A Pinterest initiative by Four Seasons, which the brand is calling an industry first, enables potential guests or agents to exchange ideas on an itinerary directly with the hotel they are considering booking.
"Almost all of our hotels have an active Pinterest presence," said Felicia Yukich, the first person to hold the position of manager of social media marketing for Four Seasons. "And we saw this as the next logical step.
"We already communicate rapidly on other social media like Twitter, and this was a way to do so in a more visual way."
The initiative is called Pin.Pack.Go.
A traveler or a travel agent lets Four Seasons know via the brand's Pin.Pack.Go board that they are considering a trip.
Then they create their own board titled Pin.Pack.Go and pin visuals of the types of things they plan to include — activities and dining, for example — and invite the hotel or hotels they're considering to be a collaborator on that pinboard.
The staff at the property will pin tips and suggestions to the traveler's board to round out the itinerary. The collaboration continues to go back and forth.
Since the launch earlier this month, Four Seasons said it's had about 50 planning requests.
It's not necessary to have a booking at a hotel in order to collaborate, Yukich said.
"This establishes a relationship and a connection for us with guests and potential guests," she said. "Of the first people who established a Pin.Pack.Go account, almost all are definitely coming to our properties. This is simply an extension of our brand promise to be leaders in service."
Four Seasons claims to be the first luxury hotel brand to establish a global Pinterest presence.
"All of our research shows that the affluent are more connected than ever, especially when it comes to social media networks that feature reviews and ratings," Yukich said, "It's a particularly fantastic tool for travel."
The platform keeps evolving, Yukich said.
"We move beyond travel to food, fashion and more, because this is all about the photography," she said. "When guests are coming to stay with us in Milan or Paris, we are pinning live from the fashion show runway. If someone says they would like to go to a specific bakery in Paris for their famous macarons, our hotel person will pin a particular flavor of macaron that they must try."
Travelers can also use the page to request restaurant reservations or other services.
Yukich said that the information emanates from individual properties. "This is a testament to the collaboration that we have established between our marketing and operations teams," she said.
"In the past, our concierge would be happy to spend a half-hour with a guest planning an itinerary. Now the guest or agent has the combined expertise of the entire staff when they use these social media options."
Each property has someone on staff responsible for social media, with brand standards and guidance established at the corporate level, she said.
In addition to its Pin.Pack.Go page, Four Seasons has a primary Four Seasons page on Pinterest, a Four Seasons Bridal page and more than 70 active property pages.