Travel Tech

Instagram, the quirky online photo and video sharing social network, was one of the big hits in the social sphere in 2013. Following a report from Simply Measured, Instagram’s importance is rising progressively among marketers. In fact, in 2013 71 percent of the world’s largest brands have adopted Instagram, which now rivals the brand adoption of Google+ and Pinterest, making it the fastest growing social network world wide.

Especially for travel and tourism marketers Instagram is an important channel to be considered in their digital toolbox. Instagram is a vehicle for co-creating marketing campaigns, thus collecting customer created content and re-using it for promotional purposes (Socialmediaexaminer).


Visuals are the cornerstone of tourism marketing, as selling intangible experiences requires strong and attractive visual arguments. However, customers increasingly get tired of high-gloss, staged marketing images that portray destinations or hotels in a very favourable, but also extremely unrealistic way. In the age of complete information accessibility and online customer reviews, marketers need to provide authentic yet attractive images.

Destination marketing organisations such as VisitNorway, VisitBrazil or VisitDenmark have recognised this trend, and started integrating Instagram picture streams prominently into their website.


VisitNorway's Instagram integration


Google’s latest Traveller Study 2013 confirmed that travel online videos become critical in the inspiration and decision making stage of contemporary travellers. Car manufacturer Lexus provided recently an inspirational good practice example of how Instagram photos submitted by customers could be combined into a stop motion video. This allowed the brand to create a visually appealing user generated video, an idea that certainly offers great potential for tourism and travel brands to showcase their products and destinations in a visually engaging manner.


This have only been two examples of the diverse ways of ow Instagram can be used to get customers and fans to create content for their brands. Further examples could include the adoption of Instagram to:

  • create ads from customer photo submissions
  • recruit employees
  • drive awareness for new products

In general, Instagram is a digital tool that adds value to travel brands and provides an innovative way to engage with audiences and potential travellers in a visual manner. We believe that Instagram has not reached its peak yet and we will see the network growing further in 2014.

More from #DTTT

  • In October we present:
    X. Festival: Reshaping the Visitor Economy
    Reshaping the Visitor Economy I believe it was February when we started thinking about how feasible it was to run our next event. Organising two flagship events twice a year presents us with a very tight schedule when it comes to finding speakers, selecting venues, coordinating with sponsors and dividing the work amongst team members. [...]
    #reshapingtravel #digitalevent #event
  • In October we present:
    Defining the Ingredients of a Good Destination brand Experience
    A lot of DMOs are asking themselves, "how can we help our industry to pivot, to design new experiences and to prioritise sustainability in recovery?" Defining the Ingredients of a Good Destination Brand Experience Destination branding is driven by three main factors; reputation, identity and perception. However, the ultimate factor, the key ingredient that brings [...]
    #dmo brand #recovery #brand experience #brand #destination
  • In September we present:
    Market Pivot with Slovenian Tourist Board
    Building a Recovery Strategy that attracts the audiences in the 'new normal' The old way of targeting, converting and growing needs a revision. Gone are 'emerging markets' and 'disposable income' as audience criteria. We need to hit reset. Now more than ever, it is important to be sensitive to the concerns of visitors and to [...]
    #visitor journey #slovenia #consumer behaviour #trends #workshop
  • In June we present:
    New Normal, Same Visitors
    How can destinations safely reopen to international visitors? What are the strategies behind the reopening and what's the role of DMOs? These are only few of the questions we asked to VisitJamaica, who told us how they successfully managed to keep the nation safe for both of international tourists and locals, developing effective protocols and solid [...]
  • In June we present:
    Staycation Storytelling with Visit Estonia – Weekly Tourism Impact Call: Week 13
    DTTT · Staycation Storytelling with Visit Estonia Where do destinations find inspiration for their campaigns during COVID-19? How do they convince people to travel again and engage with the local tourism sector? With the focus on recovery and the domestic restart, we have seen many different campaign approaches aimed at the domestic market. The latest [...]
    #domestic tourism #recovery #COVID-19 #visit-estonia #storytelling #strategy
  • In June we present:
    Why is Design Thinking so important in identifying solutions?

    We are in an unprecedented moment in the industry’s history, which must redefine itself. Businesses must pivot, but with a purpose, destinations must demonstrate leadership, value and co-design a new future for tourism. In today’s remote world, amidst the uncertainty, we will enable the industry to develop empathy and co-create impactful outcomes for the benefit […]

    #solutions #recovery #remote design thinking #DMOs #strategy #tourism
Show more
© 2020 Digital Tourism Think Tank