Everyone wants to use Instagram for sales, and Starwood’s hacking it to drive reservations.
The hotel chain’s Tribute Portfolio brand is partnering with shopping platform LiketoKnow.it to let users book a stay by tapping photos on Instagram photos posted by Starwood-paid influencers. The process isn’t exactly seamless: When users tap one of the photos, they receive a link via email to book their stay at the hotel’s featured properties. Two new Parisian hotels, Le Metropolitan and Le Dokhan’s, can now be booked in this way.
“Considering our target audience of socially connected independent-minded travelers and that we are a new brand of independent hotels, social media is very important for us,” said Dave Marr, global brand leader for Tribute Portfolio.
While Instagram has started offering “shop now” buttons, marketers not spending ad dollars on the platform still don’t get to embed clickable links with their posts.
Starwood has enlisted five major social influencers – Alex’s Closet, La Revue De Kenza, J’aime tout Chez toi, Elles en Parlent and Marie Luv Pink – belonging to LiketoKnow.it’s community of content creators.
“We’re not opposed to doing the sponsored ads, we actually experimented with Instagram’s carousel ads very early on,” said Marr. “But this is a great way to expand our net and find an audience that will be interested in our hotels because their favorite influencers are. Generating awareness is key, but we also expect to drive a few bookings”
The influencers’ photos will be tagged with a LiketoKnow.it-enabled shopping link, @tributeportfolio and #independentmoments.
Tribute Portfolio is also encouraging customers to shoot their own content when staying at its properties and upload it to social media by using the hashtag #independentmoments. It will showcase the submissions with the hashtag on its Tumblr page. The brand will also make its Snapchat debut during the Coachella music festival.
Hotels should continue experimenting with different social and digital channels, Jason Clampet, co-founder and head of content at travel publisher Skift, “as long as you’re not validating your experiments with false metrics and actually getting ROI and analytics.”
WWE Superstars Mandy Rose and Sonya Deville look to organic following to give DTC donut brand a boost
The two stars are promoting DaMandyz Donutz on their own social media channels, as well as through the donut brand's social channels.
HelloFresh uses TikTok to target home cooks as school years begin
Meal kit brand HelloFresh is investing in TikTok as the new school year begins, teaming with Neil Patrick Harris and David Burtka to develop a new recipe series.
Flexibility is the name of the game: The Return podcast, episode 4
The team has weathered several hiccups. But ultimately, it’s been a smooth transition.
SponsoredWhat gaming habits reveal about media consumption
Jordan Shlachter, head of research, Activision Blizzard Media Entertainment choices have never been more abundant, and gaming has emerged as one of the biggest winners in the battle for audiences’ attention. While gaming’s exponential growth has been well documented — there are currently nearly 3 billion gamers worldwide spanning a diverse set of demographics, interests […]
‘Core part of our sustainable approach’: AC Milan on growing its social media footprint
As well as the 15.8 million or so viewers who tune in to watch its matches in Italy, it has been estimated that hundreds of millions of people across the world are now regularly following and watching the club online.
Member ExclusiveMarketing Briefing: Ad buyers say TikTok’s growth has led to issues with ad reps
While ad buyers said TikTok reps are generally pretty responsive and easy to work with, they will often get conflicting information, making it difficult to answer questions accurately for clients and execute for campaigns.