Social media is a great marketing tool as travel restarts: Travel Weekly

Jamie Biesiada

Jamie Biesiada

The industry is, slowly and cautiously, beginning to emerge from the height of the Covid-19 pandemic.

Travel advisors tell me they’re busy. My Facebook feed is populated with photos from industry friends’ recent travels. More destinations are opening to U.S. travelers.

And while worrying news still exists, like that of the Delta variant of Covid-19 that is poised to become the dominant strain in the U.S., it is often tempered. In the case of the Delta variant, the news’ impact was lessened by evidence that at least some vaccines are still considered effective against it.

Evidence also suggests that Covid vaccines are giving consumers the confidence to once again book travel. 

If you’re not already, now is the time to get out there, and social media is a great tool to use to let clients (and prospects) know you’re open for business.

Using social media for marketing

Oasis Travel Network (OTN), the Boca Raton, Fla.-based host agency, recently surveyed its members on how they use social media for marketing as they emerge from the pandemic. 

The large majority, more than 83%, of OTN members use Facebook. Just shy of half (49%) are Instagram users. A much smaller segment, nearly 16%, use LinkedIn.

OTN’s Facebook users seem to be split into two camps: those who use Facebook groups for business groups, and those who don’t. The majority, 53%, don’t use groups. But OTN said of those who do, they have found opportunities to connect with others in groups, especially as the spread of Covid-19 wanes in the U.S.

OTN said its advisors like that social media is a faster way to get in front of consumers than traditional print or email marketing. They also like that it’s a timesaver when compared to a more traditional blog.

More than one third, 38%, said social media marketing engages more clients than print or email marketing, according to OTN.

Especially relevant as the industry emerges from the coronavirus crisis but advisors’ commission payments are forthcoming on future trips is the cost associated with social media. More than half of OTN members surveyed said they don’t spend anything to market via social media. Almost 40% said they spend less than $100 per month.