Embarking on a journey through Instagram's vast landscape reveals a world where every scroll and click transports you to distant lands, hidden gems and breathtaking vistas. Within the travel blogs of Instagram, influencers, brands and avid travelers alike curate visually stunning narratives of adventure, culture, and discovery in their feeds. In our curated list of the best travel Instagram accounts to follow from top brands, you'll find each one offers a unique perspective on exploring the world. From the rugged mountains and serene beaches to the bustling city streets and quiet countryside, these accounts capture the essence of travel in ways that spark your imagination and inspire your next adventure (or purchase).
Going beyond the list, we’ll highlight insights, tips and tactics to build a successful travel marketing strategy on Instagram, focusing on engaging content creation, audience growth and how to communicate your travel offerings effectively. These strategies will help you craft an Instagram strategy that ensures your content reaches and resonates with your audience.
These travel brand accounts have mastered the art of visual storytelling, blending stunning photography and video with engaging content that sets the bar for what travel content should look like.
Our analysis examined the social media engagement of 122 brands within the travel industry, focusing on data collected from February 2023 to February 2024. From this data, we established an average industry engagement rate of 0.52%. This benchmark is an important indicator for brands aiming to gauge their social media performance and strategize accordingly. The industry benchmark offers a clear lens to view their competitive standing and their success in engaging audiences over the past year.
Looking past the pretty pictures and video content, we're seeking out the storytellers who understand the importance of authenticity on social media, cultivating community and the subtle art of weaving brand narratives into their travel posts. These accounts show followers the world and invite them to experience it through a lens that successfully strikes the difficult balance between aspirational and attainable. Whether you're searching for the next destination to feature in your campaign, tips for creating brand content that resonates with the wanderlust in us all or simply a daily escape to distant lands, you should follow these travel Instagram accounts for inspiration.
Engagement Rate: 2.16%
Growth Rate: 55.42%
NYC Ferry's Instagram strategy captures the essence of New York City, inviting followers to explore its waterways and skyline with a dash of pop culture and humor. By encouraging app downloads and creative giveaway contests, they prompt engagement from followers on and off the platform. To elevate its social strategy and significantly expand its reach, NYC Ferry engages in strategic collaborations with brands such as Celestial Teas through Collab posts. This partnership enhances NYC Ferry's visibility by tapping into Celestial Teas' 120K followers, broadening their audience base and fostering a wider community engagement.
Engagement Rate: 2.11%
Growth Rate: 7.06%
New York Times Travel on Instagram opens up the globe, inviting followers to broaden their horizons through the eyes of esteemed journalism and captivating photography. With every post linked to in-depth articles and travel guides, their social media strategy enriches followers' feeds and encourages website visits to resources for future travel planning. This approach to content makes their account an invaluable source for the curious and adventurous.
Engagement Rate: 1.26%
Growth Rate: 50.75%
Ryanair's Instagram strategy taps into the power of humor, adopting the playful mantra ‘Catch flights, not feelings’ to stand out as Europe's leading airline. Their feed, brimming with clever memes and lighthearted content, reflects their fun-flying style and commitment to offering great value. This approachable, humorous angle engages followers, setting the stage for a brand experience that's as enjoyable online as it is in the air.
Engagement Rate: 1.15%
Growth Rate: 39.81%
Breeze Airways' Instagram shines a light on the ease and excitement of flying, showcasing not just the journey but the joy of discovery. With vibrant snapshots of destinations, the friendly faces of their team and the diverse community of travelers who choose them, Breeze illustrates how every flight is a journey filled with stories, connections and memorable moments.
Engagement Rate: 0.63%
Growth Rate: 7.87%
AWAY's Instagram showcases its stylish luggage in a way that speaks directly to the modern traveler's aesthetic and functional needs. By inviting followers to imagine their travel using AWAY luggage, they create a seamless blend of online inspiration and offline engagement. Their successful strategy for engagement revolves around jumping on current Instagram trends, posting travel-related questions, collaborating with other brands and hosting exciting product giveaways.
Engagement Rate: 0.59%
Growth Rate: 19.95%
Norwegian Cruise Line's Instagram celebrates the joy of sea travel. Through snapshots of stunning ocean views and onboard experiences, they use hashtags like #CruiseNorwegian to showcase the endless cruising possibilities, inviting followers to dream about their next voyage on the open sea. To really supercharge their engagement, Norwegian Cruise Line hosted a multi-step challenge giveaway. Over the course of a month, they posted challenges for followers to participate in which required a post as an entry tagged with a giveaway hashtag for a chance to win a free cruise.
Engagement Rate: 0.52%
Growth Rate: 4.96%
Explore Charleston's Instagram is a vibrant showcase of why it’s a top US travel destination, offering a visual feast of its charming landscapes, historic architecture and lively cultural scenes. By encouraging followers to tag their photos with #ExploreCharleston, users can contribute to the city's narrative while building a community of travelers and locals alike, sharing their experiences and perspectives.
