When (and Why) Do We Share Travel Information?

[Kaleel Sakakeeny]

When (and why) Do We Share Travel Information?

We recently did an article  on why social media mavens don’t use their social media accounts to complain about bad service or disappointing travel experiences.

Now, according to the  marketing company, Milestone, there’s a twist to this thinking.

While travelers may prefer to lodge their travel complaints directly to the hotel or destination, it seems travelers are more likely to share information about a purchase they just made.

Apparently 40 percent of social media users, especially Facebook users, were likely to share information about an upcoming concert or trip before they bought tickets.

But that number jumped to 60 percent when a customer or traveler could share directly from the booking or order confirmation page.

In other words, more travelers and consumers posted their purchase information after they made the booking or purchase than before.

What’s happening, says, Eventbrite.  an event marketing company, is that  people like to show off something cool they purchased...or discovered, hoping others will join them in the discovery.

Digital Media Strategist, Mara Martin, says that in the social sphere, knowledge is currency. “Social media has become an outlet to tout your 'heard it first' discoveries before anyone in your network can claim credit. Travel brands need to recognize this and play into this mentality.”

Guests who shared (via Facebook, Linkedin or Twitter ) information about a hotel room they booked or trip they took ended up driving 5 or 6 unique visitors, per message, to the hotel’s or destination’s web site.

But not all social sharing platforms are equal.

Eventbrite posted the following observations:

• Sharing on Facebook was four times greater than Twitter. Obviously Facebook has a broader reach, but it seems Facebook contacts “more closely mirror real-world personal relationships.”

• And it seems Facebook sharing options like “Like,” Wall Posts or publishing to a Facebook page or event generate more  revenue than a Tweet- $1.34 vs $.80.

So it seems trusting a friend’s decision, once he/she has posted it, notches up the level of trust in a product or a trip, and  that drives more sales.

[Kaleel Sakakeeny]

Yes, I think a combination of approaches works best in asking for corrective action or, more baldly, making a complaint. Each social network platform attracts a different kind of audience and probably a different kind of corporate attention.

I say be consistent with praise as well as criticism, and don't abuse whatever power-to-the-people social media confers.

Thanks also for appreciating the article :)

Kaleel

[Travel Rob]

Kaleel Sakakeenv- Great article.I think there is also a lot of people asking on the social media sites who to go to in these companies if they have experienced problems.I've noticed the customer service call centers are not really helpful in addressing problems. So sites like Chris Elliotts, On your side ,makes finding the right people to address the problems easier.

But complaints online do generate responses from some companies because of Google Alerts.

And Holiday to Africa is right that too many people are now gaming the Trip Advisor site with fake reviews,both positive and negative.I hardly look at the site anymore because of that.

[Kaleel Sakakeeny]

Yes, we think you're correct in doing so, and a trend leader
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A previous article pointed out that in fact, most social media users tend to go directly to a brand's web site or call center to register complaints, and many GMs and owners are urging their customers to share with them directly, not post to TA, , because the managers will listen and make changes. As you do. TA can do nothing with a bad or critical review.
As a side note, I worked for years as a tour director for a few major tour operators, pre-TA days, and we were probably the company's best source of information relative to customer satisfaction, and getting clients ro repeat biz.
Need a tour director :)

Keep in touch and let us know how your strategy works our. Thanks for writing in, HA