from instagram to booking: how consumer content engages, wins and retains travelers

© 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


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


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.

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


CONCEPT-DRIVEN2 #coachfromabove


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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