Social Media in Travel: Changing the face of Customer Service and Brand Building

by Audrina Grey Travel Technology Analyst

Most travelers these days base their travel plans on reviews and shares found on social media platforms. This has caused a rise in Social media travel analytics to find out the best way to build a positive reputation and brand.

Need for Social Media in Travel

Social media analytics can gauge and see what customers are saying in different sectors about a particular airline or brand. They also identify trends that can become popular campaigns in order to increase customer participation and audience engagement. It also tries to understand what makes a particular issue, idea or content become viral. Real time visual representation of campaign flops and winners on social media can be used to gain insight. Market influencers play a major role in influencing customers with their reviews and experiences. Travel companies are now using them to post positive content to enhance their image in the eyes of the traveler. Social media travel analytics can access data of leading competitors in similar brands and finds out what makes their campaigns work and what to learn from those that don’t.

Benefits of Social Media in Travel

The rise of social media has drastically transformed the way the travel industry markets and communicates with their customers and target audience. With the availability of online reviews, travelers can now check for feedback and plan their accommodations and destinations based on that. Research shows that 80% of the present generation depends on online reviews to plan travel activities. From check-ins to service to photographs, social media platforms such as Instagram and Trip Advisor offer honest, unbiased and real peer reviews that can strongly influence and inspire. Social media also enables people to share their experiences with a bigger audience all over the world and the travel and hospitality sector are using these social contents to campaign for their brand. Social media travel analytics use the data and information to provide the best in customer service. Airlines are able to address certain issues, create better travel experiences and also offer better deals in line with the customers’ expectations. The travel industry uses the platforms on social media as listening tools to feel and know the pulse of their customers. More and more travel agencies are going online because of the impact that online technology has created on market trends and customer behavior. Social media travel analytics also helps travel companies to identify ways to retain customers and how to use social media to do so. Loyalty programs benefit the traveler in many ways and their positive experience can help to bring in more participation from others. By using hashtags and posting positive reviews, travelers can also accumulate reward points or be able to redeem perks. This way companies can encourage guests to join with them in brand building.

Social media has replaced the traditional method of serving customers. They can now build a better brand with positive reviews, increased social shares and by using market influencers to reach out to their target audience.