Impact of Social Media on Tourism A Guide for social media tourism
Discover how social media influences the tourism industry with this comprehensive guide. Learn actionable strategies to turn your resort into an Instagram sensation and attract more visitors through effective social media tourism practices.
How to Make Your Resort the Star of Instagram
In today's digital age, social media has revolutionized the way we travel, explore, and share our experiences. Instagram, in particular, has become a powerful platform for showcasing destinations and accommodations, giving rise to a new phenomenon: social media tourism. For resort owners and managers, this presents both a challenge and an opportunity. How can you make your resort stand out in a sea of carefully curated Instagram posts and attract the ever-growing market of social media-savvy travellers?
This comprehensive guide will explore the impact of social media on the tourism industry and provide actionable strategies to transform your resort into an Instagram sensation. We'll cover:
1. Understanding the social media tourism landscape
2. Creating Instagram-worthy spaces in your resort
3. Leveraging user-generated content
4. Developing a cohesive visual brand
5. Crafting an effective social media strategy
6. Collaborating with influencers and content creators
7. Hosting Instagram-friendly events and experiences
8. Implementing innovative technologies for shareable moments
9. Measuring and analysing your social media success
Let's dive in and explore how you can make your resort the star of Instagram!
1. Understanding the Social Media Tourism Landscape
Before we delve into specific strategies, it's crucial to understand the current state of social media tourism and its impact on the hospitality industry.
The Instagram Effect on Travel
Instagram has fundamentally changed the way people choose their travel destinations and accommodations. A study by Facebook found that 67% of travellers use Instagram to find inspiration for new places to travel. Moreover, 61% of people have discovered new products and services through the platform. This means that having a strong presence on Instagram is no longer just a nice-to-have for resort – it's a necessity.
The Rise of the "Insta-Holiday"
The term "Insta-holiday" has emerged to describe trips that are planned with Instagram-worthy photos in mind. Travelers are increasingly seeking out picturesque locations,
unique experiences, and aesthetically pleasing accommodations that will look good on their social media feeds. This trend has led to the popularity of "Instagram hotels" – properties designed with social media sharing in mind.
The Power of Visual Storytelling
In the age of information overload, visual content cuts through the noise. Instagram's image-centric platform allows resorts to tell their story in a compelling, visual way. By showcasing your property's unique features, local attractions, and guest experiences, you can create an emotional connection with potential visitors before they even book their stay.
The Influence of User-Generated Content
User-generated content (UGC) has become one of the most powerful forms of marketing in the tourism industry. When guests share photos and videos of their stay at your resort, they're providing authentic, relatable content that resonates with their followers. This organic promotion can be far more effective than traditional advertising in attracting new guests.
Understanding these trends is the first step in developing a strategy to make your resort an Instagram sensation. In the next section, we'll explore how to create Instagram-worthy spaces within your property.
2. Creating Instagram-Worthy Spaces in Your Resort
Now that we understand the importance of social media in tourism, let's focus on how to make your resort visually appealing and "Instagrammable."
Identify Your Resort's Unique Features
Start by identifying what makes your resort unique. This could be:
Stunning architecture or interior design
Breathtaking views
Historical significance
Unique amenities or services
Local cultural elements
Once you've identified these features, emphasize them in your design and marketing efforts.
Design with Photography in Mind
When renovating or designing new spaces, consider how they will look in photographs. This doesn't mean sacrificing functionality, but rather enhancing it with visual appeal.
Don't Forget the Details
Sometimes, it's the small details that make a big impact on Instagram. Pay attention to:
Stylish room amenities
Artfully presented food and drinks
Customized or locally-made décor items
Quirky or luxurious bathroom features
Themed or seasonal decorations
Embrace Local Culture and Natural Beauty
If your resort is located in an area with rich cultural heritage or natural beauty, incorporate these elements into your design. This not only creates Instagram-worthy spaces but also gives guests a sense of place and authenticity.
By creating these visually appealing spaces, you're not only improving the guest experience but also encouraging visitors to share their stay on social media. In the next section, we'll explore how to leverage this user-generated content to your advantage.
