Why you should consider using Instagram For Your Accommodation Business
Did you know that 48% of people who want to choose a destination to visit use Instagram as their go-to social network? With this in mind, it is beneficial for your tourism businesses to create an online presence in order to engage with both recurring customers and discover new ones.
Instagram Travel and Tourism Insights
- The hashtags; #travel and #vacation are used over 200 million times every month on Instagram.
- Compared to other social media platforms, 71% of travel brands say Instagram delivers the most traffic and higher levels of engagement.
- Posts with a geotag tend to receive 79% more engagement than posts without.
- There are approximately 70 million travel-related hashtags.
- Travel photos and videos generate 309% more engagement than non-travel content.
- Over 40% of young travellers say Instagram content influences their travel choices.
Top Tips to help your get started!
- Know your audience – write a caption that will be of interest to your audience, will they understand the reference?
- Identify your brand voice – what qualities make your brand recognisable? Are you bold, authoritative, funny, curious?
- Consider length – use 125 characters or less to get your main message across and place the most important words at the beginning of your caption.
- Edit and rewrite – make multiple drafts to keep content as concise as possible. Edit the post once published (if needed) to add additional information and hashtags.
- Use hashtags wisely – research the popular hashtags that your industry and audience are using and replicate these in your captions.
- Keep hashtags separate from the main caption – use return / dashes or dots to position them separately in the caption.
- Ask a question – encourage engagement by using open ended or multiple choice questions.
- Mention others – include usernames of other Instagram profiles, this might compel them to like, comment, share or follow your account.
- Use a call to action – don’t be afraid to ask people to do something e.g. check out your bio link, share or comment below.
- Use emojis – It’s a great way to draw the eye and make posts fun.
- Try using quotes – clients testimonials or comments from the people in the photo or video
- Cross post and share on other social media channels.
- Use engaging imagery and videos, travel posts are all about creating an experience for audiences, where they can imagine every step of the journey.
Instagram Stories
Instagram Stories are available for 24 hours and can generate interaction between the user and audience. If a guest has tagged you in their story, there is also the option to reshare it on yours, which is a great way to harness the power of User Generated Content.
Instagram Highlights
Instagram Highlights allows you to save favourite stories to your profile giving the audience the option to go in and look at a later date. This is particularly useful for ‘evergreen content’ i.e.) content that can be shared all year round to promote your accommodation business.
Instagram Threads
Instagram threads are a relatively new feature that allows users to connect multiple posts together into one unified "storyline" that followers can more easily follow. This creates an ongoing "conversation" where each new reply continues the narrative or theme. For example, a travel blogger could start a thread documenting their multi-day trip.
Benefits of Instagram for your Accommodation Business
- Visual Storytelling - Showcase your property and rooms through picturesque photos and videos. Give potential guests a vivid preview of the amenities, ambience, and surrounding area.
- Increased Reach - Expand brand awareness and connect with new audiences by using relevant hashtags like #vacationrental and location tags.
- Partnerships - Collaborate with travel influencers to get your property featured and tap into their follower base.
- Local Expertise - Share tips on nearby attractions, restaurants, and hidden gems to position yourself as an authority on your destination’s location.
- Direct Bookings - Add clickable links in your bio and posts to drive traffic to your booking page to simplify reservations.
- Brand Personality - Use Instagram's creative tools and features to exhibit your unique flair through an authentic brand voice.
- Inspire Travelers: You can inspire travellers by sharing captivating travel stories, local attractions, and unique experiences in your area. Use your Instagram account to highlight the beauty and culture of your location, making it a must-visit destination.
- Stay Top of Mind: Regular posting on Instagram helps keep your accommodation business top of mind for potential travellers. Consistent updates can remind followers of your existence and offerings.
- Share Behind-the-Scenes: Give your audience a peek behind the scenes of your accommodation business. Share stories about your staff, property maintenance, and the effort you put into providing an exceptional guest experience.
The guide below will take you through the basics to get started using Instagram for your business:
Sources: Instagram, TrackMaven, Think with Google
SEO & Social Media for Tourism Businesses
As part of the Tourism Enterprise Development (TED Programme) Paul McGarrity, Octave Digital delivered a webinar about Social Media and Search Marketing for Tourism.
In the below video, he shares some tips and advice on making the most of the channels available to help grow your business.