Prospective clients expect you to have a good website, just like a business card or brochure. But now it’s not good enough just to have all your details online, that was Web 1.0. Now you’re expected to be able to have a digital conversation with your clients as well – welcome to Web 2.0.
Carine Senft-Gouin, interactive director at public relations firm Ruder Finn, says: “The corporate website will die in the coming years.” Instead, we are likely to have social corporate platforms where travel sites will mix both official information and user-generated content, including travellers’ reviews and networking, personal pictures and video.
“People trust human experiences more than advertisements, especially when it comes to travel,” explains Senft-Gouin. “A review is more powerful than a sponsored link on a search engine or a banner on a website: it’s more trustworthy.”
Social media websites – such as Facebook, Twitter, Bebo and TripAdvisor – allow the industry to have that conversation with their clients. But while some people are yielding results, others are doing it just because they can.
Explore online marketing executive Emma Bullick says: “Companies shouldn’t get into it just because they have heard the hype about it, or because their competitors are doing it. Carefully consider your target market and product to work out if there is a fit.”
The fact is, there is no barrier to entry as all the above sites are free to use. Acacia Adventure Holidays marketing director Heath Ashcroft says: “As long as there is a strategic plan in place, Web 2.0 is a cost-effective resource for travel operators.
“Direct communication with customers will enhance the feel-good factor related to the product, and change the perception of the company.”
Joining the conversation and becoming part of the online noise is increasingly popular among travel professionals. Or as Lewis Shields, an account executive at PR firm Flagship Consulting, says: “Just look at the popularity of sites such as TripAdvisor. If you’re not talking about your products or services, you can bet that others are doing it for you.”
Social media, which is at the core of Web 2.0, has overtaken email as the most popular form of online communication, according to a study by market research firm Nielsen. Importantly, consumer growth is coming from an older demographic: Facebook’s strongest uptake is coming from 35-49-year-olds. It is also adding twice as many 50-64-year-olds compared to the rate of growth for the under-18s.
Acacia Adventure Holidays has launched its Tweeting for Africa campaign, a tweet being a 140-character-long blog entry on the website Twitter. “The tweets aim to generate more focused communication along with targeted daily updates that inspire followers to share information,” says Ashcroft.
Crystal Ski is using Web 2.0, and what is being said about TUI, for another purpose. (JOB TITLE???) Tess Bedard says: “We watch the online communications as opposed to leading the conversations. We look out for bad press to fix problems, and bad press on competitors to see if we can do better and help customers. We also look for good press to promote what’s positive about Crystal Ski.”
Then there is ebookers, which has launched a live chat service that gives customers support when searching, selecting or booking flights, accommodation or holiday packages on the site.
Web 2.0 and social media allows companies to engage with their customers more intimately and build long-term loyalty, which will hopefully lead to bookings. But we’re not talking quick wins here. “If you are looking to make an immediate financial return, you are going to be disappointed,” warns Bullick.
“But if you are prepared to play a longer game, you will see the return on investment, including new business and a stronger, intangible relationship with your travel community.”
Case study: The Adventure Company
The Adventure Company is heavily into online communities and the company’s Facebook page includes a dedicated group for those travelling alone so that customers can meet other potential travellers or seek advice on solo trips.
Marketing manager James Ingham says: “Traditionally, travel firms’ operations have focused on brochure production, but we are starting to place our website and social media sites at the heart of operations and build around that.”
The Adventure Company also features a live chat forum allowing questions to be answered in real time on the internet. This works well for travellers abroad who may not want to make an expensive phone call or wait for email feedback.
The firm encourages customers to leave reviews, comments and pictures for people to see and plans to launch a social community soon.
Case study: STA Travel
Case study: STA Travel STA Travel has Facebook and Bebo pages, which are regularly updated with tips, where to find free things, competitions and special deals. It also provides a platform for customers to interact with each other.
The company has set up a dedicated social website – statravelbuzz.co.uk – that assembles tips and trends from travellers to bring customers the inside story on great escapes.
The website has enlisted the help of its customers to act as Explorers, who report on different aspects of travel, which appeals to their core market – young travellers. This gives the website credibility with potential customers. STA is happy to offer peer-to-peer reviews of its products in an open and engaging fashion.
STA Travel also sponsors The Gap Year, a reality travel show on Bebo. The show follows six adventurers around the world through their videos, blogs and dialogue, which are all streamed through Bebo. To make it even more engaging, those that follow the show can interact with the participant, make suggestions and shape the participants travel choices.
Web 2.0 tips
- Use social media to improve product knowledge. Join tourist board Facebook groups to learn about the latest information.
- Watch and listen before getting involved. Monitor TripAdvisor and set up Google alerts to understand how consumers feel about your product. Resolve any negative feedback constructively.
- Have a strategic Web 2.0 plan in place in your company – assign responsibility and don’t deal with social media as a one-off program.
- There is no point in having a Facebook page or a Twitter feed if you don’t have anything to say to people. You need a reason to talk. Deals, destination information and tips are good reasons.
- Think carefully about the information you post about your company – the potential impact is huge.
Which tools to use?
TripAdvisor: It’s important to monitor TripAdvisor as it has a real influence on potential customers. As a tour operator, ensure you respond to any negative feedback, while agents should monitor those products they sell but haven’t visited themselves.
Facebook: Use this popular social networking site to up your product knowledge by joining groups that are relevant to you. If your company sets up a Facebook page, ensure it is updated regularly and relevant to the consumer.
Twitter: This new service has taken the world by storm. The micro-blogging site (similar to normal blogs, but each entry [tweet] can be only 140 characters long) is perfect to add a human element to your company. You can update people with current promotions and events, but ensure you keep it fresh and interesting, otherwise you won’t gain any followers.
Flickr: Pictures do speak louder than words and operators can easily set up an account with a photo-sharing site such as Flickr and encourage customers to upload their pictures and write reviews.
YouTube: Online videos are great advertising for resorts and hotels. And, it’s easy to upload existing videos to your own YouTube channel.
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