Four Seasons Hotels and Resorts has received access to Place Pins, a Pinterest feature that launched November 20. It enables guests to view their boards as maps and has additional details, like addresses and phone numbers.
According to Four Seasons, Pinterest’s Place Pins better assist in trip planning and uncovering local content.
“Pinners can pin locations to create virtual maps, perfect for planning those next getaways,” the brand says.
Four Seasons also says Place Pins will complement its online trip-planning service Pin.Pack.Go, which connects guests with its local experts through collaborative Pinterest boards. With Place Pins, Pinterest users “will be able to see recommendations filled with insider knowledge from Four Seasons on an easy-to-view map,” Four Seasons says.
The brand has launched four map-enabled Pinterest boards on its Pinterest page, including Gastronomic Travel, Concierge Recommends: Europe Uncovered, Extraordinary Honeymoons and Around the World by Private Jet.
“This couldn’t have come at a better time. Our properties are very comfortable building boards with guests to better assist with trip planning,” says Felicia Yukich, global social media marketing manager at Four Seasons.
The maps help “[take the boards] to the next level, making it that much easier to get to a destination,” she adds. This also helps mobile users find locations on the go.
“Before, we had beautiful visuals, but you had to click through for more information. Now you can quickly see the pins on a map, which makes it easier if traveling,” Yukich says.
The effort builds on the trend of consumers using Pinterest to plan trips, Yukich adds.
According to a blog post from Pinterest, users pin about 1.5 million places every day, for a total of more than 750 million destination pins on Pinterest.
Additional boards with Place Pins from Four Seasons properties should appear in coming months, Yukich says.
Launched in August, Pin.Pack.Go enables users to tap into the expertise of Four Seasons concierges to plan upcoming trips, the brand says.
To use Pin.Pack.Go, consumers must create a Pin.Pack.Go board on Pinterest, leave a comment on the Pin.Pack.Go pin indicating which Four Seasons they will be visiting, follow the Four Seasons hotel they specified and invite the hotel to pin as a collaborator on their boards. The hotel’s local experts will then pin recommendations “filled with insider knowledge and hidden gems,” Four Seasons says.
According to Yukich, 110 guests have created Pin.Pack.Go boards to date.
Since launching Place Pins, the brand has grown its Pinterest followers by close to 200 percent, she says. Four Seasons has about 24,000 followers, as of November 27.
According to the blog post, additional Pinterest Place Pins partners include Travel Channel, Conde Nast Traveler, University of Michigan, VisitBritain, Thrillist, Fodor’s, Airbnb and Andrew Zimmern.
Retailers understand the importance and potential of omnichannel marketing, but implementing it is the hard part.
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