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.
Discussioncomments powered by Disqus
More from #DTTT
In May we present:Meet…Kevin Wright from Travel Oregon
In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]
In May we present:Meet…Gloria Loree from Destination Canada
We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.#brand experiences #destination canada #brand narrative #brand stories
In May we present:Meet…Daniel Bury VR Filmmaker
Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.#VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
In May we present:5 Reasons Why to Visit #DTTTCampus 2019
In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.#dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo
In May we present:Meet…Paul Kubalek – Digital Media Manager at Saalbach Hinterglemm
Paul will be joining us at #DTTTCampus alongside a panel of other DMOs to talk about working with influencers, the story behind the ‘Storybase’ campaign and the kind of results they’ve seen since this campaign began.#influencer experiences #storybase #influencer marketing #influencer
In May we present:Meet…the digital team of VisitOSLO
This year’s #DTTTCampus is just over a month away and we’re getting excited to mingle with the industry’s best DMO experts in Oslo. As our host city, we wanted to catch up with VisitOSLO’s digital team; Widar Pastoor, Creative Project Manager and Kjersti Stensrud, Editor and Content Manager.#oslo #dtttcampus ##VisitOslo #AR #augmented reality #technology