Clara Saladich
Senior Marketing Manager at Luxury Digital Agency, Verb Brands

Following on from our article about the top luxury fashion brands to follow on Instagram, we now look at what we think are the best luxury travel Instagram accounts to follow in 2017.

As we move into March, with spring just around the corner, we explore which Instagram travel accounts provide the best combination of luxury, creativity and most importantly, inspiration. We wanted to select those accounts that give you that special feeling, either to make you want to explore the destination or give you the curiosity to keep scrolling. Our criteria did not include accounts showing gross excess and wealth, instead, our favourites are those accounts that truly communicate the feel of undiscovered luxury.

We have selected a combination of Instagram accounts that range from well-known travel publications to luxury hotels and travel PR accounts. Here are our top eight:


Beautiful destinations

This travel influencer account with over 8.4M followers has taken advantage of their network to become the ‘go to’ account for social media PR. Their stunning imagery from all over the world has now become part of their strategy to attract companies and destinations, including Marriott, Starwood, Hilton and the tourism boards of the Philippines, Macao, Ireland and NYC to name a few. Beautiful Destinations works with its in-house network of photographers and videographers to create one of the most influential travel content Instagram accounts to date. Jacob Riglin is the man behind the strategy.


Aman Hotels

Aman’s Instagram account showcases luxury travel at its finest. They include imagery of their hotels around the world with a hint of the high-end luxury experiences that their guests can enjoy when staying in any Aman Hotel. As part of their social strategy, they want to involve their guests by encouraging them to share their images with the hashtags #amanjunkie or #amanjunkies, to help raise the brand’s profile.


Bird Travel

Bird is a luxury travel PR agency based in London that works with selected exclusive luxury hotels around the world. Its niche portfolio of clients allows Bird to have a great variety of content on both, social media and their blog, bird of mouth. Bird’s Instagram has the perfect balance between destinations, inspiration, and a healthy lifestyle.


Smith Hotels

Mr & Mrs Smith Hotels adds freshness and a young atmosphere to their Instagram account. Aimed at couples, Mr & Mrs Smith’s luxury travel account mixes imagery of their hotel rooms, pools and restaurants with a stylish touch on each picture they upload.


Soho House

Sophisticated, stylish and cool, Soho House’s Instagram includes neat shots of the various houses they have around the world. As the membership club expands its houses to different locations, their Instagram account has become a point of reference for any city travellers looking for the “cool” spots. Check out their latest house account in Barcelona.


Small Luxury Hotels

Small Luxury Hotels targets those who want to travel to the remaining few “undiscovered” spots in the world. Their Instagram shows couples roaming idyllic desert beaches, coupled with luxurious breakfasts served in unspoilt locations.


NatGeo travel

Calling all adventurers, Nat Geo Travel is the definitive choice for those looking for the ultimate expedition. Their photography excels in its sheer quality, as it shares photographers with its parent account National Geographic. This parent account is known for owning some of the most famous pictures in history as shown by the volume of followers (71M followers vs 15.5M for its travel account).



Departures Magazine is probably the account that mixes travel and culture the most. On its Instagram, we find Royal Ballet London performance announcements to restaurant and new hotel launches and Museum exhibition announcements. The added value that Departures offers is the cultural integration, whilst always adding a hint of luxury.

If you want to hear more about how luxury brands are adapting to new marketing channels and social media, reserve your space to Trend Event on Thursday 6th of April. Verb offers design concepts and social media strategy for luxury brands. If you would like to learn more or have a chat with us, please get in touch with a member of our team.