Hotel companies are on Instagram’s Threads, but don’t use it for complaints — yet
The social media platform formerly known as Twitter (recently redubbed X) launched as a town square of the internet.
But it also became a nifty tool for travelers to leapfrog ahead of long phone wait times to lodge customer service complaints, change reservations or rebook flights.
The X platform’s functionality moved in a different direction under Elon Musk’s ownership, which began last fall. Musk took a lax approach to moderating and removing controversial content — driving more than half its top 1,000 advertisers like Coca-Cola, Jeep and Wells Fargo away, CNN reported earlier this year.
Under Musk’s ownership, users of the platform must pay for verified status, leading many organizations and high-profile users to give up that once-coveted blue checkmark. That threw cold water on the brand’s future as a communication and customer service utility.
The X platform’s future use as a public utility grew even more chaotic when Facebook and Instagram parent company Meta launched a direct competitor, Threads.
A little more than a month into Threads going live, we’re curious about how hotel companies are viewing the platform. These are still early days as far as social media lifespans go, but it’s apparent many a company (and influencer) at least seem curious about the burgeoning platform: Threads already has roughly 122 million users, compared to about 541 million users for its 17-year-old direct competitor.
So are hotel companies taking it seriously?
Hilton appears to be the most active hotel company on Threads through a mix of humorous posts, announcing a new allergy-friendly option for Doubletree’s famous chocolate chip cookie and banter with Paris Hilton (another active user on the burgeoning social media platform). There was even a furry friend takeover account by Norma the dog (who acquired fans like Paris Hilton and chef José Andrés in the process).
But there is more than fun and games in store for Hilton’s presence on Threads.
“Looking ahead, we are working through what our longer-term strategy will be for Hilton and our brand accounts and closely exploring how this fits into our greater customer engagement strategy to prepare for Hilton being able to meet customer care and expectations on the platform," said Dan Reynolds, vice president and head of global content, media and partnerships at Hilton.
That’s the most candor we got from any hotel company.
Other hoteliers on Threads
Marriott didn’t respond to TPG’s request for a comment, and Hyatt pointed to us to its first post on the platform. Since that first post, Hyatt has gone on to post an array of questions (“What makes you happier? Waterslides, jet skis, sailboats, or snorkeling?”) and photos of hotels like the Alila Kothaifaru Maldives or of destinations like Boston and New York City. There are now several brand-specific accounts for offerings like Park Hyatt and Hyatt House.
Marriott’s Marriott Bonvoy Threads page is its most active and has posted things like the arrival and departure characteristics for those with the Leo astrological sign, and highlighted its new partnerships with brands like Uber Eats and MGM Resorts.
IHG Hotels & Resorts has accounts for its overall brand and IHG One Rewards program, but the only company-related account to actually “say” anything on Threads is an IHG careers page — not exactly where you’d want to go to try and see about an upgrade for your next stay at an InterContinental.
When should you take Threads on your next trip?
As you might guess from your own time on Threads, it’s a bit like the Wild West on there: plenty of humorous posts, photos, random questions and (blissfully for now) no inundation of ads or politics. Enjoy it while it lasts.
Neither X nor Meta responded to TPG’s request for comment, but signs point to Meta building out the right infrastructure for Threads to be a formidable utility.
A new “mention button” to better mention another account — something that could be useful in trying to catch the attention of a travel company amid a need to rebook a flight or change a hotel reservation — rolled out this week, according to a post from Meta CEO Mark Zuckerberg.
Instagram CEO Adam Mosseri has also indicated via Threads posts that other requested features — like being able to see posts in chronological order, hashtags and the ability to search posts — are also in the works. All of this would build out enhanced customer service utility for Threads.
So, is Threads worth your time from a travel service perspective? Download the platform, as it’s likely going to be a highly useful tool in your pocket when it comes to fixing any issues that eventually arise during a trip.
But for now: Enjoy the dad jokes and dog photos (and that’s just from my own account).
Related reading:
- Best hotel credit cards
- When is the best time to book a hotel? Experts weigh in — and debunk a few myths
- The best credit cards to reach elite status
- A comparison of luxury hotel programs from credit card issuers
- Which credit cards offer the most lucrative rewards for hotel stays?
- The best hotel rewards programs in the world
TPG featured card
Rewards
| 4X | Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 4X | Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 3X | Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com. |
| 2X | Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com. |
| 1X | Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases. |
Intro offer
Annual Fee
Recommended Credit
Why We Chose It
There’s a lot to love about the Amex Gold. It’s a fan favorite thanks to its fantastic bonus-earning rates at restaurants worldwide and at U.S. supermarkets. If you’re hitting the skies soon, you’ll also earn bonus Membership Rewards points on travel. Paired with up to $120 in Uber Cash annually (for U.S. Uber rides or Uber Eats orders, card must be added to Uber app and you can redeem with any Amex card), up to $120 in annual dining statement credits to be used with eligible partners, an up to $84 Dunkin’ credit each year at U.S. Dunkin Donuts and an up to $100 Resy credit annually, there’s no reason that foodies shouldn’t add the Amex Gold to their wallet. These benefits alone are worth more than $400, which offsets the $325 annual fee on the Amex Gold card. Enrollment is required for select benefits. (Partner offer)Pros
- 4 points per dollar spent on dining at restaurants worldwide and U.S. supermarkets (on the first $50,000 in purchases per calendar year; then 1 point per dollar spent thereafter and $25,000 in purchases per calendar year; then 1 point per dollar spent thereafter, respectively)
- 3 points per dollar spent on flights booked directly with the airline or with amextravel.com
- Packed with credits foodies will enjoy
- Solid welcome bonus
Cons
- Not as useful for those living outside the U.S.