3. Leveraging User-Generated Content
User-generated content (UGC) is a powerful tool in your social media arsenal. It provides authentic, relatable content that potential guests trust more than traditional advertising. Here's how to make the most of UGC:
Encourage Guests to Share
Make it easy and appealing for guests to share their experiences:
Create a unique, catchy hashtag for your resort
Place subtle reminders or signs in photogenic areas
Offer incentives for sharing, such as a chance to win a free night's stay
Train staff to politely suggest photo opportunities
Engage with and Repost UGC
When guests tag your resort or use your hashtag:
Like and comment on their posts
Ask for permission to repost their content
Share the best UGC on your own Instagram feed and stories
This engagement not only provides you with great content but also makes guests feel valued and appreciated.
Showcase UGC Beyond Instagram
Incorporate UGC into other marketing efforts:
Display guest photos on screens in your lobby
Feature UGC on your website
Include guest testimonials and photos in email marketing campaigns
Host UGC Contests
Organize contests that encourage guests to share their best photos:
Offer prizes for the most creative or popular posts
Create themed contests (e.g., best sunset shot, most unique feature)
Partner with local attractions for prize packages
By effectively leveraging UGC, you're not only getting free marketing but also building a community around your brand. In the next section, we'll discuss how to develop a cohesive visual brand that ties all of these efforts together.
4. Developing a Cohesive Visual Brand
To truly stand out on Instagram, your resort needs a strong, consistent visual brand. This cohesive look will make your content instantly recognizable and help create a lasting impression on potential guests.
Define Your Resort's Aesthetic
Start by defining the overall look and feel you want to convey:
Modern and minimalist
Luxurious and opulent
Rustic and cosy
Vibrant and eclectic
Classic and timeless
Your chosen aesthetic should align with your resort's personality and target audience.
Design Consistent Branding Elements
Create visual elements that can be used consistently across your Instagram content:
A recognizable logo
Custom fonts for text overlays
Branded templates for stories and posts
Signature graphic elements or patterns
Maintain Consistency Across Platforms
While Instagram may be your focus, ensure your visual brand extends to:
Your website
Other social media platforms
Print materials and signage
In-room collateral
By developing a strong, cohesive visual brand, you'll create a memorable impression that sets your resort apart on Instagram. In the next section, we'll explore how to craft an effective social media strategy to showcase this brand.
5. Crafting an Effective Social Media Strategy
With your Instagram-worthy spaces created and your visual brand established, it's time to develop a comprehensive social media strategy to showcase your resort.
Set Clear Goals and Objectives
Define what you want to achieve with your social media efforts:
Increase brand awareness
Drive direct bookings
Engage with current and potential guests
Showcase your resort's unique features and experiences
Position your resort as a leader in your market segment
Know Your Target Audience
Understand who you're trying to reach:
Demographic information (age, location, income level)
Psychographic data (interests, values, lifestyle)
Travel preferences and behaviours
Tailor your content and messaging to appeal to this audience.
Plan Your Content Mix
Develop a diverse content strategy that includes:
High-quality photos and videos of your property
Behind-the-scenes glimpses of resort operations
Guest stories and testimonials
Local area highlights and travel tips
Special offers and promotions
Interactive content (polls, questions, quizzes)
Aim for a balance of promotional and value-added content.
Create a Content Calendar
Plan your posts in advance:
Maintain a consistent posting schedule
Align content with seasons, holidays, and local events
Include regular features or themed days (e.g., "Foodie Fridays" or "Suite Sundays")
Optimize Your Instagram Profile
Make sure your profile is working hard for you:
Use a recognizable profile picture (usually your logo)
Write a compelling bio that includes your unique selling points
Include a link to your website or a landing page
Utilize Instagram's features like Highlights to showcase key information
Engage Actively with Your Audience
Don't just post and forget:
Respond promptly to comments and direct messages
Like and comment on posts that tag your resort
Engage with local businesses and tourism accounts
Use Instagram Stories to create more informal, immediate connections
Leverage Instagram Features
Make the most of Instagram's various features:
Use Instagram Stories for time-sensitive content and behind-the-scenes glimpses
Create Reels to showcase your resort in short, engaging videos
Use IGTV for longer-form content like property tours or interviews
Monitor and Analyse Performance
Regularly review your Instagram insights:
Track engagement rates, follower growth, and reach
Identify which types of content perform best
Adjust your strategy based on these insights
By implementing a comprehensive social media strategy, you'll be able to effectively showcase your resort and engage with potential guests. In the next section, we'll explore how to amplify your reach through collaborations with influencers and content creators.
