Instagram has definitely taken social media, particularly photo sharing, to a whole new level. With over 200 million monthly active users (March 2014), Instagram has provided users with a platform for sharing their passion in visual context. We recently published an article highlighting the impact that photos have on a consumer’s booking decisions. But taken out of the framework of booking sites and into the context of user-generated-photo-sharing mediums like Pinterest and Instagram, resort, hotel and venue photos can take on a power and influence of their own.
Before we delve into the strategies behind Instagram marketing, take a look at these numbers.
A paramount goal of hospitality & hotel marketing is not only to understand the consumer path to booking, but also to gain a deeper comprehension of consumer browsing and deliberation before booking. A recent study out of Cornell University School of Hotel Administration, Using Eye Tracking to Obtain a Deeper Understanding of What Drives Online Hotel Choice, is shedding some light on this incredibly pertinent and interesting subject of human behavior.
This recent study has taken eye tracking paired with in-depth interviews to uncover precisely what probable guests look at and think about as they manage the browsing and deliberation process of booking a hotel.
Name, Photo and Price
When individuals are online determining which hotel or resort they want to book with, they go through a set of congruent steps to reach that booking outcome: Continue reading