As compared to Facebook and Twitter where users are more reflective with their actions and posts more feed oriented, Pinterest users are aspirational in nature. So, it’s no wonder that marketers noticed how users were creating more and more boards around the vacations they were planning, along with pinning sites they aspired to visit and special places worth a watch, even those located close to where they lived.
By September 2018, people had pinned over 175 billion Pins on Pinterest. Back in 2013, ‘Place Pins’ were introduced, primarily to help people convert their travel inspiration into reality. The tourism industry has slowly woken up to the immense potential of this Pinterest feature that can bring big business their way.
Here’s how you too can do it:
Craft content-rich guides and maps: Whether you are a tour operator or a hotel with lots to see and do around the location, you can use the ‘Place Pins’ feature to create boards with content-rich guides and maps and pin the locations to the board. Since this feature includes extra details like the phone number and address right on the Pin, users can easily pull up useful information before they venture out to explore the place. Imagine a group of users planning a tour to your resort. Won’t they appreciate having a user-friendly guide accessible from anywhere on their Android device or iPhone? You bet they will! Thus, you can connect with your potential clientele by offering them easy means to find new places on the go and even get directions to them!
Reach your target clientele directly: Many tourists these days are planning group trips on Pinterest using Place Pins, which let them find restaurant recommendations and places of tourist interest that are close to their hotel and any chosen destination within the city. As a tourism service provider, you can easily see such public information and know what these consumers are looking for. Thus, if you find a group planning to travel to your location, you can engage with the group (or the group leader) and offer them a special discount at your hotel or restaurant. This way, you can leverage the free consumer data available on Pinterest, engage with your potential customers and give your business a big boost.
Create collaborative boards for a complete experience: Travelers these days do a lot of research before they visit any place. They are no longer content doing just a thing or two. Rather, they would love to pack as much as possible within their limited time at a specific destination. You can ask others in the tourism industry to join hands and create collaborative boards, which offer the potential travelers everything they need at one place. Thus, if you are a hotel owner, you can invite those offering sightseeing/activity packages nearby, restaurants selling authentic local delicacies, those managing cultural attractions/art centers/entertainment scenes etc to help potential travelers plan their tour and ensure that they don’t miss out on the must-do’s. Imagine that there’s a small vendor near your hotel that sells the best ice cream in the city. You can now use Place Pins to put the location on a map or ask the vendor to collaborate. Thus, users can now have pictures of the place to look at, check how close it is to their hotel, get directions to reach there and even get the phone number to contact the vendor. All these will add more utility to your place boards.
Driving traffic to your travel website: Whether you are a travel supplier, a travel agent or a travel itinerary planner, you can now create interactive, image-rich, searchable itinerary maps with Place Pins and even insert links to your own website. This way, you can drive traffic to your website and convert some of those leads into sales.
Offer paid services: You may even help potential travelers create a detailed travel map or offer advice on planning a trip in lieu of a service charge. With Place Pins, it has become much easier to pin the places a tourist wants to visit to the board, and then collaborate with friends who will be accompanying him/her on the trip. Once the tourist reaches the location, he/she can easily access the board while visiting one place and check the Place Pins to find what’s nearby amongst the places that he/she has pinned earlier. However, since not everybody may have the time or patience to do it, you can offer to get it done for a price.
The objective of Pinterest Place Pins is to inspire people to explore new places. Whether such places are in their backyard or on the other side of the globe, this feature has opened a tremendous opportunity for those in the travel and tourism industry as well. So, start using the Pinterest Place Pins to help people get to their desired destinations while enjoying a precious pie of the big profit share.
Now that we've given you some ideas, check out our "How to" instructions on getting started with Place Pins!