“Pictures or it didn’t happen” is the Millennial battle cry for authenticity in the modern era of travel. 76% of peopled surveyed by Trip Advisor reported sharing travel experiences on social networks (95% probably reported being deeply envious of their friend’s travel experiences. 5% are just lying.). Judging by the recent study, people are paying attention to these reviews. The study revealed that given equal prices, travelers are 3.9 times more likely to choose a hotel with higher review scores.
What can you do to enhance social amplification?
Given the rapid growth of social media engagement and its impact on converting lookers into bookers, brands are doing everything they can to stay ahead on social media.
- Language, language, language: TripAdvisor doubled the number of reviews from 100 million reviews in 2013 to over 200 million reviews in 2014. Although the volume of social media posts can be daunting, machine translation technologies and vertical translation platforms make translating reviews cost effective and instantaneous.
- Don’t forget video: in June 2014, Facebook (12.3 billion) served more video views than YouTube (11.3 billion). Cisco estimates that globally, online video traffic will be 55% of all consumer internet traffic in 2016. Translating video is not a nice-to-have anymore. They’re table stakes especially when so many solutions exist to meet every budget and quality requirement.
- Convert user generated content into actionable insight: Understand what resonates with modern travelers, where opportunities exist to overtake the competition, and monitor social interactions across 23 languages in real time with social intelligence tools. Social intelligence converts the world’s largest data set into a cost-effective market research tool that generates actionable insights that helps build awareness and connection with your brand.
In a world where parents are friends with their children and grandchildren on Facebook, social connection is an undeniable driving force for the travel industry. Superior travel brands who not only deliver a localized experience on social, but also leverage the social data set for actionable insight will leave their customers with unforgettable customer experiences, extending the experience for the customer, and driving revenue.
And one final thought, why brands aren’t capitalizing on the Millennial driven trend of ‘fakeation‘ given the rich visual data the meme is generating is another missed opportunity to enrich social interactions for the travel industry where ‘5 Travel Trends Shaping the Future of the Digital Experience‘ are very much evident.
What are your social travel experiences?