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Saturday, July 7, 2012

How Facebook is Shaping Your 2012 Travel Decisions

Believe it or not, Facebook may help you plan your next trip. Recent studies reveal that what matters most when planning a trip is not where you’re going, but rather who you know that has already traveled to that destination. Without a doubt, the ubiquitous marketing tool’s unique brand interaction is setting a new beat to the travel pulse.

While trusted travel brands unquestionably provide valuable trip advice, word of mouth from a loyal group of friends may be more worthwhile. That all-too-familiar computer screen gaze at flashing photographs of friends in exotic places around the world is apparently enough for daydreamers to start packing. According to a 2011 poll featured on UK-based flight comparison site Skyscanner.com, 52% of Facebook users stated that seeing friends’ vacation pictures inspired them to book a trip to that particular place.

Numerous recent statistics speak to the revelatory link between social media & travel decisiveness. Consulting firm EyeforTravel released the 2012 reportSocial Media & Mobile Travel, which indicates that 7 out of 10 travel brands professed how social media has not only generated a remarkable amount of direct bookings from social media sites, but has also significantly improved engagement with customers.

Social engagement at Innovation Norway
Social engagement platform company Friend2Friend - a company that specializes in executing customized, interactive social media campaigns – has developed a number of Facebook Apps for Facebook’s travel space. The apps “leverage the power of compelling imagery, fan participation and engagement experiences like voting and sharing,” to boost viewership and brand influence.
"Norway Daily Challenge" at Innovation Norway

Friend2Friend’s client Innovation Norway is enjoying the benefits of their Facebook app campaign, which has successfully and dramatically increased their page activity from 12,000 to 31,000 followers in a 45 day period.  Friend2Friend built the app for the Ministry of Trade and Industry in Norway, and their daily questions and quizzes, stunning Norwegian visuals and social ads have helped to increase the page’s audience.  The chance to win a free trip to Norway doesn’t hurt their traffic, either.  According to Friend2Friend, travelers are 80% more likely to book a trip from a friend liking a page than they are from responding to a traditional advertisement.
In addition, the World Travel Market 2011 Industry Report states that more than one fifth, or 22%, of travel companies generate revenue from social media efforts, and 27% are planning to make strides in social over the next 5 years.  The report further indicates that by 2016, social media will be in the forefront as a primary way to generate travel bookings and revenue for half of the travel industry.
Website eMarketer confirms this trend in travel, as their Social is the New Normal for Travel Marketers report provides charts that validate the deep connection between travel and social.
The chart below shows expected change in the Digital Marketing Budget in 2012, according to travel professionals worldwide, by Tactic, as seen on eMarketer.
Source: Frommer's Unlimited and Tnooz, 2011


The chart below shows reasons that US social network users decide to “like”/follow a travel brand/company on a social network, April 2011 as seen on eMarketer.
Source: ROI Research Inc., 2011
This change in travel consumer behavior said to be a “permanent shift,” according to eMarketer. “Though the economy may be normalizing according to cyclical trends, the way consumers react to and interact with businesses may never be the same. Social media is the central hub of this new relationship.”

According to the 2011 Digital Marketing and Content Survey, as conducted by Frommer’s and Tnooz, “65% of travel professionals polled worldwide planned to increase their social media marketing budget in 2012, a higher percentage than for any other digital marketing tactic.” And that speaks to the power of social media.

“When it comes to travel, though the wisdom of crowds is crucial, the advice of friends is better still,” says Roger Katz, CEO of Friend2Friend.

Welcome to the world of digital travel marketing and be sure to post your best and brightest travel photographs – the envy alone will entice your friends to stop dreaming and make their travel fantasies a reality.

Source: http://www.forbes.com/sites/traceygreenstein/2012/07/06/how-facebook-is-shaping-your-2012-travel-decisions/
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