Social Media

5 Instagram Success Stories from the Travel Industry


With an average of 55 million photographs and 1,2 billion likes posted per day, Instagram is the world’s leading photo-sharing social network. Launched in October 2010, the photo and video sharing platform has revolutionised the way businesses share visual content with their clients.

From the addition of web profiles late last year to the recent launch of Video on Instagram, Instagram has added a new spin to social media campaigns, making it a great online marketing tool for tourism businesses.

We have put together a list of 5 tourism and hospitality businesses that have successfully integrated Instagram into their online marketing strategy.

1888 Hotel, Sydney, Australia

Opened in early 2013, the 1888 Hotel in Pyrmont, Sydney, has to be known as the ‘world’s first Instagram Hotel’. The 90-room boutique hotel, eatery and bar has built its online marketing strategy around the photo-sharing platform. Owned by 8Hotels, the hotel which fuses contemporary and current designs trends is housed in an old building. With exposed walls, recycled timber workstations and Australian artworks, the establishment’s appearance has made it popular amongst Instagram users.

To promote itself as an ‘instagrammable’ business, the hotel has a selfie-space (a space where guests could take selfies) in the lobby and a Pyro-Instawalk map (a 45-minute tour around the hotel and Darling Harbour for taking photos) in every room. The hotel also offers a free night stay to guests with over 10 000 followers on the social network. To encourage guests to share photos, the hotel also offers a free night stay to guests who share the best photo with #1888Hotel on Instagram. 1888 Hotel’s Instagram account is a perfect example of how a tourism business could take full advantage of social media.

Follow 1888 Hotel on Instagram

Contiki Tours

contiki tour

Contiki Tour encourages clients to add #contiki to their travel photos. The tour operator then traces these images and reshares them on it’s Instagram wall. With over 20 00 followers, Contiki has managed to build an interactive relationship with clients on Instagram.

Follow Contiki on Instagram

San Diego Zoo, Carlifornia, USA

san diego

Currently sitting at 142 000 followers, San Diego Zoo is a perfect example of successfully blending user-generated and internal content on Instagram. Everyday, the zoo’s staff share photographs and videos as well as a brief story on an animal. This use of informational and entertaining content (infotainment) on Instagram has yielded positive results for the zoo’s .

The Zoo has run a few competitions to encourage visitors to post pictures of the zoo. This includes the Nighttime Zoo competition which urged visitors to tag photos from the Zoo with #NighttimeZoo and #SanDiegoZoo. The competition ran from June to September 2013 and each week the winning photograph was posted on the Nighttime Zoo’s website. Through campaigns and internal strategy, San Diego has managed to maintain a strong Instagram presence.

Follow San Diego Zoo on Instagram

Citizen M Hotel

citizen M

Citizen M Hotel’s Instagram account is an extension of the business’ identity. With establishments in Amsterdam, Glasgow and London, the hotel promotes itself as a home for the mobile citizens of the world looking for boutique accommodation, and it’s photos are a visual reflection of that.

From museums to art galleries and stylish events, the hotel’s Instagram content is centred around the 21st century urban explorer. Citizen M Hotel is the ultimate example of how a tourism business could tell it’s offline story using Instagram.

Follow Citizen M on Instagram

Brooklyn Museum, New York, USA

brooklyn museum

Through sharing images of unique collections, exhibitions and events, Brooklyn Museum boasts with almost 50000 followers on Instagram. The museum proves that through creative content and online conversation, a blend of the old and the new can be successfully marketed on Instagram.

Follow Brooklyn Museum on Instagram

Similar:Instagram launches video functionality- What does it mean for your tourism business?,
Instagram launches web profiles, new opportunity for hotels and tour providers


We believe that good marketing tools only work the way they should when businesses understand how to use them, and more importantly, why they should be. We love creating intuitive and understandable guides, tutorials, and how-to‘s for our clients, whether they are only starting out with their Facebook Page, or plotting a content strategy or campaign.

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