Hootsuite Travel & Hospitality

Art Direction • Illustration • Animation

Social media has transformed the way people discover, consume, and share experiences at Australia’s bars, hotels, and restaurants.

With more than 600 million monthly active users, Instagram provides unique opportunities for organisations to engage with customers at each step of the customer journey.

Hootsuite presents new research and insights from over 270 Australian hotels, bars, and restaurants as well as over 30,000 Instagram users, that reveal the crucial role of social within the tourism and hospitality industry—and the revenue-generating opportunities it presents Australian organisations.

This guide helps to

Identify and engage followers and influencers
Leverage user-generated content
Measure and analyse users’ activity

In this whitepaper, Hootsuite presents new research and insights that reveal the crucial role of social media within the tourism and hospitality industry.

At Hootsuite, we always test out creatives that are vastly different and fine-tuned the ones that performed best. Here are a few hypotheses based on data that I’ve gathered:

Bright and striking colour engages better
Be clear about what type of content you are promoting
Opt for brighter images
Include clear call-to-action (In this campaign, we tried to test some creatives without the CTA which to our surprise, turned out to be good. The conclusion is unless the [popular] topic could speak for itself, clear call-to-action is useful)
Logos work. If you’re able to include logos of the company that you’re partnering with, do use them.

Two types of creatives (illustration and images) were created for the Facebook organic post, which includes bite-size data and insights about the tourism and hospitality industry in Australia.