INTRODUCTION
For close to a decade, social media has helped hotel brands connect with potential guests. While Facebook still reins king, Instagram has become increasingly popular among millennials and younger adults.
In fact, the Pew Research Center reports that 64 percent of 18- to 29-year-olds in the United States use Instagram. Individuals ages 30-49 also are on the platform, with 40 percent of them being active users.
As a hotelier, you should take advantage of Instagram to reach your current guests and the next generation of customers. Following are eight Instagram best practices you should implement for your boutique hotel.
- Choose a relevant username. Make sure to select a username and Instagram handle that match your brand so it is easy for guests to find you. This will most often incorporate the name of your establishment or the hotel name paired with your city if you have more than one location.
- Create a business profile. This type of account appears more legitimate to Instagram users looking to interact with a brand. In addition, the business format allows you to include a link to your hotel’s website and provides data insights that can help guide your posting habits. For instance, you can view audience demographics and optimal times to reach your followers.
- Complete your Instagram bio. Convey what guests will experience at your boutique hotel in the biography. For example, you should highlight your neighborhood if you are located near a destination point. Remember to be concise, as Instagram only allows 150 characters. If there is room, include a signature hashtag that others can use in their posts.
- Establish an identity for your hotel. Photos and videos are the foundation of Instagram. High-quality visuals are a must, but it also is important to establish a specific look for your brand. Use the same filters, lighting and resolution whenever possible. In addition, choose brand-consistent hashtags to accompany your posts.
- Create an Instagrammable experience. Showcase the unique qualities of your hotel or the surrounding area. For example, you could feature distinctive amenities, breathtaking views or local scenery. You also should highlight guest experiences captured at your establishment so others can picture what their stay will be like.
- Post on a regular schedule. Frequent posts can help keep Instagram users more engaged with your brand. One-to-two posts a day is ideal, but never sacrifice quality for quantity. If you have limited content to start, aim to post at consistent intervals and increase over time. You can improve your reach by accessing Instagram Insights and posting when your followers are most active.
- Engage with users and other accounts. Stay social on Instagram by engaging with users’ comments and content. For example, if someone tags your hotel in a post, make sure to like or comment on it. Similarly, you should engage with posts from other accounts or repost their content (with permission) if it contributes to the overall experience you are trying to convey.
- Use Instagram Stories and Highlights. Stories are another way to capture the attention of your followers. You can include text, gifs and other features on your photos or videos for a more “fun” experience. Read our free e-book on Using the Story Feature to Attract Guests.