Integrated Solutions. Measurable Results.

February 2009

360i Point of View on

Social Marketing Strategies for Travel
Overview
Travelers planning trips this year are increasingly basing their decisions on price points and deals
over brand preferences. Consumers are also relying less on official sources for travel information
and more on peer-driven advice.

The current climate presents the perfect opportunity for travel brands to take a step back, listen
to what consumers are saying about their offerings and use that information to form meaningful
connections with their customer base where those online conversations are occurring. If done
right, and with a smart strategy in place, consumers will appreciate marketers’ efforts to reach
them in a sincere way. At the same time, ongoing communication will keep brands top of mind
when consumers are making their travel decisions.

Consumer Chatter and Its Impact on Your Brand

According to Forrester’s Traveler Behavior in a Slowing Economy study (Oct. 2008), on average,
consumers use at least three websites to research each travel expense (hotel, airfare, etc.).
Surveyed travelers say they plan on deepening their research habits even more intensely this
year — so it’s important for marketers to have a handle on what’s being said about their brand.
Review sites like Tripadvisor and Virutaltourist contain millions of unfiltered comments that
range from overwhelmingly positive to extremely negative.

NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630

© 2009 360i LLC. All Rights Reserved

 Integrated Solutions. Measurable Results.

February 2009

360i Point of View on

Social Marketing Strategies for Travel

While it can be challenging to monitor travel communities for brand chatter, it’s worth the time
and effort for marketers to learn what they are doing right from their biggest brand advocates,
as well as resolve issues posted by their critics before complaints propagate throughout the
blogosphere. Negative comments, deserved or undeserved, can be associated with brands via
natural search results forever. Travel brands should have strategies for addressing negative
chatter in place before it has the opportunity to take hold.

This climate should encourage companies to identify which customer complaints are valid, take
the appropriate steps to address customer concerns and communicate company plans to remedy
pressing issues. Consumers respond well to proactive travel companies who readily listen to and
provide solutions to their problems. At the same time, these steps grant brands the opportunity
to share their side of the story in a highly visible way via blogs and social networks.

Addressing Chatter Doesn’t Have to Be Overwhelming

Travel brands with multiple locations see the challenge in addressing every comment on each
review site and social network. 360i recommends implementing frequent analysis of the leading
sites to identify positive and negative trends that may be affecting the entire organization. For
example, if 60 percent of all negative comments revolve around customer service, adaptations
to customer service training may be warranted. However, if there are isolated instances that
truly warrant one-on-one communication, marketers should not hesitate to address those issues
and offer a remedy — discounted prices, free service and/or a phone call from senior
management.

NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630

© 2009 360i LLC. All Rights Reserved

 Integrated Solutions. Measurable Results.

February 2009

360i Point of View on

Social Marketing Strategies for Travel
Creating Engaging Experiences to Build Community

One of the most compelling ways to generate positive

feedback and encourage brand advocacy is to create
community-building experiences that engage and inspire.
Below are some examples of travel brands that have
either partnered with leading social sites or added
community elements to their own sites.

NewZealand.com – To confront the downturn in New

Zealand tourism, the tourism board has reached out to
bloggers and other travelers who have visited the country
and asked them to chronicle their experiences on the site
to pique consumer interest. A mobile recording studio is
currently roaming around the country to capture visitors’
stories and videos and upload them to the blog. The site
also offers digital travel planning tools to help potential
visitors plan their visits.

Twitter – Several travel brands are using the

microblogging platform to communicate directly with
consumers who are tweeting about their brands. Whether
they are addressing issues with customer service or
interacting with enthusiastic brand advocates, brand
representatives are reaching out to the community
throughout the day. Twitter is also used to advertise
corporate promotions and events. Some of the most
prolific brands following this trend include JetBlue,
Southwest Air, the Luxor Hotel and Casino and the
Marriot. Followers range from 1,000-10,000+.

CarnivalConnections.com – Carnival Cruise Lines has

created a guest-friendly social networking site that allows
members to coordinate group travel, connect with other
consumers, update friends and family on travel and
create online scrapbooks to document travel experiences.

NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630

© 2009 360i LLC. All Rights Reserved

 Integrated Solutions. Measurable Results.

