social media in travel and hospitality business

social media

important in travel & hospitality business ?

booking a holiday is a large investment

in terms of money spent and

happiness returnedKathryn McDonell on Econsultancy

defining and positioning social

media

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what is social media?

< the internet ? < the internet as a tool ?

< the internet as a conversation tool ?

= websites as a conversation tool

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let’s talk to each other !

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definition social media

online media that allow users to participate

in the creation of the content

traditional media delivers content but doesn’t allow to participate

Susan Ward – IT consultant

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tourism on the internet social media• marketing <communication

• B2C + B2B + C2B +C2Cevery direction

• public

• harder to manageharder to measure results

• focus on networking

e-tourism• marketing

< selling

• B2C or B2Bone direction

• private

• easier to manageeasier to measure results

• focus on service

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the online community

facebook twitter flickr blogger

wordpress delicious foursquare identi.ca

picasa tripadvisor lastfm blip.fm friendfeed youtube slideshare myspace soundcloud

diigo google linkedin qq wikipedia

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an exampleof a customer

using social mediato share a travel

experiencewith peers

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1. check in

2. locate yourself

3. share your experience at your location

look at me !

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4. automatically share your experience at that location via Twitter / Facebook

an exampleof a city tourism

board using social media

to have a conversation with visitors

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corporate website

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look! my facebook friends who pushed on I like

corporate website

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an exampleof a touroperator using social media

to have a conversation

with customers

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talk to me !

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let’s share what we know together!

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general players

who? sharing what? how many?

facebook conversation + multimedia + 500 million users

twitter conversation + multimedia + 200 million users

blogs storytelling + multimedia + 113 million blogs

youtube video + conversation + 700 billion plays*

flickr photography + conversation

+ 30 million visitors/day

delicious bookmarks + 4 million users

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* in 2010

special players

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who? sharing what? how many?

tripadvisor travel + hotel reviews + 34 million visitors/month

virtual tourist

travel advice + experience

+ 9 million visitors/month

foursquare check in to location + 6,5 million users

yahoo travel travel + hotel reviews + booking

no statistics available

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social media, yes but…

What do these numbers really mean?

Is it a hype that will end soon?

What is the impact for my business?

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the number of accounts?

Influence of social media is hard to measure with numbers.I can start twittering today and quit next week.How many inactive accounts, how many unread posts are there?It’s about how many people read the content.

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a hype that will end soon?

no !this is only the beginning…

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playtime is over

Some brands are still in the first stadium of exploring social media.

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some future trends

50% of European travelers will use a smart phone to find travel information or make reservations by 2015.

40% of the travel and tourism industry views social media as a major opportunity over the next five years.

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the impact for business?

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small impacts

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x-large impacts

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impact of complaining on

twitter?+ €200 000

damage for T-Mobile

ok, but telecom is another industry

let’s talk about the usability of travel websites

(no, that is a for a next presentation)

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this can be the impact of social media !

conclusions

Don’t close your eyes for social mediabecause they are here to stay.

They improve or damage your reputation.

Invite your customers to talk on your platform – if not they talk about you anyway.

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some advice

Tourism business should have a strategy for online social networking.

This includes interaction on TripAdvisor, Facebook, Twitter, YouTube and Flickr.

Jennifer Huber – social media consultant

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Use social marketing in conjunction with all your web presence.

Axses – travel marketing company

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Social media are not advertising tools.

It’s an online public relations medium: > Show sincere interest in your customer. > Let your customer talk and listen attentively. > Talk about what concerns your customer.

Peter Desmyttere - marketing consultant

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stimulate interaction.

ask questions.

be creative & funny.

tell a story.

develop a useful web app.

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bio

I made this presentation for the International Week of Tourismon e-tourismin April 2011 at the Akdeniz University Antalya, Turkey.I was sent by the KHBO University Collegewhere I’m a lecturer in ICT, statistics & market research.

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here I found inspiration

http://sbinfocanada.about.com/od/socialmedia/g/socialmedia.htmhttp://econsultancy.com/uk/blog/7219-what-do-users-do-on-travel-websites-2

http://econsultancy.com/uk/blog/7134-what-do-customers-want-from-travel-websiteshttp://www.tnooz.com/2011/01/25/news/tripadvisor-accuses-tv-star-and-hotel-owner-of-intimidating-hotel-guests/

http://www.visitoostende.be/http://www.stikkymedia.com/articles/social-media-and-the-tourism-industry-statistics

http://www.suite101.com/content/5-social-networking-sites-for-tourism-businesses-a174939

http://www.axses.com/encyc/archive/arcres/Social-Media-Travel-Marketing.cfmhttp://www.slideshare.net/PeterDesmyttere/sociale-media-voor-bedrijven

http://www.slideshare.net/maxmanagement/online-travel-marketinghttp://www.penn-olson.com/2010/04/05/how-to-promote-tourism-through-social-media/

http://www.emedium.nl/social-media-een-hype/http://www.nrcnext.nl/blog/2010/10/25/youp-vant-hek-brengt-t-mobile-imagoschade-toe/

and many more on http://www.delicious.com/cattoor/socialmediakatrien cattoor - khbo 48

thank you

all the people who published useful content on the internet, Olivier Dujardin from Travelmedia Belgium, marketing consultant Peter Desmyttere, my employer KHBO, my collegues, my contact in Antalya Yιlιdrιm Yιlmaz, my parents, my partner and every one else who supports me

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