Foursquare

Opinions: 

Travel Tech

There is no doubt about the importance of social media in the digital era, and especially for tourism, it is still increasing as travellers are more and more getting social, sharing experiences and engaging with with tourism brands. The more consumers are liking, commenting or pinning brands on social media, the better it is for these brand’s overall visibility on the web. Social media does impact on search, making it a very important topic for marketers to consider when trying to rank highly in searches. For consumers, it is also very interesting to read these more social comments that might show up in searches conducted on the search engine of choice. Local SEO is becoming increasingly important, especially for local busineeses, as SEO is actually integrating word-of-mouth, and other user-generated content in order to increase the overall transparency of businesses (iMedia 2013).

SOCIAL CHECK-INS

Social check-ins by consumers can be very powerful. As consumers are specifically checking into a local business or destination, there is a clear intent of the consumer to show that the business or destination was visited. This instantly increases the overall visibility of this particular location, as friends and family can see the check-in on Facebook, Foursquare or Yelp and also consumers who are searching for the business or location can also see that people have checked in through the improved local SEO.

FOURSQUARE

Foursquare is a platform very well known for social check-ins which approaches the check-in sphere in a more gamified way, offering incentives to consumers checking in. After checkin into a specific location several times, consumers can become the ‘mayor’ of this particular place or get discounts for food, drinks or tickets or even get something for free. This loyalty incentive works very well for many local businesses and also engages the consumer with the brand, making sure even small businesses can ensure that consumers are using their loyalty programme.

YELP

Yelp is a review site that added a check-in feature to compete with popular check-in sites such as Foursquare. Giving consumers the chance to check-in and leave a more personal review by also posting images is seen as a great way to take advantage of increased digital traffic to businesses sites and also real life visits to businesses which is the ultimate goal.

FACEBOOK

With the launch of Facebook’s graph search, check-ins have also become very important, as users searching their network for friends and family that have stayed in a certain place or hotel will instantly see whether their friends liked it. This social search and results shown will impact on their decision making. Encouraging consumers to check-in and leave a review is therefore absolutely crucial.

Integrating social into local SEO is essential for businesses in the future. Get social and local is therefore a key consideration for all tourism organisations wanting to leverage the power of social check-ins.

More from #DTTT

  • In June we present:
    New Normal, Same Visitors
    How can destinations safely reopen to international visitors? What are the strategies behind the reopening and what's the role of DMOs? These are only few of the questions we asked to VisitJamaica, who told us how they successfully managed to keep the nation safe for both of international tourists and locals, developing effective protocols and solid [...]
  • In June we present:
    Staycation Storytelling with Visit Estonia – Weekly Tourism Impact Call: Week 13
    DTTT · Staycation Storytelling with Visit Estonia Where do destinations find inspiration for their campaigns during COVID-19? How do they convince people to travel again and engage with the local tourism sector? With the focus on recovery and the domestic restart, we have seen many different campaign approaches aimed at the domestic market. The latest [...]
    #domestic tourism #recovery #COVID-19 #visit-estonia #storytelling #strategy
  • In June we present:
    Why is Design Thinking so important in identifying solutions?

    We are in an unprecedented moment in the industry’s history, which must redefine itself. Businesses must pivot, but with a purpose, destinations must demonstrate leadership, value and co-design a new future for tourism. In today’s remote world, amidst the uncertainty, we will enable the industry to develop empathy and co-create impactful outcomes for the benefit […]

    #solutions #recovery #remote design thinking #DMOs #strategy #tourism
  • 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
Show more
© 2017 Digital Tourism Think Tank