by Kostas Valsamidis, Featured Contributor
FACEBOOK ASSIGNED a research company to conduct a survey on how consumers see Social Media in relation to recreational trips. The survey involved approximately 10,500 participants from Australia, Brazil, Denmark, Finland, France, Germany, Japan, Mexico, Spain, Sweden, UK and USA.
According to the Digital Channels in Travel research results published by Facebook and Deloitte Touche Tohmatsu Limited (Deloitte Global), the Tourism industry has not fully exploited its business opportunities and economical benefits that can accrue integrating social media. The report argues that tourism industry needs to fully integrate digital channels on overall business strategies to strengthen their relationships with consumers.
The conclusions come from the analysis carried out by Deloitte Global through worldwide research on behalf of Facebook. 10,500 social media users were involved in the survey. According to the survey, when asked which are the sources for travel ideas, users replied with family and friends being the most popular answer (50%). Social Media ranked second (33%), followed by TV shows (32%), travel brochures (31%) and search engines (31%). However, a recent study conducted by Deloitte and MIT Sloan Management Review showed that more than 50% of businesses in the tourism industry, believe that they stay behind their competition, in terms of social presence in digital media. This suggests that tourism businesses should take certain actions to reap the benefits of a fully integrated digital strategy.
Lee McCabe, Facebook Head of Tourism, Education and Consumer Services, said:
Successful businesses invest on digital technology and the adoption of new technologies and innovation faster than their competitors. These companies are changing their internal structures in order to promote inter-departmental cooperation and render the digital technology necessary for all groups. Successful tourism businesses do not perceive Social Media as a separate unit, but as a key tool for growth and success.“
Adam Weissenberg, Deloitte Global Head of Services in Tourism Sector and Entertainment, said:
Tourism businesses that do not exploit opportunities that digital platforms create, may lack important sources of growth. With the right approach, digital technology can transform the marketing activities of a company and generate significant ROI (return on investment). However, effective strategies must be linked to business objectives in order to bring tangible and measurable results.“
Main proposals
Effective measurement
To maximize the opportunities within the digital channels, companies should maintain their digital activities at the same performance standards of traditional marketing tools (i.e. television and brochures). The measurement of the number of «likes» is meaningless, unless it can be linked to a broader and measurable objective. Digital media is no longer new, and their impact and dynamics continue to evolve rapidly. The sooner companies are able to adapt to new techniques and incorporate them in their business strategies, the sooner they will be able to convert their digital resonance of output to profitable investment.
Exploiting the digital channels to improve targeting
The collection of data about consumers is only the first step. Businesses need to effectively use these data from the digital channels to target specific audiences. This is the element that distinguishes digital channels from traditional marketing methods. By targeting specific consumer groups, companies can improve the efficiency allocation of their budget and focus on users that can be prospect consumers.
Integration of digital channels in the wider business environment
In order for the digital functions to be effective, they must be implemented in accordance to operating activities. A digital strategy cannot be effective if digital marketing is isolated from the rest of the company. A successful company is one that allows digital channels to connect and support all relevant parts of the business.
Digital media is not new anymore, but its potential keeps evolving quickly. The faster businesses will adapt, the sooner they can improve their digital outreach.
Read the full report HERE