6. Collaborating with Influencers and Content Creators
Influencer marketing can significantly boost your resort's visibility on Instagram. Here's how to effectively collaborate with influencers and content creators:
Identify the Right Influencers
Look for influencers who align with your brand:
Relevant niche (travel, luxury, adventure, etc.)
Audience demographics that match your target market
Engagement rate (more important than follower count)
Content quality and aesthetic that fits your brand
Develop a Mutually Beneficial Partnership
Create a win-win situation:
Offer complimentary stays or experiences
Provide exclusive access to new features or events
Consider paid partnerships for larger campaigns
Allow creative freedom while providing clear guidelines
Set Clear Expectations
Establish clear terms for the collaboration:
Number and type of posts required
Specific hashtags or mentions to include
Approval process for content (if any)
Exclusivity terms (if applicable)
Leverage Different Types of Influencers
Consider working with a mix of influencer types:
Macro-influencers for broad reach
Micro-influencers for higher engagement and niche audiences
Local influencers to tap into the community
Industry experts (e.g., travel writers, photographers)
Create Unique Experiences for Influencers
Go beyond the standard resort stay:
Design custom itineraries showcasing your resort and local area
Offer behind-the-scenes tours or exclusive access
Create photo opportunities that aren't available to regular guests
Involve influencers in special events or launches
Amplify Influencer Content
Maximize the impact of influencer collaborations:
Share influencer content on your own channels
Create a dedicated landing page featuring influencer experiences
Use influencer content in other marketing materials (with permission)
Measure and Analyse Results
Track the success of your influencer partnerships:
Monitor engagement on influencer posts
Use unique booking codes or landing pages to track conversions
Analyse the impact on your follower growth and engagement
By effectively collaborating with influencers, you can significantly expand your reach and showcase your hotel through trusted voices in the travel community. In the next section, we'll explore how to create Instagram-friendly events and experiences that will keep guests (and their followers) coming back for more.
7. Hosting Instagram-Friendly Events and Experiences
Creating unique, shareable experiences is key to making your resort stand out on Instagram. Here's how to design events and experiences with social media in mind:
Design ‘Instagrammable’ Moments
Create experiences that beg to be photographed:
Pop-up installations or art exhibits
Themed cocktail nights with visually striking drinks
Yoga classes in picturesque locations
Cooking classes with photogenic dishes
Showcasing amenities in artistic way
Highlight rooms in more artistic way
Leverage Local Culture and Attractions
Tap into what makes your location unique:
Partner with local artists for exhibitions or live performances
Offer guided tours to hidden local gems
Host cultural workshops (e.g., traditional crafts, language lessons)
Create seasonal events around local festivals or traditions
Offer Exclusive Access
Give guests something they can't get anywhere else:
After-hours access to popular local attractions
Rooftop parties with panoramic views
Meet-and-greets with local celebrities or artisans
Behind-the-scenes tours of your resort
Host Influencer Events
Organize special events specifically for content creators:
Influencer brunches or dinners
Photography workshops using your resort as a backdrop
Wellness retreats
Product launch parties for travel-related brands
Encourage Sharing
Make it easy and appealing for guests to share their experiences:
Create event-specific hashtags
Set up photo opportunities with good lighting and backdrops
Offer incentives for sharing (e.g., chance to win prizes)
Display a live Instagram feed of event photos
Extend the Experience Online
Keep the momentum going beyond the event itself:
Create highlight reels of events for your Instagram Stories
Share user-generated content from events on your feed
Host virtual events or online versions of in-person experiences
Create downloadable content related to events (e.g., recipes, playlists)
By hosting Instagram-friendly events and experiences, you're not only creating memorable moments for your guests but also generating a wealth of shareable content. In the next section, we'll explore how to implement innovative technologies to create even more shareable moments.
8. Implementing Innovative Technologies for Shareable Moments
Your guests at resorts expect more than just luxurious accommodations and amenities. They seek experiences that are memorable, shareable, and visually appealing. One way to enhance their stay is by implementing innovative technologies that create unforgettable moments.
