Last week, LiftMetrix launched our latest blog series to recap our recent webinar: “2016 in Review and Social Trends for 2017”. The first post in the series addressed how the Media Publishing industry created social campaigns on Facebook to drive business objectives in 2016. The full post, which highlights Bloomberg and The Wall Street Journal, can be viewed by clicking here.
In this series’ second post, we will analyze how brands in the hospitality industry have successfully driven business objectives through their social strategies, particularly on Instagram. In the webinar, we featured Marriott and Hilton.
Before diving into the comparison between Marriott and Hilton we took a look at the best practices for the hospitality industry. During 2016 we saw major brands utilizing best practices such as user-generated content, captions to drive bio and custom hashtags surrounding campaigns.
Research has found that 45% of Millennials use user-generated content to help with their hotel decision process. Brands such as Burberry and Coca-Cola have been known to successfully use UGC in their marketing strategies.
We continued our analysis of the hospitality industry by comparing hotel powerhouses, Marriott and Hilton use of Instagram to accomplish their business objectives.
Marriott does a great job effectively driving users to the links located in their bio using posts with accompanied captions. After clicking the link users are directed to the company’s VSCO page where user-generated content is used throughout the site. Marriott uses their VSCO page to showcase their Travel Brilliantly campaign by included a unique hashtag campaign and a link driving users to the Marriott site.
Once on the site, Marriott accomplishes business objectives to increase bookings and page views by directing users to “Book Now” or visit featured locations.
Next we compared Hilton’s use of Instagram to accomplish their business objectives and maximize their platforms reach. A link provided in Hilton’s bio directs users to a site promoting their Hilton Rewards App. From there viewers can book rooms for trips or take rides with Uber, a partner of Hiltons. This site helps optimizes their objectives to drive bookings and mobile downloads.
Both companies effectively maximize their Instagram strategy to drive business objectives and accomplish their social goals. The important take-away of this comparison is to create captions for each post that drive users to links located in your bio to help increase page views and achieve your business objectives.
Stay tuned for our next post in this blog series, which will analyze how the Services Industry is using Pinterest to drive business objectives. In the meantime, you can download the “2016 in Review and Social Trends for 2017” presentation by clicking here, or you can view the presentation recording by clicking here.