© 2015 Phocuswright Inc. All Rights Reserved.
Kristen Hall | Enterprise Strategy Director for Travel at OlapicFiona Boyce | Director of Social Media + Brand Content at Commune Hotels &
Resorts
FROM INSTAGRAMTO BOOKINGSVISUAL MARKETING STRATEGIES FOR TRAVEL
BRANDS
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ONE DAY ON THE INTERNET
© 2014 Phocuswright Inc. All Rights Reserved.
THE AMOUNT OF TRAVEL CONTENT ON INSTAGRAM ALONE IS STAGGERING
There are currently over 31 million photos hashtagged #vacation on Instagram alone.
345k 327k
272k
226k
210k
307k
935k 2.3m
345k
44k
257k378k
190k 764k
77k1.2m
100k
36k
THE POWER OF INSTAGRAM
© 2015 Phocuswright Inc. All Rights Reserved.
Question: Which of the following travel-related activities did you do on an online social network while planning your most recent leisure trip, or after your trip? Select all that apply.Base: Social Media Users: U.S.: (N=858); U.K.: (N=785); AUS: (N=826); FRA: (N=726); GER: (N=761); RUS: (N=914); CHN: (N=997); BRA: (N=976) Source: Phocuswright's Search, Shop, Buy: The New Digital Funnel
Post comments/photos about my trip while at home or work Post comments/photos about my trip while traveling
31%35%
28% 28%33% 32%
22% 24%22%26%
33% 30%
45%49%
43%48%
U.S. U.K. Australia France Germany Russia China Brazil
TRAVEL-RELATED POSTING ON SOCIAL NETWORKS
IN THE TRAVEL INDUSTRY, STOCK PHOTOS ALL LOOK THE SAME
$304/ NIGHT $229/ NIGHT
TEXT DESCRIPTIONS JUST DON’T DO OFFERINGS JUSTICE
AND IT IS MISSING AUTHENTICITY THAT ONLY USER-GENERATED CONTENT CAN PROVIDE
67%of traveler trust UGC more than brand-created content
CURRENTLY TRAVELERS ARE FORCED TO LEAVE BRAND SITES TO FIND THIS CONTENT
On average travelers visit 37 webpages before booking. TripAdvisor made 1 billion dollars in booking fees in 2013 from travelers looking for this authentic
content.
BRANDS CAN CAPTURE THE FEATURES OF THEIR PRODUCTS…
…Fans can capture the moments that happen there.
AND, UGC ON PROPERTY PAGES ARE RICH VISUAL REVIEWS…
…giving traveler the confidence they need to book.
9 THOMPSON HOTELS PROPERTIES HAVE PUBLISHED OVER 4,400 PIECES OF TRAVELER-GENERATED CONTENT
Joie De Vivre hotels are launching very soon across 20+ properties
PROPERTIES WITHIN THOMPSON (9):
• The Beekman • Gild Hall• Smyth• Thompson Chicago• Thompson Toronto• Belgraves London• Thompson Miami Beach• Thompson Playa del Carmen• The Cape
THOMPSON HOTELS COLLECTS TRAVELER-GENERATED CONTENT THAT OUTPERFORMS BRAND-CREATED CONTENT
This photo from the Cabo property shows potential travelers a view from an actual room.
This photo from Gild Hall in NYC provides social proof from a millennial couple that authentically loves their
room.
CHICAGO ATHLETIC CLUB’S PROFESSIONAL GRADE EARNED CONTENT
Visitors to chicagoathletichotel.com can browse and infinitely scrolling wall of very high-quality photos earned from their guests.
THOMPSON TORONTO: DEEP DIVE
Photos like this on Thompson Toronto’s site drive inspiration, engagement, and bookings.
This Single Property Has Collected: 1,016 photos in the last quarter alone.
The interaction rate for this content on their site is: 8.2%
HOW THOMPSON DRIVES INSPIRATION AT SCALE
Filters enable visitors to sort the top photos at each property.
Using Olapic's API, hospitality brands have built multi-layer gallery widget filtering, creating a personalized experience for their guests.
© 2014 Phocuswright Inc. All Rights Reserved.
Eliminate guess work from your creative by inserting top performing UGC into your adsReduce cost, time and effort of productionAlways have original and fresh images for
advertisingImprove your Ad performance
EXTEND Instagram Ads
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..
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INSTAGRAM TARGETING
Native FB targeting (location, demographic, etc.).Partner Categories.Custom Audiences.Lookalike Audiences.Flexible Targeting.
HOW TO BE SUCCESSFUL IN 3 STEPS
ON BRAND & CONSISTENT1
HOW TO BE SUCCESSFUL IN 3 STEPS
CONCEPT-DRIVEN2 #coachfromabove
HOW TO BE SUCCESSFUL IN 3 STEPS
WELL CRAFTED3
QUESTIONS?
Visit Olapic’s Kiosk to get a Selfie Stick and enter for a chance to win an iPad Pro.
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THANK YOUAttending the Phocuswright Conference in Ft. Lauderdale?
Visit Olapic’s kiosk and join our workshop session on using traveler-generated photos to drive bookings.
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