Marketing Land columnist John Donnelly discusses the role that social media plays in travelers’ planning, experience and evaluation and explains how hotel marketers can use this channel to better serve guests.
For the modern traveler, planning a trip is a lot more involved than packing a suitcase. The prominence of travel review sites, fare aggregator engines and home-sharing services are all part of the new way that travelers plan, experience and evaluate their trips.
Social media plays a role in each phase of the travel experience; consumers use social channels to seek advice on locations for a honeymoon, share photos from their excursions or voice feedback about the five-star meal they had at a resort.
As the largest forum for consumer opinions, social media offers a wealth of insights to marketers on the different factors that influence consumers’ travel decisions and brand loyalty.
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