The travel sector is expanding rapidly, establishing itself as one of the largest and most fiercely competitive industries globally. Modern consumers are increasingly allocating their budgets towards travel, with a significant 34% of millennials planning to spend upwards of $5,000 on their upcoming vacations, as revealed by Business Insider. To differentiate themselves in this crowded market, travel industry stakeholders must stay ahead of the curve. one podcast by Facebook emphasizes the considerable influence of Instagram in this domain, reporting that 70% of travel enthusiasts utilize the platform to share their travel itineraries, 67% seek inspiration for new adventures, and 61% rely on it to discover activities during their trips. Recognizing this trend, brands such as National Geographic have amassed a staggering following of over 128 million users on Instagram, solidifying its position as the most followed brand account on the platform. Whether you represent a multinational corporation, an airline, a car rental agency, or even a travel blog, Instagram presents an unparalleled opportunity to connect with your target demographic, enhance brand visibility, foster loyalty and trust, and ultimately, drive revenue growth.
Image Source In essence, Instagram has become an indispensable marketing instrument for visual storytelling, captivating the attention of travelers worldwide. To elevate your travel marketing game on Instagram, consider these four invaluable lessons gleaned from leading players in the travel industry:
- A visually consistent feed is a magnet for followers
- Social proof is the cornerstone of loyalty
- In-app shopping is experiencing a surge in popularity
- Exceptional customer service is non-negotiable
Lesson #1: A Harmonious Feed Attracts More Followers
Acquiring new customers is a primary objective for virtually every travel company. The size of your Instagram following directly correlates with your pool of potential customers. To distinguish yourself from competitors and attract a larger following, prioritize the visual appeal of your Instagram feed, making it captivating and scroll-stopping, as highlighted by 65% of people are visual learners. Furthermore, a significant 72% of Millennials and Gen X travelers share their travel moments on social media. Consequently, it’s hardly surprising that 67% of individuals consider the “Instagrammability” of a destination as a crucial factor in their travel decisions, as per a study conducted by Expedia. In fact, 40.1% of young travelers prioritize holiday destinations based on their potential for stunning Instagram content. Showcasing captivating destinations is paramount for inspiring wanderlust in potential travelers. STA Travel exemplifies this by leveraging user-generated photos to curate a visually stunning and cohesive Instagram feed.
Image Source For travel bloggers monetizing through digital products like filters, a visually appealing Instagram feed serves as a virtual storefront, showcasing their offerings and enticing followers to make a purchase. Case in point:
Image Source Companies offering services to tourists will find solace in this: maintaining a cohesive Instagram feed doesn’t necessitate an extensive photo library. Dividing photos into tiles creates a mosaic effect, enhancing organization and visual appeal. Share Now masterfully demonstrates this technique:
Image Source Whether you leverage user-generated content, capture your own photos, or repurpose royalty-free stock images, the key is to utilize visually compelling content to create a good first impression your audience and sustain their interest. Ultimately, this translates to a growing follower base. Key Takeaway: A harmonious Instagram feed is a proven strategy to capture your target audience’s attention, convert visitors into devoted followers, and ignite the travel bug.
Lesson #2: Social Proof Cultivates Loyalty and Trust
In an age of overwhelming choices, brand loyalty and trust are the differentiating factors that set you apart from the competition vying for your target audience’s attention. Notably, travelers often rely on authentic social proof for inspiration and reassurance during the travel planning phase. Travelers are astute at identifying trust signals, relying on travel vlogs, customer reviews, and personal recommendations before committing to a booking. A staggering 52% of social media users find travel inspiration directly from their friends’ photos. This underscores the importance of incorporating social proof into your Instagram strategy, and fortunately, numerous avenues exist for achieving this. Outdoor Research, a company specializing in technical apparel and gear for outdoor enthusiasts, leverages collaborations with niche influencers to cultivate social proof, yielding impressive results. According to a case study from Talkable, implementing a referral program has propelled Outdoor Research to achieve a remarkable 600% return on investment and a 17% advocacy rate. Observe how the company seamlessly integrates influencer-generated photos into their Instagram presence:
Image Source Airy Indonesia offers another compelling example of leveraging social proof by utilizing Instagram Stories as a platform to share customer testimonials with potential travelers. With over 500 million accounts actively engaging with Instagram Stories daily, it serves as an effective channel to connect with your target audience while showcasing social proof without overwhelming your main feed. Airy Indonesia takes it a step further by compiling room reviews into a dedicated Instagram Stories highlight album, conveniently located below the bio section. This strategic placement provides easy access for visitors and followers to peruse customer feedback.
