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News
Social media benefitting businesses
Tuesday, 19 January 2010
The increasing use of social media tools by businesses is gradually changing the way companies are targeting customers and spreading brand awareness.
Jasons Travel Media recently conducted two surveys: one that looked at how travellers use social media and another that examined whether accommodation and activity operators were embracing the opportunities of web 2.0.
Of a total 216 travel consumers surveyed, 89% plan on taking at least one domestic holiday this year. They select from a range of sources when it comes to planning, with 91% heading to websites related to their destination, and 47% swearing by travel books and guides. Third party sites such as Jasons top the list of most trusted sources of information, ahead of advice from travel forums and likeminded others.
When planning travel, 64.5% of consumers surveyed also read online reviews of accommodation and activities. Of those returning from a trip, 30% share their experience online in photos and travel stories. This level of activity is set to increase, based on current uptake trends among travellers: 32% of social media-savvy consumers have begun to use these websites in the last year. Of those who use social media in general, 33% interact with businesses on Facebook, Twitter and other social media websites.
Of the accommodation, activities and i-SITE operators who responded, 41% were actively engaged in social media on behalf of their business – predominantly on Facebook, online travel communities and Twitter. This engagement was highest among activities operators. Of those not involved, a third declared “I wouldn’t know where to start!” though another third have been “thinking about getting started”.
When asked about plans to invest more time in social media marketing over the next year, 26% are willing, while another 34% are choosing to seek advice before making the leap. Keith Foster of the Admiralty Lodge Motel in Whitianga commented, “This is an area I know is growing increasingly more important as a marketing tool for businesses like ours, but I'm not sure how to go about using it.”
As part of their marketing mix, just 43% of operators saw ‘Social Media Engagement’ as ‘very important’ or ‘important’, falling well below the 88.5% for ‘Listing on Travel Websites’. However, the survey revealed a sea change in attitudes towards new media, with Michele Laurie of the Te Aroha i-SITE Visitor Centre noting, “It's a good way of keeping track of what others are saying about you. You may not want to join the conversation - but at least you are aware of the conversations.”
Jasons CEO, Matthew Mayne has spent significant resources building social media competency within Jasons. “Social Media has fundamentally changed the way people plan their travel. Jasons is committed to ensuring we offer the full breadth of information required in the decision making process. That means as well as having dedicated resources for social media, we plan to make it a fundamental part of our online strategy in the near future.”
