Social anatomy of a ski operator and whether it means anything
As a follow-up to a recent piece on quick response (QR) codes on skis, asking if the sector has a more tech/social savvy demographic, Crystal Ski sent us some customer statistics.
The age demographic of Facebook likes is gradually getting older with 25% aged 35 to 44 – a 1% increase on 2011 and, 13.5% aged 45 to 54 – a 1.3% increase year-on-year.
The share of likes from younger Facebook fans aged between 18 and 34 still makes up the majority of likes but has declined slightly year-on-year.
These stats tell us that the brand is engaged on social media but not much more except that the Facebook likes are more than 10% of Crystal Ski’s annual customer base.
Also, when you compare the numbers to other TUI-Travel brands on Facebook such as Thomson Holidays with more than 11,000 likes and First Choice with more than 7,500, you can see Crystal Ski is gaining more traction and the different type of customer it attracts is probably a factor there.
Twitter followers are currently around 4,500 on the main @crystalski account, a 300% increase in 18 months while blog visitors are also up more than 180% between December 2010 and 2011.
Finally, when it comes to devices, 7.8% of unique visitors viewed the Crystal Ski website via an iPad in March and 5.1% viewed it using an iPhone.
So, no real answers here just some facts and figures to add to the discussion around the skiing community being more socially engaged and up on the latest technology such as QR code and RFID initiatives than the rest of the holidaying population.
Linda Fox is deputy editor for Tnooz. For the past six years she has worked as a freelance journalist across a range of B2B titles including Travolution, ABTA Magazine, Travelmole and the Business Travel Magazine.
In this time she has also undertaken corporate projects for a number of high profile travel technology, travel management and research companies.
Prior to her freelance career she covered hotels and technology news for Travel Trade Gazette for seven years. Linda joined TTG from Caterer & Hotelkeeper where she worked on the features desk for more than five years.