Engagement Rate: 0.51%
Growth Rate: 16.27%
Groot Hospitality's Instagram, led by David Grutman, offers a vibrant glimpse into his eclectic mix of restaurants, nightclubs and hotels. Through engaging content, followers can experience the energy of their unique hospitality destinations, creating an online community centered around unforgettable dining, entertainment and stay experiences. Groot Hospitality uses its Instagram as a way to announce events, share updates and showcase food, drinks and entertainment from its various locations.
Engagement Rate: 0.48%
Growth Rate: 17.12%
Tumi's Instagram strategy leverages sleek visuals and product highlights in beautiful destinations to showcase the durability and style of its travel and accessories, appealing to the sophisticated traveler. They master storytelling by integrating customer journeys and testimonials, which reinforces their reputation as a premium lifestyle brand. Tumi incorporates AI marketing into its social strategy by leveraging the technology to create captivating advertisements which leads to some of the brand's most engaged content.
Engagement Rate: 0.47%
Growth Rate: 23.84%
Celebrity Cruises' Instagram sails beyond the ordinary, showcasing the premium cruise experience with the world as its backdrop. Through vivid imagery and engaging stories, they highlight the luxurious, service-oriented journey and invite followers to envision themselves setting sail. The brand strategically utilizes its link-in-bio feature to make each post an opportunity for followers to find their dream vacation.
Engagement Rate: 0.42%
Growth Rate: 12.84%
The Maker's Instagram strategy artfully blends the essence of lifestyle fragrances with the origin story of their boutique hotel roots, creating a sensory journey for followers. By showcasing their inspiring scents alongside beautifully curated spaces, they draw their audience into a world where every detail is designed to awaken the senses. This approach highlights their unique products while building a narrative that connects the physical experience of their hotel with the intangible allure of their fragrances.
Engagement Rate: 0.35%
Growth Rate: 32.82%
Auberge Resorts Collection's Instagram takes you inside the world of their 27 unique hotels, resorts and residences set in the globe's most coveted locations. #AlwaysAuberge becomes a window to exclusive experiences and breathtaking destinations through their feed, easily allowing followers to dream of their next escape into luxury and adventure.
Engagement Rate: 0.19%
Growth Rate: 0.05%
Condé Nast Traveler's Instagram transforms the global into the local, offering followers a passport to the world's wonders through captivating imagery and storytelling. The brand strategically uses the saved highlight feature to organize travel narratives and destinations. With a simple tap, users are led to a treasure trove of travel stories, making it a go-to source for those looking to explore the depths of the world's cultures, landscapes and hidden gems.
Engagement Rate: 0.14%
Growth Rate: 38.28%
Viator's Instagram strategy marries stunning travel visuals with insightful tips, spotlighting their extensive range of experiences to inspire and guide followers. They foster a vibrant community of explorers through #DoMoreWithViator, encouraging users to share their journeys and connect over shared adventures.
Engagement Rate: 0.12%
Growth Rate: 6.66%
Airbnb's Instagram strategy captures the essence of belonging anywhere by showcasing a diverse array of unique homes, experiences, and destinations worldwide. Through compelling storytelling and user-generated content, they invite followers to imagine themselves in the heart of authentic local experiences, fostering a sense of community and connection to travel.
Engagement Rate: 0.11%
Growth Rate: 3.05%
Travel + Leisure's Instagram feeds your wanderlust with beautiful visuals that span the globe, from serene beaches to towering cityscapes. By encouraging followers to use #TLPicks, they curate a diverse collection of travel inspirations and create an interactive space where every traveler's story can shine and potentially be featured on their account. With almost six and a half million followers, there’s no shortage of UGC to pick from.
Engagement Rate: 0.13%
Growth Rate: 38.49%
GetYourGuide's Instagram shows off unforgettable travel spots and experiences, making it easy for followers to find their next adventure. With #OriginalsByGetYourGuide, they highlight special tours and activities, sharing pictures and stories that inspire people to explore more. Plitvice Lakes National Park in Croatia is definitely on our bucket list.
Engagement Rate: 0.11%
Growth Rate: 71.09%
ResortPass nails its Instagram strategy by showcasing its partner resorts' luxurious and serene experiences, allowing followers to visualize their next daycation or poolside retreat. Through vibrant imagery and engaging stories, they create a compelling call to action for users to book their next leisure escape. Their strategy of tagging multiple resort and hotel accounts in ‘best of’ feed posts helps build awareness in the travel space and as a result, lands them the top spot on our list for growth rate.
Engagement Rate: 0.06%
Growth Rate: 2.89%
Lonely Planet's Instagram strategy expertly blends inspiration with action, featuring breathtaking destinations and offering personalized travel planning through their partnership with @elsewhere.io. This approach positions them as both a source of travel inspiration and a gateway to custom adventures, encouraging followers to engage directly and embark on their own life-changing journeys.
