More than 60% of travel companies are now using Instagram as part of their marketing according to new research from EyeforTravel

Instagram Now one of the Top-Five Travel Marketing Channels

More than 60% of travel companies are now using Instagram as part of their marketing according to new research from EyeforTravel. This puts it behind only Facebook, Twitter, Youtube and LinkedIn.

The engagement befits the network’s meteoric growth, with the report also noting that more than 400 million users access Instagram on a monthly basis – up by an estimated 100 million from the start of 2015.

Although Facebook was the clear winner, with 95% of marketers using it, a number of newer networks have made inroads alongside Instagram, with Pinterest, Vimeo, Foursquare and Tumblr also making the top 10.

“Imagery is a critical part of the travel decision-making process and we can see that from our results with the ascendancy of sites specialising in this and video,” said Alex Hadwick, head of research at EyeforTravel. “This should open up exciting opportunities for travel companies to engage in more direct marketing to consumers through social media channels. They are also now able to close the loop, with several of these sites adding ‘buy buttons’ that can redirect to a brand’s booking pages.”

According to James Quarles, Global Head of Business and Brand Development at Instagram: “Inspiring people to ‘Book Now’ on Instagram is already being adopted by the industry, including major hotel brands and airlines, and [the] results are promising.”

The incorporation of travel companies onto social media is also happening in reverse, with brands placing social media directly onto their brand websites. Over three-quarters of those surveyed reporting that they incorporate social media content onto their websites already, and nearly half host blogs and videos.