The travel industry is no laggard in online advertising. According to a white paper from the Hospitality Sales and Marketing Association International (HSMAI) and online marketing services company VIZERGY, travel puts more marketing budget toward digital than any other industry.
Nearly 70% of US hoteliers responding to the April 2010 study reported online was the marketing channel with the greatest return on investment, and the majority are using a variety of online channels to reach potential customers, including 69% marketing via social media.
They are also ahead in their usage of that tactic: 60% told HSMAI and VIZERGY that they had a social media marketing strategy. While social marketers of all stripes recognize the importance of a strategy, across all industries research suggests only about half of companies have a social strategy.
For many hotels, guest reviews are an important part of that strategy. Half said they proactively encouraged guests to post reviews of their hotel, and even those that did not encourage reviews saw the importance of monitoring them. Nearly seven in 10 did so at least weekly.
Social marketing strategies will help the travel industry reach more than just those planning a vacation. According to American Express Business Travel eXpert insights “Social Media in Business Travel Management” report, half of US businesses use social media to support business travel management.
Keeping abreast of the latest travel info was the top benefit cited, by 44% of respondents. They also used social media to reduce costs, look for preferred vendors and analyze travel patterns.
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Check out today’s other article, “Marketers Put More Lead Gen Budgets Online.”