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

Women's empowerment
Seizing the Narrative: The Transformative Impact of Storytelling on Women’s Empowerment
April 19, 2024

With gender equality becoming a significant global agenda, the narrative around women’s empowerment is more relevant than ever. Amid rising awareness and shifting societal norms, women are increasingly seeking avenues for self-expression and empowerment. A recent study by the Global Gender Gap Report highlights that while progress is being made, substantial efforts are still […]

Read More
V2G technology
Plug into the Future: Decoding V2G for Utility Applications
April 19, 2024

Brian Rudy from Verizon IoT and Melissa Chan of Fermata Energy explore the cutting-edge potential of vehicle-to-grid (V2G) technology at DISTRIBUTECH 2024. Their discussion highlights how this innovation transforms electric vehicles into dynamic energy storage units, capable of stabilizing the grid by storing and discharging power as needed. This technology represents a significant shift […]

Read More
zero trust architecture
Secure Grid Modernization with Zero Trust Architecture
April 19, 2024

Ray Bauer of Verizon Business engages with Del Rodriguez from Palo Alto Networks at DISTRIBUTECH 2024. Rodriguez shares insights into the significance of cybersecurity within the utility sector, particularly in light of increasing cyber threats and the convergence of IT and operational technology (OT). Bauer and Rodriguez discuss Palo Alto Networks’ initiatives to enhance […]

Read More
private wireless networks
Private Wireless Networks
April 19, 2024

Verizon host Wayne Weeks discusses the evolving utility industry with John Gaster, CEO of KSI Data Sciences at DISTRIBUTECH 2024. Together, they explore how KSI focuses on harnessing data from remote sensing devices to enhance the safety, efficiency, and cost-effectiveness of utility operations. Gaster emphasizes the significant role of AI and machine learning in […]

Read More