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Social Marketing Strategies for Travel
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Creating Engaging Experiences to Build Community
One of the most compelling ways to generate positivefeedback and encourage brand advocacy is to createcommunity-building experiences that engage and inspire.Below are some examples of travel brands that haveeither partnered with leading social sites or addedcommunity elements to their own sites.
– To confront the downturn in NewZealand tourism, the tourism board has reached out tobloggers and other travelers who have visited the countryand asked them to chronicle their experiences on the siteto pique consumer interest. A mobile recording studio iscurrently roaming around the country to capture visitors’ stories and videos and upload them to the blog. The sitealso offers digital travel planning tools to help potentialvisitors plan their visits.
– Several travel brands are using themicroblogging platform to communicate directly withconsumers who are tweeting about their brands. Whetherthey are addressing issues with customer service orinteracting with enthusiastic brand advocates, brandrepresentatives are reaching out to the communitythroughout the day. Twitter is also used to advertisecorporate promotions and events. Some of the mostprolific brands following this trend includeJetBlue,Southwest Air, theLuxor Hotel and Casinoand the
Marriot.Followers range from 1,000-10,000+.
– Carnival Cruise Lines hascreated a guest-friendly social networking site that allowsmembers to coordinate group travel, connect with otherconsumers, update friends and family on travel andcreate online scrapbooks to document travel experiences.