Few industries are more tailor-made for Instagram or consumers who make up its more than happy user base.
Think about it: before we venture abroad or to a far-flung region of our island, we visualize the enjoyment such a place will offer.
From white sandy beaches to aquamarine waters, snow-covered ski slopes, and the bright lights of a modern metropolis, we see in our eyes what is to come. An image that matches our perception, or sows a fresh seed, inspires thoughts about the experiences we will have and the memories we will create.
According to a survey, two-thirds of 18-34-year-olds admit that a location’s “Instagram-ability,” i.e., its suitability to be photographed and posted on social media, is the most crucial factor when it comes to booking a holiday.
That may be hard to believe, but for the one billion monthly active users on the platform, Instagram is, quite simply, a big part of their lives.
It’s used as a mood board, a photo diary, and a daily companion. If you operate in the travel industry, we recommend you take note.
tips for the travel industry on instagram:
Leverage social influencers.
Influencers are great for gaining Likes and connecting with people who treat their favorite Instagrammers’ words as gospel. By their very nature, influencers have a large following and, therefore, can help you spread the word and create a viral effect.
This is true whether you promote exclusive content, promote a special deal, or recommend an experiential travel experience (mountaineering, skydiving, cultural tours, etc.).
You commission a high-profile influencer to post on your behalf or share posts you have created. This is a beautiful way to gain exposure with your target audience.
Skyscanner is an example of a company that, from time to time, hands over the reins of its account to a high-profile influencer.
Here’s the start of a recent Instagram campaign they ran with micro-influencer Robert Schrader; he took over Skyscanner’s account for a few days to show his followers some lesser-known but lovely places in Thailand: Skyscanner Instagram takeover.
They also ask followers to tag their Christmas posts with specific hashtags for a chance to appear in their feeds.
By the way, this is a great way to let your audience do your work for you: because you can repost beautiful images instead of dreaming about your own.
These images provided by the traveler may also resonate better with the audience, as they are perceived as more authentic.
Of course, it’s not a bad idea to use a social influencer who has some connection to travel; having said that, it’s worth considering any influencer who can help you realize your vision and promote a lot of meaningful interactions.
Constantly share varied content
It goes without saying that travel companies should be concerned with posting highly visual content on Instagram: perfect, high-resolution images that make your audience pack their bags.
What’s needed is beautiful and inspiring imagery from talented professional photographers, as authentic but simple shots can also do the trick.
However, it is essential to remember that the content should also be diverse. Even beautiful images of mountains and seascapes can become boring after a while, so remember to juxtapose inspirational quotes or other content that reflects your brand values and identity.
This is a platform where individuality is, of course, key, so think carefully about whether the images you are posting fit your brand image.
Emphasize what makes you different, implement relevant hashtags (and encourage your followers to use them too) and continually promote the ‘feel-good factor.