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:
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.