Prepare for "book now" on Instagram ! It's the social platform taking travel by storm.

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Since Facebook bought Instagram for a billion dollars in 2012, the number of users didn’t stop increasing. The famous social media which is a photo and video sharing app has known some evolutions. The developers of Instagram decided to bring a core renaissance to the emerging app by suggesting more functionalities, platforming and revitalizing it in order to improve and to differentiate Instagram from competitors.
Social medias becoming one of the main tools of companies’ marketing mix, the app is nowadays used as a real promotion tool. For example, industries introduce Instagram to increase their brand name visibility. It is a win-win situation. On the one hand, the company promotes its brand on Instagram. On the other hand, Instagram appears on the company’s website with a logo.

In the future, Instagram is going to launch a new app functionality which may be a real advantage for both «Instagramers» and companies.

First of all, what if we focused on users' advantages? Tourism is the main field which attracts Instagram’s users. Pictures and videos have a real power on the travellers’ decision-making. “47% have already been to a place after seeing a picture published by one of their friends”.

We think that Instagram is a « mass seduction » weapon. It inspires and gives several ideas in terms of travel destinations. Online videos are viewed before travellers’ decisions are made, during all the decision process. According to Google “2014 Travelers Road to Decision Research Studies”,  

-          66% watch videos when they are thinking about a trip,

-          65% watch videos to have an idea of the destination to choose,

-          54% watch videos to choose accommodations,

-          37% watch videos to find a website to book on.

Instagram users won't need to look anymore on several websites to book a flight or an accommodation. They will be directly directed to the brand page. Instagram will become an optimized tool for the traveller from the beginning of the search process to the final booking.

Then, the « book now » property is a real opportunity in terms of e-tourism, especially for hotels and travel companies. Chances that its pages are visited and that their products and services are booked increase. Even if the « Instagramer » didn’t forecast to travel; by coming upon a publicity, it can attract him and create a certain desire. Thus, travel companies and hotels have a strong interest in promoting their industry via Instagram.

Finally, the innovative concepts are a real advantage for Instagram brand image. It proves to users that the app follows the current trends in order to facilitate « Instagramers »’ life.

Nevertheless, we can be reluctant about certain points. Internet users can be disturbed by adds when navigating on the web. Instagram was one of the rare apps on which internet users could surf quietly. With the launch of advertisements and « book now » functionality, we can wonder if internet users may like it. Moreover, travelers are price sensitive and often compare prices from a website to another. The comparative tool is not available on Instagram. Thus, users can only buy a specific product or service from a specific brand.

Even if the app heads towards new horizons, we can wonder if this new tool will be massively used. 

CALAFELL Joëlle - DAFRI Anaïs - TUONG Kim

Article main source : http://www.eyefortravel.com/social-media-and-marketing/prepare-book-now-instagram-its-social-platform-taking-travel-storm