{"id":112766,"date":"2015-10-14T18:52:00","date_gmt":"2015-10-14T23:52:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/change-in-travel-sector-social-media-infographic\/"},"modified":"2024-12-21T05:53:58","modified_gmt":"2024-12-21T10:53:58","slug":"change-in-travel-sector-social-media-infographic","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/creative\/change-in-travel-sector-social-media-infographic\/","title":{"rendered":"Change in Travel Sector Social Media Infographic"},"content":{"rendered":"<p>The travel sector is used to change &#8211; it&#8217;s the only thing that&#8217;s stayed constant since the dawn of the digital age. From the evolution of search engines to data-driven social engagement, customers expect\u00a0to be empowered to make their own travel decisions, based on\u00a0their own needs and user-generated recommendations. It&#8217;s what has fueled the rise of sites like Tripadvisor and AirBnB.<\/p>\n<p>Social media plays an important role\u00a0in helping customers make these travel decisions\u00a0and in sharing how\u00a0satisfied they were with the service. A\u00a0recent survey provided by\u00a0BDRC Continental, stated that:<\/p>\n<ul>\n<li>46% of Britons have interacted with a travel or leisure brand through social media in the past year<\/li>\n<li>63 &#8211; 83% of of travel brands have used social media to influence\u00a0sales<\/li>\n<li>Car\u00a0Rental companies have used social media\u00a0more successfully than any other industry\u00a0to influence\u00a0sales<\/li>\n<li>69-85% of respondents stated that social media had influenced their satisfaction<\/li>\n<li>Car\u00a0Rental companies have used social media\u00a0more successfully than any other industry\u00a0to influence client satisfaction<\/li>\n<\/ul>\n<p>The demand to use technology for\u00a0self-service, instant fulfillment and convenience never seems to stop or even slow down, and it continues to drive the need for a connected travelling experience.<\/p>\n<p>The challenge for the traditional players in online travel marketing is to understand their audience using data, to make their audience feel as if they are in control.<\/p>\n<p>The four key ways that people use social media to research their travel needs are:<\/p>\n<p><em>41% Learning<\/em>: Learn about a brand and \/ or its products.<\/p>\n<p><em>24% Watchers<\/em>: Follow a brand online to learn about a brand and its products \/ services.<\/p>\n<p><em>10% Connectors<\/em>: Interact or connect to a cause that is important to them.<\/p>\n<p><em>25% Proactives<\/em>: Ask questions, express satisfaction \/ dissatisfaction, enter a competition, get a discount.<\/p>\n<p><a href=\"https:\/\/www.ambergreeninternetmarketing.com\/wpe-content\/uploads\/2015\/10\/WEB_170915_Trends_Image1-700.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-5271\" src=\"https:\/\/www.ambergreeninternetmarketing.com\/wpe-content\/uploads\/2015\/10\/WEB_170915_Trends_Image1-700.jpg\" alt=\"WEB_170915_Trends_Image1 700\" width=\"700\" height=\"428\" \/><\/a>\n<section 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'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/en-gb\/thank-you\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n <a href=\"https:\/\/www.ambergreeninternetmarketing.com\/wpe-content\/uploads\/2015\/10\/WEB_170915_Trends_Image2-700.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-5272\" src=\"https:\/\/www.ambergreeninternetmarketing.com\/wpe-content\/uploads\/2015\/10\/WEB_170915_Trends_Image2-700.jpg\" alt=\"WEB_170915_Trends_Image2 700\" width=\"700\" height=\"428\" \/><\/a><\/p>\n<p><em>Source:\u00a0<a href=\"https:\/\/www.marketingweek.com\/2015\/09\/23\/travel-sector-shows-how-to-reap-social-media-rewards\/\u00a0\" target=\"_blank\" rel=\"noopener\">https:\/\/www.marketingweek.com\/2015\/09\/23\/travel-sector-shows-how-to-reap-social-media-rewards\/\u00a0<\/a><\/em><\/p>\n<p>Facebook is by far the largest platform used by the public to engage with travel \u00a0\/ leisure brands. Whilst\u00a059% of respondents had used Facebook to interact with a travel brand to either enter a competition, stay updated or learn something about the brand \/ service, a mere 5% had used LinkedIn.\u00a0It&#8217;s not a huge surprise that different social platforms are utilised in different ways when it comes to the travel sector; Facebook makes it far easier to share photos and videos, for example, and connects with review websites. It&#8217;s about choosing the right platform for both your customers and your activity &#8211; whether you are sharing destination information or promoting a competition.<\/p>\n<p>With such a vast number of channels now available everyone now needs to be know\u00a0where to best spend their time, effort and budget &#8211; whether it&#8217;s your head of client services,\u00a0your\u00a0corporate travel sales team, or your front-line service managers. Social Listening is a must have for travel brands, precisely in order to <em>use<\/em> the available data to improve products and services, while\u00a0understanding which platform and with whom to have the conversations is becoming the next avenue for\u00a0customer insight and segmentation. The opportunity is there to create a data driven content and conversion based strategy, measured\u00a0by numbers of conversions, conversation value, and social engagement.<\/p>\n<p>&nbsp;<\/p>\n<p>Going to the <a href=\"http:\/\/www.wtmlondon.com\/%20\" target=\"_blank\" rel=\"noopener\">World Travel Market<\/a>\u00a0in London November 2015?<\/p>\n<p>Let&#8217;s <a href=\"https:\/\/www.ambergreeninternetmarketing.com\/sectors\/digital-marketing-for-the-travel-industry\/\" target=\"_blank\" rel=\"noopener\">get in touch<\/a> and have a chat about the marketing of your travel business.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The travel sector is used to change &#8211; it&#8217;s the only thing that&#8217;s stayed constant since the dawn of the digital age. From the evolution of search engines to data-driven social engagement, customers expect\u00a0to be empowered to make their own travel decisions, based on\u00a0their own needs and user-generated recommendations. It&#8217;s what has fueled the rise [&hellip;]<\/p>\n","protected":false},"author":69,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.7,"reading_level_needs_review":"0","footnotes":""},"categories":[2869],"tags":[309,484,492,719],"class_list":["post-112766","post","type-post","status-publish","format-standard","hentry","category-creative","tag-ambergreen","tag-content-2","tag-strategy-2","tag-travel"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Change in Travel Sector Social Media Infographic | DAC<\/title>\n<meta name=\"description\" content=\"Travel Sector Social Media Infographic, The travel sector is used to change - it&#039;s the only thing that&#039;s stayed constant since the dawn of the digital age.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/creative\/change-in-travel-sector-social-media-infographic\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Change in Travel Sector Social Media Infographic | DAC\" \/>\n<meta property=\"og:description\" content=\"Travel Sector Social Media Infographic, The travel sector is used to change - 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