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A woman takes a selfie with an iPhone at Moraine Lake in Banff National Park.

How Instagram Is Changing Travel

Social media-savvy travelers are increasingly drawing their destination inspiration from Instagram—but at what cost?

Puffed, gray-tinged clouds roll over Odda, Norway, reflected in the quiet azure waters of Lake Ringedalsvatnet. More than 2,000 feet above, a hiker is perched atop Trolltunga, a cliff that juts out of the mountain. There’s not another soul in sight—at least, that’s what Instagram might have you believing.

What photos of this iconic vista don’t reveal is the long line of hikers weaving around the rocky terrain each morning, all waiting for their chance to capture their version of the Instagram-famous shot. Between 2009 and 2014, visitors to Trolltunga increased from 500 to 40,000 in what many consider a wave of social media-fueled tourism.

Now six years old, Instagram has more than 500 million active users sharing an average of 80 million photos a day. Clearly we have an appetite for imagery, and it’s influencing our travel decisions.

“I see this desire to escape to these landscapes, to do something real, because more than ever everyone is buried in their phones,” says photographer Corey Arnold ( @arni_coraldo ), who shot the October 2016 cover story for National Geographic magazine. “But where do they get the inspiration to travel? Instagram.”

The proof is in the numbers. For example, in 2015, the tourism board of the small alpine town of Wanaka, New Zealand, began inviting and hosting “influencers”—social media trendsetters with large followings—to post about their adventures. The result was the fastest tourism growth in the country: a 14 percent increase.

Now you’re less than 10 clicks away from seeing an image on Instagram to purchasing a ticket to go there. Chris Burkard

According to Lake Wanaka Tourism, influencers provide an “incredible” return on investment.

“I guess following photographers on Instagram gives a more genuine expression than looking for inspiration in a tourism brochure,” says Johan Lolos ( @lebackpacker ), who launched his career as a paid brand and tourism photographer after trading Instagram posts for accommodation and experiences in Lake Wanaka.

And that is Instagram’s effectiveness as a marketing tool. People engage with Instagram 10 times more than with Facebook, which is why an estimated 48.8 percent of brands in the United States are on Instagram, with that number predicted to rise to 70.7 percent in 2017.

“Now you’re less than 10 clicks away from seeing an image on Instagram to purchasing a ticket to go there,” says Chris Burkard ( @chrisburkard ), a photographer with more than two million Instagram followers. “I’ve met people who have traveled to places because of my photographs, and I don’t mean that in an egotistical way … [That] wasn’t happening 10 years ago.”

This sharing of experiences has not only created communities where people can connect and share their lives, but it can also shine the spotlight on significant social and environmental issues. “The only way we’re going to get people to go out there and care about these places is if we get them there,” Burkard says. “That’s the first step to being a conservationist—caring about it. It’s never been more cool to be in nature.”

But what happens if something resonates with too many people? Perhaps the darkest underbelly of Instagram is when it opens the door for overcrowding, environmental degradation, and dangerous stunts.

“A lot of people are still very ego-driven. They want to portray that they are leading some kind of perfect life, which is quite silly really,” says photographer Trey Ratcliff ( @treyratcliff ). " I think it’s much more fun to be real."

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Perhaps most tragic is when the desire to replicate an experience comes at an unfathomable cost. In 2015, a 24-year-old Australian student lost her footing and fell to her death while trying to re-create the iconic shot at Trolltunga. In 2014, a Polish couple crossed the safety barrier at Cabo da Roca, Portugal, to capture a selfie and tumbled off the cliff’s edge. Similar reports of tourists ignoring official signage and safety warnings have been reported in sites across the globe.

The solution? Burkard believes we all have a responsibility to post accurate representations of the places we visit. “I often share the background story, especially if we’ve gotten a permit to go somewhere or do something other people normally wouldn’t be allowed to do,” he says.

The answer is not to stop traveling but to travel mindfully. Try going to places that aren’t being showcased, and share your own experiences instead of trying to mimic others, Burkard says.

“I think a lot about social media’s role in tourism. Now you can almost curate your whole experience based on the images you see online, and it’s an unnatural approach to travel. It makes me wonder what happened to exploration.”

Carrie Miller is a New Zealand-based writer, traveler, and storyteller for National Geographic Traveler magazine and other publications. She loves trying new things, from diving with great white sharks in Australia to riding reindeer in Mongolia. Follow her on Facebook and Instagram .

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• TRAVEL PHOTOGRAPHY
• PEOPLE AND CULTURE
• SOCIAL MEDIA

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10 Tips For A Perfect Travel Social Media Marketing Strategy

Last Updated on April 14, 2024 by The Digital Travel Expert

How do you build a travel social media marketing strategy that conveys the right message to the right target audience and addresses their travel pain points?

First thing first, how has social marketing changed the way we travel?

In the digital era, the travel and hospitality industry has been evolving at an unprecedented pace. Traditional marketing methods are quickly making way for digital media marketing, compelling hotels, travel agencies, and tour operators to adapt and innovate.

But how do you effectively build a travel social media marketing strategy? Like in our previous post about travel SEO strategy , this article will go through steps to consider when building a travel marketing strategy that aligns with your brand and niche.

Table of Contents

10 Steps to Building a Successful Travel Marketing Strategy

Any digital marketing plan starts with defining your goal. Your goal might be brand awareness or conversion, but in general social media is best for the first two stages of the marketing funnel. Once the goal is defined, the next steps to building a successful travel social marketing strategy will require you to have your target audience and understand their preferences and interests.

This involves conducting thorough research to identify the platforms where your audience is most active, whether it’s Instagram, Facebook, or Pinterest. Next, you create compelling and visually appealing content that showcases the unique vacation experiences and destinations your hotel or travel brand offers. Let’s explore every step of travel social marketing in detail.

1. Identifying the Right Social Media Platforms

When developing your social marketing strategy for travel brands, the first step is to identify the platforms most used by your target audience. Facebook, with its billions of users, is a must for most businesses. Instagram travel marketing ‘s visual nature makes it ideal for showcasing destinations, accommodations, and local attractions. Twitter can be great for quick updates and engaging in conversations, while LinkedIn can help you establish connections in the industry.

2. Creating Engaging Travel Social Media Content

Like in travel SEO marketing , Content is king in the digital marketing world. When it comes to crafting your content plan, it should be a mix of promotional, educational, and entertaining content.

• Promotional content: Share special offers, discounts, or exclusive packages. Highlight your unique selling propositions but ensure it doesn’t come off as pushy.
• Educational content: Share travel tips, must-visit places, local customs, or any information that would enrich your audience’s travel experience. Providing valuable insights establishes you as an expert in your field.
• Entertaining content: Interesting anecdotes, breathtaking photos, or engaging travel tales can get your audience excited about their next trip. This is not social media addiction:)

Remember, your content should align with your brand’s personality and engage your audience. Vary your formats between videos, images, infographics, and stories.

3. The Role of a Social Media Marketer

A skilled marketer can turn your social presence from an afterthought into a major revenue driver. They are the architects of your social content plan, responsible for crafting posts, scheduling content , engaging with the audience, and analyzing performance metrics.

In essence, a digital travel marketer ensures that your brand’s voice is heard and respected, your customers are satisfied, and your business goals are achieved.

4. Monitoring and Adapting Your Strategy

Social media marketing isn’t a “set it and forget it” type of strategy. It requires continuous monitoring and adaptation. Keep an eye on your metrics – likes, shares, comments, followers, website clicks, etc. Use these insights to understand what works and what doesn’t, and tweak your strategy accordingly.

Don’t be afraid to experiment. Trends change quickly, so stay updated and adapt your strategy to ride the wave of these changes.

5. Engaging with the Audience

Interaction is a vital aspect of any social media marketing strategy . It’s not enough to simply push out content; you need to engage with your audience as well. Respond to comments, encourage discussion, and consider creating polls or contests to boost engagement. Being accessible and responsive can foster a sense of community and loyalty, making your followers more likely to convert into customers.

6. Utilizing User-Generated Content

Your customers are your best advertisers. Travelers love sharing their experiences online, so why not incorporate user-generated content into your strategy?

It’s a great way to foster engagement and create authenticity around your brand. Encourage customers to share their experiences using a branded hashtag and feature these posts on your social profiles. It’s a win-win situation: you get authentic and cost-effective travel content , and your customers get recognition.

7. Leveraging Travel Influencer Partnerships

In the world of travel social media marketing , influencers can be a powerful tool. Partnering with influencers who align with your brand can help you reach a more prominent, engaged audience. While celebrities can have a massive reach, don’t overlook micro-influencers. They often have a smaller but highly engaged following and can drive excellent results.

8. Implementing Travel Social Media Advertising

While organic reach is important, social platforms offer sophisticated advertising options to help you reach a larger, targeted audience. Use them to promote your special deals, boost your top-performing posts, or target users who are planning their next holiday.

9. Building a Consistent Brand Voice

It is important to keep your brand voice consistent across the platforms you use . Your brand voice communicates your values through your online and offline messages, and customer service as well. It’s a reflection of your brand’s personality and values. Whether you’re serious and professional, fun and quirky, or helpful and friendly, your voice should resonate with your target audience and be consistent in every post, comment, and reply.

10. Staying Updated with Social Media Trends

Stay abreast of the latest social travel trends and updates. Platforms regularly roll out new features, such as Instagram’s Reels or LinkedIn’s Stories. Being an early adopter of these features can give you an edge over your competitors.

15 Content Ideas for Social Media Marketing For Travel Business es

First, what is social media and its importance for the travel industry? The ease of sharing experiences, the visual appeal of exotic locations, and the accessibility of reviews make social platforms ideal for engaging prospective customers in the travel sector.

An effectively implemented social media content plan can be your key to reaching a broad audience and driving bookings.

Ethical travel content for social media marketing is a great way for tourism businesses to engage with their audience while promoting sustainable and responsible travel practices.

These content ideas aim to inspire travelers to explore the world responsibly, while also promoting the values of sustainability, cultural appreciation, and community support.

Here are 15 content ideas from travel catchy slogans, captions, and quotes suitable for Instagram, TikTok posts, and bios:

1. Eco-Friendly Accommodation Spotlights

• Slogan: “Stay green, stay serene!”
• Caption: “Discover eco-friendly stays that offer luxury with a conscience. #EcoTravel #SustainableLiving”

2. Local Cuisine Exploration

• Slogan: “Taste the world, support local.”
• Caption: “Savor the flavors of [destination] while supporting local farmers and businesses. Every bite tells a story. 🍽️ #EatLocal #SupportLocal”

3. Voluntourism Opportunities

• Slogan: “Travel with purpose, leave a positive impact.”
• Caption: “Make a difference while exploring new destinations. Join us in giving back to the communities we visit. 💚 #VolunteerTravel #MakeADifference”

4. Wildlife Conservation Initiatives

• Slogan: “Protecting wildlife, one adventure at a time.”
• Caption: “Embark on unforgettable wildlife experiences while supporting conservation efforts. Let’s preserve our planet’s precious biodiversity. 🐾 #WildlifeConservation #ResponsibleTravel”

5. Cultural Immersion Experiences

• Slogan: “Embrace diversity, celebrate unity.”
• Caption: “Immerse yourself in the vibrant cultures of [destination]. Every interaction is an opportunity to learn and grow. 🌍 #CulturalExchange #UnityInDiversity”

6. Plastic-Free Travel Tips

• Slogan: “Pack memories, leave only footprints.”
• Caption: “Small changes can make a big difference. Say no to single-use plastics and help keep our oceans clean. 🌊 #PlasticFreeTravel #LeaveNoTrace”

7. Adventure with a Cause

• Slogan: “Adrenaline with purpose.”
• Caption: “Experience the thrill of adventure while supporting local conservation projects. Let’s protect the places we play in. 🏞️ #AdventureForGood #ConservationHeroes”

8. Responsible Tour Operator Features

• Slogan: “Exploring responsibly, together.”
• Caption: “Partnering with responsible tour operators committed to sustainable and ethical travel practices. Join us on our journey towards a better future. 🌿 #ResponsibleTourism #TravelConsciously”

9. Community-Based Tourism Highlights

• Slogan: “Travel with heart, leave with stories.”
• Caption: “Discover the warmth and hospitality of [destination] through community-based tourism experiences. Every visit helps support local livelihoods. ❤️ #CommunityTourism #TravelWithPurpose”

10. Low-Impact Transportation Options

• Slogan: “Go green, travel clean.”
• Caption: “Opt for eco-friendly transportation options like biking or walking to explore [destination] sustainably. Let’s reduce our carbon footprint together. 🚲 #GreenTravel #SustainableTransport”

11. Nature Conservation Awareness

• Slogan: “Protecting paradise, one step at a time.”
• Caption: “Explore the beauty of nature and learn how we can all play a role in preserving it for future generations. 🌳 #NatureConservation #ProtectParadise”

12. Fair Trade Souvenir Suggestions

• Slogan: “Souvenirs with a story.”
• Caption: “Support local artisans and communities by choosing fair trade souvenirs that empower rather than exploit. Every purchase makes a difference. 🎁 #FairTrade #EthicalSouvenirs”

13. Educational Sustainable Travel Tips

• Slogan: “Travel smart, travel sustainably.”
• Caption: “Learn simple yet effective ways to minimize your environmental impact while traveling. Together, we can create a more sustainable future. 📚 #SustainableTravelTips #TravelWisely”

14. Off-the-Beaten-Path Destinations

• Slogan: “Explore beyond boundaries.”
• Caption: “Discover hidden gems off the tourist trail and support lesser-known communities. Adventure awaits where the crowds don’t go. 🗺️ #OffTheBeatenPath #ExploreLocally”

15. Leave No Trace Challenges

• Slogan: “Take memories, leave no trace.”
• Caption: “Challenge yourself to leave behind only footprints and take away memories and photographs. Let’s keep our favorite destinations pristine for generations to come. 👣 #LeaveNoTrace #TakeMemories”

You can leverage ethically catchy travel slogans, captions, and quotes to engage your audience and encourage them to join responsible travel practices.

Travel Social Marketing FAQs

How has social media influenced travel and tourism in recent years? 

Social marketing has revolutionized how people plan, experience, and share their travel adventures. With the rise of platforms like Instagram, Facebook, and Twitter, travelers now have access to a wealth of information and inspiration at their fingertips. Through stunning visuals and personal stories shared by fellow travelers, social media has fueled a desire for exploration and discovery like never before. It has become a powerful tool for research, allowing individuals to gather recommendations, read reviews, and gain insights into destinations they may have never considered.

How do luxury travel brands use social media marketing?

Luxury travel brands have embraced social media marketing as a powerful tool to engage with their affluent clientele and create a unique brand experience. They leverage various platforms, such as Instagram and Facebook, to showcase their exclusive destinations, personalized services, and opulent accommodations. By curating visually stunning content, they captivate their audience’s attention and evoke a sense of wanderlust. These brands also employ influencer collaborations to enhance their online presence, partnering with renowned travel bloggers and celebrities who embody the essence of luxury travel.

