“ I THINK THAT THE FUTURE IS , YOU ’ LL BE ABLE TO BOOK , NOT ONLY A HOTEL STAY , BUT A TOTAL EXPERIENCE ."
us a chance to test the theory as to whether , truly , an image creates an emotion and compels somebody to book ,” he adds .
According to Fernandes , the property uses Instagram to target a younger generation , one more impulsive in buying decisions — a sentiment echoed by Matthew Clyde , president and founder of Portland , Oregon-based marketing agency Ideas Collide .
“ It ' s very exciting from a marketing standpoint and I think also from a hotel standpoint ,” Clyde says . “ Consider the amount of time and eyeballs that are going into that type of platform right now , especially in the millennial market .”
Founded in Los Angeles in 2011 by Chris Webb and partner Eric Jaffe , ChowNow , an online food-ordering service that works with over 10,000 restaurants in North America , is one of a handful of early partners in Instagram ’ s action button , along with OpenTable , Yelp and Resy , among others .
“ From a client perspective , we ’ re seeing a ton
“ I THINK THAT THE FUTURE IS , YOU ’ LL BE ABLE TO BOOK , NOT ONLY A HOTEL STAY , BUT A TOTAL EXPERIENCE ."
AGNELO FERNANDES , TERRANEA RESORT
of restaurants engaged on Instagram ,” Webb says . “ It feels like it ’ s become the default social media platform for restaurants , from what we can tell .”
ChowNow charges restaurants a flat monthly fee to be on its platform and takes a cut only on a customer ' s first order . The Instagram integration is built into that monthly fee , so there ' s no extra cost to the restaurant on orders placed through Instagram .
“ Restaurants for the most part are usually a little bit behind the technology curve , at least the more local independent restaurants we work with . And they ’ ve embraced it right out of the gate ,” according to Webb , who says the button is a vast improvement from what existed previously .
“ There ’ s always been that link in the bio . You ’ ll post something and then you ’ ll be allowed to have one link ,” Webb says . “ The problem is , that link constantly changes when you change the content , so you may post something , and the link matches , but if you go back later to post something else , you then have to swap out that previous link .
“ So , the fact that this ‘ action button ,’ this ‘ start order ’ button , is always present , regardless of whatever that in-bio link is , it makes it so much more convenient for everyone ,” Webb continues .
Terranea ’ s Fernandes says the property ideally expects a 30 to 1 ROI after 12 to 18 months of testing Instagram ’ s action button .
“ I think initially there will be negative impact to it because we ’ re going to have to invest in our awareness-building campaign , number one ,” he says .
And what about a future where hotel guests can book directly via Instagram ?
“ Absolutely , there ’ s no doubt ,” Fernandes says . “ I think that the future is , you ’ ll be able to book , not only a hotel stay , but a total experience . I see them going toward where the meta searchers have gone .”
“ It ’ s one thing when it ’ s a table reservation , that ’ s pretty quick and often doesn ’ t require a credit card ,” says Ideas Collide ’ s Clyde . “ The hotel has a few more steps , so I do see maybe more transactions happening directly on the booking engine within the hotel itself .”
Indeed , according to Instagram ’ s Rose , the ability to complete a purchase is currently available through one partner : Santa Monica , California-based movie ticket seller Atom Tickets .
“ I think that ’ s the long-term play because then ( Instagram ) gets more funding or more advertising dollars from those brands that want to make more transactions ,” Clyde adds . “ I think that ’ s always where their mind and their long-term play is – for that ongoing engagement and interaction .”
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