The luxury hospitality brand Four Seasons makes use of the rising image network Pinterest, to connect its properties around the world with a global audience of luxury travellers. The brand uses Pinterest in particular to raise awareness about unique travel experiences and also to provide expert destination advice. The tactic has been working successfully so far, as indicated by continuously growing follower numbers, click-through rates and referral traffic (Pinterest).
JOINING THE BRAND UNDER ONE ROOF
On Pinterest, Four Seasons have curated a comprehensive selection of nearly 4,000 images, sorted into 58 different boards. The boards cover different thematic areas, and contain of images from the brand’s properties around the world. Some of the boards, such as the gastronomic travel board, which focuses on food images from Four Seasons restaurants; make use of the “Place Pins” feature to connect images to a specific location. Other boards, make use of so called “Rich Pins”, a feature which allows to display location information like address, phone number and open hours on your Pins. In addition, each Four Seasons property has its own Pinterest board, with further insider information on the destination.
HIGH SUCCESS RATES
The venture on Pinterest has been successful for the hospitality brand so far. Following official sources a significant traffic increase from Pinterest could be noted. Year over year, Four Seasons saw a 1000% increase in daily average visitors and a 1700% increase in daily average clicks to its website from Pinterest. Measurement has been an integral part of the Pinterest brand activities. Four Seasons tracks increases in followers, repins and likes and visits to their site, digital magazine and blogs. This data is subsequently used to identify what content performs well on Pinterest and then create more similar content. The brand reported a 900% increase in the average number of people repinning their content every day and a 600% increase in the average number of Pins from fourseasons.com year over year.
LESSONS FOR DMOs
The Pinterest engagement bears some valuable lessons for DOMs and other tourism organisations. The first one is to create multiple profiles for managing different brands, or different brand themes. The second most important lesson is to make use of the different features that Pinterest offers. These include location pins and rich pins. The third lesson is to make use of analytics, in order to identify the best performing content, and provide the audiences what they are looking for.
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