“You cannot ignore the magnitude of influence”: Agency boss’ Instagram warning

Nizhnevartovsk, Russia - June 12, 2013: Man hand holding iPhone 5 with Instagram App. iPhone is product Apple Inc. Instagram is an online photo-sharing and social networking service.

The boss of a prominent travel agency group says social media – in particular, Instagram – is behind the rising popularity of smaller, specialised accommodation options.

Anthony Goldman, joint managing director of The Goldman Group and one of the many fabulous speakers at the upcoming Travel DAZE conference, said standalone, niche properties and spin-off boutique hotels created by major global brands are increasingly sought after, particularly among Millennial travellers.

Why? Because they see them as synonymous with the personalised, unique experiential travel they see on social media, according to Goldman.

“Boutique hotels are riding the wave of transformation that’s impacted the broader travel industry in recent years,” he said.

“In this internet age, established international brands are less appealing to many travellers, who increasingly seek inspiration from fellow travellers’ shared experiences, images and reviews.”

The Australian Luxury Traveller 2019 Report, conducted by the Goldman Group, revealed that more than one third of Australian travellers enjoy posting about their holidays online, and get holiday inspiration from their social media feeds

Notably, it’s Instagram fuelling the travel appetites of young Australians, and with the hashtag #holiday obtaining 124 million mentions on Instagram alone, Goldman said it’s easy to understand why.

“We have a lot of clients message us directly on Instagram and ask to book hotels featured in our posts or ask about destinations visited by our travel advisors,” he said.

“We also have people share screenshots of properties and destinations that they stumbled across on Instagram and want to discover for themselves.

“Instagram is fuelling travel decisions, and as a travel advisor, you cannot ignore the magnitude of influence this social media platform holds.”

Goldman also noted that the entry of Airbnb into the market also prompted travellers to seek unique, authentic accommodation.

“That is translating into the types of hotels our clients are requesting,” he said.

“They’re looking for properties with personality, including interesting interior design features, and are increasingly open to staying in lively urban neighbourhoods rather than traditional CBD locations.”


Anthony Goldman will be one of the many fabulous speakers imparting their knowledge at Travel DAZE 2019, the travel industry’s most disruptive conference. Click here to secure your spot!

TDAZE19_SponsorBlock

Latest News

  • Destinations
  • News

APT Launches 2025 Asia Adventures

APT has launched its Asia Adventures for 2025, including new luxury holidays in India, Sri Lanka and Japan. Five new tours lead guests to the highlights of India, including a seven-night cruise along the rarely travelled Lower Ganges aboard the Ganges Voyager. Further south, Sri Lanka’s greatest destinations are revealed on a new 15-day Land […]

  • Cruise
  • Luxury
  • News

Seabourn announces Western Kimberley Traditional Owners as Godparents of Seabourn Pursuit

Seabourn has named Western Kimberley Traditional Owners, the Wunambal Gaambera, as Godparents of the ultra-luxury purpose-built Seabourn Pursuit. It is the first cruise line to appoint Traditional Owners as godparents of a ship. Seabourn Pursuit embarks on its inaugural season in the Kimberley region this June. The naming ceremony will take place on Seabourn Pursuit’s […]

  • Luxury

Malolo Island Resort opens brand new Spa

Fiji’s Malolo Island has added another string to its bow – opening its $1.3 million day spa on Thursday, 18th April 2024. (Lead Image: matriarch Rosie Whitton with spa staff) Located at the edge of the resort’s luscious patch of tropical rainforest, the new “Leilani’s Spa” adds another level of elevated experiences to Malolo’s already […]