Getting social with the travel industry Published January 9, 2017 January is a time when people spend the cold days and long nights searching for their summer getaways. Trawling through TripAdvisor, scrolling through friend’s holiday snaps on social media and searching out where the best weather can be guaranteed… So as people start wishing themselves a thousand miles away this winter, we review how integrating social media and live updates into your website and emails can grab attention. We take a look at how our PureTargeting technology can deliver a more social approach to your marketing and how social media feeds, reviews and live updates can secure that all important booking. Inspiring social integration According to Facebook, travel is the biggest vertical on the network with 52% of users stating their friends photos inspired them to make travel plans (Social Media Times, 2015). Many travel brands have seen this opportunity and have set-up their own Pinterest, Instagram, and Twitter accounts in order to reach more people of these networks. But setting up a social presence is only the first step. To be truly successful you also need to look at how to distribute your updates, increase your reach and influence as many people as possible. With our PureTargeting technology you can integrate social media feeds into your emails and website allowing you to capture your audience’s attention with real-time images and updates on your destinations. This simple integration allows you to capture imaginations, increase your followers and improves the return on investment of your social media efforts. Offering social proof Booking a holiday online can feel like a gamble. People don’t necessarily know the country, resort or hotel yet, and you’re asking them to part with their hard-earned cash on a virtual promise. Showing people what other customers similar them did or thought offers them reassurance that they’re making the right decision – it’s called social proof. And it’s a powerful conversion tool – studies show that people are 12 times more likely to trust the actions and thoughts of peers than marketers (Econsultancy, 2015). PureTargeting allows you to reassure browsers by publishing reviews, ratings and even the number of people who have booked the destination previously on your website and emails. Integrating social proof into your website makes it less likely people will leave in search for impartial reviews on sites such as TripAdvisor. So when it comes to increasing your conversion rate don’t forget to harness the power of social proof on email or your website. Showing them what they’re missing Show browsers what they’re missing to tempt them into booking, for instance live weather updates work a treat on a dark cold January evening. These live updates inspire people and often prompt a booking from those wanting to escape the winter blues. PureTargeting allows you to dictate what content is shown to browsers and recipients based on what they are currently experiencing. Show them blue skies and island getaways when it’s raining or show them what the weather is like at the destinations they’ve browsed recently. You can even send them emails based on resorts currently experiencing the best weather. It’s a great way to trigger behaviour and inspire a booking. These are just a few of the benefits PureTargeting offers by integrating social content and live feeds. These features will inspire decisions, prompt behavior and make your emails and website stand out from the rest. Most importantly, the integrations PureTargeting offers allow you to develop your social media strategy, content and performance by reaching more people and converting them into bookers. For more advice on how our technology can be used within the travel industry contact our specialist team. And good luck this January – we wish you a successful start to business in 2017.