According to a survey conducted by the site Booking.com, travellers are placing increasing importance on being able to share photos of their holidays on social media. As a result, hotels are now strongly encouraged to, at the very least be “instagrammable”.
Nearly a third of all international travellers (32%) express a preference for staying at “instagrammable” accommodation when on holiday, according to a Booking.com survey of 18,500 people around the world. That figure rises to 59% among Brazilian and Chinese travellers and to as high as 63% among holidaymakers from India, as reported by Tom Travel. Holiday locations are regarded as “instagrammable” when photos of them are likely to prove popular on social media, Instagram among them.
While travellers have long taken inspiration for social media for their holiday projects, the influence of these platforms has taken on a new dimension. The Booking.com survey revealed that nearly one traveller in five has published photos of hotels on social media to make it look as if they are staying there, when in actual fact they are not.
Many travellers now search out hip designer hotels and rooms with outstanding views with the sole aim of arousing envy on social media, a growing trend that hoteliers must bear in mind if they are to continue to appeal to their markets.
In looking to arouse passions on Instagram and other social media, hotels are taking increasing amounts of care with their interiors and also posting photos of their rooms and apartments online. Views are also important. More than half of those surveyed (54%) said that they make a point of sharing photos of the views from their hotel or of the hotel itself, pictured from the outside, whilst on holiday.
The Booking.com survey also showed that 40% of travellers choose their hotel on the basis of the photos they have seen of it, though good visuals are no substitute for experience on the ground, with 56% of respondents saying that they have stayed in places that were not as appealing as the photos suggested. Hoteliers thus need to be transparent, or they run the risk of attracting negative reviews on TripAdvisor and social media.