11/16/2011 10:49:37 AM
How do you use Social Media for Travel?
A recent study has indicated that a massive 50% of UK
holidaymakers use TripAdvisor in some way, with holiday reviews
being cited as the most important social media content used when
planning a holiday. In comparison, only 8% of UK adults use
Facebook to discuss holidays or read other people’s advice. These
juxtaposing figures from two major social networking sites
emphasise the need for targeted social media campaigns within the
travel industry in order to optimise their effectiveness.
A single negative review alone would stop a substantial 11% from
booking a hotel despite initial interest, while 82% would need
further investigations to convince them otherwise. The importance
of businesses managing reviews on social media sites is therefore
imperative to maintain brand reputation. Other social media content
including photographs is used by a substantial 43% of all holiday
bookers, with that figure rising for more specialised holidays.
The study, which took into account the views of 2100 adults in
the UK, cited the most important influencers on holiday planning
and booking as word-of-mouth (26%); a good easy to use website
(24%); and holiday brochures (23%). Although social media wasn’t
mentioned specifically, it can be a huge influencer, particularly
as a communication medium to affect the word-of-mouth aspect of
these results, as well as driving traffic to the website.
TripAdvisor was mentioned by 37% of respondents as a key tool in
booking a holiday.
In conclusion, social media can be a key influencer in the
travel market if used in the correct way. Facebook and Twitter are
less prominent in affecting decisions in the travel market at the
moment, however, sites such as TripAdvisor are already established
influencers. Social media must be appreciated as a key influencer
but not one that can drive short-term sales, it must therefore be
used as part of integrated marketing campaigns in order to generate
positive results.
James Day
Specialist Social Media
Recruitment Consultant
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jamesd@arm.co.uk
(01202) 924924