Travel companies told to personalise social media

If there’s anyone with a personal touch, it is travel businesses
Social media will increasingly be used by businesses to personalise their products for the consumer.
Companies in all sectors are increasingly trying to connect with customers on a personal level, examples being Coca-Cola’s named bottles and Starbucks’ insistence on writing customers’ names on their cups, Bruce Martin, founder of social media consultancy Ginger Juice, said at the recent Elite Conference for Independents in Cadiz.
Social media gives companies an excellent opportunity to do this, especially in the travel industry, which he believes has a head start.
“Everyone wants to personalise, even if it is a bit fake,” Martin said. “If there is anyone with a personal touch, it is travel businesses. You have a connection with your customers that many big brands would kill for.”
He added that one way companies do this is by getting customers to share remarkable moments they have thanks to a brand. With travel companies so instrumental in people’s key special moments, from a weekend break to a honeymoon, they are well place to capitalise on personalisation.
There is a dark side to social media, however, Martin warned. Examples are tools like Whatsapp with 800 million users and Facebook Messenger with 700 million signatories. He said that while customers love the technology, the problem for companies is, unlike Twitter, that they cannot see the conversation taking place and are therefore unable to influence it.
“It is an interesting challenge for brands: how on earth do they deal with these things that are just going to grow and grow?” he said.
Martin reminded delegates of the basic rules to follow in order to be successful. Brands should not hector consumers over deals but instead have conversations with them. Silliness always works, he added, as do eye-catching images. And short, pithy pieces of writing are always more successful than longwinded and lengthy pieces of prose.
TTG Digital

x

Check Also

cruise, port, harbour, Oslo, Norway, halved, ships, turnaround, Per Erik Winther, manager, scandal, number, terminal, Royal Caribbean, build

Cruise visits to Oslo have halved. Why?

A former member of Oslo Cruise Network blames poor teamwork in Norway’s capital.

Bella, Copenhagen, center, mice, meetings, congress, 2018, biggest, Scandinavia, Denmark

Event kicks off big year for Bella Center

The almost 3,000 delegates now converging on Copenhagen are small fry compared to what’s coming.

Norway, winter, snow, mountains, avalanch risk, ski, sledding, weather, 2018

Ideal winter conditions in Scandinavia

It’s even possible to sunbathe in the mountains, a meteorologist claims.

Norwegian, Boeing 737-800, delivery, final, MAX, aircraft, type, low-cost, long-haul, flights

Norwegian’s last 737-800 delivery as MAX era starts

The airline takes delivery of its 100th direct-buy Boeing 737-800, an aircraft type that is already being replaced.

Nordica, Regional Jet, leasing, lessor, Estonia, LOT, Polish, Groningen, Tallinn

Estonian lessor expands its fleet

Regional Jet, founded by the national airlines of Estonia and Poland, will add two more planes to its fleet.

Norwegian Cruise Line, shipyard, NCL, Bliss, ship, build, launch, float out, Germany, sailings, mega-ship, karting, race track, Meyer Werft

First float-out for Norwegian Bliss

Norwegian Cruise Line’s new cruise mega-ship takes to the water ahead of its April launch.