Final Thoughts

Crafting an effective travel social media marketing strategy involves understanding your audience, creating engaging content, and continuously monitoring and adapting your approach. It’s not about being present on every platform but about maximizing your impact on the right ones.

It’s a journey with exciting twists and turns, but with patience, creativity, and persistence, you’ll be well on your way to harnessing the power of social media for your travel business.

Remember, building a successful travel social media marketing strategy doesn’t happen overnight. It’s a process that requires patience, creativity, and the ability to connect with your audience. With the right approach, social media can play a pivotal role in your business’s growth. The world is waiting for your story. Now, go ahead and share it!

This article was written from the love of travel and digital marketing. If you came through this part, it either means you have some thoughts about travel digital marketing or you know someone who might need to read this article. Let us know in the comment section your point of view!

Additional resources

Recommended For You!

Congratulations on an insightful article! Your breakdown of effective travel social media marketing strategies is incredibly insightful and practical. It’s evident that your expertise shines through, providing valuable guidance for navigating the dynamic landscape of digital marketing in the travel industry. Well done!

Thanks a million for your kind words! Delighted to hear you found the tips useful – always striving to share insights from our vibrant digital travel expert community. #digitaltravelexpert

Kudos for the comprehensive insights on travel social media marketing strategy! Your article brilliantly navigates through the complexities of digital marketing in the travel industry, offering valuable strategies and tips. It’s a true gem for anyone looking to leverage social media effectively in the travel sphere

Thanks a ton for the shoutout! Glad to hear you found the article helpful in unraveling the mysteries of travel social media marketing—always striving to share insights that resonate with the digital travel expert community. #digitaltravelexpert

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The Role of Social Media in Tourism Marketing

Last updated on: December 7, 2023

Social media has revolutionized the way we travel and experience the world. Imagine this: You’re scrolling through your feed, and there it is – a breathtaking photo of a serene beach or a lively cityscape, instantly transporting you to a place you’ve never been. That’s the magic of social media advertising in tourism marketing. It’s not just about stunning images and catchy hashtag, it’s a dynamic platform that bridges the gap between dream destinations and eager travelers. 

From influencer collaborations to user-generated content, social media is reshaping how we discover, plan, and share our travel adventures. So, let’s embark on a journey to explore how these digital platforms are not just selling trips, but crafting experiences and memories that last a lifetime. Welcome to the intersection of wanderlust and the digital age!

Table of Contents

The Impact of Social Media on Tourism Marketing

The transformative effect that social media platforms have had on the way tourism destinations and services are marketed and experienced by consumers. This impact can be examined through several key aspects:

Enhanced Customer Engagement and Reach: Social media platforms provide tourism marketers with tools to engage directly with a global audience. Unlike traditional marketing methods, which were often one-way and region-specific, social media allows for two-way communication. This interaction fosters a more personalized connection with potential tourists. For instance, tourism boards and businesses can respond directly to inquiries, share updates, and gather feedback in real time.

Influence on Travel Decisions: Social media has become a crucial part of the decision-making process for travelers. Platforms like Instagram, Facebook, and Pinterest are often where potential tourists seek inspiration and information. Photos, reviews, and travel stories shared on these platforms can significantly influence where people choose to travel. For example, a destination that frequently appears in Instagram posts can see a rise in popularity, sometimes called the “Instagram effect.”

Shift in Marketing Strategies: With the rise of social media, tourism marketing strategies have shifted from traditional advertising (like magazine ads and TV commercials) to content marketing and storytelling on social platforms. This involves creating engaging, shareable content that showcases a destination’s attractions, culture, and experiences. The goal is to create content that resonates with users, encouraging them to share it within their networks, thereby amplifying its reach.

Role of User-Generated Content: User-generated content , such as reviews on TripAdvisor or personal travel blogs, plays a significant role in shaping the image of a destination. Positive reviews and authentic travel stories shared by tourists can enhance a destination’s reputation, while negative experiences can have the opposite effect. Tourism marketers often encourage the sharing of user experiences to leverage word-of-mouth marketing.

Real-Time Marketing Opportunities: Social media enables real-time marketing, allowing tourism marketers to capitalize on current trends, events, or discussions. For instance, if a destination becomes popular due to a viral video or a celebrity visit, marketers can immediately use this buzz to promote the destination.

Measurable Impact and Data-Driven Strategies: Social media platforms offer extensive data analytics tools, allowing marketers to measure the impact of their campaigns, understand audience preferences, and tailor their strategies accordingly. This data-driven approach helps in making informed decisions and optimizing marketing efforts for better results.

Influencer Collaborations: Collaborating with influencers and travel bloggers who have a substantial following on social media has become a popular strategy. These influencers can offer authentic and relatable content to their followers, providing destinations with access to a targeted audience.

Key Social Media Platforms in Indian Tourism Marketing

The use of social media in the travel industry has transformed how destinations are marketed and perceived by potential travelers. Here’s an elaboration on how various platforms contribute to this dynamic field:

Facebook in Tourism Marketing

Facebook stands as a cornerstone in promoting tourism through social media. Its vast user base and sophisticated targeting options allow tourism marketers to reach a diverse audience. In India, where Facebook usage is widespread, tourism boards and companies use this platform to share engaging content, from stunning visuals of destinations to informative posts about local culture and festivals. The ability to create events, run targeted ads, and interact directly with users through comments and messages makes Facebook a valuable tool in the social media marketing for the travel industry.

Instagram as a Visual Storyteller

When it comes to the role of social media in promoting tourism, Instagram’s impact is undeniable. With its focus on visuals, Instagram is perfect for showcasing the beauty and diversity of Indian destinations. Tourism marketers leverage Instagram to post breathtaking images and videos, from the serene backwaters of Kerala to the vibrant streets of Jaipur. Hashtags and location tags enhance discoverability, while Instagram Stories and Reels offer dynamic ways to engage with audiences. Influencer collaborations further amplify reach, as travelers often seek inspiration from popular travel influencers.

Twitter for Real-Time Engagement

Twitter’s fast-paced nature makes it ideal for real-time engagement and information dissemination in the social media marketing in the tourism industry. Tourism boards and businesses use Twitter to post updates, engage in trending conversations, and provide customer service. During events or crises, Twitter becomes a crucial platform for providing timely information. The use of specific hashtags related to Indian tourism helps in segmenting the audience and engaging in relevant discussions.

YouTube – A Dynamic Showcase

YouTube advertising has emerged as a key player in social media tourism marketing. Through well-produced videos, tourism marketers can offer immersive experiences of Indian destinations. These videos range from professional documentaries highlighting cultural heritage to fun, engaging travel vlogs. YouTube also allows for longer, more detailed storytelling, which is essential in conveying the depth and richness of Indian tourism spots.

Strategies for Effective Social Media Marketing in Indian Tourism

Social media tourism marketing has become an indispensable tool. The diverse and vibrant culture, landscapes, and heritage of India offer a rich canvas for social media marketing in the tourism industry. Here’s how it can be effectively leveraged:

Creating a Compelling Narrative: The role of social media in promoting tourism is significantly enhanced when the content tells a story. For instance, the Rajasthan Tourism Department’s campaigns often focus on the historical and cultural richness of the state, weaving narratives that entice history buffs and cultural enthusiasts. This strategy helps in creating a connection with the audience, making them more likely to engage with the content and consider visiting the destination.

Utilizing Visuals and Videos: Given the visually driven nature of platforms like Instagram and YouTube, high-quality visuals and videos are essential for promoting tourism through social media. The Kerala Tourism Department, for example, effectively uses picturesque images and videos of backwaters, beaches, and cultural festivals, making it a visually appealing destination on social media platforms.

Influencer Collaborations: Influencers in the travel industry have a significant impact on their followers’ travel decisions. Collaborating with them for destination promotions can amplify reach. For instance, the Goa Tourism Department might collaborate with popular travel vloggers to showcase the beach life, nightlife, and cultural diversity of Goa, thus influencer marketing can help attract their followers to the destination.

Engaging with User-Generated Content: Encouraging tourists to share their experiences on social media and featuring their content on official tourism pages can create authenticity and trust. This approach is a key aspect of social media marketing for the travel industry, as real traveler stories are often more relatable and persuasive.

Leveraging Local Events and Festivals: Highlighting local events and festivals on social media can attract niche tourists interested in local experiences. For instance, promoting the Pushkar Camel Fair in Rajasthan or the Hornbill Festival in Nagaland can draw attention to these unique cultural experiences.

Interactive Campaigns and Hashtags: Creating interactive social media campaigns and hashtags can increase engagement and visibility. The #IncredibleIndia campaign by the Indian Tourism Department is an excellent example of a successful hashtag campaign that created a buzz and encouraged user participation.

Real-Time Updates and Information Sharing: Platforms like Twitter can be used for real-time updates, which is crucial for travel planning. Sharing information about weather conditions, festivals, or special events can be useful for tourists planning their trip.

Customer Feedback and Engagement: Actively engaging with comments, queries, and feedback on social media platforms is crucial. It not only improves customer service but also builds a community of engaged followers.

Adapting to Changing Trends: The social media landscape is continually evolving. Staying updated with the latest trends and platform features, like Instagram Reels or TikTok videos, is essential for keeping content fresh and engaging

Challenges and Solutions in Social Media Tourism Marketing

The evolution of social media tourism marketing has significantly influenced the travel industry, opening up new avenues for promoting tourism. However, it’s not without its challenges. Here’s an exploration of these challenges and the innovative solutions being adopted in the industry.

Managing Online Reputation and Misinformation

In the realm of social media marketing for the travel industry, maintaining a positive online reputation is crucial. Tourism brands must actively monitor social media channels to address misinformation and negative reviews promptly. This involves having a dedicated team to engage with customers, provide accurate information, and resolve issues quickly.

Balancing Promotional Content and Authenticity

Promoting tourism through social media requires a delicate balance between marketing and authenticity. Over-commercialized content can deter the modern traveler seeking genuine experiences. To tackle this, brands are increasingly turning to storytelling, sharing real stories and experiences of travelers. Encouraging user-generated content, where tourists share their own experiences, adds an authentic voice to the brand.

Keeping Up with Evolving Platforms and Trends

The digital landscape is ever-changing, and so is the role of social media in promoting tourism. Brands must stay abreast of the latest trends and platform updates to remain relevant. This includes experimenting with new social media features, like Instagram Reels or TikTok challenges, to engage potential tourists in novel ways.

Measuring Return on Investment (ROI)

Quantifying the success of social media marketing in the tourism industry can be complex. Tourism brands should invest in analytics tools to track engagement, conversions, and other key performance indicators. This data-driven approach helps in refining strategies and proving the value of social media marketing efforts.

The role of social media in promoting tourism is not static,  it’s a dynamic and ever-evolving aspect of the digital world that mirrors the changing preferences and behaviors of travelers. As the industry continues to innovate and adapt, social media stands as a powerful tool in the arsenal of tourism marketing, offering a pathway to connect, engage, and inspire travelers worldwide. Ultimately, the effective use of social media in tourism marketing not only enhances destination visibility but also enriches the travel experience, creating a win-win scenario for both travelers and the tourism industry.

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How Social Media Has Changed Travel

What kind of impact has social media had on the travel and tourism industry? Find out 14 ways social media has changed travel.

To say that we, as a global culture, are obsessed with our phones and scrolling through social media is a vast understatement. It’s a worldwide addiction that you need only lift your head and look around to verify. Social media has changed the way we shop, date, communicate, work… and social media has changed the way we travel! 

As an intrepid traveler, I’ve roamed the world with my husband for over 15 years. We’ve spent the last three of those years as full-time travel writers and videographers, and the change in the travel sector is glaringly obvious to me in my personal travels. Social media has changed travel in just about every way imaginable, or so it seems. But, what do the numbers say? Is it really what it appears? Let’s take a dive into all the ways social media has impacted the travel industry—the good, bad, and the ugly.

Wandering With Let’s Roam

It’s not just social media that has changed travel. Technology has no doubt impacted travel in some amazing ways, too! For instance, the Let’s Roam Scavenger Hunt App is loaded with historic scavenger hunts , urban art walks , bar crawls , and an innovative Local’s Guide to help you explore the world with ease. We have hunts in over 600 cities worldwide, and it’s all right at your fingertips. Discover something new today!

Social Media Impact on Travel

According to an article by Forbes Magazine , there are more than 300,000,000 posts just on Instagram that are hashtagged with the word “travel.” That breaks down to over 100,000 posts every single day for more than 8 years. That doesn’t even come close to the true amount when you take in those who don’t utilize hashtags or those who chose one of the thousands of other travel-related tags to use. Now, given that 4.76 billion people are social media users as of 2023, according to a new study by We Are Social and Hootsuite , that’s a whole lot of people looking at travel-related material. 

Millennials, or those who were pretty much born and raised with the ability to Google, are now the most populous group on the planet , and YPulse puts their spending power at 2.5 trillion dollars in a 2020 survey . Given that millennials also travel more than previous generations and that 97% of millennials use social media while traveling, the effects of social media platforms on the travel industry are no-brainers! Let’s take a look at a few specific ways that social media has changed the landscape of the travel industry.

Ways Social Media Has Changed Travel and Tourism

1. social media has increased general travel knowledge..

There’s no doubt about it; we now have the travel world at our fingertips. With Instagram, YouTube, and TikTok basically operating as image and video search engines, we can look up any place in the world and see it in detail in seconds. Plus, the more you look at travel, the more social media sites know that you like travel, and the more pictures and videos they flood your feed with… brilliant how that works!

With hundreds of thousands of travel influencers out there (plus regular folks sharing their vacations), the amount of information on specific destinations now on your everyday scroll is mind-blowing! According to a study done in Economics journa l, a whopping 91.35% of people surveyed were turned on to a travel destination by pictures or information they saw on social media. Long gone are the days of booking a vacation to your parent’s favorite spot or a place that is famous in your region. Now, travelers are privy to detailed information about faraway lands, complete with edited photos to lure them to wander. 

2. Social media has increased accessibility to travel.

With so many social media influencers, marketing ads, and budget-travel experts helping us out now, worldwide travel is much more accessible to most people. It still blows my mind how many older people in my life assume that travel is exorbitantly expensive or that they would never be able to see the world. I hear it all the time! Those in the age group that routinely uses social media know better. 

Budget tip websites, travel hacking blogs, and YouTube travel gurus have taught us how to see the world on a dime, and for that, I’m very grateful. On a personal note, I can attest that I spend approximately half the amount of money traveling the world full-time as I spent living in the United States. I am able to do this based partially on lessons learned from years of travel, but it’s also heavily based on the information that I glean from social media and the internet in general. 

