How the Travel Market Can Capitalize on Social Media’s Commerce Explosion
Social media originated as a tool for connecting people, but it has since become one of the most important consumer marketing channels available. Now, social media is also evolving into a commerce tool—a place where customers and businesses can not only connect but also engage in transactions.
This is creating numerous opportunities for companies operating in the travel sector. Brands can use social media’s commerce features to expand their audiences, build more meaningful relationships with customers, and enable customers to book their trips without leaving their favorite social media platforms.
Here are just a few ways the travel market can capitalize on the social commerce transformation.
Enable Travelers to Make Purchases Through Social Media
Travel companies can leverage social commerce features to allow customers to book experiences directly through their social media accounts. This could be done by incorporating a "book now” or "buy now” button within social media posts or ads that are linked to the company's booking engine.
Customers could then conveniently and easily make purchases in just a few clicks, without having to leave the social media platform. The key benefit of this is that it reduces both the friction and time it takes for customers to book a trip. Instead of having to be redirected to a company website, customers can book their trips and add them to their calendars using a single social media app or website.
Additionally, travel companies could use features such as Instagram Shopping, Facebook Shops, and Twitter’s Shop Spotlight to showcase their products and services.
Incorporate Loyalty Programs into the Brand’s Social Media Presence
Incorporating loyalty programs into a travel company's social media presence can be a great way to reward customers for their loyalty and encourage them to become long-term customers. These loyalty programs can offer exclusive discounts, early access to new products and services, bonus reward points, or other benefits that are tailored to the company's target audience.
This strategy effectively turns a social media channel into a loyalty platform. Promotions, discounts, and other rewards can either be channel-agnostic or focused on a specific social media channel.
By utilizing various social media platforms and their commerce features, travel companies can build stronger relationships with their customers and increase engagement.
Encourage Customers to Create Content
Customers trust other customers more than brands. This much has been established after numerous studies have shown that most customers read customer reviews before making a purchase. According to Search Engine Journal, one study found that over 99.9% of customers read reviews when they shop online.
Customer reviews can be combined with other types of user-generated content, such as images, videos, and testimonials, to showcase experiences and feature them on social media. By encouraging existing customers to create content and share it on social media, travel companies can improve both engagement and trust.
Customer content (sometimes called user-generated content, or "UGC”) can be linked to specific promotions or sales. This will encourage more customers to explore those opportunities and book online.
Partner with Influencers to Get More Bookings
The social media influencer industry is one of the most prominent aspects of the social commerce revolution, and it represents an important opportunity for travel companies. By partnering with influencers, travel bloggers, and other content creators, travel brands can tap into new audiences and generate excitement for their offerings.
Influencers and content creators amass large audiences based on shared interests. That means travel companies can partner with them to build brand visibility with communities that are actively interested in what they have to offer.
Don’t Miss the Digital Travel Summit
Social media continues to evolve, but it is increasingly becoming an avenue for commerce. Travel brands should pay close attention to shifting trends in the social media space, especially the rise of virtual worlds and the Metaverse.
If you’re interested in learning more about how social commerce can help your brand, don’t miss the Digital Travel Summit, the conference destination for digital travel leaders.
The next Summit will be held on September 12th through 13th at the Westin Hilton Head Island Resort & Spa, South Carolina. Download the agenda today to learn more.