Crafting the perfect travel Instagram captions is an art that enhances the storytelling of every adventure you share. For brands, it's about more than just showcasing breathtaking destinations — it's about weaving stories that resonate with your audience. Whether you're drafting an Instagram caption for traveling, seeking inspiration for Instagram travel quotes, or looking to sprinkle your posts with engaging travel quotes for Instagram, the right words can bridge the gap between viewing and experiencing. Here are some travel captions and Instagram travel hashtags designed to inspire the urge to explore and foster engagement:
Travel quotes have the power to evoke emotions and inspire action. They can be a beacon for those who live to explore and experience the world's beauty. These Instagram traveling captions and quotes are perfect for brands aiming to inspire their followers or add a touch of wanderlust to their posts and Reels:
Crafting or refining a travel social media strategy requires a multifaceted approach, that blends creativity with strategic planning to captivate and engage audiences. Whether launching a new travel Instagram account or enhancing an existing one, success hinges on several key factors: targeting the purchase cycle, understanding generational differences, localizing your ad strategy and balancing local versus national action plans.
Targeting the purchase cycle in your travel social media strategy involves understanding and engaging with your audience at every stage of their journey — from initial inspiration to post-trip sharing. This nuanced approach ensures that your content is seen and impactful, guiding potential travelers toward buying. Here’s how to effectively target the purchase cycle:
At this initial stage, potential travelers dream about their next trip but haven’t decided on the specifics. Your goal is to spark their imagination and desire to explore. Use stunning visuals, captivating stories and engaging videos to showcase destinations, unique experiences and must-see attractions. Highlighting the beauty and excitement of travel can nudge dreamers closer to making a decision.
Once inspired, travelers start researching potential destinations, accommodations and activities. Here, detailed guides, itineraries and tips become invaluable. Provide content that answers common questions, compares options and offers insider advice. Tools like Instagram Stories or Highlights can be used to categorize information by destination or theme, making it easily accessible.
As travelers move to book their trips, your content should simplify this process. Share special offers, booking incentives, and straightforward calls-to-action (CTAs) that link directly to booking pages. User-generated content showcasing real guest experiences can also be persuasive, providing social proof and reducing booking hesitations.
During the trip, encourage travelers to engage with your brand on social media. Create hashtags for them to use, suggest photo spots or run contests for the best travel photo. This enriches their experience and provides you with content that can inspire others.
After the trip, travelers often share their experiences online. Encourage this by engaging with their posts, featuring standout content on your own channels, and asking for reviews or testimonials. This feedback loop provides valuable content and builds a community around your brand.
Targeting each phase of the purchase cycle with specific strategies can guide your audience from dreaming to sharing, effectively turning followers into travelers and advocates for your brand. This approach increases engagement, conversions, fosters long-term loyalty and word-of-mouth recommendations.
Tailoring your social media marketing strategy to cater to different demographics cannot be overstated. Different groups have varying preferences, from the destinations they dream of visiting to the travel experiences they seek, be they luxury or budget-friendly adventures. This targeted approach helps curate content that resonates with each demographic and determine the most effective way to engage them. Understanding the nuances between marketing to Gen Alpha vs. Gen Z and Gen Z vs. millennials and comprehending the broader social media demographics is crucial for crafting messages that hit the mark.
Localizing ads is a strategic move that ensures your travel content speaks directly to the intended audience, taking into account cultural nuances, language and preferences. This approach enhances your ads' relevance and can boost engagement rates, making your brand more relatable and accessible to diverse groups. Dash Hudson’s Reporting and Dashboards can be instrumental in monitoring the performance of localized campaigns, providing insights that help refine strategies for different locales.
It’s important to stay on top of the latest social media trends to keep your content fresh and engaging. Incorporating trending hashtags, topics, and formats into your travel content can increase visibility and appeal significantly. Utilizing tools like Social Listening can help you stay ahead of the curve by tracking what's currently capturing the audience's interest, allowing you to align your content strategy with these insights.
For travel brands looking to soar to new heights, Dash Hudson offers a suite of tools designed to amplify your social media presence. With features like Dashboards for real-time analytics, Campaigns for tracking the performance of marketing initiatives, Relationships for managing influencer partnerships, and Content Segmentation for tailoring content to specific audience segments, Dash Hudson is your co-pilot in navigating the complex skies of social media marketing. Combined with strategic insights, these tools can propel your brand to new heights, engaging audiences with compelling content that inspires the travel bug in all of us.
Building a travel Instagram account involves a mix of stunning visuals, engaging captions and a consistent posting schedule and content calendar. Focus on creating content that tells a story, showcases unique experiences and invites interaction. Utilize hashtags wisely, engage with your followers through comments, stories, giveaways and collaborate with Instagram travel influencers to expand your reach.
Creating travel Reels on Instagram is about capturing the essence of a destination in short, engaging videos. Highlight unique experiences, use trending Instagram songs and sounds and incorporate creative transitions to make your Reels stand out. Remember to add relevant hashtags and engage with your audience through polls, questions or calls to action in the caption.