Travel must jump on social media bandwagon

The call to action by Paul Richer, senior partner at travel technology consultancy Genesys, came as web researchers Experian Hitwise revealed that Facebook accounts for one in every seven pages viewed by UK internet users.

The social networking site accounted for 14.5% of all UK internet page views during September 2009, and was the second most visited website after Google UK.

However, because users view a much larger number of pages per visit, Facebook is the clear leader in terms of page views.

Richer said travel firms ‘need to be part of that conversation’ and find their potential customers.

Blogs and review sites also mean that customers have more power than ever to make their views heard, he warned, so travel firms need to know what is being said about their reputation.

He pointed to TUI Travel’s recent soft-launch of its Dutch cheqqer.com website - which is set to expand its reviews and user-generated content beyond Holland - as an example of one major travel firm spotting the potential of social networks.

Other companies have been using viral campaigns on social networking sites to promote their brands among their target market.

The Thomas Cook-owned Direct Holidays released a cheeky video about ‘Bob’s sausage’ on websites such as Facebook, YouTube and Bebo to promote its summer 2010 brochure.

And lastminute.com has used a viral featuring weatherman Michael Fish throwing snowballs at a man in pants to publicise its winter holidays.

Cadogan Holidays last year set up a Facebook page for travel agents to swap tips, while a campaign about Thomas Cook reps on trial in Corfu has been established on the site.

Last month, Travelodge claimed to be the first British budget hotel brand to feature on Twitter, and in August, Advantage Travel Centres hoped to reach 60,000 new consumers with its first viral marketing campaign.

To see where other sites rank in the Experian Hitwise report, click here.