TRAVELLERS are clearly engaging in social media platforms, but the influence of these digital networks on the buying decision is less clear, according to PhoCusWright’s Social Media in Travel 2012: Social Networks and Traveler Reviews.
Created in partnership with Circos Brand Karma and Travelport, PhoCusWright’s report examines the role and impact of social media and user-generated content on the online travel landscape.
According to PhoCusWright, social media platforms such as Facebook have attracted massive user bases, and a strategically managed social media presence has become de rigueur in the travel industry. More than three fourths of travellers turn to social media networks to find some type of shopping-related deal, while 30 per cent specifically seek out travel-related deals.
However, travel companies are struggling to determine how best to harness the medium: as a distribution channel, a customer service tool, a marketing and branding platform, or a referral and lead-generation service. Suppliers that have implemented booking tools, widgets or full-fledged booking engines within Facebook have so far reported mixed results, citing a range of challenges.
More significantly, travellers do not appear to engage in social media networks with the primary intent of shopping or purchasing travel, as they would when using search or travel sites. While Internet users are accustomed to using Facebook to share their travel photos and stories, making purchases is another matter.
