Riding on social media
Perhaps the best example of clever Facebook marketing is Tourism Australia’s page (www.facebook.com/ SeeAustralia) which boasts more than five million fans – the biggest destination fan page in the world – and a 7% engagement rate, as of Nov 7 last year.
The country’s tourism board holds bragging rights to creating one of the most successful travel campaigns in the world with its “Best Jobs in the World” strategy that every year invites young adults to apply for jobs like “Chief Funster” and “Outback Adventurer”.
A Facebook benchmarking report published last October from Social Pulse also found that pages about airlines, travel and tourism boasted more than nine million fans among users in Australia last September – second only to TV shows.
After australia.com, the most popular travel-related Facebook pages were Visit Queensland, Australia, Dreamworld and Qantas.
Google’s head of travel Sarah McDonald also underscored the increasing importance of video introductions to hotels and destinations at the London conference, calling the medium “the brochure of the future”.
“It’s a powerful way to reach the target audience and push out a story.
“People are definitely seeking content on YouTube,” she said. – AFP Relaxnews
Holidaymakers are turning to social media at every stage of their travel planning process. — aFP photo