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Hotels use social media for local tips


Instagram used for showing flavour of locales
Hotels are turning to social media, especially Instagram, to offer locally written travel guides to guests. The trend could even threaten publishers of traditional travel guidebooks, or Yelp or TripAdvisor.
Buzzwords like ‘local’ and ‘authentic’ are increasingly used to describe travel experiences and marketing is turning to social media, and to local residents, to come up with content that helps travellers find those kinds of experiences.
“The most progressive hotel brands have a social-first approach, and are using that social first content across other distribution channels for marketing,” claims Tom Jauncey, head of brand partnerships for Beautiful Destinations, a creative tech agency that helps travel brands create social media content for Instagram and Snapchat.
These brands, he says, are looking for unique visual perspectives, employing for example aerial drone video and photography, time lapses and other media to make stunning visual content.
An example is Washington DC’s Embassy Row Hotel, which got a local photography group to produce four Instagram walking tours. The virtual photo walks are full of local tips.


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