Aspirational images dominate the Instagram landscape, making this platform an ideal opportunity for luxury resorts and hotels to entice potential guests. In turn, would-be travelers look to Instagram for inspiration.
This is where the travel planning process begins, as evidenced by research published in the European Journal of Applied Economics. A 2021 study revealed that 80.1 percent of respondents sought travel information via social media, making this an even more popular source of insight than travel blogs or word of mouth.
Many Instagram users scroll with the specific intention of getting inspiration for future travel destinations. The vast majority tell researchers that the photos they see on Instagram increase their interest in traveling to specific destinations, or, at minimum, make them eager to travel in general.
Instagram represents a major success story in the luxury hospitality landscape. Most brands have clearly realized the value of this platform, with 87% of Hotels posting at least three times per week. Resorts are also frequent contributors, with 62% posting three times each week while nearly one-quarter make daily updates.
With Instagram, however, more updates aren't always better; this platform is the epitome of quality over quantity.
Luxury brands can capitalize on users' interest in Instagram travel content not only by posting regularly, but also, by ensuring that content moves beyond brand awareness alone to promote greater engagement. This means sharing links to booking pages, both in the bio area and on everyday updates. Optimize the booking process to reduce friction, so customers can easily act on their split-second, inspiration-guided decisions to hit the road.