« All Experts

Ask the Experts

We chat regularly with experts and pose them a single question to help share their knowledge and experience with you.
Taryn Pike Brand Team Crimson Hexagon

Why is it essential for Travel and Tourism brands to harness and use online data?

To many, vacation is a beloved tradition. We mark our calendars in anticipation and chat to friends, family, and colleagues weeks or even months in advance of the trip. While people take many different types of vacations, time away is always thought of as a welcome break from the responsibilities and difficulties of everyday life. Travelers’ expectations put an enormous amount of pressure on the brands that are providing travel services and products. 

Consumers constantly search for the best deals and read reviews online when they plan their vacations. Similarly, when they are on vacation, travelers often Tweet or post about their experiences on their favorite social media platforms. These posts function as instant reviews, and may encourage or discourage their followers from patronizing a specific travel or tourism brand. 

Travel brands are especially at risk for brand crisis because many offer big-ticket items that can make or break a vacation. Carnival Cruise Lines’ recent debacle is proof of that. With all of the data available online and the increasingly competitive nature of the tourism industry, travel and tourism brands must collect and analyze their data appropriately especially when they are facing a brand crisis. 

Consumers use social media to talk about the entire consumer life cycle, and it is vital to listen to what they are saying. 

Taryn Pike, Crimson Hexagon

Firstly, tourism brands must be able to rapidly identify emerging issues. Social media listening makes this possible by giving brands live stream access to Twitter posts. 

Brands can also identify who is talking about the crises in terms of gender, location, and their other interests. Knowing who the affected audience is will help you take informed corrective action because you can appeal to a specific audience and take their interests and demographic characteristics into account.

After implementing a brand recovery strategy, it is vital to continue monitoring the social media conversation. In addition to measuring volume and sentiment, marketers and analysts can measure brand attributes and how they change over time. Precise monitoring of feedback will help you to ensure that your brand is back on the right track. 

Even when brands are not faced with high-profile crises, they need to understand and track their brand’s reputation. Consumers use social media to talk about the entire consumer life cycle, and it is vital to listen to what they are saying. Topics from website design to check-in service are subject to critiques. Comparing unsolicited opinions about your brand to your competitors will highlight your brand’s strengths and weaknesses. 

Building a brand or travel experience based on your current strengths and features that consumers value the most will create a competitive edge, boosting sales and increasing customer allegiance. Continuous monitoring will also help you to identify potentially dangerous weaknesses and correct them, preventing larger crises from emerging.    

Travel and tourism brands are subject to harsh scrutiny from casual tourists as well as seasoned travelers. Monitoring social media conversation is vital for identifying crises and the audience that is talking about them efficiently and precisely. When crises do arise, a quick response and well-designed correction campaign can make all the difference. As access to data increases for brands and consumers, successful travel and tourism brands will separate themselves from the rest by utilizing social media analytics to track brand health, develop competitive benchmarking, and offer rapid and precise responses to crises.