How Social Media has Transformed Travel Research The most profound effect that social media has had on the tourism industry to date is the democratization of online reviews. When booking travel, 89% of millennials plan travel activities based on content posted by their peers online. As you might assume, this social media content is tremendously accessible and influential, and it can serve to either put-off potential guests or inspire them to book. How Social Media Has Facilitated Social Sharing People have always loved sharing photos and videos taken of their travels. Over 97% of millennials share photos and videos of their travels online, building an influential web of peer-to-peer content that serves to inspire potential guests. Social media can serve as a social listening tool to find out information about your guests. How Social Media Has Affected Travel Agencies Social media has also had a major impact on the travel agency model. But many agencies have shifted their focus from in-person to online experiences as they adapt to new technology and market trends. Most travelers determine their travel plans based on reviews and social media shares, making online customer service a crucial part of building a positive brand reputation. By curating positive reviews and encouraging social shares, hospitality brands can leverage social media to build positive brand awareness, increase brand loyalty, and display just how much their accommodations and activities have to offer.
Social media has fundamentally changed the way that many companies communicate with and market to their target demographics. For the travel and hospitality sector, in particular, the rise of the Internet and the increased popularity of social channels has altered travel marketing. From the way that travelers research potential destinations to the activities that they participate in once they arrive, the new ways that consumers use social media to make purchasing decisions has influenced tourism marketing from start to finish. In this article, Pixlee discusses 5 ways social media has transformed tourism marketing.
1. How Social Media has Transformed Travel Research
The most profound effect that social media has had on the tourism industry to date is the democratization of online reviews. Today’s travelers go online to research their future travel destinations and accommodations. When booking travel, 89% of millennials plan travel activities based on content posted by their peers online.
From social sharing sites such as Instagram to crowd-sourced review sites such as TripAdvisor, people are browsing the Internet for travel inspiration and validation from their peers. There, they can easily find other travelers’ photos, check-ins, ratings and more. This easy-to-attain, real guest feedback serves to preview the in-person experience that the destination has to offer from a viewpoint other than that of the brand. As you might assume, this social media content is tremendously accessible and influential, and it can serve to either put-off potential guests or inspire them to book.
2. How Social Media Has Facilitated Social Sharing
People have always loved sharing photos and videos taken of their travels. What social media has done is to facilitate and expand people’s ability to share travel experiences with a wider audience than ever before. Over 97% of millennials share photos and videos of their travels online, building an influential web of peer-to-peer content that serves to inspire potential guests.
This trend hasn’t gone unnoticed. Many hotels and resorts have turned to running social contests and campaigns to ensure that they get some credit for their guests’ social activity. Kimpton Hotels and Restaurants used guests’ wedding photos instead of staged, professional photographs to market their wedding venues. The campaign encouraged guests to take photos, tag them with the hashtag #KimptonWeddings – and ultimately to create user-generated content for the brand that was free, authentic, and repurposed across its marketing channels.
3. How Social Media Has Enhanced Customer Service
Customer service and satisfaction have also been transformed as a result of social media….
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