Travel brands are realizing that today’s connected vacationers no longer have purely transactional relationships with them. Instead, brands need to develop ongoing engagement across multiple digital channels that are punctuated with real-world transactions.
They need to create their own social ecosystems where consumers can engage with and encourage other users to create and share UGC during their vacations. In turn, this provides a valuable mix of content that is highly effective at driving brand engagement, consideration and sales conversions.
Not only is long-term engagement good for energizing your customers and identifying your most effective advocates, it can also have a dramatic effect on preference and consideration among their peers. Research suggests they’re:
- 31% more likely to share information via social media.
- 50% more likely to influence a purchase.
- 70% more likely to been seen as a good source of information by people around them
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