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Travel brands on social networks: What’s not to “Like”?

January 27, 2012 |

A recent report from PhoCusWright reveals that while U.S. consumers who plan their travel online frequently engage with or endorse their favorite brands on social networks, relatively few "like" or "follow" travel companies online.

According to PhoCusWright's Traveler Technology Survey 2011, travelers who are active on online social networks are as likely to "follow" or "like" a company as they are to post general comments or photos on a social network. However, less than three in 10 have "liked" or "followed" a travel company, suggesting that despite their strong branding and often ambitious social media plans, many travel companies have fallen flat with their fans online.

Based on a comprehensive survey of more than 1,900 online travelers in the U.S., PhoCusWright's Traveler Technology Survey 2011 examines the relationship between emerging technologies and leisure travelers, with a focus on social networks, smartphones and other mobile devices. According to the report, it is critical for travel companies to connect and engage with consumers who conduct travel-related activities on social networks, since these travelers not only spend more on travel than others, but also influence their friends' travel choices.

"Our research found that an overwhelming majority of online travelers in the U.S. 'like' or 'follow' companies on social networks such as Facebook and Twitter," says Carroll Rheem, director, research at PhoCusWright. "However, only a fraction of them 'like' travel brands on these networks. It would be one thing if the product was unpleasant or mundane, but vacations are inherently enjoyable and aspirational – travel brands should be aiming higher. Until they are able to stimulate their 'likability,' travel companies are missing out on a valuable opportunity to engage with their audience."

More information on the report at PhoCusWright

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