One in three UK holidaymakers write online reviews
19th April 2010, 08:58 pm by Jo Stratmann
According to a recent report in Travel Mole, the travel and tourism industry is facing a social media revolution.
The Social Travel Report, carried out by independent media agency Total Media, has found that almost 70% of consumers surveyed use the internet to book their holidays, compared to 23% by phone and just 8% in-store with travel agents.
Those seeking to go away on a break trust complete strangers more than recommendations from the travel industry itself, and most British holidaymakers see the internet as an extension of the word-of-mouth recommendations they receive from friends and family.
Online reviews on social networking sites like Facebook, or travel websites like TripAdvisor, are now more influential than brochures, advertising, travel supplements and travel agents. And travellers are willing to write reviews, as well as be influenced by them – almost one in every three UK holidaymakers over the age of 16 has written an online review.
Perhaps surprising to some, it is a slightly older generation of consumers who are leading the travel social media revolution. 16-24 year olds are the most likely age group to visit a travel agent, while 74% of the 35-44 year olds who were surveyed use travel websites to book their holiday online.
So in order to regain lost ground, it seems that the more traditional travel and tourism operators need to become more social. Aside from developing a sustainable social media strategy, perhaps a more general message in this age of increased online conversation and heightened word-of-mouth is to engage with customers, not advertise to them. Share things that would be of interest, encourage them to review your products and offerings, and interact with them online on a regular basis. By bonding with customers through social media, rather then bombarding them with information and sales messages, perhaps more traditional travel operators can enjoy the success of some of their online counterparts.
Some more reading
- Death of the travel brochure as holidaymakers opt for online reviews (telegraph.co.uk)
- Online Reputation Management in the Hotel Industry (blogs.praized.com)
- Facebook and Twitter Change Travel Trends (travelinsurance.org)
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pligg.com:
One in three UK holidaymakers write online reviews…
According to a recent report in Travel Mole, the travel and tourism industry is facing a social media revolution. The Social Travel Report, carried out by independent media agency Total Media, has found that almost 70% of consumers surveyed use the int…
20 April 2010, 12:46 pmEdmond:
No doubt many would agree that the best marketing campaign of 2009 was “Best job in the world” (to work on a desert island). The campaign wasn’t really about employment but about promoting tourism in the area (part of Australia). Brilliant bit of marketing. It did actually use traditional advertising media (newspaper) but the advertising wasn’t traditional in approach. It was combined with social media, and other digital marketing methods, as well as PR and publicity, in a really creative way. Most important lesson learned from this (for me, at least): how effective an integrated marketing approach can be.
27 April 2010, 8:14 am(AFX UK Focus) 2010-05-01 04:00 Glance-PRESS DIGEST – Financial Times – May 1 | Best Franchise Advice:
[...] One іn three UK holidaymakers write online reviews | FreshNetworks blog [...]
1 May 2010, 9:34 pmWhy does the Travel Industry Despise Companies like Traverus Travel? | Blogging for Money:
[...] One in three UK holidaymakers write online reviews (freshnetworks.com) [...]
4 May 2010, 6:07 amLast Minute Holiday Cottages UK:
Do you think eventually the traditional travel agent will be surplus to requirements?
I still prefer to use the travel agent in-store. When booking online, I’m not sure if what they say it costs will truly reflect the costs. I have heard many stories about families whos tickets didn’t arrive. I would rather pay a little bit more for some friendly service and guaranteed safety.
Also, with regards to price, travel agents have to be slightly more flexible nowadays due to the huge competition. So try to barter a deal with them.
13 January 2011, 11:57 amjohnny:
The decision to go abroad or stay on our beautiful British soil for the holidays is a tricky one, especially with the pennies being the way they are. At the end of the day it’s if you can afford what you want, and if you can’t then we normally end up for second best. WHY? Shop around and you WILL get what you want.
5 February 2011, 10:13 am