Spring 2018

16  • PENNSYLVANIA RESTAURANT & LODGING matters • Spring 2018 Hotels, Travel, and Tourism A 2016 study by Curulate found that 48 percent of Instagram users use the app to choose travel destinations for vacations. That’s almost 350 million people deciding where to travel based on images they see on Instagram! (For reference, the U.S. Census estimated our population to be 326 million in 2016.) If your property or destination is not on the platform, you are missing countless opportunities to find and delight potential guests and visitors. TrekkSoft.com noted that while destinations have not changed and neither has the concept of hospitality, the modern traveler has definitely changed. The perspective from which travelers want to explore a destination, and the tools used to share the experiences have changed considerably. The modern (or millennial) traveler wants to dive into a destination, be a part of it, and experience it like the locals. Instagram gives us a preview of the experiences we may live out in on our next getaway. Whether it’s through your posts or user-generated content, you have the power to help shape the narrative by embracing the power of Instagram. • 4 T i p s f o r H o s p i t a l i t y a n d Hashtags, Geotags Hashtags help photos gain more exposure and awareness on Instagram. Mix of branded and non-branded hashtags into your content mix to increase awareness and engagement. Popular travel hashtags include: #travel, #travelgram, #wanderlust, #instapassport, #instatravel, #traveler, #travelphoto, #travelbug, #traveladdict, #TravelTuesday, #hotel, #hotels. Geotags help photos show up in Instagram’s location feed, which allows them to appear in local search results within the app. Tell your story Stay true and genuine to your values and personality to create a travel experience for your guests. Highlight your amenities— anything that will make a guest wish they were there—and encourage guests to use them. Give guests a glimpse of the inner workings of your hotel to humanize your brand and make your staff seem more approachable. “The modern (or millennial) traveler wants to dive into a destination, be a part of it, and experience it like the locals. Instagram gives us a preview of the experiences we may live out in on our next getaway.”