Often referred to as the second visual platform, or even a digital loser, Pinterest continues to baffle observers as it fails to live up to its billion-dollar valuation. But Pinterest is a source of income for travel brands, generating 4x more revenue per click than Twitter and 27% more than Facebook. Brands seem to know that. Of 66 brands in our Digital IQ Index: Prestige Hotels, all but JW Marriott and Okura Hotels & Resorts are present on Pinterest.
But there is a large gap in Prestige Hotel brands’ Pinterest reach. Four Seasons leads with 40,000 Pinterest followers, seven times number two brand The Ritz-Carlton. What accounts for this gap is simply effort. Four Seasons is one of few brands to pilot Place Pins (travel-related pins posted on a map), which Pinterest launched in November 2013. And it introduced Pin.Pack.Go in August 2013 to give personalized travel recommendations those who pinned travel plans with a stop at a Four Seasons property.
Now that Pinterest has launched its long-awaited advertising product “promoted pins,” Prestige Hotel brands have even more reason to solidify their Pinterest presence. Online Travel Agency Expedia has surpassed them all as one of the first 12 brands to pilot promoted pins. Perhaps a nudge for brands looking to initiate more bookings on their site.