The Luxury Collection is positioned as the "Destination Authority." As such, we seek to help our audience of Explorers and Collectors travel like locals in each of our destinations. To do so, and to ensure we are providing value to our social followers, we collected destination recommendations from the tastemakers who know the places best.
We used these recommendations to create Destination Guides designed in a popular "savable carousel format" so that viewers can reference our guides at a later date. By sharing these curated guides, we sought to inspire travel to our destinations while providing information that is valuable to our audience.
Objectives:
We designed an in-feed carousel to showcase recommendations from our Tastemakers and Global Explorers. These curated lists offer a one-of-a-kind perspective on each city, with locations as unique as each of our Tastemakers. The asset showcases images from the recommended stops, pull-quotes, and a one-frame compilation of all destinations for easy saves and shares.
We tag each location that has an Instagram account, ensuring our audience can easily explore the recommendations. This also provides us an opportunity to showcase local businesses from each of our destinations—something our hotels incorporate into their guest experiences.
Our primary KPIs for this content are saves and shares—two of our most valuable forms of audience response as they show word of mouth (shares) and action intent (saves). Within the first six months, this content accrued more than 4x our average shares and 10x our average saves. This incredible response shows how engaged our audience is with this content. Not only are they saving these guides for their own future travels, but they are also sharing with their friends to do the same.
This content also had an impressive engagement rate of 3.1%—8x higher than the industry average.
We optimized these assets for traffic as part of our ongoing paid social strategy, including a CTA to our hotel websites for individuals who are interested in learning more. These posts had an impressive 1.5% CTR—2.9x higher than our benchmark, proving that his content is also inspiring viewers to travel to a Luxury Collection hotel.
