Luxury Hoteliers Magazine 2nd Quarter 2018 | Page 35

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 ILHA 35