Ways that social media has transformed tourism marketing

The increase in the popularity in social media has meant that many companies have changed the way they communicate and market to their target demographics. Whether it is from the way travellers research potential destinations or the activities they could participate in when they arrive, social media has introduced new ways to influence consumers to make purchasing decisions.

1. Travel research reformed
89% millennials plan travel activities based on content posted by their peers online. From social sharing sites such as Facebook and Instagram to crowd-sourced review sites such as Trip Advisor and Yelp, anyone can browse the Internet for new inspiration for travel and research further into reviews on places/companies to make informed decisions. They can easily find online other travellers photos, ratings, check in's, blog posts and more. The easy-to-attain real guest reviews gives a viewpoint of the destination other than that of the brand. As social media is so accessible and influential it can either put off potential guests or inspire them to book.

2. Rise in social sharing
Over 97% of millennials share photos and videos of their travels online which can serve to inspire other potential guests. People have always loved sharing photos and videos of their travels (let's not forget the days before social media where everyone would gather around the photo album of blurry photos) and social media has helped to facilitate and grow peoples ability to share travel experiences with a larger audience than ever before. This hasn't gone unnoticed with many companies e.g. venues using real guests wedding photographs instead of staged professional photographs to market their venues.

3. Enhanced customer service
As majority of brands will have a social media presence that can be used to become aware of and when needed to provide help to unsatisfied or confused customers. Companies that respond to complaints in a sincere and genuine manner will develop a strong reputation among current and potential customers. Companies that respond with humour give the brand a much needed positive image in the wake of what could be a negative situation. More than half of the Twitter users expect a response when contacting a brand and if they are reaching out with a complaint then it's more than 75%. When enquiries and complaints are responded to it helps to humanise a brand and shows current and prospective customers that they are valued.

A tough gig in the travel industry would be managing the social media accounts for airlines more specifically budget airlines like Jetstar and Tiger. They receive more negative feedback than positive feedback on their pages but it's good to see that customers still give credit for where it is deserved for their positive experiences with the airlines. 

4. Reshaping travel agencies
The availability of information and the ease of self-service booking have forced travel agencies to adapt to a more digital environment. Travel agencies themselves are not obsolete as they are still responsible for 55% of all airline bookings, 77% of cruise bookings and 73% of package bookings. Many agencies since the introduction of social media have shifted their focus from in-person/phone experiences to online experiences as they adapt to market trends and new technology. Agents that work with millennials should consider the generations preference for experience over materials. This means that instead of up-selling them on flight upgrades they should consider selling unique experiences that are guaranteed to create a lasting memory or look great on social media. Travel agencies may struggle to remain relevant as self-booking options increase their one selling point is that many travellers still prefer the personal touch and ease of someone else assisting to plan their perfect holiday.

5. Changing loyalty programs
More than 25% of millennials that participate in loyalty programs are very likely to post about a brand in exchange for loyalty points. Most businesses know that acquiring new customers is far more expensive and harder than just retaining existing ones. A core piece of the travel business model is loyalty programs and social media has had a large part of how hotel loyalty programs are constructed. A lot of people know that their opinions that they share with their own networks have a large influence and because of this they feel entitled to compensation for their positive word-of-mouth marketing they do for a brand. With the availability of social media networks that allow people to track hashtags and mentions across channels it is easier for brands to discover passionate guests and to reward them accordingly. By curating positive reviews and encouraging social shares, brands can use social media to build positive awareness for their brands, increase brand loyalty and show how much their brand has to offer.