Our Intelligence Report: Instagram found while fashion and retail dominate the top ten communities on Instagram, hotel brand Starwood Hotels & Resorts excels at inspiring and publicizing user-generated snaps on the platform. Featured in a Flash of Genius in our report, Starwood features Instagram photos and video on all (more than 1150) of its property websites. The Guest Galleries, which can be sorted by Hotel, Suites, Dining, and Features facilitate conversion with a “Book Now” button next to each photo.
Starwood’s move was inspired by an explosion in mobile bookings and more than 40,000 visitor-generated Instagrams per month, each tagged with one of its nine hotel brands. Starwood gathered all the photos in one destination by promoting the hashtag #SPGLife, which has gathered more than 9,000 photos.
Starwood did not stop there. On January 24, it became the first hotel brand to advertise on Instagram. Its weeklong ad featured the @spg account and Instagram accounts of its hotels.
Instagram appeals to fashion and retail brands because it has look of a luxury mall, but Instagrammers also use the platform to document their travels and discover new destinations. That’s a potential goldmine for hotels, one that Starwood has begun to tap.
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