3. Social media has helped change the travel demographic.

Until the Millennial generation and the rise of social media, big travel experiences were mostly reserved for special occasions—a yearly family vacation or honeymoon, for instance. Travel was seen as something you could do (hopefully) when you retired. That’s no longer the case. Millennials, who are currently right in the heart of their career and rearing families, are traveling more than any other generation. Gen Z isn’t far behind. We’re traveling as much during the busy years of our lives as Boomers are during their retirement. 

Research shows that while millennials do travel more, they are also more likely to travel for different reasons than just leisure. Bleisure travel, or the mix of business and leisure, has become a huge part of the tourism industry in recent years as more and more jobs go remote. Social media certainly helps fuel this phenomenon with countess profiles touting the perks of the digital nomad life and how to make money while traveling. 

4. Social media has increased travel FOMO.

Oh, FOMO, the fear of missing out… social media has created an envy and a desire to experience what we see on our screens for ourselves. We see our friends and family and all those influencers on some remote beach, enjoying a local film festival or trying exotic foods in a street market, and it causes many viewers to wish they were doing the same. This obviously doesn’t apply to everyone who sees the images. My own father and sister have zero desire to travel the world despite my career. They couldn’t care less. But for many, this knowledge that these amazing experiences are out there and that they are missing out on them is a primary driving force to travel.

5. Social media has created a false travel universe.

Speaking to that travel envy… is it really what it seems? The simple answer is no! A study by Alliance Global has shown that 36% of Millennials surveyed confessed to posting misleading and false information to glamorize a destination or trip. Why? Why would you deliberately mislead your followers? When asked, 65% of the deceivers stated that they did it to make friends and family envious. Fifty-one percent said they also do it to compete with other social media posters. The latter stat is probably the influencer crowd speaking. 

With TikTok and YouTube providing monetization to large accounts, there is a push to present the most eye-catching content, and that involves cropping out graffiti, editing the water color with Lightroom, only photographing certain aspects of a city or location, and, sometimes, outright lying about an experience. This especially goes if you’re representing a hotel or tourism board, which many influencers are being paid to do. According to stats provided by Stackla , social media users do say they make travel decisions based on user-generated content (UGC) far more than content by travel influencers. So, there’s an awareness that people are being paid to present this info, and people do take that into account. However, according to the numbers, your friends and family might be fudging the facts, too!

6. Social media has increased location targeting.

Social media has changed the locations that people travel to. Let’s take a look at the Riviera Maya in Mexico as an example. Cancun has been a top tourist destination for decades, and Playa del Carmen is popular with cruisers, but most people, until recent years, would not have heard of little Tulum. Now, you’ve undoubtedly seen scores of couples on bikes posing in front of the “Follow that dream” street sign or the Ven a La Luz sculpture outside Ahau Hotel.

According to Travel Pulse , Tulum received around 250,000 visitors in 2017. This was after being listed as an up-and-comer with TripAdvisor in 2016. In 2022, after those couple of spots became Instagram sensations, the Cancun Sun reports that Tulum has had years with more than 2 million visitors. That is quite a growth spurt! 

7. Social media has caused socioeconomic changes due to tourism.

While the uptake in tourism dollars certainly increases the overall GDP of popular destinations, it has also caused some difficulties. Now, social media is not the only reason there has been an increase in travel across the board, but it plays a huge part. Some of the negative effects we’ve seen from this include locals being driven from affordable housing so that Airbnbs can be created for tourists and the increase of poverty in popular tourist destinations. Many of the destinations that are hashtag-targeted blow up in popularity much faster than the local population and infrastructure can support.

Let’s take a look at Mexico again. There have been several online articles written about disputes and frustration within Mexico City. Locals are reportedly being evicted from their apartment complexes because owners are turning them into more profitable vacation rentals and homes for digital nomads. According to Euronews, the number of legal evictions increased by 27% from the year 2020 to 2021, and that doesn’t even include non-legal rental agreements. Tulum too has seen an uptake in poverty levels attributed to migrant workers coming in to build luxury hotels and vacation rentals. These workers are reportedly living in poverty in temporary (and illegal) squatter villages. According to the Cancun Sun , between the years of 2015-2020, at the height of its tourism surge, Tulum’s poverty rate almost doubled, the highest numbers recorded for the Yucatan region.

8. Social media has changed travel motivation.

Not only has social media contributed to more people traveling, but it has also changed the reasons why people travel. According to an article by Travel Pulse and statistics by Jet Cost , a survey of 4,000 Americans aged 22-37 stated that 21% admitted their primary reason for travel was to get snaps for their social media page. Sixty-one percent said they would not consider a vacation destination where they could not take and post pictures. That means approximately 1/5th of Millennial travelers are doing it for the Gram.

9. Social media has changed the travel planning process.

It’s a rare occasion these days that a perspective traveler busts out a traditional travel guidebook (although you should). Travelers use Instagram, YouTube, and TikTok as search engines, pulling up and following hashtags and accounts that specialize in their intended destination. We save posts that give pertinent information, create Instagram albums with all the specific attractions we want to see, and take notes from YouTube listicles. Before long, the whole trip is prepared in photo form, all logged on our smartphones.

According to YouGov’s 2022 Travel and Tourism Report , 39% of Gen Z tourists state that their primary source of information when planning a vacation is social media. Many more use it as a secondary source or for inspiration. This is an increase over previous generations, so it looks like the future of travel will rely even more heavily on the influence of UGC on social media. 

10. Social media has changed customer service.

Diana Trowbridge, vice president of marketing for Marriott, via an interview with Travel Pulse states that customer service is much more difficult than it used to be. Hotels must not only rely on the in-person experience, but they must provide a comprehensive social media profile, increasing their burden. 

Customer service agents must respond quickly to complaints submitted via Twitter, WhatsApp, or Facebook in order to avoid negative reviews that impact their future traveler’s perceptions. Hotels are increasingly responsible for not just shelter and a pleasant stay but a profile-pic-worthy, envy-inducing experience. It’s no longer good enough to be a great hotel; you must present as a great hotel. 

More Than Hotels

Hotels aren’t the only ones that must adapt. Tour companies, restaurants, and attractions that don’t utilize social media in a savvy way will likely struggle, at least with international travelers. Having a social media account is no longer enough, either. Social media strategists are constantly evolving, researching, and adapting their strategies to target the needs and interests of travelers. This might include featuring posts on your business’s environmental footprint, your ethics around animal tourism, and what you’re doing to be inclusive of all cultures and people groups. All of these aspects (and many more) and how they are presented to the public via social media affect the bottom line. 

11. Social media has decreased the element of surprise.

Since the rise of social media, it’s hard to travel to a destination that you haven’t seen before. As we’ve proved, most travelers are choosing destinations based on what they’ve seen online or on social media, and they’re researching these places thoroughly before making a decision to travel. Since there’s a known problem with influencer exaggeration and heavily doctored photos, smart travelers are digging for the truth, so by the time they actually visit the destination, they likely know much more about it than they would have if they had taken this trip 20 years ago. 

There’s a balance to traveling wisely—finding the best deals, experiences, and locations and having some sense of spontaneity. I often fight this battle myself. In essence, I’m a budget traveler and believe that I get more out of the experience when I’ve researched the culture, traditions, local restaurants, and authentic experiences. However, it’s always a balance between a detailed itinerary and leaving room for spontaneous day trips and evenings spent with new local friends. Sometimes, the amount of information I know about my destination takes away from the wanderlust and awe of stumbling upon the unknown. 

12. Social media has changed the actual travel experience.

I can speak to this one personally, and you probably can, too. When I first started traveling heavily, around 2009 or so, there were definitely places where you waited in line, and there were tourists with camera phones, but nothing like today. Recently, my husband and I took a road trip through Turkiye, and two specific spots were glaring examples of this change.

The number of photographers with giant angel wings ready and waiting to photograph young girls along the white limestone cliffs of the natural pools at Pamukkale was staggering! We sat in the blue water pools as TikTok influencers performed sexy dances around us, and women in flowing gowns and wings posed at our backs to get that perfect shot. 

From there, we visited Cappadocia, and as we soared over the incredible landscape in a hot air balloon, dozens of women and couples were shooting with local photographers below us. There are businesses that specialize in renting elaborate, flowy dresses and vintage cars just for these Instagram photoshoots. That is certainly something you would not have seen ten years ago. 

It’s quite common now to wait in long lines just to get that Insta-snap at places like Norway’s Trolltunga, the Ahau Hotel sculpture in Tulum, or sunrise pics at Angkor Wat. It’s common for us to be walking down a cobblestone street in Europe (probably vlogging) and catch a TikTok dance being filmed in front of us. In short, waiting and taking turns to get the shot is now an everyday part of travel in many parts of the world. 

13. Social media has created new travel industry jobs.

Social media has undoubtedly created a whole new arena of jobs, including digital marketing specialists working with hotels, professional UGC creators, and YouTube video makers. We aren’t just talking side hustles, either. Social media influencers are pulling in massive paydays. The most successful ones have retirement funds, investment portfolios, and multiple properties all funded by their lucrative social media contracts. 

Hotels, resorts, and tourism boards now have social media managers who work with the traditional marketing team to handle their public appearance. A realm of photography has developed that focuses solely on producing professional-looking staged photos for Airbnb properties. Tourism boards are hiring influencers to produce content that draws visitors to their cities. It’s a huge business. 

14. Social media has increased awareness of travel downfalls.

Social media has helped raise awareness of questionable aspects of the travel industry. Multiple accounts, for instance, have called out and shamed animal tourism businesses that do not treat their animals with care and love. Social media has assisted in massive beach cleanups in India and many other locations, organizing efforts for the masses who came out to help. Social media has shone a light on the sometimes unacceptable behavior of influencers as well. Whole accounts are dedicated to embarrassing travelers who treat the environment flippantly or are unsafe in their attempts to capture photos. While some of these accounts can be a bit harsh, hopefully in the long run, social media spotlights will lead to more culturally, environmentally, and socially responsible travelers. 

Keep Scrolling!

Whether you love it or hate it, there’s no doubt that social media has changed travel in just about every way possible. While some of the effects are certainly negative, social media has also opened up swaths of opportunities for whole new generations to travel the world their way. With the amount of information now at our fingertips, it’s possible for every kind of traveler to find the trip that suits them perfectly and aligns with their ethics, too.

Have you ever found your next vacation destination from a social media post? Let us know in the comments! 

Social media isn’t the only way to find a great trip! We happen to love providing you with amazing options via our travel blog. Our writers are avid travelers and experts in their crafts. Check out our travel section for tons of amazing trip ideas! 

Looking for a more meaningful way to travel? Take some cues from “ Travel With Purpose: Long-Term Volunteer Opportunities .”

Frequently Asked Questions

Social media impacts travel negatively by overrunning popular destinations that don’t have the infrastructure to support the masses and by presenting false information about destinations .

Yes! According to Economics Journal, 91.35 % of people say they have been inspired to travel because of a social media post . Now, the sky seems to be the limit when it comes to traveling.

With millennials traveling more than any other generation and 97% of them using social media , daily scrolling exposes millions of prospective travelers to inspiration each day.

Social media apps like Instagram are used for travel inspiration and planning . Google Maps and Translate are wonderful for directions and language, and Let’s Roam has amazing scavenger hunts!

Technology has positively impacted travel by increasing knowledge and accessibility . Travel apps provide inspiration, directions, language help, and local guides for food and attractions .

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How travellers use social media (step-by-step).

• September 28, 2023

Social media in tourism

We’re all aware that people are highly engaged on social media in their day-to-day lives. However, have you ever wondered about the specific ways in which people use social media regarding travel? In this article, we’ll explore the roles of social media before, during, and after travel. We’ll wrap up with some practical tips on connecting with travellers effectively through social media.”

In this article

Step 1: before travel, step 2: during travel, step 3: after travel, tips to interact with travellers.

A large group of travellers turn to social media as a source of inspiration for their upcoming adventures. In particular Instagram , TikTok and Facebook, in particular, are great sources of travel photos and videos shared by friends, travel bloggers, and influencers. These posts have a profound influence on a traveller’s choice of their next destination.

Remarkably, over 50% of individuals actively engage with pages and content that align with the trips they’re planning. As a travel business it’s important to establish an online visibility to this group. One effective strategy is to consistently share visual content. Show them different aspects of what makes your trips unique like:

• Destinations
• Accommodations
• Tours and excursions
• Restaurants

By showcasing these elements, you can leave an impression on potential travellers and encourage them to explore the remarkable experiences your tours have to offer.

Travellers frequently rely on their smartphones throughout their trips, actively engaging with social media to discover inspiration for their destination. They enthusiastically share their experiences in various forms, including photos and videos of their surroundings, along with reviews of activities and restaurants.

Invite your customers to share their travel experiences in real-time while they are on the go. It’s during these moments that people are most inclined to post freshly captured photos or videos on social media. These user-generated posts effortlessly inspire not only their own friends and family but also your potential customers.

Research shows that people are most influenced by consumer-created content, as opposed to professional brand content and influencer content.

Once travellers return from their trip, they become highly active on social media. They eagerly share their recent experiences and often resharing complete photo albums. This results in a large number of posts on the various social media platforms on which your target group is frequently active. Moreover, many travellers take the time to write detailed reviews of accommodations, activities, and restaurants.

It’s at this stage that you can gently remind them of the value of sharing their after-travel experiences, photos, and videos. Express your enthusiasm for their contributions.

With social media, interaction is key. Use the following practical tips to interact with your target group:

Choose your social media platforms wisely

Start by identifying the social media platforms where your ideal target audience is most active. It’s better to maintain an active presence on a select few platforms rather than spreading yourself thin across numerous ones. Focus on the platforms where your target audience engages the most and where you can consistently share valuable and relevant content. Common platforms in the tourism industry include:

Be available for communication and support

Social media platforms provide an easy means for travellers to reach out and communicate directly with travel businesses. Make sure you’re available to answer their inquiries. Approach every interaction with a friendly and helpful demeanor, and strive to respond promptly to their messages and questions.

Invite travellers to share and tag your business

Encourage your customers to share their travel experiences on social media and invite them to tag your business in their posts. Many travellers are eager to share their trips, and your involvement can be as simple as requesting them to share their experiences. Seek their permission to repost their content on your business page to further engage.

Respond to travellers’ posts and tags

Demonstrate your genuine interest in your customers while they’re traveling by actively engaging with their posts and tags. Take the time to respond, share in their enthusiasm, and celebrate their experiences. This interaction can increase customer loyalty , as travellers are more likely to engage with companies they value and trust.

Ask for reviews and respond to them

Actively seek feedback from your customers by requesting reviews. This feedback is invaluable for assessing and improving your travel experiences. Positive reviews can serve as powerful marketing tools, showcasing your strengths.

When addressing negative reviews, maintain a polite and constructive approach. Resolve issues, communicate the steps you’re taking to fix the situation, and be transparent and honesty. Handling negative feedback professionally can often turn a challenging situation into an opportunity to demonstrate your commitment to customer satisfaction.

