The Luxury Collection is positioned as the "Destination Authority." As such, we seek to help our audience of Explorers and Collectors travel like locals in each of our destinations. To do so, and to ensure we are providing value to our social followers, we collect destination recommendations from tastemakers—the local experts and global travelers who explore the world with The Luxury Collection and know these places best.
We use these recommendations to create Destination Guides designed in a popular savable carousel format so that viewers can reference our guides at a later date. By sharing these curated guides, we inspire travel to our destinations while providing actionable information to our audience. This approach offers a new perspective on lesser-traveled and well-known locales including favorite shops, restaurants, museums, and more.
Building on the momentum of last year’s launch, we expanded the initiative this year with 10 new Destination Guides, showcasing a wider range of locations and deepening our role as a trusted resource for culturally rich, insider-led travel experiences.
Objectives:
Building on last year’s approach, we continued to leverage an in-feed carousel format to showcase recommendations from our Tastemakers and Global Explorers. These curated lists maintain a one-of-a-kind perspective on each city, featuring destinations as distinctive as the Tastemakers themselves. The visuals continue to highlight imagery from recommended stops, pull-quotes, and a one-frame compilation of all destinations for easy saves and shares.
We also continued the practice of tagging each location with an active Instagram presence, allowing our audience to seamlessly explore recommendations while spotlighting local businesses in each destination—an approach rooted in our brand ethos of celebrating the authentic character of every place.
Our primary KPIs for this content were saves and shares—two of our most valuable forms of audience response as they show word of mouth (shares) and action intent (saves). The campaign outperformed benchmarks, driving a 22% increase in shares and 3.4x higher saves compared to our average performance. This incredible response shows how engaged our audience is with this content. Not only are they saving these guides for their own future travels, but they are also sharing with their friends to do the same. This contributed to an impressive engagement rate of 3.2%—8.4x higher than the industry average.
We optimized these assets for traffic as part of our ongoing paid social strategy, including a CTA to our hotel websites for individuals who are interested in learning more. These posts had an impressive CTR of 1.7%—1.3x above benchmark—and drove $253.8K in attributable revenue, demonstrating that this content not only sparked travel intent but converted inspiration into measurable action.
