Turning inspiration into action
“Modern luxury travelers have an insatiable curiosity for new experiences and value technology identity, design and adventure. As a travel brand, Place Pins is a natural fit for a great deal of our content and enables our followers to go on a virtual journey with every pin,” Yukich said. “Pinterest is transforming the way our guests plan their trips, share ideas and select travel destinations.”
That’s also why Four Seasons launched Pin.Pack.Go in 2013. The Pinterest-based concierge program lets guests co-curate a custom itinerary with a local Four Seasons expert on a group board. Since it launched, Four Seasons has seen a 525% increase in followers to its main account.
“We were excited to find that numerous guests had launched their very first Pinterest board just to use Pin.Pack.Go,” Yukich said. “We were thrilled to discover that so many Four Seasons guests wanted to use Pinterest to connect with our property experts and plan their vacations.”
What makes Pinterest unique is the ability to connect and collaborate with like-minded individuals and brands to develop a thoughtfully curated visual point of view.
Adding Pins wanderlusters love
Four Seasons tracks increases in followers, saves and likes and visits to their site, digital magazine and blogs. They use this data to figure out what’s popular on Pinterest and then create more content like it.
They’ve seen a 900% increase in the average number of people saving their content every day and a 600% increase in the average number of Pins from fourseasons.com year over year.
The top-performing Pins often offer more than just an enticing visual, whether it’s an inspirational travel quote, a DIY spa tip or a Concierge Recommends: Europe Uncovered board with a virtual map of must-see attractions across Europe.
Also successful: the brand’s Four Seasons Bridal profile, which reaches brides-to-be on Pinterest. One wedding campaign, Pin Your Wedding Colour Palette, increased social referrals to the Four Seasons website by more than 60%.
Suggestions from Four Seasons
Create multiple Pinterest profiles if you manage a number of distinct brands
Get Rich Pins to display location information like address, phone number and open hours on your Pins
Use analytics to see which of your Pins resonate