Today’s audiences want is to feel as though businesses are speaking directly to them about what they are interested in. That’s why social continues to grow as the ultimate forum for consumer discussion, handling customer service conversations to PR crises and so much more.
This is especially true in the travel industry. Travel is one of the largest areas of consumer spending in the world—Skift, a travel research company, measures the global impact of travel and tourism as about 10% of the world’s GDP. With so many people traveling, and so many voices talking about it over social, how can travel brands leverage these spaces to understand more, on a greater scale? Social media intelligence offers that resource in a number of different ways. But there are a few questions to ask yourself and your marketing team before poring over the insights:
1. Why does this data matter for your company? What aspects of the traveler experience is your business looking to learn more about?
Social is a direct line to the mind of the traveler. By interpreting traveler reactions to and impressions of a brand or competitor within the same market—or even evaluating the unbranded conversation within your sector of the travel market—you can uncover powerful insights. But you need to come to the table armed with your own strategy: Why should we invest in social data and who should we look at? Does our audience speak over social? If not, is there another audience that does that we can tap into? Bring your well thought-out strategy to the table and you’ll be empowered to find the answers that matter for your business.
2. What aspects of consumer conversation have changed within the travel discussion in the last few years? Where is the conversation evolving and what’s been disrupted?
Social insights give you a clear understanding of the changes in consumer conversations, past and present. Leveraging the historical conversations from social data on top of other consumer data points that surround your business allows you to have a greater field of vision to learn from past mistakes and foresee areas of potential improvement. Allow social data to be one of many resources for a greater understanding of your intended or even, unintentional brand advocates.
3. What nuances or niche conversations are bubbling up within your sector? How are these conversations evolving across social?
Those insights are the most valuable—they can sway a business strategy or repurpose a campaign to more successful connect to audiences. Businesses using these insights have helped save millions of dollars or weeks of creative re-working by tuning into the consumer voice first. Diving into the specific conversation that matters is crucial to truly getting down to the nitty gritty of how customers communicate to the world about your brand or the market you’re in.
4. Understanding what else is significant this particular audience over social to have contextual relevance.
Audience analytics allow travel marketers to go beyond the positive, negative and neutral to understand the why behind the general sentiment of how people are investing in travel, and what that means for the industry at large. Audience analytics like Affinities or Segments data show you not simply what demographic is tracking against your campaign or brand, but what other interests these audiences are involved in over social media. Leveraging these insights in conjunction with the powerful unsolicited data regarding your brand can empower your business for a new, more valuable campaign message focused on these shared audience interests.
Affinities allow JetBlue’s customer service team to see what interests their clients have compared to Southwest’s audience.
5. Easily monitor and track changes to your brand identity
When a new campaign launches, it’s important to tap into that direct customer connection to better understand how the campaign is received. If there is a backlash, social analytics allows you to quickly and effectively pivot your strategy to retain brand followers and regain your audience’s trust. A consistent brand presence, even in the face of travel crises or product frustrations, demonstrates value and respect to your customer base. Social data needs to be at your fingertips, so you can monitor and react to the those changes as the need arises.
The search-bar-simple feature of Crimson Hexagon’s platform allows social media professionals in the travel industry to monitor and react to the brand responses in real-time, with a vast amount of data available in seconds.
There are so many ways to utilize data for travel: because the industry relies on listening to the voice of the traveler to meet the demands of the marketplace, it’s crucial to tap directly into these relevant conversations, as quickly as possible. Marketers must know what’s being said, and more importantly how to extract value from those conversations and how they change the direction of a campaign or brand strategy for the better.
To learn more about how to leverage social analytics in the travel industry, download our US Hotels report today.