The Nihiwatu Hotel in Sumba, Indonesia will cost you $600 - $12,000 per night. It currently holds the title as the World’s Best Hotel via Travel & Leisure.
James McBride, the resort's managing partner, recently told CNBC something remarkable - that their Instagram account is a major contributor to their direct bookings. He said, "When guests book and we ask, 'How did you hear about us?' Instagram constantly comes up, it's actually fascinating how much it comes up."
What excites us at Oh My! Metrics is that this hotel isn’t even using an agency to manage their Instagram. This goes along with our commitment to help clients find low-cost ways to market effectively. We focus on teaching, not selling our customers on additional products and services.
We know that many hoteliers depend on social media as a means to draw in high-end clientele. But what does the top hotel in the world know about Instagram that others don’t?
Our Lead Digital Content Strategist, Laura Gabriele decided to take a deep dive into what makes Nihiwatu’s Instagram so hot - and so effective at generating direct bookings. She'll share her best insights at our upcoming free seminar, but here are some basics you can start with today.
Free seminar, "Instagram for Direct Bookings" enrolling now! Click here to email Laura for details.
Nihiwatu’s Instagram account has the perfect balance of brains and beauty. They are using the Business Profile feature, and they pleasantly honor the culture of the Instagram ecosystem - with the use of emojis, short text, and hashtags on every post.
Sourcing Images for Your Hotel from Instagram
Nihiwatu doesn’t stress about taking the perfect photos themselves, almost every photo is from a guest. Instead of posting with an off-putting repost symbol, they include the information gracefully in-line with their copy.
Need help sourcing images? Laura will show you how to easily find a treasure-trove of guest images that will be free for you to use at the seminar.
Using a Business Profile for Hotels
Business Profile which allows your hotel to include a call-now button, email button, and directions button. It’s best practice to keep prospective guests on the platform as searching for a phone number and directions on Google could lead your guest to an OTA.
Oh My! Metrics recommends you use a tracking phone number for your call now button, and use a Bitly link for your Bio link so you can track any direct bookings and revenue.
The Perfect Instagram Bio for Hotels
Nihiwatu has a near-perfect bio. They show their hotel’s Social Proof on the first line with their Travel+Leisure award.
Their second line is their hotel’s Mission Statement- “A life-changing experience on the Edge of Wildness.” Next, they give their Instagram followers something special - free entry to a Photo Contest for using their hotel’s Custom Hashtags.
Finally, their hotel’s main Instagram Link. The nerve center! Nihiwatu’s link goes to a mobile-friendly page, yes but sending warm leads to Youtube is not the best option. Instead, we recommend leading them to a special page on your own website that will feature important information as well as a video embedded.
Want to learn how to turn Instagram into a direct bookings machine for your hotel? Attend our upcoming free seminar, "Instagram for Direct Bookings" where Laura will unpack the specific strategies used by the top hotels that have made Instagram their direct bookings giant. Email Laura for more information.