Let your voice be heard

Establishing a strong presence on social media, as a travel business, holds immense potential. It’s not just about being there when travelers require assistance; it’s about continuously inspiring them—before, during, and after their trip. Beyond serving as a direct means of communication with travellers, social media offers an invaluable platform for promoting the content you create as part of your content marketing strategy.

You must be logged in to post a comment.

Hi Anne & Rik I found this article really useful and fits in perfectly to the social media marketing that we are planning after revamping our website. Cheers

Glad to hear the article is helpful for your own social media strategy. Are there any topics in particular you’d like to read about regarding your website renewal? We’re always looking for inspiration to write about in the future to help tour operators become better.

Kind regards, Rik

Hello Rik. Would like to know the best approach for a new tour operator who has not had visitors to write reviews etc how can one get travellers especially to the business page say on Facebook? Thanks.

This is a bit difficult since you need your reviews to be from actual travellers. First things first, your entire business should be ready for your first customers. If you deliver a great tour, they’ll be happy to write you a review.

Until then, try to post excellent content that give social media followers insight in your destinations, offer and business.

Rik van den Brink

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August 12 - 13, 2025

The Role of Social Media in Tourism Marketing

Social media has changed every single aspect of our lives, including the way we consume. These developments have significantly affected businesses mainly through enabling new marketing strategies. Tourism, being one of the most vibrant sectors of the global economy, is undoubtedly a part of all these.

Merging social media and tourism marketing will lead to excellent results for your business. Here we have gathered information about the essentials of social media in tourism marketing: what is the role of it and how it can be effectively used.

Importance of the Social Media

Social media impact on tourism is seen in the ways people research before going on a trip. Now people are encouraged to share their travel experiences. Thus, social media has transformed the way people make decisions. People build their trust in a tourism agency based on the reviews of the others.

Social sharing for better customer relations

Customer service is another essential aspect of the tourism industry that has changed with social media. Now brands and businesses can reach their customers directly through social media. When people are unsatisfied with a tourism service, they can call the companies to account for that. Thus, solving the problems of the customers in the kindest ways will lead to a better reputation for a company.

Social sharing might be the most significant factor that affected the tourism industry. Social media enables especially young people to share the most significant memories from their travels with a vast audience. Tourism companies should know that this is a more powerful way of attracting new travellers than simple advertisements and encourage people to share their real experiences online.

As seen above, the rise of social media led to the development of two-way communication between agencies and customers and customers to customers. To benefit from this impact of social media on the tourism industry, turning to social media is vital for a tourism agency.

How to Create Strategies

The tourism industry is highly competitive. Once tourism companies are aware of the possible benefits of social media for their business, they use ways through which they can increase their brand awareness.

Engaging content is the king

Creating engaging content is the most crucial step to go if you aim to attract more customers. Since the tourism industry is significantly connected with visual experience, visual material is the most engaging way to catch attention. You should use catchy photos and impressive videos that are simple and fun.

User-generated content is one of the best ways to get people to engage with your business. Influencer marketing will help a lot to make your business visible among the others. After specifying your target location and audience, you can get in touch with tourism influencers and experts. You will not believe how fast your brand is reaching followers, thanks to influencers.

Increase visibility

After you are familiar with the role of social media in tourism marketing, you notice that whatever you do, being social is the key. To increase your visibility, you should be actively contacting your customers by listening to them or answering their questions. You can research your keywords and join in the conversations around your service. As we stated above, providing customer service online is an excellent way of making your voice heard.

The tourism industry is extensive and seasonal, so you should be relevant when it comes to timing. Whether popular or undiscovered, every location has its own season. ​ Digital marketing agencies ​ can help you provide up-to-date campaigns to advertise your newest services.

Best Social Media Channels for Tourism Marketing

As in any other industry, Big Three of the social media -Facebook, Twitter, and Instagram have been the leader in the tourism industry as well. Even though these channels have their own audience, travel is among the most shared topics on all of them.

Facebook is an excellent platform to catch users among various social groups. Facebook’s Recommendations feature enables people to share their experiences. It can be used effectively for travelling purposes, to reach information about what users are telling about your travel business.

Thanks to its emphasis on visual material, Instagram is one of the most effective social media channels. It is a great platform for tourism businesses to engage with their current and future customers. Using Instagram will help you attract people, especially the millennials, as they form a group that is highly active on Instagram. You should follow the travel hashtags and create your own to maximize the popularity of your posts.

While Instagram takes over your visual material, Twitter is your voice. This platform allows you to talk about short travel tips and promos. Even though Twitter can be used for photos and videos of your brand, its actual strength is being especially useful for providing customer service. If you want to join in conversations, you need to have an active Twitter account.

Other than the Big Three, there are various platforms that you can use to get in contact with different groups of travellers. For example, LinkedIn is significant for B2B. Business travellers share information on Linkedin groups about many topics, including business trips. If you want to reach business travellers, you use LinkedIn to reach them depending on the locations in which you provide service.

Widely used by generation Z, Snapchat is another platform that is important for your tourism marketing strategy​ if you are targeting young customers. It is a rapidly growing social media channel on which you can share what is happening at the moment. You can share gripping snaps about your tourism business to catch attention.

Social media has transformed the ways to build a reliable brand. For the tourism industry, the age of brochures and billboards are over. The key to business success is to collect social shares, positive user reviews and customer satisfaction on social media.

In this text, we tried to show that social media is a big opportunity for tourism companies. To make use of its advantages, the ​ Digital Agency Network​ can help you find the most suitable agency for your tourism marketing.

Author:Gizem Tas

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Digitalization of the travel industry - statistics & facts

What are the most visited travel websites, the impact of social media on travel, key insights.

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In-app advertising spending worldwide 2023, by industry

In-app advertising spending worldwide in 2023, by industry (in billion U.S. dollars)

Spending on Google of leading online travel agencies (OTAs) worldwide 2019-2024

Estimated expenditure on Google advertising of leading online travel agencies (OTAs) worldwide from 2019 to 2023, with a forecast for 2024 (in million U.S. dollars)

Google spending as a share of marketing expenses of leading OTAs worldwide 2019-2024

Estimated Google advertising spending as a share of marketing expenses of leading online travel agencies (OTAs) worldwide from 2019 to 2023, with a forecast for 2024

GoogleAds average monthly CPC for travel worldwide 2023, by country

Average cost-per-click (CPC) in Google Ads search advertising for travel in selected countries worldwide in May 2023 (in U.S. dollars)

Industries with highest share of digital ad spend in the U.S. 2023

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Most influential aspects of trip advertising among travelers worldwide as of April 2023

Travel websites

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Total visits to travel and tourism website tripadvisor.com worldwide 2024

Estimated total number of visits to the travel and tourism website tripadvisor.com worldwide from March to August 2024 (in millions)

Share of visits to the travel website tripadvisor.com worldwide 2024, by country

Share of visits to the travel and tourism website tripadvisor.com worldwide in August 2024, by country

Number of user reviews and ratings on Tripadvisor worldwide 2014-2023

Total number of user reviews and ratings on Tripadvisor worldwide from 2014 to 2023 (in millions)

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Share of travelers who think it is important to be able to book their trip entirely online worldwide as of July 2023, by generation

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Travel product online bookings in Canada as of June 2024

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Social media

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Facebook brand post engagement 2023, by vertical

Average engagement rate with brand posts on Facebook in 2023, by vertical

Instagram brand post engagement 2023, by vertical

Average engagement rate with brand posts on Instagram in 2023, by vertical

X/Twitter brand post engagement 2023, by vertical

Average engagement rate with brand posts on X (formerly Twitter) in 2023, by vertical

Key data on leading TikTok travel influencers worldwide 2024

Key figures on leading TikTok travel influencers worldwide as of May 2024

Most popular travel destinations on TikTok worldwide 2024, by number of posts

Most popular travel destinations on TikTok worldwide as of May 2024, by number of posts (in millions)

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Most talked about products/topics online in the U.S. as of June 2024

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Most talked about products/topics online in the UK as of June 2024

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The Good (And Bad) Impacts Of Social Media On The Way We Now Travel

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Whether we admit it or not, social media impacts nearly every aspect of our lives . From the moment we wake up until the moment we go to sleep at night, it's always there and many of us are always on it. While 2020 gave way to many people 'unplugging' and taking social media breaks and breaking up with their phone time, period (thank you, screen time reports), there were many others who found solace in it and turned to social media to support causes, spread awareness, and generally just reach out.

In terms of travel, social media even impacts that, with recent studies showing that it might impact how we plan and take vacations more than originally thought. Social media has now proven to be a powerful platform which hotel, rental, transportation, and even the entertainment industry has learned how to take advantage of. Each scroll opens up a gateway to a new idea , a new option, or a new trustworthy review. It might not seem like it, but travelers are influenced in more ways than they realize and it starts as soon as that app or webpage is fully-loaded on our screens.

Social Media Influences In A Positive Light

It's estimated by Four Pillars Hotels that 85% of all travelers are using their cell phones while abroad. That is a hefty reliance on technology, much of which involves social media or web searches. In a way, this is positive news - it means that now, more than ever, people are jumping on their phones to conduct their research, look up directions, find things to do, and stay connected while traveling overseas. This provides an avenue that many people didn't have 20 years ago or even a decade ago when phone technology was in its infancy and wasn't capable of half the things a phone can do now.

It's also estimated that 30% of travelers have used their phones to find affordable deals on bookings which means that social media, for one, has been working - the ads that a person is directed to and the 'suggested' pages that pop up are targeting the right people; enough to boost online bookings and deal redemptions past where it has ever been before.

Related: 12 Times Instagram Traveler Pics Gave Us A Dose Of Reality

In terms of using social media for reviews, an overwhelming 92% of people say they trust personal reviews from family and friends, also referred to as 'earned' reviews. In terms of general reviews, 70% of people trust online reviews regardless of who they come from - friend or stranger. Social media has given travelers a powerful platform to stand on as they can now not only document their expereinces via photo and video proof, but can describe their personal experiences to others through other platforms.

Feeling that FOMO? You wouldn't be alone. Roughly 52% of users on one popular social media platform alone planned vacations based on what they saw from their family and friends. Specifically, it was the photos shared from the vacation that inspired them to do the same thing or something similar. Additionally, 48% of people who planned their vacations around social media and used strictly social media for their research, kept those same exact plans without changing them.

Social Media Influences In A Negative Light

That doesn't mean social media hasn't been hurting the travel industry, as well. In the same light, all of those reviews (that 70% of people on social media trust) can also hinder a company, brand, or restaurant just as much as they can help them. During a year such as 2020, a negative review could be detrimental to the overall success of a business which is something not many people realize before hitting 'post.'

Related: According To Instagram, These Are The Most Picture-Worthy Beaches In The World

When it comes to posting the photos that cause all of that FOMO, surprisingly, only 76% of travelers polled by Four Pillars Hotels admited to actually posting vacation photos on social media after they came back. While the reason is unclear, it could be anything from maintaining privacy to not wanting to show off, but that means there are still a percentage of 24% - which isn't so small - that don't post a single thing. This could be hurtful to the tourism industry, as more often than not, it's encouraged for travelers to share their own ecperiences in order to get the word out and increase business and revenue.

Lastly, only 38% of US travelers and 64% of non-US travelers use social media to actually talk about or blog about their experiences. It's unclear what this means and whether or not higher percentages could help the travel industry as well as those places in need of strong tourism to survive, but the scale is clearly tipping far in one direction and far less in the other.

Next: These Tips For Taking Fall Foliage Photos With Have Your Entire Instagram Jealous

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Social Media Marketing for Tourism: How to Attract and Engage Travelers

Social media has become an indispensable tool for businesses in any industry, particularly in tourism, where it can be one of the main ways to attract new audiences. In this article, we will explore the importance of social media marketing for tourism, effective strategies to implement, and best practices to maximize your impact and inspire and engage travelers.

The power of social media marketing for tourism lies in its ability to reach a global audience, engage potential travelers, and showcase destinations in a visually compelling way, inspiring tourists and portraying conventional destinations in a new light. 

As more people turn to social media for travel inspiration and planning, a robust social media strategy is crucial for any tourism business to adapt to the digital and social media marketing space and appropriately engage travelers. 

Benefits of Using Social Media Marketing for Tourism

Social media marketing is essential for tourism businesses for several reasons:

• Global Reach. Social media platforms like Instagram, Facebook, Twitter, and TikTok have billions of users worldwide. These platforms allow tourism businesses to reach a vast, global audience, including potential travelers who may not have been aware of your destination or services, and create a new interest in more or less conventional destinations.
• Visual Storytelling. Tourism is inherently visual, and social media marketing is the perfect way to showcase a destination's beauty and uniqueness. Through high-quality photos, videos, and live streams, businesses can create an emotional connection with potential travelers, inspiring them to visit.
• Engagement and Interaction. Social media allows for real-time engagement with your audience. Whether through comments, direct messages, or interactive content like polls and quizzes, you can build a community of loyal followers who are excited about your destination and engage with enthusiastic tourists who will leave enticing reviews by showing their enthusiasm directly on your social media accounts and posts.
• User-Generated Content. Encouraging travelers to share their experiences on social media not only builds a library of authentic content but also acts as word-of-mouth marketing, which is incredibly powerful in the tourism industry. Cleverly using social media marketing for tourism also means leveraging that content correctly to strengthen your campaigns and efforts.
• Cost-Effective Advertising. Social media advertising is often more cost-effective than traditional advertising methods. With precise targeting options, you can reach the right audience at the right time, maximizing your return on investment.

Strategies to Leverage Social Media Marketing for Tourism

To make the most of social media marketing in the tourism industry, it's essential to implement strategies that resonate with your target audience. Here are some key strategies to consider:

Create Visually Stunning Content

Tourism is all about experiences, and nothing captures these experiences better than visually appealing content. 

Invest in high-quality photography and videography to showcase your destination’s attractions, activities, and accommodations. Utilize platforms like Instagram and Pinterest, which are heavily visual, to share captivating images and videos that tell a story about your destination.

• Instagram Stories, Reels, and TikTok. Use Instagram Stories, Reels, and TikTok to provide behind-the-scenes glimpses, share traveler testimonials, or highlight unique aspects of your destination. These short-form videos are highly engaging and can quickly capture the attention of potential travelers.
• Virtual Tours and Live Streams. Offer virtual tours or live streams of popular attractions to give your audience a taste of what they can expect when they visit. This not only builds excitement but also provides valuable information to help them plan their trip.

Leverage User-Generated Content (UGC)

User-generated content is one of the most powerful tools in social media marketing for tourism and is easy to come by in this industry.  

Encourage your visitors to share their experiences on social media by creating branded hashtags, offering incentives, or hosting photo contests. Reposting UGC provides authentic content and fosters a sense of community and engagement, making your destinations more approachable, realistic, and attractive to new travelers.

