Through social listening, travel brands - airlines, hotels and more - can get real-time information about what customers are interested in and engaged with, and use that knowledge to make the products and services they offer them more personalised, and therefore more effective.

Marketers who are part of this social listening ecosystem have an opportunity to gain an understanding of market trends and get feedback that can inform their strategy. There’s also a crisis communications benefit: brands subjected to criticism can involve themselves in those conversations as they’re ongoing, investigate the allegations and address them.