How the Travel Industry Has Failed To Capitalize On Its Biggest Tool

The latest tech innovations are having a huge impact on how travel brands conduct business. One of the most transformative technologies in the industry has been the advent of social media. Its use in researching travel plans and interacting with travel and hotel companies has changed the ways resorts, airlines, and travel companies must market themselves and find business.

A recent report by Netbase discovered that, by and large, hoteliers are missing the boat when it comes to consummating social media relationships. In their annual report that tracks social media use of top luxury brands, they found a few problems in the industry. One of the main criticisms is that hotels do not understand the role of social media. In addition to seeing it as a great advertising tool, they need to recognize it as a space for ongoing communication with current and potential customers.

Rolled out in March of this year, Trip Consideration is a new marketing tool developed by Facebook geared toward the travel industry. According to a Facebook statement, the interface “makes it easy for advertisers to deliver the right message with the right creative without having to provide a catalog.”

The tool views user behavior on Facebook or Instagram in regard to travel intentions, and it delivers those users to brands. With access to an audience very early in the inspiration phase, brands can drive them into the purchase funnel and follow up with dynamic marketing (e.g., videos or interactive content) to generate future conversions. It’s a win-win, with consumers having access to travel ideas and inspiration and companies being offered a direct route to potential clients early in the travel planning cycle.

Google has also recently rolled out a full line of improvements in their travel tools in recognition of the untapped potential there.

The technology is here to help those in the industry connect with potential travelers. If hospitality professionals can experience a shift in mindset about social media and view it as a space for building and maintaining relationships, and not just bringing customers in the door, they will truly capitalize on the emerging technology.

Follow us on social media for the latest updates in B2B!

Image

Latest

DXpedition
Icom Powers 3Y0K : Ham Radio’s Most Ambitious DXpedition to Remote Bouvet Island Part 1
July 11, 2025

Bouvet Island sits at the edge of the world. It is frozen, uninhabited, and almost impossible to access. Fewer people have set foot there than in space. That level of remoteness is exactly what makes it so valuable to amateur radio operators. The island ranks tenth on ClubLog’s list of Most Wanted DXCC entities,…

Read More
entrepreneurial success
The Hidden Key to Entrepreneurial Success: Build Momentum Through Personal Branding and Authentic Networking
July 10, 2025

What if the biggest pivot of your career started with a conversation?  In this episode of Professional Quotient, host Jason Winningham welcomes Fanny Dunagan, CEO and Content Strategist of PathLynks, LLC. Fanny shares her journey from high-pressure consulting in Singapore to founding her own media and branding company — and why learning to network…

Read More
Q2 2025
RM Q2 2025 Wrap Up
July 9, 2025

Rogue Marketing continues to lead with intention in a space often driven by noise. Q2 2025 reflected a strategic focus on substance, where each initiative supported long-term brand growth. The team transformed internal recognition efforts into enduring brand assets and refined event strategies through immersive, results-driven experiences. Website launches during the quarter balanced visual…

Read More
amateur radios
Hamvention Spotlight: Emergency Preparedness Led PrepHam Paul to Amateur Radios and a Rising Voice in the Field
July 9, 2025

PrepHam Paul (K5VLP) celebrated his first visit to Dayton Hamvention by marking a major channel milestone. He hosted a giveaway of the  IC-2370B mobile radio from Icom to thank viewers for helping him reach 10,000 subscribers. His passion for emergency preparedness, rooted in his experience as an Eagle Scout and later studies in emergency management,…

Read More