Social Media

Instagram Launches Web Profiles, New Opportunity for Hotels and Tour Providers


Yesterday Instagram announced that they will be rolling out Instagram profiles for the web – a feature their user base has clearly been asking for.

The new profiles, which in our opinion offers a slick layout and gives a Facebook Timeline meets Pinterest feel, feature a selection of users’ latest photographs, Instagram bio, profile photo and a link to any online domain.

The opportunity

A big marketing opportunity lies in the fact that people can follow your Instagram feed, comment on and like your photos directly from the web (actions that were previously only possible from Apple and Android mobile devices). This gives you a bigger reach, allowing anyone to view and explore your Instagram content. It also gives the opportunity to have a direct link to your Instagram feed from your website and other online profiles – a feature we will be adding to Springnest websites over the next few weeks.

The prominent link on your profile creates an opportunity to drive viewers to your website, promotions or booking engine. Even though this is not a nofollow link and will not contribute to your website’s search engine ranking, we believe there exist some creative opportunities to combine your Instagram content with social campaigns or dedicated landing pages.

Powerful for tourism

Instagram is a extremely visual network and considering the emotional value and intangible nature of travel products, a powerful marketing platform. With a user base of over 100M, it creates access to a massive market of potential guests.

Feel free to subscribe to our blog our join our Facebook community for future updates and practical tips on how to better leverage Instagram as a marketing tool.

Below is an example of Shangrila Hotels’ Instagram profile with a quick breakdown of features. (The property has been known to get creative with Instagram campaigns and is definitely one to learn from).

Hotel Instagram profile

1. A selection of your most recent photos

These show up as a collage and rotate ever couple of seconds.

2. Your profile photo and follow button

The profile photo you select when setting up your account (it could be a good idea to use your business or establishment’s logo for this). Viewers who are signed into Instagram can now follow you straight from your web profile via the ‘Follow’ button.

3. Bio and link

This is a good time think a bit further than a general introduction to your product or experience. Try to relate your Instagram bio to the content you or your employees will be sharing i.e. what people can expect to find when following your feed.

4. Your photo feed

Below your profile information you will see your entire feed of Instagram photos. Hovering over them will display likes, comments and the date it was posted. Clicking a thumbnail will display a larger version of the photo.


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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