When Do We Share Travel Information?
We recently did an article on why social media mavens don’t use their social media accounts to complain about bad service or disappointing travel experiences.
Now, according to the marketing company, Milestone, there’s a twist to this thinking.
While travelers may prefer to lodge their travel complaints directly to the hotel or destination, it seems travelers are more likely to share information about a purchase they just made.
Apparently 40 percent of social media users, especially Facebook users, were likely to share information about an upcoming concert or trip before they bought tickets.
But that number jumped to 60 percent when a customer or traveler could share directly from the booking or order confirmation page.
In other words, more travelers and consumers posted their purchase information after they made the booking or purchase than before.
What’s happening, says, Eventbrite an event marketing company, is that people like to show off something cool they purchased...or discovered, hoping others will join them in the discovery.
Digital Media Strategist, Mara Martin, says that in the social sphere, knowledge is currency. “Social media has become an outlet to tout your 'heard it first' discoveries before anyone in your network can claim credit. Travel brands need to recognize this and play into this mentality.”
Guests who shared (via Facebook, Linkedin or Twitter ) information about a hotel room they booked or trip they took ended up driving 5 or 6 unique visitors, per message, to the hotel’s or destination’s web site.
But not all social sharing platforms are equal.
Eventbrite posted the following observations:
• Sharing on Facebook was four times greater than Twitter. Obviously Facebook has a broader reach, but it seems Facebook contacts “more closely mirror real-world personal relationships.”
• And it seems Facebook sharing options like “Like,” Wall Posts or publishing to a Facebook page or event generate more revenue than a Tweet- $1.34 vs $.80.
So it seems trusting a friend’s decision, once he/she has posted it, notches up the level of trust in a product or a trip, and that drives more sales.