With a total of 29 million visitors on desktop every month and a total of 41 million visitors in mobile, Google+ has nearly doubled in size on a year-on-year basis. Although the growth has been significant, it is still lacking behind its major competitors such as Facebook and Twitter. Facebook alone has a reported 1.2 billion members. However, the small size of Google+ also represents an opportunity for tourism marketers (eTourism Blog).
OPPORTUNITIES FOR TOURISM MARKETERS
Given that Google+ has not matured like its biggest rival Facebook, it offers hotels, destinations and other tourism service providers the chance to find an audience and engage with them more efficiently. This is partly attributable to the lower level of noise in Google+, which allows a businesses message to reach their audience better, without having to pay for promoting their post. Secondly, investing in Google+ is an investment in the future. As the network is strongly integrated in Google services, it runs less risk to fall away from popularity and become insignificant.
INTEGRATION WITH GOOGLE SERVICES
Google is interested in pushing its own platform. More recently, Google linked the Youtube commenting function to Google+ accounts. In addition Google+ has changed the way users scan search results, and recent studies confirm that the +1 feature has a measurable impact on click-through rates. Thirdly, Google Authorship allows content producers to prove the quality of their work by linking it to their Google+ profile. Although Google Authorship is not currently used as an organic search ranking factor, it seems highly likely that it will become one in the future, as more and more people seek to claim authority over their work online.
LONG TERM DEVELOPMENT
Considering how much Google invested in pushing its own platform, and establishing it as an alternative to Facebook and Twitter, it is clear that the social media network isn’t going anywhere. It will be around in the long term. However, this is not the only reason why it is important to invest in Google+. Google will is constantly introducing new features, which open up valuable marketing opportunities, such as Google+ Post Ads or AutoAwesome.
More from #DTTT
In June we present:Creating an Inspiring Staycation Campaign with Visit Greenland – Weekly Tourism Impact Call: Week 12DTTT · 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 11DTTT · 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