Social media is proving the most efficient, effective, and efficient method of directly engaging with younger buyers. Travel businesses have started to put time and resources into this area to speed up engagement and better connections, says GlobalData, a UK-based data, and analytics firm.
GlobalData’s Job Analytics Database reveals a 175.8 percent growth of jobs related to social media within the tourism and travel industry between 2020 and 2021.
This indicates that a growing number of travel firms have realized the significance of social media to improve engagement with customers and brand recognition.
According to GlobalData, the study found that 30% of Gen Z and 32% of Millennials say that direct interaction with brands is the primary reason for buying. The percentages are much higher than boomers, and Silent Generation, with 13 percent and 4% of these generations claiming direct interaction with a brand as a significant driver in their purchase.
Social Media is Key to Gain Millenial and Gen Z Customers
“The performance of its social media can now measure a travel company’s success among Generation Z, and Millennials Gen Z. Positive results and service levels on these platforms can help build customers’ loyalty while increasing visibility.” Ralph Hollister, Travel and Tourism Analyst at GlobalData, said.
Ryanair is an industry leader encouraging engagement with its brand via social media. It has 1.6 million users on TikTok.
“Ryanair has developed a massive following on platforms like TikTok due to its ability to capitalize on viral content, such as memes that are funny and accessible. This social media strategy will allow the business to be prominent in the minds of its future customers. It also helps create differentiation since the airline can develop its own distinctive brand identity by the content it shares,” Hollister added.
Furthermore, social media permits companies to communicate with their customers on a large scale via direct messaging, which allows for higher services to clients.
Dutch airline KLM believes that social media should constitute an integral element of its customer-relations strategy. Since the year 2010, KLM has earned its reputation as an innovator in social media by continuously using the latest technology for social media like AI and voice-activated technology to improve customer service.
This is why KLM now provides 24-hour customer service via various social media websites and in a variety of languages.
“With the growing popularity of social media, the travel industry has moved towards where their youngest customers are. Therefore, social media is expected to continue to grow as a vital strategy component. All major corporations are strengthened by the roles and teams that manage social media’s content,” Hollister concluded.