Starwood Preferred Guests, the loyalty programme of major hotel chain Starwood Hotels & Resorts has launched the first advertising campaign by a travel brand on Instagram. In essence the campaign makes use of existing Instagram images that have been published by brands and promotes them to users who are not following the brand. Users can click on a button on each image to keep from seeing ads in the future, much like Facebook users can chose to ignore certain advertising messages in their news feed.
Visual ads - The next big thing in social advertisement?
Abbey Reider, Associate Director of Social Media for Starwood Hotels & Resorts tells Skift, “The nature of Instagram is a natural fit for travel given the rich, visual nature of the con-tent and the underlying desire to share travels and experiences with others.”
Advertisers are therefore now tapping into the visual social communities to target their audiences. It provides an innovative way of opening up a new channel for mobile market-ing. given that travellers increasingly use their smartphone during the travel, it provides a promising option to market relevant products at the point of consumption.
Visual content provides high engagement
In addition visual content on social media networks provide in general high engagement rates. “Instagram is one of Starwood’s top performing social channels for engagement across all nine of our brands,” Reider says in a Skift interview. “We receive 45,000 Insta-grams per month tagging our properties. Instagram's that superficially tag #SPGLife have generated more than 350,000 likes from other users who saw their friend’s photo in their feed.”
This surely won’t be the last major travel brand that we will see moving towards Instagram campaigns, as the combination of photos, mobile and easy sharing in an open communi-ty, seems to be a good fit for the travel industry.
More from #DTTT
In February we present:Shaping Vienna – A New Visitor Economy Strategy for the Vienna Tourist Board
Sustainable tourism growth is at the forefront of destination strategy today, proposing new visions and objectives for the future of the visitor economy. The Vienna Tourist Board presents its Visitor Economy Strategy 2025, Shaping Vienna, reflecting a new era of tourism that targets sustainable development with an emphasis on adding value for the city, its […]#Visitor Economy Strategy #sustainable tourism #add value #Vienna Tourist Board
In February we present:Travel Oregon – Rethinking Content Styles
For Travel Oregon, content has taken several changes in direction over the years, with a timeline of multiple successful campaigns under its name. This is a great example of a DMO that has adapted its content style over time to align with the ever-changing travel landscape, highlighting the role of sustainability and its impact, and […]#rethinking content style #brand dna #sustainability #travel oregon #brand-values #differentiation
In January we present:#ClientStories Visit Brussels | Full Digital Transformation
The Digital Tourism Think Tank conducted a full Digital Transformation assessment and organisational audit of Visit Brussels, looking at every single aspect of the organisation and its digital activities. Using our carefully curated 12-step approach, we reviewed the organisation from a completely holistic perspective, analysing everything from the organisational structure to the visitor cycle and […]#digital content strategy #brand transformation #Visit Brussels #digital transformation #design-thinking #Knowledge Exchange
In January we present:Visit California – The Pivotal Brand Touchpoint
Visit California is a DMO that is really leading the way when it comes to leveraging the destination brand story, and has long been a destination that we here at the #DTTT consider to be a best practice when it comes to delivering compelling content, all year round. Visit California understands the importance of […]#brand desire #brand story #visit California #touchpoints #brand-identity #content strategy
In January we present:Digitising a Destination with Tourisme Bretagne
Today, the travel industry finds itself in an unprecedented position. The competition has never been so high and with the issue of sustainability rife within the industry and world as a whole, DMOs are striving to implement initiatives that support sustainable growth for the destination, tourists and all stakeholders involved. The Federation of Breton Tourist […]#Tourisme Bretagne #sustainable tourism #customer journey #DTTT-global #digital strategy #digitalisation
In January we present:How Destination Canada evolved from a Destination Brand to a Passion Brand
For destination marketers today, the biggest challenge is to keep up with the speed of change and the ever-changing traveller. So how best to stand out from the competition? Is it through technology? Offers? Experiences? Brand? Here is an extract of Destination Canada’s talk about brand transformation. We have highlighted the key messages. The full […]#brand journey #transformational travel #passion brand #Brand evolution #destination canada #strategy