For hotels, Instagram videos are essentially 15 seconds of free advertising, so it makes sense for any company with social media know-how to get on top of this trend.
It’s not quite an equal comparison, but there’s been little correlation between the most-Instagrammed locations versus where tourists check into on Facebook or what destinations they’re searching on Google.
It can be difficult enough for airlines to manage their brand internally, but even more perplexing when faced with outside spammers whose fraud promotions serve no apparent purpose.