inspiration for the perfect Instagram
post has to come up organically. A
hotel can create that moment for
their guests. Pastry chefs, bartenders,
spa directors, housekeepers –
nearly every member of the staff
who interacts with guests have the
opportunity to create a moment
worth capturing on Instagram. Who
doesn’t want to snap a photo of
towel shaped like a swan, or a dessert
with edible flowers? Working with
your staff to make them aware of
the photogenic qualities of the work
they already do can lead to increased
sharing of their efforts on Instagram.
Unlike Facebook or Twitter, Instagram
allows for an easier transition for its
users from role of passive consumer
to content creator. “Doing it for the
gram” is a common phrase among
millennials but is a pervasive concept
among all of the platform’s users. It’s
about finding that perfect moment
that will work as an Instagram post or
story. And hotels are the ideal place
to find all these moments and more.
In 2018, hotels tend to reflect the
contemporary traveler’s desire to
be surrounded by innovative art and
interior design; experience high-end
and unique culinary and wellness
offerings; and receive personalized
touches and amenities. All together,
these elements can create a perfect
storm for the perfect gram, many of
which the hotel PR and Marketing
teams are capturing and sharing
on the hotel’s official Instagram,
Facebook and Pinterest pages. But
the most impactful content about
your hotel can actually come from
your guests, which is why it falls to
the hotel staff to make it as easy for
your guests to share content from
your hotel as possible.
The first rule is to make it easy for
guests to share posts from your
hotel on Instagram. The number one
way to do that is by providing free,
high-speed Wi-Fi that allows for use
on multiple devices. When handing
out your hotel’s Wi-Fi code, either
in writing or verbally, it is an ideal
time for your staff to also share your
hotel’s Instagram handle and hashtag.
Getting the right shot is crucial to
the perfect gram. At any restaurant
in any city in the world, it is now
common to see diners standing up to
get the best photo of their meal, or
taking their plate over to a window
to get a shot bathed natural light.
As long as these activities don’t
intrude on other patrons, hotel staff
should allow for both to occur. While
rules about flash photography are
necessary, especially in fine dining
establishments where low lighting is
part of the overall ambiance, guests
should be allowed to take as many
non-flash photos as they wish to while
creating their “food porn” about your
hotel bar or restaurant.
There is no rule that says the
The Langham Huntington, Pasadena,
recently took the concept of creating
a moment one step further when they
installed a greenery wall that spells
out the hotel’s Instagram handle in
flowers. Created as a living “step-and-
repeat”, the staff at the hotel changes
the theme and the accompanying
florals based on what is currently on
offer at the hotel or based on national
holidays. Since it’s installation in
December, nearly 200 photos of it
have been shared, making it one of
the most Instagrammed sites at the
hotel.
Authentic and interactive experiences
are also a big plus for the Instagram
generation. Langham Hotels &
Resorts have offered cocktail classes
with our head bartender in New
York, flower arranging lessons with
a local florist in Chicago and (my
personal favorite) dumpling making
under the tutelage of the chef at our
three Michelin-starred restaurant
in Shanghai. All of these work
beautifully on Instagram, and give
guests a window into a locally-sourced
experience that can only be found at
that hotel.
One of the best ways to showcase
your hotel is identifying the most
influential content creators on
Instagram for your brand. Identifying
the right influencers for your specific
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