Social spaces vital

The latest eTravel Benchmark survey results show that more travel websites are encouraging their customers to engage with them via social media, and are developing apps for use on the move, offering customers a much more constant level of exposure to the brand, allowing for deeper engagement. However, the survey also found that sites dedicated to travel are, in general, failing to capitalise on the full potential of social media. By not suggesting that site visitors ‘share’ the product they have found, the company thus misses a golden opportunity for it to be seen by potentially hundreds of people socially connected to that person. Such exposure can be vital, as over half of respondents to a recent eDigitalResearch travel study said that friends and family inspire the choice of holiday destination. The eTravel Benchmark survey found that some sites are beginning to open communication channels with online users to help inform booking decisions, with some offering live help and chat facilities, as well as promoting links to established media pages.
Derek Ecclestone, research director at eDigitalResearch, said of the survey: “It is important that travel sites take the steps to communicate with online users through various platforms, especially social media sites such as Twitter, Facebook and Trip Advisor, where consumers are already conversing with one another. Holidays are often the biggest single expense of the year and our research demonstrates that consumer satisfaction is steadily increasing as travel sites begin to offer various contact methods and provide the service and reassurances that people now expect.”