• Hashtag Campaigns. Create a unique, memorable hashtag for your destination or business and encourage visitors to use it when posting their travel experiences. This can help build a repository of UGC that you can easily share on your own social media channels.

Engage with Your Audience

Social media is not a one-way street; it’s about building connections and authentic relationships. To do that, engage with your followers by responding to comments, answering questions, and participating in conversations; show that you value their input and appreciate their interest in your destination. This will spark conversations and nurture connections with your followers.

• Q&A Sessions. Host regular Q&A sessions where followers can ask questions about your destination, services, or travel tips. This not only provides valuable information but also fosters a sense of community.
• Polls and Surveys. Use interactive tools like polls and surveys to gather feedback from your audience. Ask them what kind of content they want to see, what attractions they’re most interested in, or what their travel preferences are. This data can help you tailor your content strategy to better meet their needs.

Monitor and Measure Performance

To ensure that your social media marketing efforts are effective, it’s crucial to monitor and measure your performance continuously. Use analytics tools to track engagement rates, follower growth, website traffic, and conversions. This data will help you understand what’s working and where there’s room for improvement.

Social media platforms offer built-in analytics tools to monitor key metrics, and these are a great place to start. Analyze which types of content perform best, which times of day yield the highest engagement, and how your audience demographics are evolving to adjust and improve your strategy and your content over time.

If you’re ready to take it further, integrate social media with Google Analytics to track how social media traffic contributes to your website’s performance. Monitor metrics such as referral traffic, bounce rates, and conversion rates to assess the effectiveness of your social media campaigns.

Social media marketing for tourism is a powerful tool that can significantly enhance your destination’s visibility, attract new travelers, and engage with a global audience. Driving results in this industry is about creating connections with your followers, creating opportunities and painting conventional (or not) destinations in a new light for travelers to discover them at their own pace.

As the tourism industry continues to evolve, staying agile and adapting to new trends and technologies will be key to maintaining a competitive edge. Embrace the power of social media to connect with travelers, tell your destination’s story, and inspire the next generation of explorers.

Amplify your social media marketing efforts with Ambassify

Whether you're looking for a quick overview of the platform's inner workings or want to directly talk about your specific needs, we've got you covered.

Positive and negative effects of Social Media on the Tourism industry

Social media tourism statistics

Importance of social media in the tourism industry, impact of social media on tourism, impact of social media influencers on tourism, negative effects of social media on the tourism industry, advances in social media for travel, tourism, and hospitality, examples of tourism social media campaigns.

Would you prefer to listen rather than read????

The social media phenomenon has this incredible power to impact various industries . The tourism industry seems to be very susceptible to the effects of social media platforms . To what extent, though?

The travel industry is among the early adopters of new technologies and solutions . Social media networks enabled the sector to improve various processes and deliver better experiences to travelers worldwide.

Let’s see the most crucial social media tourism statistics , followed by the effects of social media on tourism , and some of the most noteworthy examples of social media use in the sector .

The relationship between social media platforms and the travel industry is best understood through relevant stats. Here are the most interesting social media tourism statistics. 

When it comes to travelers and social networks, it’s surprising to discover that almost 85% of millennials use someone else’s social posts when planning their vacations . Around 43% of them won’t go on a vacation if they can’t be sure that their followers can see their vacation posts , while 34% book a hotel because they saw it via user-generated content. 

People from all corners of the world keep using social media channels to talk about their travels. In fact, 74% of people who travel use social media while on vacation . During 2019, social media users kept generating a travel-related hashtag search volume of 1 million every week . 

According to recent research, social media became a vital part of tourism companies’ strategic operations during the pandemic, and consumption increased by 72% .  

Social media tourism statistics also reveal some interesting shifts in tourism marketing strategies pursued by travel agencies, hotels, travel agents, and OTAs. 

The travel industry continues to be the most engaging industry on Instagram, with an average engagement rate of 1.41% . The engagement rates on Twitter are 0.04%, TikTok 8.74%, and Facebook 0.27%. The spike in TikTok travel industry posts engagement indicates that this social media channel can provide very lucrative opportunities to the travel sector in the future. 

Representatives of tourism businesses use various marketing channels in their mix. However, the International Tourist Research Centers found out that 88% of tourism businesses actively use social media to promote destinations and offers and understand the attitudes of consumers. 

Paid ads continue to be the favorite social media marketing strategy for travel marketers, and the most attractive platform is Facebook . According to recent research, almost 80% of travel marketers use Facebook to launch paid ad campaigns to achieve a range of goals, from increasing awareness to boosting booking rates. 

With the above stats in mind, it’s pretty clear that social media is quite an important asset for the tourism sector. 

When it comes to the importance of social media in the tourism industry, we first have to acknowledge the opportunities social media platforms deliver to hotels, travel agents, agencies, and OTAs. The power of social media lies in the sheer number of people who use it daily:

• Facebook has 2.93 billion monthly active users ;
• Instagram has 1 billion monthly active users ;
• Twitter has 290.5 million monthly active users ;
• TikTok has 1 billion monthly active users .

Any business or individual involved in the tourism sector can create and use these social media platforms for free. They can create official profiles and use them to provide relevant information, answer users’ questions, or engage with users to create a large following. No wonder many marketers use social media to help hotels and travel agents increase visibility. 

More importantly, social media platforms offer paid marketing opportunities . They have access to a ridiculous amount of information on their users. It’s important because it enables travel marketers to launch comprehensive marketing strategies. The platforms have advanced targeting options allowing marketers to target very specific demographics.

Another important factor is engagement and interaction. Social media platforms are also communication channels. They also support the integration of AI and chatbots that travel companies can use to answer important questions or enable online booking. 

Finally, travel companies can use social media with social media analytics software . It can help them make sense of the data, measure KPIs such as engagement and click-through rate, and gauge followers’ sentiment.

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Social media’s impact on tourism is huge . The best way to understand is to discover what people do before going on a trip. Social media helped create this environment where people are invited to research a tourist destination and share personal photos and videos. In other words, social media has completely changed the way people make travel decisions.

In fact, according to GlobalData, 30% of Gen Z and 32% of millennials see a direct engagement with a brand as the most important purchasing decision factor . The same report indicates that social media has also changed the best customer services paradigm. Travel companies now use social media channels to enhance customer service and offer availability 24/7/365.

Social media has also enabled travelers to do comprehensive research on destinations. An average traveler has 400 digital moments on average before making the booking decision, and almost 90% of those experiences are mobile experiences. 

One of the studies reveals that 27% of travelers make the initial decision to travel to a specific destination thanks to Facebook posts. 

Social media didn’t only transform how travel and hospitality companies market their offer but also how they interact with customers to facilitate direct bookings. A recent survey by GuestCentric discovered that 49% of hoteliers see social media as the second most important marketing and sales priority. We are talking about a 4.5% increase over one year.

Finally, we have reviews via social media. Travelers are four times more likely to choose a hotel with reviews higher than other hotels at the same price point. 76% of travelers are willing to spend more when booking a hotel if most reviews are positive and the score is high. 

More importantly, properties that responded to over 50% of the reviews posted via social media were able to boost occupancy rates by a staggering 6.4% . 

Influencer marketing is one of the most effective digital marketing strategies. Influencers have become important for the tourism sector. However, they are still not as important as organic social media reviews and posts.

Authentic photos and videos have more value to travelers than paid and staged visuals influencers create and share. Almost 40% of people report that influencer photos and videos don’t impact their decisions when choosing a hotel or resort. 

However, one of the recent studies suggests that this might change in the foreseeable future as social media influencers have the potential to impact all stages of the travelers’ decision-making process, including:

• Information search;
• Evaluating alternatives;
• Purchase decisions;
• Satisfaction;
• Experience sharing.

It partially applies to a tourism business interested in attracting young travelers. It appears that young travelers positively respond to social media influencers, specifically Instagram influencers . Influencers have the power to affect their followers’ intention to visit the places featured in their content.

At the same time, it’s equally important to consider how tourism positively impact and benefits local communities . Explore the synergy between tourism and community development in our focused piece, where we uncover the myriad ways tourism can be a force for local empowerment.

Beyond the significant impact of social media influencers on tourism, there’s a critical need for tourism businesses to craft travel experiences that remain etched in customers’ memories. Uncover effective strategies and practical tips to achieve this by delving into our comprehensive guide about customer journeys in the travel and tourism sector.

Social media doesn’t only have positive effects on the tourism industry. It also has the potential to negatively affect it. One of the biggest concerns for tourism brands is maintaining the brand image. However, as one comparative study finds out , negative interactions on the official social media posting can potentially hurt a travel brand’s image.

The problem with social media is that negative comments don’t only spread among the followers. Potential customers can see these comments and start to second-guess their decisions to travel with the company or book through it.

Finally, as we’ve all seen in the past, social media can negatively affect the tourism industry in one geographical location. The event that comes to mind is the Maldives tourist authority’s Twitter campaign idea . Instead of promoting the tourism industry, the campaign backfired, and the entire sector in the Maldives suffered.

The tourism and hospitality sectors didn’t become interested in leveraging social media only because of billions of people using it. It goes beyond destination marketing via paid ads and influencers. Over the last decade, there have been some significant advances in social media that benefit the entire travel industry.

Take Facebook, for instance. The platform has released a Marketing API , which travel companies can use to streamline advertising on Facebook. Additionally, companies can use Conversions API to enrich their internal marketing data with Facebook’s data. It helps them optimize ad targeting, run a cost-efficient operation, and achieve specific goals.

The advances helped make the Facebook ad platform one of the most comprehensive paid ads platforms online.

When it comes to promoting destinations to reflect modern travelers’ expectations, Instagram hit the sweet spot with the 2020 Reels update . Instagram users, including influencers, can create stunning 15-second videos to highlight some destinations, activities, or services. 

The best way to understand the power of social media is to look at some campaigns and the extent of their success.

#ArtsinLB – destination social media marketing

Long Beach arts and culture are among the main tourist attractions in this location. However, the city of Los Angeles managed to take center stage. To bring culture and arts back into the spotlight, Long Beach CVB decided to use social media influencers for every major social channel, including Facebook, Twitter, Instagram, and YouTube. 

The results were outstanding. The #ArtsinLB generated almost 2,000 unique posts, and the posts generated 38 million impressions . 

Visit Wiltshire – driving social engagement through the roof

Visit Wiltshire is a renowned tourism development organization. After receiving funding from the Discover England Fund, the organization decided to use a multi-channel marketing approach with social media as its central piece. 

The organization was mainly focused on building a social following on Facebook, creating content with engagement in mind.

The campaign lasted for six weeks, and the results were that audience reach increased by 125%, and social engagement actions increased by 156% . 

Discover Your South Africa – increase the number of visitors and considerations

South African Tourism is one of the leading organizations in Africa’s travel sector. The organization wanted to increase the number of visitors from Ireland and the UK. Social media platforms appeared to provide the best opportunities to promote destinations in South Africa to this specific demographic . 

They created a sharable interactive quiz featuring Instagram-like square images. The campaign turned out to be a huge success – it reached 1.5 million UK and Irish users, and the bookings increased by 57% .

Beekman Tower – increasing click-through rates

Beekman Tower is a renowned Manhattan hotel and one of the top tourist attractions in this borough of New York City. The hotel wanted to keep attracting the valued guests while staying true to the modern-classic experience it offers. They decided to go for social media because the hotel market in this area is fast-paced, and competition is harsh. 

The social media campaign targeted Facebook, Instagram, and Twitter. After social listening and analysis, they created content that perfectly resonates with their target audience. Every post generated 3,000 impressions on average, but more importantly, posts generated 1,500 clicks on average . 

At this point, the ties between social media and the tourism industry have become inseparable. The impact of social media on tourism and hospitality is immense. Today we have tourism businesses of all sizes leveraging social media to increase awareness, engage with potential guests, and improve bookings. 

Given the current situation, it’s safe to assume that we will continue to see travel companies using social media to establish a better position in their target market. 

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Marc Truyols has a degree in Tourism from the University of the Balearic Islands. Marc has extensive experience in the leisure, travel and tourism industry. His skills in negotiation, hotel management, customer service, sales and hotel management make him a strong business development professional in the travel industry.

Mize is the leading hotel booking optimization solution in the world. With over 170 partners using our fintech products, Mize creates new extra profit for the hotel booking industry using its fully automated proprietary technology and has generated hundreds of millions of dollars in revenue across its suite of products for its partners. Mize was founded in 2016 with its headquarters in Tel Aviv and offices worldwide.

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How to set up a travel social media marketing strategy

Written by by Jenn Chen

Published on  December 17, 2019

Reading time  7 minutes

We’ve all seen the social posts: selfies from a beach vacation, airplane wings en route to a faraway destination and delicious meals in a different city. Through all the changes and growth that social media has experienced in the last decade, some things stay the same. Vacations are posted about in all of their stages: planning, sourcing recommendations and the trip itself. Social media plays an important role in all of this and travel companies should recognize it or risk stagnation.

Whether you’re a luggage company or a hotel, our tips should give you some ideas to test out on social. You’ll notice that a lot of the ideas are centered around content and that is because travel lends itself to a more visual audience. People want to see what the experience will be like and they need to see it often. Read on to find out how to take advantage of social media to get the message out about your travel or hospitality brand.

Basics: Set yourself up for success

If you’re starting your strategy from scratch or just looking to update your current one, taking a look at the resources available to you is always step one. You can’t manage four different social networks by yourself if you have a large and active audience. Responding to comments alone would take up a lot of your time. So what kind of resources are we talking about?

Staff is the most obvious one. How many people do you need for your company to successfully meet goals for sourcing and creating content, posting, managing comments and DMs and keep an eye out for complaints? Is your company large enough that you need a 24-hour watch on social media? Managing a single-location company is far more different than managing a multi-location one, especially if it spans multiple time zones.

The next basic resource to pay attention to is skill . This ties closely to staff because you want to make sure you have all the right skillsets to execute your strategy. And if you don’t, then you’ll need to be comfortable outsourcing. Social media managers tend to have a lot of different skills , including excellent communication and writing.

Third, get your budget in order. Ads are an important part of the travel industry. If you’re running flash deals on social media, ads are the way to go and you need to make sure you have the budget to promote them.

Lastly, document your strategy with goals . Without clear social media goals per network, your strategy will flounder. The best way to set these up is to evaluate your current audiences and see how they’re using each network. For example, if your customers like to use Twitter for direct customer service, set up goals on response time and a feedback loop of how well your responses are performing. Have a response plan in place for common questions and complaints.

Setup might take a while and you’ll go through several iterations in trial and error, but having a basic plan in place will save you wasted effort in the long run. Having a total picture of the resources available to you will help you know if you should be active on that additional social network or not.

Plan posts for each portion of the purchase cycle

For more expensive getaways and items, the purchase cycle will be longer. For travel brands, this means you’re playing the long game and need to make sure you have posts targeted for each stage.

