Integrated Solutions. Measurable Results.

360i Point of View on

Social Marketing Strategies for Travel

February 2009

Overview

Travelers planning trips this year are increasingly basing their decisions on price points and dealsover brand preferences. Consumers are also relying less on official sources for travel informationand more on peer-driven advice.The current climate presents the perfect opportunity for travel brands to take a step back, listento what consumers are saying about their offerings and use that information to form meaningfulconnections with their customer base where those online conversations are occurring. If doneright, and with a smart strategy in place, consumers will appreciate marketers’ efforts to reachthem in a sincere way. At the same time, ongoing communication will keep brands top of mindwhen consumers are making their travel decisions.

Consumer Chatter and Its Impact on Your Brand

According to Forrester’s

Traveler Behavior in a Slowing Economy

study

(Oct. 2008), on average,consumers use at least three websites to research each travel expense (hotel, airfare, etc.).Surveyed travelers say they plan on deepening their research habits even more intensely thisyear — so it’s important for marketers to have a handle on what’s being said about their brand.Review sites likeTripadvisorandVirutaltouristcontain millions of unfiltered comments that range from overwhelmingly positive to extremely negative.

Integrated Solutions. Measurable Results.

360i Point of View on

Social Marketing Strategies for Travel

February 2009

While it can be challenging to monitor travel communities for brand chatter, it’s worth the timeand effort for marketers to learn what they are doing right from their biggest brand advocates,as well as resolve issues posted by their critics

before

complaints propagate throughout theblogosphere. Negative comments, deserved or undeserved, can be associated with brands vianatural search results forever. Travel brands should have strategies for addressing negativechatter in place before it has the opportunity to take hold.This climate should encourage companies to identify which customer complaints are valid, takethe appropriate steps to address customer concerns and communicate company plans to remedypressing issues. Consumers respond well to proactive travel companies who readily listen to andprovide solutions to their problems. At the same time, these steps grant brands the opportunityto share their side of the story in a highly visible way via blogs and social networks.

Addressing Chatter Doesn’t Have to Be Overwhelming

Travel brands with multiple locations see the challenge in addressing every comment on eachreview site and social network. 360i recommends implementing frequent analysis of the leadingsites to identify positive and negative trends that may be affecting the entire organization. Forexample, if 60 percent of all negative comments revolve around customer service, adaptationsto customer service training may be warranted. However, if there are isolated instances thattruly warrant one-on-one communication, marketers should not hesitate to address those issuesand offer a remedy — discounted prices, free service and/or a phone call from seniormanagement.

Integrated Solutions. Measurable Results.

360i Point of View on

Social Marketing Strategies for Travel

February 2009

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.

NewZealand.com

– 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.

Twitter

– 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+.

CarnivalConnections.com

– 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.