Image Source Leveraging effective Instagram Story strategies for enhanced engagement, the company meticulously includes the room name, a captivating quote, and a clickable link directing interested followers to a dedicated webpage with comprehensive information about the featured room. To generate buzz around your product and incentivize customers to spread the word about your company on Instagram, consider offering enticing referral rewards. Observe how a travel blogger advocates for Booking.com’s referral program:
Image Source Social media has become a sounding board for customer experiences, making it effortless for modern consumers to conduct thorough research before choosing a travel company. To maintain a competitive edge, provide your Instagram audience with compelling social proof to foster brand loyalty and trust. From showcasing user-generated content to featuring customer testimonials via Instagram Stories, numerous avenues exist to effectively incorporate social proof into your Instagram strategy. Key Takeaway: Sharing social proof on Instagram serves to alleviate the concerns of potential travelers, fostering brand trust, enhancing credibility, and ultimately simplifying the decision-making process for your customers.
Lesson #3: In-App Shopping is Gaining Momentum
The popularity of Instagram shopping is undeniable. Instagram Business reports that a significant 60% of Instagrammers discover new products or services on the platform, with a staggering 130 million accounts engaging with shopping posts monthly to gather product information. Capitalizing on the growing user inclination towards in-app purchases, Instagram has introduced an array of business-centric features. These include product tags and shoppable stickers, strategically placed “Book” and “Reserve” action buttons, and clickable links within Instagram Stories, all aimed at enhancing the customer experience. For travel companies, this signifies a readily available customer base primed for booking travel experiences directly through Instagram. Embracing in-app selling is crucial, and Ryanair’s strategic approach exemplifies this concept. In celebration of Black Friday and Cyber Monday, the company unveiled a week-long extravaganza of irresistible deals, leveraging Instagram as a promotional platform:
Image Source Ryanair’s strategy extended beyond simply creating a branded hashtag and utilizing its Instagram bio to announce these limited-time offers. The company crafted a series of captivating Instagram posts designed to pique interest and encourage engagement:
Image Source The benefits of Instagram shopping aren’t confined to tangible products. When executed effectively, this feature can effectively drive travel bookings. Key Takeaway: With an array of business-specific features at your disposal on Instagram, travelers are empowered to discover and book their travel experiences seamlessly within the app. To convert your Instagram followers into loyal customers, optimize your account for shopping, streamline the customer journey, and create a sense of urgency to encourage prompt purchases.
Lesson #4: Superior Customer Service is Imperative
Customer service expectations have undergone a paradigm shift in recent years. The days of relying solely on traveler hotlines are long gone. Today’s discerning customers leverage social media platforms, particularly Instagram, to share their experiences and seek resolution for their concerns. A recent Sprout Social report revealed that 46% of customers have utilized social media to connect with brands, with 55% expecting a timely resolution or response via these channels. Travel industry players must be prepared to navigate a wave of feedback, both positive and negative, on Instagram. Take Skyscanner’s experience as a case in point. Customers frequently utilize the comment section to voice their pain points, necessitating swift responses from the company to address concerns, manage expectations, and reassure potential travelers of their worth.
Image Source However, if meeting these heightened customer service expectations proves challenging, it’s prudent to provide your followers with alternative channels for contacting your customer support team, as exemplified by Air France’s approach below:
Image Source Today’s customers readily turn to social media to share their experiences with others, influencing purchase decisions. Consequently, providing exceptional customer support on Instagram is no longer optional but essential. Notably, 73% of customers affirm that friendly service plays a pivotal role in fostering brand affinity. Actively listening to your customers and addressing their inquiries allows you to outmaneuver competitors and cultivate a loyal customer base. Key Takeaway: Elevating customer satisfaction and providing compelling reasons for choosing your company over competitors hinges on delivering exceptional customer support on Instagram. Diligently monitor comments, respond to direct messages promptly, and track brand mentions to ensure swift resolution of customer inquiries.
Position Your Travel Instagram for Success
Modern consumers have an insatiable appetite for travel, frequently turning to Instagram for destination discovery, vacation inspiration, and booking travel experiences. With the travel industry being one of the most profitable Instagram niches, it’s no surprise that companies are eager to harness the power of Instagram marketing. However, before diving in, glean valuable insights from the aforementioned travel companies to maximize your Instagram success.