Interactive social media Walls: Create a dynamic and engaging atmosphere by displaying a live feed of guests' social media posts on a large screen in the lobby or common areas. This encourages guests to share their experiences, connect with others, and become brand ambassadors for your resort.
Personalized Recommendations: Leverage data analytics to provide guests with personalized recommendations based on their preferences and interests. This could include suggesting specific activities, dining options, or even spa treatments. By tailoring the experience to each guest, you can enhance their satisfaction and loyalty.
Innovative Photo Booths: Go beyond traditional photo booths by offering guests the opportunity to create unique and shareable memories. Consider incorporating AR elements, instant printing, or even the ability to share photos directly to social media. This will encourage guests to document their experiences and share them with their friends and family.
By implementing these innovative technologies, you can create a more engaging and memorable experience for your guests. Not only will it enhance their stay, but it will also help your resort stand out from the competition and attract a younger, more tech-savvy audience.
9. Measuring and Analysing Your Social Media Success
To understand the effectiveness of your social media efforts, it's crucial to measure and analyse your performance. Here are some key metrics to consider:
Engagement Metrics:
Likes, Comments, and Shares: These metrics gauge how much your audience is interacting with your content.
Click-Through Rate (CTR): This measures the percentage of people who click on your links or call-to-action buttons.
Mentions and Tags: Monitor how often your brand is mentioned or tagged in conversations.
Reach Metrics:
Impressions: The total number of times your content appears in users' feeds.
Organic Reach: The number of people who see your content without paid promotion.
Paid Reach: The number of people who see your content through paid advertising.
Conversion Metrics:
Website Traffic: Track how many visitors are directed to your website from social media.
Leads and Sales: Measure the number of leads generated and sales made through social media channels.
Return on Investment (ROI): Calculate the financial return on your social media marketing efforts.
Audience Metrics:
Follower Growth: Monitor the increase or decrease in your follower count.
Audience Demographics: Analyse the age, gender, location, and interests of your followers.
Audience Engagement Rate: Calculate the percentage of your audience that interacts with your content.
Tools for Measurement and Analysis:
Social Media Platforms: Most platforms offer built-in analytics tools to track key metrics.
Google Analytics: Connect your social media accounts to Google Analytics to track website traffic and conversions.
By regularly measuring and analysing your social media success, you can identify areas for improvement, optimize your strategies, and maximize your return on investment. Remember, the key to effective social media marketing is not just about increasing your follower count, but also about building meaningful connections with your target audience.
Where your resort failed!!
In today's digital world, social media is crucial for increasing the visibility of your property. With over a decade of experience in resort marketing, we’ve found that many reputable resorts are still unaware of how to leverage social and digital media effectively.
When we introduce our professional, organic marketing strategies to resort owners, we often hear the same question: "Why do we need you when we already manage our social media accounts?" But upon reviewing these accounts, we frequently see a lack of professionalism, irrelevant content, and, most concerning, improper management by unqualified individuals.
Today, many so-called "social media influencers" have inflated followings, often built with bots, which compromises the integrity of authentic marketing. We strongly urge resort owners to carefully evaluate any marketer they hire to manage their social media. Before handing over your accounts, consider these key factors:
Industry-Specific Experience: Ensure they have substantial marketing experience, particularly within the hospitality sector.
Ethical Practices: Verify that their approach is ethical and transparent.
Track Record: Review their previous work—check if they manage social media for other resorts, and ensure the content is relevant, consistently updated, and aligned with your brand values.
References: Contact properties they’ve worked with to confirm their experience and results.
In-House Team: Ensure they have an in-office team dedicated to creating quality content and delivering superior service. A lack of in-house resources often leads to subpar results.
TREC. Your one stop solution centre.
At TREC, we pride ourselves on our ethical approach and deep expertise in the industry. For the past 10 years, we’ve focused solely on resort marketing, backed by 20 years of hands-on tourism experience.
Our USP:
1. 20 years of experience in the tourism industry, grounded in real-world insights.
2. A fully-equipped in-house team managing everything from strategy to execution.
3. 24/7 monitoring of tourism trends to ensure your property stays ahead.
4. A commitment to rapidly adopting new, effective marketing techniques.
5. A single window solution centre. From built a website to content creation, from strategy planning to visual appeal.
And many more advantage when you go with us....
To learn more about how we can elevate your resort’s social media presence, visit our website.