Blog / Social Media & Mid Market Travel

Social Media & Mid Market Travel

It was all about mid-market travel at last month’s Arabian Travel Market and social media figured heavily as a key marketing strategy for this sector.

66% of travellers do their fact-finding online and from ticket bookings to restaurant choices, there’s little that cannot be found, researched and bought. Through the careful use of improved targeted marketing and analytics across social channels, tourism companies can gain better insights into their customers, driving better value throughout the user journey – before, during and after a trip.

Here are three of the main elements to be considered when it comes to the current mid-market travel landscape:

Social Media

In a constantly connected world, travellers everywhere now resort to social channels to learn more, with 52% of Facebook users saying friends’ photographs influence their own holiday and travel plans. Social channels like Instagram offer glimpses into holiday destinations and experiences, while Facebook and Twitter allow users to learn about and interact with travel industry service providers like agents, hotels, airlines and so on. An article from Hotelier Middle East stated 2016 promised a lot more creativity in terms of the use of social media platforms and tools, with brands turning to content marketing as a means of differentiation and SEO optimisation.

The Millennial Traveller

Strong believers of maintaining a work-life balance, millennials love travel and by extension, everything that comes with it. The planning and research that goes into the places they want to see, the real-life experiences these travels promise and managing every aspect of their trip, online. Not only does this class of traveller make all bookings online, but is also likely to turn to social media for tips, opinions and other traveller reviews and experiences – 40% of millennials depend solely on this information to make their travel decisions.

Millennials also enjoy sharing different aspects of their holidays online and a study by Chase Marriott Rewards shows that 97% of all millennial travellers post on social networks whilst travelling. The World Youth Student and Educational Travel Confederation projects that by 2020, millennials will take 320 million international trips, making it a customer segment the mid-market players need to most definitely cater to.

User Generated Content (UGC)

Also known as earned content, UGC is changing the way travel brands market themselves online. 72% of consumers post photos on social channels while on vacation and 76% post them once they return, translating to authentic, affordable assets for the mid-market travel sector. Whether in the form of a blog post or an Instagram tag, this form of content lends itself to the experiential element of travel and helps boost businesses that fall in this sector. According to Forrester Consulting, consumers are influenced by UGC more than any other type of promotion.

There’s plenty to consider when it comes to developing an online content strategy that not only fulfils the requirements of your target market, but your own business goals as well. Luckily, it’s what we do best.

Contact us on +9714 368 0882 and we’ll be happy to create a plan especially for you, your brand and your audience.

Karen Osman
Karen Osman
Originally from England, Karen has lived the ex-pat life for the last 15 years across Asia, Europe and the Middle East. After completing a B.A. in Linguistics and English Language at the University of Durham, a two year period teaching in Tokyo was the start of a career that combined her two great loves; travel and the English language. Moving to Dubai in 2004, Karen engaged in a sales, marketing and public relations role for a luxury hospitality company. It was a great opportunity to develop communication for luxury brands, gaining experience in writing and adapting copy for both off-line and on-line channels. After identifying a gap in the market for specialised writing services for the travel, tourism and hospitality sector, Karen set up Travel Ink in 2011, steadily building the business to include some of the most high-profile hotels, airlines and tourism establishments in the region. In addition to her role as Managing Director, Karen is also the Travel and Tourism Chair Person for the British Business Group and a committee member of Business Network International.

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