Social media is a thriving digital ecosystem. And it has become a crucial part of operating a gainful business within the travel industry.
For starters, the number of social media users — or potential clients — has increased drastically over the years. According to a 2015 report from Pew Research Center, nearly two-thirds of American adults are on social media, up from just 7 percent in 2005. The frequency of use is staggering, too: 92 percent of teens, for example, go online daily, including 24 percent who admit they connect to the Internet “almost constantly.”
Clearly, there’s a substantial index of users on social media, and these channels have become an intrinsic part of travel, as well. Masses of consumers consult social media during travel-planning stages and then share their experiences in real time or following the trip.
Though most travel agents have created a social media presence, some have been more fruitful than others. We turned to these experts within the cross section of travel and social media to see what is and isn’t working.
This story originally ran as the cover story for the 2/1/16 issue of TravelAge West magazine.