The travel sector’s strategy has changed, says a new report by Total Media, a UK-based media planning and buying agency.

“Six critical issues to consider with social media in travel” highlights six key trends of the report, driven by the “sociability” of consumers. First and foremost is the “word-of-mouth” experience – getting customers to talk about their experience and share it with others online. Handling praise as well as criticism is important: “be active in the reviews ecosystem.” We all know that SEO is important, and being “visible on search” is crucial. Mentioned many times is the keyword “inspiration” – advertising, content, and reviews need to inspire consumers to book dates and seek out deals. Lastly, they caution to avoid going after the young, flighty consumers who may be too busy to review – it’s the “older, mainstream consumer” who will be the influencer.

The SSN Take: With the consumer’s influence and your company’s inspiration, any market can be positively affected.

Samuel Hartman, April 6, 2010

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