In the digital
age, having a keen awareness of which consumers are most likely to be swayed by
social media can give any travel marketer an edge in working to convert spectators
into actual travelers. While racking up likes and shares on socials is
important these days, what really matters is whether companies can convert that
interest into real-life bookings.
A recent study by
Phocuswright has shed light on the growing influence of social media on travel
decisions, particularly among younger travelers. According to the report,
titled "F
is for Funnel: Social Media and the Path to Travel Purchase", two out
of three travelers under the age of 55 indicated that social media content
played a pivotal role in their decision-making for a recent trip. The study also
highlighted that frequent travelers are more likely to use digital tools,
including social media, when planning their trips.
Some travel
providers are already adapting to this shift in how social media is influencing
consumers. Earlier this year, GetYourGuide, a leading platform for booking
tours and activities, announced the hiring of a full-time content creator
specifically for TikTok. Similarly, Klook, a Singapore-based travel activities
platform, recently partnered with TikTok to integrate booking capabilities
directly into the app, aiming to streamline the user journey from inspiration
to sale.
However, there is still
skepticism within the industry about the effectiveness of social media in
driving actual bookings. Christian Watts, founder of Magpie Travel, expressed
doubts on LinkedIn about whether travel companies can successfully tie together
the various levels of the sales funnel to achieve conversions. Other suppliers
believe the challenge lies in educating themselves on how to effectively use
video marketing to drive bookings.
"Video
marketing follows the same dreaming, planning, booking, experiencing, and
sharing phases of travel." said travel and tourism advisor Peter Syme. "Video
needs to be produced for all these phases except experiencing. AI will mean
that video has to be produced differently depending on the desired outcome as
AI will scrape the video and create itineraries and things to-do lists. Watch
for video reviews exploding in the sharing phase." Syme also suggested
that Google is likely to integrate booking capability into its owned platform
YouTube, which Klook is already working with.
Klook's recent
moves indicate its intention to focus on attracting Millennials, particularly
in Asia, where over 60 percent of the global Millennials, 1.1 billion of them,
reside. The company's Kreator initiative, launched last year, aims to connect
travel providers with potential travelers. A media report in July also uncovered
that TikTok was testing local services, such as travel, in Southeast Asia.
Phocuswright’s
report also demonstrated that many travelers begin gathering information on
potential destinations even before setting specific dates for their trips. Interestingly,
the report also found that factors such as gender and household income did not
significantly affect the likelihood of social media influencing travel
decisions. However, it noted that international travelers are more inclined to
make travel decisions based on social media content than those planning
domestic trips.
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