Catchy hashtags aren’t new to Aaron Clossey, social media manager at Jetsetter, the travel arm of Gilt Groupe that TripAdvisor acquired last year. After all, his personal twitter handle is #clossboss. So when he needed an evergreen hashtag for brand users to rally around, he used the simple yet action-oriented #jetsettering. Members of the site have responded in force with tweets and photos of activities ranging from snorkeling to canal rides in Venice.
Clossey presented recently at BDI/Business Development Institute’s Food, Beverage and Hospitality Social Media Marketing Summit in New York about Jetsetter’s efforts to harness visual social media content. The brand’s initiatives have involved contests, partnerships and influencers, all in keeping with its whimsical, irreverent persona.
While Jetsetter got its start with exclusive flash sales in the luxury travel segment for its invitation-only upscale subscriber members, the brand has evolved since then. “We’re a lifestyle brand, not just an OTA”, [online travel agent] Clossey said. Now Jetsetter also does personal travel planning, for trips like honeymoons. In addition, the brand offers a trove of content on its site that’s accessible to more than its current 20 million members.