At the beginning of 2019, Pinterest released their travel personas and trend report . It noted that “69% of Travel Pinners use Pinterest to discover travel services when deciding what to book.” The Pinners typically booked within two months of starting research and research included everything from what to bring to what to do.

Instead of directly promoting their services to customers, cruise company Carnival created a “Cruising Tips” Pinterest board for those still thinking about going on a cruise or have recently booked. The guides are a nice mix of what to expect when you go on a cruise to how to stick to your exercise routine.

It doesn’t matter if you’re a hotel or a travel backpack company. The principles of targeting consumers at each part of the purchase cycle remain the same. Don’t forget that you’re not done when they’ve made the purchase. You want to keep them constantly engaged and reminded of your product or service.

Understand different generations

Millennials and the younger Generation Z groups have more spending power now but to market to them, you’ll need to understand their social media use. An Expedia study of millennial and Gen Z travel behaviors found that they were heavily influenced by social media.

Eighty-four percent of Gen Z and 77% of millennials surveyed had been influenced by social media when planning their travel. More than 70% surveyed were open to help and inspiration during the planning process.

Both Gen Z and millennials named appealing imagery and deals as the two most informative pieces of social media content. Photos and videos maybe costly to create and produce but they will be worth it in the long run.

To ease the content sourcing pain, include user-generated content from past customers. This works particularly well for high-ticket purchases. Potential customers get to see what they’ll be buying through the lens of someone who’s already been. It establishes credibility to your brand so you’re not the only ones talking about you.

Walk into sophisticated spaces designed to expand the mind and spark new ways of thinking. / 🎥: @RonTimehin at @RdamMarriott pic.twitter.com/CIcsoioVx6 — Marriott Hotels (@Marriott) September 6, 2019

Marriott Hotels consistently uses user-generated content to promote its various hotel locations. They give glimpses into what it’s like to stay at a location. While some photos and videos on your account will be staged, you can bring in additional authenticity by reposting ones created by their guests.

Why your entire team needs access to social business intelligence

Respond to reviews

Reputation management is important in travel and this doesn’t mean only responding to complaints. According to a Harvard Business Review study with TripAdvisor, it found that once hotels started responding to reviews, they saw a drop in the amount of short negative reviews. Knowing that management was reading and responding to reviews made for more thoughtful posts.

In a 2019 study , TripAdvisor noted that 81% of respondents frequently rely on reviews before booking a hotel. Travel purchases represent a major investment of money, time and even the emotional expectations people place on anticipating a great vacation, so your audience depends on feedback from reviews and social media to figure out how to spend their money and effort. This is why staying engaged and responsive on both social networks and review sites is key to building a travel brand’s presence.

To make it easier on yourself, use Sprout’s new review management tool to respond to reviews on Google My Business, Facebook and TripAdvisor all in one place.

The next essential step is to create an online review management strategy . This involves coming up with tone, vocabulary and common scenarios that might need addressing.

Online reviews do influence consumer behaviors so it’s best to approach them like any compliment or complaint you might have in person. Be sure to respond in a timely manner, listen to what they’re saying, offer a resolution if you’re able to and e sure to avoid a defensive tone. Pretend that you’re being recorded and the video will be posted publicly for eternity–this will help you avoid lashing back at difficult customer feedback in the heat of the moment. Future customers will read your responses, so how you respond is important.

Divide & conquer

For multi-location businesses, it’s sometimes best to create separate accounts for your national and local brands. The national brands can amplify local messaging and connect with loyal brand advocates while the local brands can address in-the-moment customer service queries and promote their immediate area.

Following the lead of other large corporations, you may even set up a separate account to address customer service inquiries. All of this is up to your company and your available resources. For whichever circumstances you fall under, Sprout makes it easy for enterprise companies to post in a cohesive and collaborative manner. Divide your local branches up into groups but still give them access to your Sprout Asset Library .

Ace Hotel does a good job of creating a cohesive national brand presence while their local accounts focus on what’s happening in that location or city. Each local account also runs promotions to make following them more appealing to those who are thinking of booking.

The travel industry is large and encompasses many different types of companies. But whether you’re a single-location vacation rental or a multi-location global company, travelers still want to hear from you. Your best bet is to plan carefully and get creative. Take inspiration from other companies and be sure to invest in a strategy and professional imagery.

Idyllcove Vacation Cabin is a great example of one location doing their best at promotion. The shots posted are always on brand even when they’re user-generated content. To help potential visitors cement their decision, they created a highlight that tours the cabin. And the Guest Snaps highlight makes use of user-generated Story content.

Airbnb, on the other hand, is on the opposite end of the vacation rental spectrum. The company uses Instagram to highlight its many available places to book and what you can expect out of each one. In the above example, you can not only picture yourself there but you also get ideas on what you can do while you’re staying there.

Whatever your specialization is in the travel industry, the basic tenets are the same: get your basics down, respond to reviews in a timely and gentle manner and don’t forget the newer generation.

• Social Media Strategy
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Why social media is a must-have marketing channel for tour operators

By Kevin Tjoe — 28 Feb 2022

marketing strategies   social media   tourism marketing

Updated April 2023 – Could #hashtags help grow your guest list? 

Can TikTok really boost your travel bookings?

If you’re running tours or activities in the tourism industry, chances are you’re maintaining a social media presence too. That’s because it’s the place to be found. 4.55 billion people now use social media actively, and as a population, we spend a surprising 15% of our waking hours scrolling our social feeds. That popularity translates into more bookings for many tourism businesses. 

Let’s explore the role of social media in tourism marketing at key points in the customer journey – and how you can use it to maximize your reach and impact.  

How does social media influence tourism?

The importance of social media in the tourism industry cannot be overstated. Social media and tourism pair beautifully together, because they both focus on sharing experiences. 

As highlighted by global tourism industry statistics , social media’s impact on tourism can be particularly potent for younger demographics. 46% of Generation Z travelers say Instagram influences their travel decisions, with 50% also taking cues from Facebook posts. Millennials are just as receptive to social media, with 51% saying their travel decisions are influenced or inspired by Facebook interactions. Given that Millennials alone make up 31.5% of the global population, that can be a massive share of your market you can easily and affordably reach!

So, what exactly is the role of social media in tourism marketing and at which points in the customer journey can social media have an effect?

Building awareness & providing inspiration

Those social posts about lounging over the water in the Maldives, camping at Yosemite or going on safari in Tanzania ? They all inspire wanderlust and raise awareness of those unique places in the world.  Destination marketing can be just as important as promoting your specific products or services when it comes to the phenomenal impact of social media on tourism. As a result, effective social media marketing might not focus solely on inspirational content about your tours or activities but also highlight the truly amazing aspects of your special corner of the world.

Assisting with travel planning

Helping would-be guests dream about travel is a great outcome, but converting that interest to action is key for your business. Social media can be a powerful place to help customers form travel plans and solidify their travel dates. 

To encourage these positive social media effects on a tourism business, you could: 

• Post quick up-to-date videos on the best times of year to book
• Discuss any exciting events coming up in the area, and 
• Share useful tips about travel to your location

Easing the booking process

Now to convert that travel intent into active bookings. Online bookings can originate from a variety of sources – from Instagram, to big Online Travel Agents (OTAs) – so it helps to direct traffic to your own dedicated booking website or online tour scheduling software .

It’s so important that you have a secure, seamless online booking process available to capture interest from any location at any time of day. It’s also important that resellers and online travel agents can see live availability and make real-time reservations for your tours or activities, so you’ll be able to capture every ounce of that online interest.

Sharing experiences

The importance of social media in the tourism industry becomes crystal clear when you consider the way people love to share and recount their tourism experiences online. Social posts can be an incredibly important source of social proof, and a post from friends or family could be enough to inspire that next getaway. This is why it’s vital to follow up on your guest experiences with automated review requests for your website, social pages, or TripAdvisor. 

Benefits of social media marketing for tour operators

As a tour operator, you know the importance of reaching new customers and keeping existing ones engaged. Social media marketing can help you achieve both of these goals and much more.

In this section, we’ll explore some of the key benefits of social media marketing for tour operators.

Enhanced brand awareness

As a tour operator, social media marketing is an effective way to increase brand awareness. By creating and maintaining an active social media presence, tour operators can reach a wider audience and increase their visibility in the market. Social media platforms like Facebook, Instagram, Twitter, and LinkedIn allow tour operators to showcase their products and services, share customer feedback and reviews, and create engaging content that appeals to their target audience. You can also play around with Instagram stories to show the more human side of your brand. Schedule Instagram stories to come out during peak hours when your audience is online.

By regularly posting high-quality content and interacting with followers, tour operators can build a strong online community and establish their brand as a trusted authority in the industry. This can lead to increased bookings, as customers are more likely to choose a tour operator with a recognizable brand and positive online reputation.

Increased customer engagement

Social media marketing can be a powerful tool for tour operators to increase customer engagement. By regularly posting relevant and interesting content, responding to comments and messages, and actively participating in online conversations, tour operators can create a sense of community with their customers. This engagement can lead to increased customer loyalty and advocacy, as customers feel more connected to the brand and are more likely to recommend the tour operator to others.

Targeted and relevant ads

Social media platforms like Facebook and Instagram allow tour operators to create targeted and relevant advertisements that reach potential customers who are interested in their products or services. These ads can be based on a user’s interests, demographics, behavior, and more, ensuring that they are delivered to the right audience at the right time. This level of customization and targeting helps tour operators to maximize their advertising spend and improve their ROI by reaching people who are most likely to convert into paying customers. Additionally, social media platforms offer valuable analytics and reporting tools that allow tour operators to track the performance of their ads and make data-driven decisions about their marketing strategies.

Cost-effective marketing campaigns

One of the biggest online marketing challenges tour operators face is managing their marketing budget effectively. Social media marketing provides a cost-effective solution by allowing tour operators to reach a large audience with minimal spending. Compared to traditional advertising channels like print or TV, social media platforms offer much lower costs per impression or click, allowing tour operators to stretch their marketing dollars further.

On a similar note, social media platforms offer a range of advertising options to suit different budgets and objectives, from simple boosted posts to more advanced targeting options like custom audiences and lookalike audiences. By leveraging social media marketing, tour operators can maximize their reach and engagement while keeping their advertising costs under control. 

Social media tactics to reach customers and get more bookings

Social media is an essential marketing channel for tour operators who want to reach new customers and increase bookings. However, with so many social media platforms and marketing tactics available, it can be challenging to know where to start. 

Whether you’re just getting started with social media marketing or looking to take your campaigns to the next level, these tips and tricks will help you succeed. And if you’re looking for even more tour operator marketing ideas, you can check out more tour operator marketing ideas here.

• Share high-quality photos and videos of your tours and activities to showcase your offerings and entice potential customers
• Keep your Facebook page updated with fresh content and engage with your followers through comments and messages
• Use Facebook Ads to target specific audiences based on interests, demographics, and behaviors, and drive traffic to your website or booking page
• Join relevant Facebook groups for travelers, adventure enthusiasts, or people interested in your destination to promote your tours and interact with potential customers
• Utilize Facebook Events to promote upcoming tours and activities, and encourage followers to RSVP and share with their friends and networks.

• Share visually stunning photos and videos of your tours and activities to showcase your offerings and capture the attention of potential customers
• Use Instagram Stories to provide a behind-the-scenes look at your business and create a sense of exclusivity and urgency for potential customers
• Utilize Instagram Reels to create short, engaging videos that highlight the unique experiences and adventures you offer
• Collaborate with influencers or micro-influencers who have a following that aligns with your target audience, and have them showcase your tours and activities on their Instagram accounts
• Use relevant hashtags to increase your reach and attract potential customers who are searching for content related to your destination or activities
• Engage with your followers and potential customers by responding to comments and direct messages, and by following and engaging with relevant accounts in your industry

You can check out these great examples of tour operator Instagram pages for more inspiration.

• Share updates and news about your tours and activities on Twitter to keep your followers and potential customers informed and engaged
• Use relevant hashtags to increase the reach of your tweets and attract potential customers who are searching for content related to your destination or activities
• Monitor and respond to customer questions and comments on Twitter to provide excellent customer service and build a positive reputation for your business
• Retweet and engage with other relevant accounts in the tourism industry to build relationships and increase your visibility within the community
• Create high-quality videos showcasing your tours and activities, and upload them to YouTube to provide potential customers with a virtual tour and entice them to book
• Use targeted YouTube Ads to reach potential customers who are interested in your destination or activities, and drive traffic to your website or booking page
• Collaborate with relevant YouTubers or influencers to showcase your tours and activities to their audience and expand your reach
• Create virtual tours of your destination or activities to provide potential customers with an immersive and engaging experience, even before they book
• Utilize YouTube’s analytics tools to track views and engagement metrics and adjust your content and advertising strategies accordingly
• Create inspiring travel boards on Pinterest that showcase your destination and the experiences and activities that you offer
• Use relevant keywords in your board titles, descriptions, and pins to increase visibility and attract potential customers who are searching for content related to your destination or activities
• Collaborate with relevant influencers or travel bloggers to feature your destination or activities on their boards and increase your reach
• Include a “book now” call-to-action on your pins to drive traffic to your website or booking page

• Create short, engaging videos showcasing your destination and the experiences and activities that you offer on TikTok
• Participate in trending challenges and use popular hashtags to increase the reach of your videos and attract potential customers who are searching for content related to your destination or activities
• Use TikTok Ads to target specific audiences based on interests, demographics, and behaviors, and drive traffic to your website or booking page
• Collaborate with relevant TikTok influencers or micro-influencers to feature your destination or activities in their videos and increase your reach

Key takeaways

In today’s digital age, social media has become a crucial component of any tourism business’s marketing strategy. By leveraging the power of social media platforms like Facebook, Instagram, Twitter, YouTube, and Pinterest, tour operators can effectively promote their destination and activities, reach new customers, and increase bookings. From creating visually stunning content to engaging with followers and collaborating with influencers, there are countless ways that tour operators can use social media to drive business success.

Simply put, prioritizing social media marketing can be a key element of a business’s overall marketing strategy, tour operators can position themselves for success in the competitive tourism industry.

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Posted: 19/02/24

How Social Media is Defining Travel & Tourism in 2024

Author: Freya Mannion

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With a myriad of new social platforms, advanced technology and changing consumer behaviour, the landscape of travel has undergone a significant transformation. Let’s explore the profound impact of social media on the travel industry and vacation rental markets around the world.

Travel Inspiration

Social media has become the virtual hub for travel inspiration, allowing users to explore destinations through captivating images, engaging videos and overall aesthetically pleasing content from first-hand accounts shared by travellers. According to a recent study by Statista, 75% of travellers rely on social media for travel inspiration. TikTok, Instagram and Pinterest are all emerging as the go-to platforms for discovering new destinations, hidden gems and unique travel experiences.

Influencers and content creators wield major influence in shaping travel trends. Through visually attractive posts using trending sounds to compelling storytelling, influencers showcase not only the picturesque destinations they visit but also culinary delights, cultural experiences and adventure activities, inspiring millions to embark on a similar journey.