- Some may have trouble using Uber and other dining credits
- You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
- Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
- Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
- Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
- $120 Uber Cash on Gold: Add your Gold Card to your Uber account and get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an American Express Card for your transaction. That’s up to $120 Uber Cash annually. Plus, after using your Uber Cash, use your Card to earn 4X Membership Rewards® points for Uber Eats purchases made with restaurants or U.S. supermarkets. Point caps and terms apply.
- $84 Dunkin' Credit: With the $84 Dunkin' Credit, you can earn up to $7 in monthly statement credits after you enroll and pay with the American Express® Gold Card at U.S. Dunkin' locations. Enrollment is required to receive this benefit.
- $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American Express® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
- $120 Dining Credit: Satisfy your cravings, sweet or savory, with the $120 Dining Credit. Earn up to $10 in statement credits monthly when you pay with the American Express® Gold Card at Grubhub, The Cheesecake Factory, Goldbelly, Wine.com, and Five Guys. Enrollment required.
- Explore over 1,000 upscale hotels worldwide with The Hotel Collection and receive a $100 credit towards eligible charges* with every booking of two nights or more through AmexTravel.com. *Eligible charges vary by property.
- No Foreign Transaction Fees.
- Annual Fee is $325.
- Terms Apply.
Rewards Rate
| 4X | Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 4X | Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year. |
| 3X | Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com. |
| 2X | Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com. |
| 1X | Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases. |
Intro Offer
You may be eligible for as high as 100,000 Membership Rewards® Points after spending $6,000 in eligible purchases on your new Card in your first 6 months of Membership. Welcome offers vary and you may not be eligible for an offer.As High As 100,000 points. Find Out Your Offer.Annual Fee
$325Recommended Credit
Credit ranges are a variation of FICO® Score 8, one of many types of credit scores lenders may use when considering your credit card application.Excellent to Good
Why We Chose It
There’s a lot to love about the Amex Gold. It’s a fan favorite thanks to its fantastic bonus-earning rates at restaurants worldwide and at U.S. supermarkets. If you’re hitting the skies soon, you’ll also earn bonus Membership Rewards points on travel. Paired with up to $120 in Uber Cash annually (for U.S. Uber rides or Uber Eats orders, card must be added to Uber app and you can redeem with any Amex card), up to $120 in annual dining statement credits to be used with eligible partners, an up to $84 Dunkin’ credit each year at U.S. Dunkin Donuts and an up to $100 Resy credit annually, there’s no reason that foodies shouldn’t add the Amex Gold to their wallet. These benefits alone are worth more than $400, which offsets the $325 annual fee on the Amex Gold card. Enrollment is required for select benefits. (Partner offer)Pros
- 4 points per dollar spent on dining at restaurants worldwide and U.S. supermarkets (on the first $50,000 in purchases per calendar year; then 1 point per dollar spent thereafter and $25,000 in purchases per calendar year; then 1 point per dollar spent thereafter, respectively)
- 3 points per dollar spent on flights booked directly with the airline or with amextravel.com
- Packed with credits foodies will enjoy
- Solid welcome bonus
Cons
- Not as useful for those living outside the U.S.
- Some may have trouble using Uber and other dining credits
- You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
- Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
- Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
- Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
- $120 Uber Cash on Gold: Add your Gold Card to your Uber account and get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an American Express Card for your transaction. That’s up to $120 Uber Cash annually. Plus, after using your Uber Cash, use your Card to earn 4X Membership Rewards® points for Uber Eats purchases made with restaurants or U.S. supermarkets. Point caps and terms apply.
- $84 Dunkin' Credit: With the $84 Dunkin' Credit, you can earn up to $7 in monthly statement credits after you enroll and pay with the American Express® Gold Card at U.S. Dunkin' locations. Enrollment is required to receive this benefit.
- $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American Express® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
- $120 Dining Credit: Satisfy your cravings, sweet or savory, with the $120 Dining Credit. Earn up to $10 in statement credits monthly when you pay with the American Express® Gold Card at Grubhub, The Cheesecake Factory, Goldbelly, Wine.com, and Five Guys. Enrollment required.
- Explore over 1,000 upscale hotels worldwide with The Hotel Collection and receive a $100 credit towards eligible charges* with every booking of two nights or more through AmexTravel.com. *Eligible charges vary by property.
- No Foreign Transaction Fees.
- Annual Fee is $325.
- Terms Apply.