20 Feb 2017 / by Robert Dicks / in Social Media
How Image Based Social Media Can Help Hotels Reach More Customers
How sharing aspirational images will sell your hotel
For hoteliers and those running bed and breakfasts, images can be a powerful tool in generating brand awareness and leads on social media.
Tapping into aspirational marketing on two key social media platforms could be the key to boosted visitor numbers.
What is aspirational marketing?
It’s all about creating demand by selling a lifestyle, tapping into positive emotions.
In the case of hotels, that’s selling the dream of what a stay with you will be like.
Your potential customers want to feel they will step into peace, luxury, fun, and enjoyment.
Stimulating that kind of demand requires the sort images which will connect with your potential customers’ emotions.
Using image-based social media like Pinterest and Instagram is an excellent way of building your hotel’s brand.
This is an excellent tool for creating aspirational marketing because its posts are the most long-lived.
The ‘half-life’ of a Pinterest post – the average time for half the number of post viewers to see it, is three months.
Compare that with a Twitter post ‘half-life’ of just seven minutes, and you realise that this social media has staying power.
Hoteliers can create pins and pin boards which will continue to be shared for months afterwards.
The other benefit is that it has a large female audience – perfect if you’re looking to influence a key demographic, women in their 30s and 40s.
Research has shown that 71% of its 72 million users are women – and are 44% of women who are online use Pinterest, compared with just 16% of men who are online.
Women of this age are the key decision-mares in their homes, marketers have found.
They make or lead most of the major decisions in their households.
Many users create mood boards which they update regularly, wishlists of what they want to do, where they want to go, and what they want to eat.
So, when it comes to inspiring aspirational marketing for hotel stays and booking tables for dinner, this is an excellent place to fish for potential customers.
Marketing industry experts have carried out research about the sort of pins which get the most shares and likes.
They found that vertical images are far more likely to be shared, as are images which have blues as the main colour.
Images featuring food are particularly popular.
TOP TIP: Encourage guests who have loved staying at your hotel to pin their own images, then share them. This form of review marketing reinforces what your own social media is doing. It earns you social capital!
This is another platform which is perfect for hoteliers.
It has 400 million active users and 60% log in daily. It’s the most engaged social media after Facebook.
If you’re pitching your hotel to a younger audience, Instagram is the platform for you. 90% of its users are under 35.
It’s also growing. Usage of Instagram has doubled in the past two years.
Brands are also catching on to its benefits. Industry insiders estimate that 70% of brands will be using Instagram by the end of this year.
Engagement with brands on Instagram is 84 times higher than Twitter and 10 times higher than Facebook.
Interestingly, still images get better engagement here than videos. Many are taken on mobile phones and mobile engagement is very high. If your audience is booking on their mobile, this is a great place to be.
TOP TIP: Follow travel and food bloggers here to maximise shares and likes and reach as large an audience as possible.
Looking for advice on digital marketing or social media management in South Wales or Bristol? Get in touch, we run and manage social media campaigns for business of all sizes. Contact us: https://www.fortewebsolutions.co.uk/contact/.