A study by We Are Social revealed that 37% of users get inspiration from photos and videos, 32% through recommendations and 24% via branded travel ads.

Booking Trips Through Socials

Social media has streamlined the trip-planning process, enabling travellers to research, book and manage their itineraries seamlessly. With integrated booking features and targeted ads, platforms such as Instagram, Facebook and Twitter facilitate direct bookings for flights, accommodation, activities and tours. With Instagram ads reaching 96.6% of active users every month, there is a total of almost 2 billion potential customers. This undoubtedly shows how social media has become a defining factor in holiday bookings.

The rise of travel-focused apps, such as Booking.com and Airbnb, integrated within social media advertising has empowered users to access personalised recommendations. This enhances customers’ overall booking experience and has become the fastest and easiest way to plan holidays.

Sharing Information and Experiences

Social media serves as a virtual travelogue, allowing users to document their adventures, share travel tips and connect with like-minded travel enthusiasts. From posting scenic shots to writing detailed travel guides, users leverage platforms like YouTube, Instagram and TikTok to showcase their holidays while offering valuable insight to viewers.

User-generated content plays a crucial role in shaping perceptions and decision-making, with reviews, recommendations and firsthand accounts influencing travel choices. According to Podium, 93% of consumers’ buying habits are based on reviews, highlighting the significance of social proof in the travel industry.

Impact on Vacation Rental Owners

Travel content has the ability to draw significant attention to a region, giving rise to “trending” destinations. A scroll through Instagram or a search on TikTok will shed light on the growing hotspots for travellers. Property investors in these areas benefit from significant demand from tourists and the ability to charge premium rates.

Investors with holiday rentals can also leverage social media platforms to effectively market and promote their properties. By showcasing stunning visuals, highlighting unique features, sharing guest experiences, and promoting the surrounding area, they can attract potential guests and look to differentiate their offerings from their competitors.

Social media can also be a great way to engage with previous guests, fostering a sense of community and loyalty. This enhances the overall customer experience and encourages repeat stays.

With its immersive content, interactive features and persuasive influence, social media has transformed how we discover, plan and engage with destinations around the globe. As technology advances and consumer preferences evolve, social media is poised to shape the future of tourism and vacation rental markets across the globe.

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The Impact of Social Media on the Tourism Industry

• By Christian Brandt
• August 6, 2023

In today’s digitally connected world, where friends, family, and even strangers are just a click away, social media has undeniably become an integral part of our daily lives. But have you ever stopped to ponder over the impact of social media on the tourism industry?

From sharing breathtaking travel photographs to seeking recommendations and reviews, social media platforms have revolutionized the way we plan, experience, and reminisce about our vacations. But their impact goes far beyond mere photo sharing.

It’s a fascinating terrain where influencers have the power to make or break a destination, where viral videos can turn a hidden gem into a must-visit hotspot, and where travelers can connect with locals in ways never before possible.

In this post, I will unravel the powerful impact of social media on the tourism industry and show how it’s changing the world of travel!

The Rise of Social Media in Tourism

In the not-so-distant past, the tourism industry relied heavily on traditional marketing channels like print media, television, and travel agencies. However, the rise of social media marked a paradigm shift in how tourism operates. Platforms like Facebook, Instagram, Twitter, and YouTube brought about a new era of digital connectivity, opening boundless opportunities for the industry.

Statistics showcase the significance of social media in tourism. Countless travelers turn to social media to research destinations, read reviews, and share their experiences. The industry leverages these insights to tailor services and cater to modern travelers’ preferences.

Smartphones play a vital role in facilitating social media engagement while traveling. Easy access to mobile internet and a plethora of social media apps empower tourists to document and share their experiences instantaneously. As a result, they become content creators, amplifying destinations’ reach and influencing other travelers’ choices.

Social media’s evolution continues to impact the tourism industry significantly. The ease of sharing experiences, the speed of information dissemination, and the power of digital connections have transformed how travelers plan, experience, and remember their journeys. The rise of social media in tourism has not only changed how we explore the world but has also revolutionized strategies employed by businesses and destinations to stay relevant in an increasingly connected world.

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Positive Impacts of Social Media on Tourism

Now let us delve into the positive impacts that social media has brought to the tourism industry. From increased exposure and customer engagement to the power of user-generated content, social media has transformed the way destinations are marketed and experienced. Let’s explore the fascinating ways in which these positive factors have shaped the landscape of modern-day travel.

Increased Exposure and Reach

One of the most significant positive impacts of social media on the tourism industry is the unprecedented increase in exposure and reach for destinations and businesses alike. Social media platforms serve as powerful marketing tools, allowing destinations to showcase their unique attractions, culture, and experiences to a global audience.

Furthermore, social media’s sharing capabilities enable travelers to share their experiences in real-time, acting as brand advocates and influencers for the destinations they visit. This organic word-of-mouth marketing extends the reach of destinations far beyond traditional marketing boundaries, reaching audiences that may have previously been challenging to target.

Through the strategic use of hashtags, location tags, and collaborations with travel influencers, destinations can gain more visibility and attract the attention of their target audience. The power of social media algorithms also plays a crucial role, as engaging and relevant content is often prioritized and exposed to a broader audience.

Enhanced Customer Engagement

Another positive impact of social media on the tourism industry is the enhanced customer engagement it facilitates. Unlike traditional marketing channels, social media allows direct and real-time communication between travelers and tourism businesses, creating a more personal and interactive experience.

Travelers can engage with destinations, hotels, airlines, and tour operators directly through comments, messages, and posts. This level of accessibility fosters a sense of trust and transparency, as businesses can respond promptly to inquiries, provide assistance, and address customer concerns. Positive interactions and excellent customer service on social media can lead to enhanced brand loyalty and repeat visits.

Moreover, social media serves as a platform for travelers to share their feedback and experiences openly. This user-generated content, whether positive or constructive, provides valuable insights for destinations and helps them improve their services and offerings.

In return, tourism businesses can share updates, promotions, and behind-the-scenes content, keeping their audience informed and engaged. This two-way communication strengthens the relationship between travelers and businesses, creating a community of passionate advocates for the destination.

Additionally, social media allows destinations to run engaging contests, polls, and interactive campaigns, encouraging travelers to actively participate and share their experiences. This gamification of content further boosts engagement and expands the reach of the destination’s message.

User-Generated Content (UGC)

User-Generated Content (UGC) has emerged as a game-changer for the tourism industry, revolutionizing the way destinations are perceived and marketed. Unlike traditional promotional materials, UGC relies on authentic and unbiased content created by travelers themselves, making it a powerful tool in shaping traveler perceptions and influencing their travel decisions.

The impact of UGC lies in its ability to build trust and credibility. When travelers see real people enjoying and endorsing a destination, they feel more confident and inspired to explore it themselves. UGC acts as social proof, assuring potential visitors that the experiences showcased are genuine and attainable.

Destinations have embraced UGC by curating and featuring this content on their official social media accounts, websites, and marketing campaigns. By doing so, they not only amplify the reach of UGC but also strengthen the sense of community among travelers. This inclusive approach makes travelers feel valued and recognized, leading to a higher level of engagement and brand loyalty.

In addition to its influence on potential travelers, UGC also provides invaluable insights into destinations. By analyzing the content shared by travelers, businesses can identify emerging trends, understand customer preferences, and make data-driven decisions to enhance their offerings.

Furthermore, the rise of digital influencers and travel bloggers has amplified the impact of UGC. Collaborating with these influencers allows destinations to tap into their dedicated and engaged audiences, creating a ripple effect of UGC that spreads across social media channels.

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Fostering Digital Influencer Partnerships

Fostering digital influencer partnerships has emerged as a strategic approach for the tourism industry to leverage the power of social media and reach wider audiences. Digital influencers, such as travel bloggers, vloggers, and social media personalities, have amassed dedicated and engaged followings, making them influential brand advocates for destinations.

By collaborating with digital influencers, tourism businesses can tap into their authentic storytelling and captivating content creation skills. These influencers can showcase destinations in a relatable and aspirational manner, resonating with their followers and inspiring travel decisions.

When digital influencers share their travel experiences, it creates a ripple effect of user-generated content (UGC). Their followers often engage with and share the content, extending the destination’s reach far beyond traditional marketing efforts.

Influencer campaigns can take various forms, including sponsored trips, product reviews, and destination takeovers. These collaborations provide a dynamic and immersive experience for the influencer’s audience, encouraging them to explore the destination through the influencer’s lens.

However, transparency and disclosure are essential in influencer partnerships. Ensuring that sponsored content is identified as such maintains trust and credibility with the influencer’s audience.

Beyond the immediate impact, influencer partnerships can have long-term benefits. Building ongoing relationships with digital influencers can result in sustained visibility and continuous engagement with the destination’s target audience.

Negative Impacts of Social Media on Tourism

Let us now examine the negative impacts that social media can exert on the tourism industry. As much as social media has revolutionized travel experiences, it also brings forth unique challenges and considerations that destinations and businesses must navigate. So let us now delve into the darker side of social media’s influence on tourism and explore ways to address these concerns responsibly.

Overtourism

Overtourism stands as a significant negative impact of social media on the tourism industry. While social media has undoubtedly amplified the visibility of destinations, it has also led to the exponential growth of tourist footfall, surpassing the carrying capacity of certain places. 

As picturesque locations and unique experiences are shared widely on social media, they become viral trends, attracting hordes of travelers seeking to capture the same enchanting moments. As a consequence, popular destinations face overcrowding, congestion, and strain on local infrastructure and resources.

Additionally, overtourism can lead to increased prices, gentrification, and displacement of residents as the focus shifts from sustainable growth to short-term profits.

Addressing overtourism requires a multifaceted approach. Destinations must focus on sustainable tourism practices, manage visitor numbers through innovative measures like visitor quotas or timed entry, and promote lesser-known attractions to disperse tourist traffic.

Furthermore, social media influencers and travelers alike have a responsibility to promote responsible tourism practices, encouraging a mindful approach that respects local communities and their environments.

Misinformation and Negative Reviews

Misinformation and negative reviews represent another significant negative impact of social media on the tourism industry. While social media provides a platform for authentic user-generated content, it also opens the door to the spread of false information and negative feedback, which can have detrimental effects on destinations and businesses.

In the age of information, rumors and inaccurate details about destinations can quickly circulate through social media channels. Misleading content, whether unintentional or malicious, can harm a destination’s reputation and dissuade potential travelers from visiting.

Negative reviews and complaints posted on social media platforms can significantly influence a traveler’s decision-making process. One negative experience, blown out of proportion, can create a lasting impression on potential visitors, impacting a destination’s tourism revenue.

The challenge for the tourism industry lies in managing and addressing such misinformation and negative reviews effectively. Proactive reputation management and prompt response to customer feedback are crucial in mitigating the impact of unfavorable content.

Destinations and businesses can also focus on encouraging positive customer experiences and cultivating a strong online presence through engaging content and exceptional customer service. Building trust and credibility with their audience can counterbalance the effects of isolated negative incidents.

Privacy and Security Concerns

Privacy and security concerns emerge as significant issues arising from the impact of social media on the tourism industry. As travelers share personal information, location data, and travel plans on social media platforms, they inadvertently expose themselves to potential risks and threats.

One primary concern is the risk of privacy breaches. When users share their travel itineraries and check-ins, they may unknowingly disclose sensitive information, making them vulnerable to theft, fraud, or even physical harm if accessed by malicious entities.

Geotagging features on social media posts can pinpoint a traveler’s exact location, potentially revealing their absence from home and making them susceptible to burglary. Similarly, oversharing travel plans may lead to unwanted attention or safety risks.

Additionally, public Wi-Fi networks often used by travelers can be vulnerable to cyber attacks, compromising personal data such as passwords and credit card information. The use of public charging stations could also expose devices to data theft through USB ports.

Destinations and tourism businesses face their own privacy and security challenges. From managing customer data to ensuring secure online transactions, protecting visitors’ personal information becomes a crucial responsibility.

To address privacy and security concerns, travelers must exercise caution when sharing personal details on social media. Utilizing privacy settings and restricting the visibility of posts can help minimize exposure to potential risks.

Tourism businesses can implement secure payment gateways, encryption protocols, and data protection measures to safeguard customer information. Providing clear guidelines to visitors on responsible social media use during their stay can also contribute to a safer travel experience.

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Case Studies: Real-Life Examples

In this section, I will present five instances that showcase the powerful influence of social media on the tourism industry. From destinations experiencing unprecedented growth to unique travel trends sparked by digital platforms, these real-world examples reveal the transformative nature of social media in shaping our travel experiences. 

1) Iceland’s Tourism Boom

Social media played a significant role in promoting Iceland as a picturesque destination. Stunning landscapes, including the Northern Lights and unique natural wonders, were shared widely on platforms like Instagram, attracting a surge of tourists. While this brought economic benefits, the sudden influx also led to overtourism concerns, pushing the Icelandic government to adopt sustainable tourism practices and manage visitor numbers effectively.

2) Tourism Recovery in New Orleans

After Hurricane Katrina devastated New Orleans, social media played a crucial role in the city’s recovery. Local businesses and tourism authorities used platforms like Twitter and Facebook to share updates on rebuilding efforts and showcase the city’s cultural richness. As a result, travelers were encouraged to support the revitalization, contributing to the city’s tourism resurgence.

3) The Rise of Geotagging in Bali

Bali’s pristine beaches and lush landscapes attracted hordes of travelers seeking idyllic vacations. With the rise of geotagging on Instagram, popular spots in Bali became viral trends, leading to overcrowding and environmental degradation. As a response, local authorities launched campaigns to raise awareness of responsible tourism and protect the island’s fragile ecosystems.

4) Airline Crisis Management

Airlines have faced numerous challenges with social media, as negative incidents and customer complaints can quickly go viral. Companies like United Airlines and British Airways experienced public relations crises when videos of passenger mistreatment circulated on social media. Responding swiftly and transparently to such incidents became critical in managing their reputations and restoring public trust.

5) Airbnb’s Influence on Travel Trends

Airbnb disrupted the traditional accommodation industry with the power of social media. Its user-friendly platform allowed travelers to share their unique and authentic stay experiences, inspiring others to opt for local and personalized lodging options. As a result, boutique hotels, homestays, and experiential accommodations gained popularity, reshaping travel preferences and fueling a demand for more meaningful travel experiences.

These case studies demonstrate how social media’s impact on the tourism industry can be both transformative and challenging. They highlight the importance of responsible use, strategic marketing, and proactive measures to navigate the evolving landscape of modern-day travel.

Social media has had a profound impact on the tourism industry. It has revolutionized the way travelers research destinations, connect with other travelers, and share their experiences. Both tourists and businesses must navigate these challenges effectively, as social media continues to shape and transform the tourism landscape in significant ways.

