Facebook title


Travel Tech

Social media is crucial for any organisation in tourism. In the US, 75% of consumers are looking for deals on social media, around 30% particularly for travel. It is therefore very important to get the most out of individual social media channels. Customer reviews and positive feedback on social media can make a huge difference for tourism companies. They should try and make use of the consumer as a powerful marketing tool that can start a conversation around the tourism brand. This article will look at key tips in terms of how to make the most out of Facebook advertising (Marketing 2013).


This year, Facebook has launched its Graph Search providing major opportunities for consumers and the tourism industry. Consumers can now search for hotels for example within Facebook and the social network will display search results based on friends’ previous check-ins or posts. This very personalised search provides major opportunities for consumers as they can read friends’ reviews and comments that can help them in the decision making process. Tourism companies therefore need to provide their exact location and ensure that sufficient information is being provided about the company’s services and products. It is crucial for tourism companies to encourage consumers to write reviews about their experiences on the Facebook page in order to increase the organisation’s fan base as well as reach in the social network.


Consumers are very powerful marketing assets that tourism companies should utilize, as worldwide travellers are looking for travel info on Facebook. Engaging consumers and making them share content on the social network will increase tourism companies’ promotion on Facebook. The social network is also offering the opportunity of page post ads and sponsored stories that can influence consumers in their decision making process when searching for information on Facebook.


User generated content can make a difference and convince consumers that they want to experience similar things as their friends did. Especially photos and videos are key, as these provide major opportunities for tourism companies’ marketing purposes. Tourism companies should therefore encourage consumers to check-into locations and share content with others in the social network. This can influence other consumers’ opinion about brands or tourism companies for the better.


Consumers are looking for information they can trust on social networks. As Facebook is integrating TripAdvisor reviews into the social network, consumers can access reviews and user generated content directly in Facebook. Encouraging consumer feedback through Facebook is therefore crucial, as consumers trust this content a lot more and can use this content for their research process.


Consumers trying to make a travel decision will visit more than one website in this process. Facebook needs to be used to re-engage consumers who already showed interest into the travel brand. In this process, marketers need to be sure they know in which stage of the buying cycle the individual consumer is in, in order to address them with a specific message. Marketers can also make use of custom audiences in which tourism companies can target specific consumers on the basis of offline information provided. This can be another way of getting the most out of Facebook as a marketing channel. Tourism companies worldwide need to ensure they are engaging consumer, making them share content and reviews and re-engage consumers already interested in the brand. Using tools within Facebook at their full potential will ensure that tourism companies will be successful on the social network.

More from #DTTT

  • In June we present:
    Creating an Inspiring Staycation Campaign with Visit Greenland – Weekly Tourism Impact Call: Week 12
    DTTT · Creating an Inspiring Staycation Campaign with Visit Greenland With the staycation set to become the new travel trend as restrictions ease, how can destinations adapt to attract the domestic market and restart tourism? This is a key question for the industry which sees the staycation as a solution. The staycation is a movement [...]
    #Staycation #recovery #COVID-19 #strategy #tourism #Visit Greenland
  • In May we present:
    What’s the appetite for Travel? with Beautiful Destinations – Weekly Tourism Impact Call: Week 11
    DTTT · What's the appetite for travel? with Beautiful Destinations Recovery is now in sight for many destinations and much is being done to improve destinations to make them safe and ready for travellers when they arrive. Whilst the focus has been on the impact to destinations for much of the pandemic, this has now [...]
    #recovery #COVID-19 #beautiful-destinations #industry #tourism #travel
  • In May we present:
    Sustainability Opportunities for Destination Recovery with Dr Cara Augustenborg – Weekly Tourism Impact Call: Week 10

    Sustainability is a key issue for the industry as it prepares for recovery. The fast-moving pandemic has been severely disrupting tourism and its impact will change the industry, academic engagement, and customer behaviour. The question many destinations are now asking is how can we be sustainable post COVID-19? We dedicate our tenth Tourism Impact call […]

    #ecotourism #recovery #COVID-19 #sustainability #industry #tourism
  • In May we present:
    Digitalisation and Sustainability solutions for recovery – Weekly Tourism Impact Call: Week 9

    As part of our efforts to react and support the industry, the #DTTT began hosting our popular Tourism Impact calls 2 months ago. Now going into the ninth consecutive week, we reflect on what has been an interesting and insightful journey so far. In many lively discussions, we’ve shared perspectives about COVID-19 impact, destination strategy […]

    #recovery #COVID-19 #sustainability #digitalisation #industry #tourism
  • In May we present:
    The Nordics COVID-19 Response

    How have the Nordic countries responded to the crisis? At the #DTTT, we have seen different approaches throughout the Nordic region and wanted to find out more. In a highly insightful interview we brought together the Tourism boards representing the capital cities of Norway, Sweden, Finland and Denmark to discuss their response to the COVID-19 […]

    #The Nordics #Response #COVID-19 #DMOs #marketing #strategy
  • In May we present:
    What travel will look like in the future with Doug Lansky – Weekly Tourism Impact Call: Week 8

    In our highly anticipated eighth Tourism Impact call, we discussed the different approaches of destinations who are at various stages of the recovery process. Recovering destinations are now looking for innovative product solutions as restrictions begin to ease and businesses start to re-open. Whilst for other destinations their recovery plans are still at the research […]

    #Doug Lansky #COVID-19 #DMOs #industry #strategy #tourism
Show more
© 2017 Digital Tourism Think Tank