At E-strategia we wanted to collect the results of the study that Facebook and Deloitte have carried out, entitled ' Digital traveller: social networks as a source of inspiration for the sector', because the tourism sector is one of the fastest growing in the digital world; with it, the advantages and opportunities that tourism companies can obtain from social networks are made clear . In addition, this study aims to promote the competitiveness of tourism companies towards their clients, since the activity of these 'multi-tourist' travellers on social networks is increasing and has more impact on the marketing strategies of tourism companies.
The Digital Traveler
This study reveals the 10 most relevant trends for the new digital traveller .
It is essential to adapt to new consumer behaviours, a profile of a more experienced traveller , with more knowledge, more demanding and looking for experiences of high qualitative value at affordable prices, which adapt to a minimum budget. In addition, consumers now want to receive a more personal service from companies , something that companies in the sector must bear in mind.
As World of Mouth Marketing predicts , around 70% of companies austria business email list plan to increase their investment in social networks next year, a sign that this study is very necessary to be able to observe the behavior of users and their way of doing tourism .
Among other things, companies can no longer divide customers into different segments; all travelers now make all types of trips .
The study concludes that trips are increasingly shared on Facebook; in fact, this new trend makes family and friends very influential when it comes to going on holiday; a fact that reflects the fact that 89% of those surveyed admit to being inspired by the holidays of their closest circle when organizing their own.
Facebook is also encouraging people to take their holiday trips more and more often. Almost 90% of users say they have been encouraged to choose a destination they had never even considered after seeing posts of their family and friends enjoying themselves in certain places. In addition, around 90% of those surveyed trust the advice or experiences shared by their family and friends more than those they can find on any travel planning website when it comes to planning their experience. They also consider the help of this social network to be essential when it comes to organising their trip .
The Digital Traveler
In short, Facebook is always present in the process of preparing a trip:
- When the user starts dreaming about a destination : More than 80% of those surveyed admit to enjoying looking at photos of their family and friends' vacations
- When planning a trip : Facebook is an infinite source where users can resolve any questions about a destination with the help of other travelers.
- During booking : 99% admit to having checked Facebook before and after booking.
- On the trip : Travelers seek to disconnect from their routine but not from Facebook. In fact, they share all their experiences and experiences during their trip so that their friends and family can witness it.
- Arrival . The study reveals that one of the first things users do when they return from their holidays is to connect to Facebook . 100% of those surveyed admit to sharing something about their holidays.
We live in a world of information , where we are 'hooked' on new devices. This chaotic and disordered 'rain' of data or opinions is a challenge for companies that have to sort out the information, but also an advantage, since all this information will allow them to better understand their customers and act in a personalized way for each one of them or, also, they can take advantage of the situation to reach the friends and family of the digital traveler .
