Instagram's new ‘Book’ action button now enables the same direct booking functionality that Facebook has had for more than a year.
Once all hotels can implement this, it could prove even more effective than Facebook in driving bookings, as organic reach for businesses on this channel continues to dwindle.
The growth of Instagram and potential reach could start to far outweigh Facebook – especially considering the young audience of the photo-sharing platform.
Travel companies and destination pages are some of the most popular on Instagram, with images of destinations, hotels or restaurants frequently receiving hundreds of thousands of likes. Marriott Hotels’ Instagram account has 287,000 followers while Hilton Hotels & Resorts has 226,000 followers, and IHG’s InterContinental brand has 146,000 followers.
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