February 2009

360i Point of View on

Social Marketing Strategies for Travel
Emerging Online Travel Communities and Tools: Beyond Trip Advisor

Monitoring online review sites, like Trip Advisor, is essential to maintaining brand health.
However, it’s also important for brands to keep an eye on burgeoning online communities and
emerging online travel trends in order to continually think of ways to reach early adopters in
new environments. These sites aren’t solely focused on travel deals; they also focus on the love
of travel, providing an opportunity to build brand connections in passionate and uncluttered
environments. Typically, new and emerging travel sites are more willing to explore partnership
opportunities and brand integration.

Recent online travel community trends include:

Travel only social networks:

Dopplr – Online travel service enables consumers to input their travel itinerary and see where
their friends around the world are going to be at that time.

Gusto! – Online trip planning service and UGC reviews – primarily focused on U.S. travel and
English speaking countries.

Trip Wolf – Enables users to create user generated travel guides, travel scrapbooks, and blogs
as well as seek out advice from “travel gurus,” or consumers who are highly active content
creators for the travel site.

TripSay – Provides trip recommendations based on suggestions from friends with similar
interests.

CouchSurfing.com – Not enough money to stay in a hotel or want to be fully entrenched in local
culture? Travelers have formed a network of individuals willing to offer up some hospitality and
let folks crash on their couch.

NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630

© 2009 360i LLC. All Rights Reserved

 Integrated Solutions. Measurable Results.

February 2009

360i Point of View on

Social Marketing Strategies for Travel

Social mapping:
Google’s MyMaps – Google’s custom mapping tools can be used to create maps of travel routes
and post them to blogs, social networking profiles and other sites.

TravelSkoot – This site allows consumers to browse custom maps and itineraries and enables
them to create their own maps. Consumers can then rate, vote, comment and share the maps.

Travel diaries and blogs:

Travel Pod – Travel blogging community enables consumers to share travel experiencing on a
blogging platform. Features including mapping tools, photo/video sharing and forums.

Travelblog – Collection of online travel diaries from around the world. Heavily focused on off-
the-beaten path travel.

RealTravel – Review site featuring a robust network of travel bloggers.

NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630

© 2009 360i LLC. All Rights Reserved

 Integrated Solutions. Measurable Results.

February 2009

360i Point of View on

Social Marketing Strategies for Travel

Travel planning tools:

TripIt – This tool allows consumers to email hotel and travel (train, plane, bus, etc.) information
to TripIt, which then automatically creates a suggested trip itinerary. The service also allows
members to see their friends’ travel plans in other environments beyond TripIt. For example,
the technology powering TripIt has been incorporated into LinkedIn, enabling business travelers
to connect with colleagues who may be traveling to the same cities.

Making Digital Travel Assets Portable

Many travel brands, specifically hotels, spend significant time and money to produce digital
assets that showcase their properties and rooms. Often these assets involve incorporating highly
expensive 3D technology to give consumers a more life-like viewing experience. Incorporating
“share” functionality into these assets can enable brands to get more mileage out of these
images and videos by reaching consumers beyond their corporate site. These assets could also
be integrated into customer YouTube channels, photo sharing sites and/or branded social
networking communities, like Facebook, to reach consumers while they are interacting in other
communities and not necessarily surfing the corporate site.

NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630

© 2009 360i LLC. All Rights Reserved

 Integrated Solutions. Measurable Results.

February 2009

360i Point of View on

Social Marketing Strategies for Travel

360i’s Recommendation

Some consumers are cutting back on travel and are fickle when it comes to brand loyalty, but
this doesn’t mean travel marketers should abandon their attempts to reach out to them. More
than ever, marketers should create a strategy for monitoring online buzz and use that
information to plan communication strategies and develop innovative ways to engage
consumers in new online environments.

Next Step
Contact your 360i strategic advisor to explore how you can use social media to engage in
conversations with travelers.

About 360i

360i is an award-winning digital agency with centers of excellence in search, behavioral marketing, social media and
digital design and development. Started in 1998, 360i has emerged as one of the leading digital agencies with a core
focus on concepting, executing, analyzing and optimizing integrated digital marketing campaigns for large brand
advertisers. 360i maintains a select group of premier clients such as NBC Universal, Scripps Networks, Discovery
Networks, Office Depot and H&R Block, employing a combination of strategy, service and technology to ensure
optimal campaign performance. 360i has been named a “Next Generation” agency by Adweek, one of the “Hottest
Digital Agencies Around” by Advertising Age and has won multiple awards, including Google’s “Marketing Machine”
award and OMMA magazine’s “Search Agency of the Year” award. 360i is part of Innovation Interactive, a leading
digital marketing services company. For more information, please visit www.360i.com.

NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630

© 2009 360i LLC. All Rights Reserved