Now how about you? Feeling inspired by the transformative power of social media on the tourism industry? If you’re ready to embark on your own unforgettable travel experiences and explore destinations like never before, feel free to use the search widgets or click on the ad banners on this website to plan your next adventure.

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Elevate Your Hotel and Travel Business with Social Media: Strategic Insights for Decision Makers

Written by Anna Sonnenberg

Last modified Sep. 19 2024

Table of Contents

For hotels and travel businesses, social media is an essential channel for customer acquisition, engagement, and loyalty. When planning trips,  75% of people use social media as a source of inspiration. And nearly half choose Instagram-worthy destinations to show off their travels online.

So, how can your brand leverage this channel to influence travel decisions and get more bookings? In this article, we’ll cover how to use social media marketing to attract, engage, and convert customers via organic posts, social ads, user-generated content (UGC), and influencer marketing.

Overview of Social Media for Marketing and Branding

Social media marketing is all about building your brand, connecting with customers, and promoting your business on the platforms where your customer base spends time. With social media, you can reach your target audience at every stage of the funnel—from awareness to consideration to conversion to loyalty.

Whether you’re in a competitive hotel category or an emerging travel niche, social media is ideal for showcasing your unique brand identity. From the look of your photos to the feel of your videos to the tone of your captions, your brand’s identity can set it apart from the competition and attract customers across platforms.

For example, Holiday Inn Express uses multiple social channels to promote the hotel chain’s affordable rooms and free perks. In a Facebook post , the brand spotlights a hotel near a major sporting event, showcasing the convenient location, comfortable rooms, and complimentary breakfast.

In an Instagram post , the brand highlights free breakfast offerings, a unique selling point for the hotel.

In a TikTok video , the brand uses trending audio to create a meme about customers’ love for the hotel’s free cinnamon rolls.

How Social Media Can Influence Customer Decision-Making

From Facebook posts to Instagram Stories to TikTok videos, social media gives hotels and travel brands countless opportunities to influence travel decisions and guide customers toward a conversion.

One way to capture interest and inspire bookings is through storytelling. Weave compelling narratives with photos, videos, and words to give followers a feel for the destination and the experiences that await.

The Las Vegas Convention and Visitors Authority uses Instagram stories to share experiences from a tourist’s point of view. The story below walks followers through a multi-course meal at upscale restaurant Wakuda, located inside The Venetian Resort.

No matter which format you opt to use, always aim to produce high-quality images and videos. When you prioritize visual appeal, you’ll have an easier time grabbing attention and holding interest as viewers scroll through their social media feeds.

On Facebook, Viking Cruises publishes eye-catching images with text overlays that quickly introduce the topic. The post below also includes several photos that give followers a glimpse of what to expect from the itinerary.

As a hotel or travel brand, you don’t always have to create original content for social media. Sometimes you can let customers do the talking.

When you share testimonials and reviews, you create social proof that has the power to influence customer behavior. Because  99.9% of consumers read reviews before making purchases online, sharing customer quotes on social media can positively impact followers’ travel choices.

In the Facebook post below , the InterContinental Chicago Magnificent Mile quotes a happy hotel guest, shares their photos, and encourages followers to book a similar stay.

User reviews are just one way to let customers do the talking. Influencer collaborations can also help you share authentic experiences while boosting brand credibility and swaying customer decisions. We’ll discuss influencer marketing in depth below.

How Social Media Can Provide Direct Communication and Customer Engagement

One of the biggest benefits of social media is the opportunity it creates for two-way communication. No matter which social platforms your brand uses, you can use them to engage with customers and followers.

In many cases, you can communicate with customers in real-time. For example, you can:

• Respond to customer questions via direct message (DM).
• Engage with followers’ comments on your social media posts.
• Provide customer support and assist with bookings.

To respond to customers more efficiently, use a unified social inbox . With Agorapulse, you can monitor comments and messages for all connected social profiles on a single browser tab. This means you can stay on top of all engagements without having to jump between tabs or sign in and out of accounts.

Agorapulse also supports saved replies . Create a library of responses to common questions or comments to reuse them easily. Before pressing “send,” personalize your reply or tailor your offer based on previous interactions with the customer.

On some social platforms, you have even more options for connecting with customers. For example, Facebook has groups that allow both brands and customers to post content and start conversations.

Instagram has broadcast channels where travel creators can share announcements and ask questions. Travel agent  @disneywiththeminnies has a broadcast channel for sharing resources and polling followers.

On platforms like TikTok and Instagram, you can reply with a video when a written comment won’t do your response justice. In the TikTok video below , @heather_thetravelagent responds to a follower’s question about the top Disney cruise ships.

Key Social Media Platforms for Hotel and Travel Businesses

Before you invest resources into creating social media content, make sure to choose the best platforms for your brand. Let’s take a look at a few of the most important social media channels for hotels and travel businesses.

Facebook is ideal for telling travel stories through photos, short-form reels, and long-form videos. Since this platform allows external links in posts, it’s also great for linking out to booking pages, special offers, or news.

The Ritz-Carlton Hotel Company  uses Facebook to announce new hotel locations and share links to resort landing pages. In all of its Facebook posts, the brand includes high-quality images to convey the upscale experiences that await at each hotel property.

To encourage customer loyalty, consider creating a Facebook group. There you can start discussions, members can ask questions, and your brand can reward loyal guests with special offers.

Sister travel businesses The Mouse for Less and The Magic for Less have a dedicated Facebook group for travelers interested in Disney and Universal Studios vacations. Members can use the group to learn about discounts and find resources to plan their trips.

If Millennials and Gen Z make up a large percentage of your target audience, plan to prioritize Instagram . Out of all social platforms, Instagram is the top choice for trip planning among these two groups.

Between feed posts, carousels with up to 20 images or videos, and short-form Reels, travel brands have plenty of options for visual storytelling. For example, you can create reels featuring mini-guides to destinations or carousels highlighting hotel amenities.

Lonely Planet uses both formats to publish visually appealing destination guides and travel tips. In the Lonely Planet Reel below, a travel editor walks viewers through a trip to Hong Kong, giving the guide a personal touch.

Because they automatically disappear in 24 hours, Instagram stories are ideal for sharing limited-time offers or less polished content that might not fit on your feed. Stories are also great for sharing UGC made by guests.

The Grand Hyatt Baha Mar uses stories to share guests’ content. This approach is helpful for thanking creators and giving followers a glimpse of how their visits could look.

X certainly supports visual content. However, hotel and travel brands tend to use it less for storytelling and more for announcing news, sharing time-sensitive updates, and participating in travel-themed X chats.

The  Royal Caribbean post below announces a travel award and shares several eye-catching images. But to read the full story, followers have to tap the link.

Norwegian Cruise Line also uses X to share external links and promote offers. In the X post below, the cruise line uses the platform’s poll feature to ask followers about their upcoming travel plans.

Some hotel and travel brands also use X to provide customer support, and some have dedicated profiles for this purpose. In the Choice Hotels post below, the hotel chain provides time-sensitive assistance for a guest.

Because both Gen Z and Millennials consider YouTube their second favorite platform for planning trips, it should be a priority for most hotel and travel brands. As a video-based platform, YouTube is ideal for creating immersive content like virtual hotel tours and complete destination guides.

Below, travel brand Attaché shares a long-form guide to the innovative food scene in Vilnius. The video description includes links to the brand’s other guides to Vilnius and nearby European cities, helping to boost views across the channel.

Another smart strategy for increasing video views on YouTube is collaborating with vloggers. When you work with vloggers, you can benefit from their talent and tap into their audience.

Travel creator Oneika Raymond hosts Marriott Bonvoy’s About the Journey series. In each episode, she welcomes various guests, who provide unique takes on destinations they know and love.

To maximize the visibility of your content, keep YouTube search engine optimization (SEO) basics in mind. Include keywords in video titles and descriptions to make them easier to discover via search. Experiment with thumbnails to determine which styles are best at attracting views.

As a short-form video platform, TikTok is best for publishing engaging videos and entertaining memes for younger audiences—mainly travelers aged 18 to 34 .

Expedia uses TikTok to share short videos featuring travel tips and 24-hour destination guides. The travel brand publishes content produced by accomplished travel vloggers, such as the  guide to Reykjavik below.

When you create content for TikTok, keep trends in mind. Consider how you can make them relevant to your travel or hotel brand.

In the TikTok video below, Hilton shares the hotel brand’s take on the “things I’d win a gold medal in” viral trend. The brand also responds to top comments to build stronger relationships with followers.

Strategies for Effective Social Media Marketing

Whether you opt to focus on one or all of the platforms above, you need a social media marketing strategy to reach your goals. Use these tips to develop an organic and paid strategy for your hotel or travel brand.

Creating a content strategy

Before you begin creating content for social media, work with your team to set goals. Prioritize SMART social media goals , which are:

• Specific : Clarify what you want to achieve and why.
• Measurable : Choose a goal you can quantify so you’ll know when you’ve achieved it.
• Attainable : Pick a goal you can realistically achieve, given your available resources.
• Relevant : Focus on a goal that aligns with your organization’s business goals.
• Timely : Set a time frame, including milestone dates for major goals.

For example, suppose your hotel brand aims to drive more business with social media to meet the organization’s quarterly sales goal. Your social media goal might be to secure 500 bookings before the end of the quarter using a mix of YouTube videos, Instagram reels, and Facebook posts.

Next, map out a content calendar that supports your goal. Make sure to consider key dates like seasonal sales, industry trends, and local events.

With Agorapulse’s publishing calendar, you can add notes with general ideas and drafts of posts in progress. You can also schedule posts for specific times or publish them immediately.

You can easily cross-post between social profiles, too. Just create a single post, select all the profiles where you want to publish, and customize as necessary. For example, you may want to add a link to Facebook posts or hashtags to Instagram posts.

Leveraging user-generated content

Content created by happy guests can sway travel decisions just as much as (or even more than) branded content. As a result, it’s a good idea to supplement your team’s original content with UGC.

To collect UGC, encourage guests to share their experiences. If you plan to share their content in the feed, ask for permission first. Then credit the original creator in the caption.

Rick Steves asks followers to share photos in the comments of Facebook posts. Travelers get to show off their trips, and the brand gets to collect UGC showing people visiting the landmarks featured on travel guide covers.

The Hyatt Zilara Riviera Maya includes a hashtag in the hotel’s Instagram profile. When guests add the hashtag to their posts, the hotel can easily find the content and share it.

With Agorapulse, you never have to miss great UGC. When you set up a social listening search for your brand, you’ll get notified when an account mentions your profile or uses your hashtag on select social platforms.

To collect an even higher volume of UGC, incentivize guests. Consider running a contest that rewards guests for creating and sharing content. You might offer rewards points, a complimentary meal, or a free tour.

Collaborating with influencers

More than 40% of people take note of travel influencers when planning trips. In some markets (UAE, India, and Indonesia) influencers have an even greater impact on travel-related purchases.

No matter where your hotel is located or where your travel business is based, it’s worth experimenting with influencer marketing. The key is choosing influencers whose audiences align with your own and share similar interests, values, and demographics.

On Instagram, Viator partnered with Shawn Johnson to promote a tour of Paris. By recruiting the Olympian to promote the travel brand during the 2024 games, Viator made the collaboration both timely and relevant to its adventurous audience.

When you collaborate with influencers, make sure to set goals before launching the campaign. This way, you’ll be able to gauge whether the campaign is successful and make an informed decision about the next one.

Common influencer marketing goals include:

• Attracting more social media followers
• Getting views and increasing brand awareness
• Generating bookings and sales, which you can measure via the influencer’s unique promo code

Paid advertising and promotions

To reach more ambitious social media marketing goals, consider using ads. Even with a small budget, you can create a marketing funnel that attracts new customers and guides them toward a conversion.

With brand awareness campaigns, you can introduce your hotel or travel brand to a new audience and generate interest. Then, you can use remarketing campaigns to target people who have engaged with your brand or content.

However, each social platform requires its own unique strategy. On YouTube, test a mix of vertical short-form video ads and longer in-stream ads. On Facebook and Instagram, experiment with both video and image ads.

Monitor the results closely to measure ad campaign results. In addition to tracking conversions, pay attention to metrics like impressions and clicks.

Based on your findings, iterate on your ads. For example, if your video ads have a lot of views and clicks but few conversions, experiment with another offer or optimize your landing page.

Measuring Success and Adapting Strategies

The best way to confirm whether your social media strategy is successful is to measure the results. Use these guidelines to measure organic results, create social media reports , and adapt your social media strategy.

Key performance indicators (KPIs)

It’s tempting to monitor  all available social media metrics. However, the most important metrics to measure are the ones that align with the goals and KPIs your team set when developing your strategy.

Some of the most useful metrics to measure include:

• Audience growth : Measure follower growth.
• Brand awareness : Monitor impressions, video views, and mentions.
• Engagement : Track likes, comments, shares, and saves.
• Conversions : Measure clicks and conversions like bookings and reservations.
• Return on investment (ROI) : Monitor revenue and ROI from conversions.
• Sentiment : Track positive and negative customer sentiment .

Analyzing social media data

You can certainly monitor metrics for each social profile using native tools. However, checking separate social media platforms tends to be overly time-consuming, especially if you monitor multiple profiles or brands.

With Agorapulse, you can track KPIs for all your social profiles in one place. Our social media management platform tracks everything from audience growth and impressions to engagement and brand awareness. As a result, you can easily see whether you’ve reached your KPIs.

Agorapulse Facebook engagement report

When you connect your brand’s Google Analytics 4 account to Agorapulse, you can track conversions, too. Our social ROI reports show all conversions attributed to social media, including breakdowns by channel, profile, campaign, and even content type. This way, you know exactly how much value your efforts are generating.

Agorapulse ROI report

Since Agorapulse offers competitive reports, you can spot trends and see how your social media performance has changed over months, quarters, or years. With these insights, you can make data-driven decisions to refine your strategy and improve your results.

Continuous improvement

Social media marketing isn’t something you can set up to run in the background without oversight. To succeed with social media, you have to stay on top of trends and aim to keep improving your results.

To monitor trends, follow industry outlets like Social Media Today . It’s also worth following the social profiles and blogs of the platforms your brand uses. For example, the Instagram blog shares announcements and tips.

When new features and content types launch, plan to experiment with them. Some may not work for your audience. But when you find any that do, you can include them in your content strategy.

Don’t forget to keep an eye on the competition. Copying their approach is never a good idea. But they can provide inspiration and give you ideas for approaches to try with your audience.

Final Thoughts on Social Media for Hotel and Travel Businesses

Whether you want to grow your customer base, inspire travel, or book more reservations, a strong social media strategy is key. With a mix of organic and paid content, UGC, and influencer partnerships, you can build relationships with followers, attract loyal customers, and get more business.

To manage these moving parts effectively, you need the right tool. As a complete social media management solution, Agorapulse is the only tool you need. Agorapulse handles everything from scheduling content and managing engagement to social listening and social analytics for all your social profiles.

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