Here are some interesting findings from the study, Social Media and Mobile Strategies for the Travel Industry 2011:
- Location-based services such as Foursquare will be huge this year. Almost half of all the airlines surveyed wish to increase their presence in location-based social networks in 2012 (they’re going to get you while you travel!)
- Over 70% of travel marketers are using social media to “build their brands” – a typically “fluffy” or qualitative goal which often can’t be measured in concrete terms
- More marketers (56% vs 45%) are confident of having unlocked useful data to measure ROI on their mobile strategies vs general social media strategies.
- Almost 60% of marketers are either sure of the conversions to booking rate via Facebook or have a fair idea, which is rather impressive.