represent your brand, giving a glimpse into life at the hotel and provide potential guests with an idea of what their experience could be like.
Keeping language friendly, engaging and personable to show your brand personality. Keep away from pushy sales rhetoric as this will alienate potential guests and result in an ‘unfollow’ button.
The language you use on Instagram needs to be personable, engaging and friendly
Be sure to include a mix of imagery and travel photos that represent the whole hotel experience so include food, services, and all facilities. You should also show what’s in the local area, attractions, and other restaurants. Position your hotel as the destination of choice.
2. Encourage all your guests to Instagram
Peer-to-peer marketing cannot be underestimated and you should encourage all your guests to share images and feedback through Instagram using a bespoke hashtag for your hotel.
The posts from previous guests are more authoritative as they’re likely to give a truer – and unfiltered – picture of life at your hotel.
59 per cent of Instagram users is aged 18-29, while 33 per cent of those between 30 and 49 are on it. The older generation is now embracing the social platform too, with 18 per cent of 50-64-year-olds using Instagram.
You can inspire guests to share their experience by hosting competitions
3. Remember that engagement is so important
Instagram’s new algorithm means a user’s most-viewed and engaged-with pages appear higher up in their feed. To stand out from the crowd, hotel brands need to engage using strategic posts that call for feedback.
Always respond quickly with a friendly comment to any mentions or comments, and link in with local businesses by reaching out and commenting on their imagery too.
To build your Instagram following use captivating captions and reach the travel community by using some of the most popular travel hashtags such as #Wanderlust and don’t forget to use your own hashtag too. This also makes it much easier to find what users have posted while at the hotel.
Instagram for hotels is a valuable brand marketing opportunity. It makes business sense to utilise the tool and Steve Wanless Brand Marketing Consultants can provide the way to help create an engaged and effective following.
Remember to maintain a strong presence requires dedication of time and resources every day and your hotel will reap the benefits. If you need it we can manage your Instagram pages on your behalf. This includes shaping Instagram strategies and completing weekly content and engagement plans to drive campaigns forward.
For more information on running an Instagram for hotels campaign, or any other targeted social media campaigns, contact us.