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“Should we invest in social media, apps and optimise our website? Or is all this not relevant for our audience anyway?”
There is much debate among many of our clients in tourism marketing about what the mobile revolution means for their business. To answer some of these questions, we have surveyed 1,000 recent visitors to various British destinations about their use of mobile devices whilst travelling and are publishing the findings in a series of blogposts.
We asked our respondents if they posted any pictures and / or thoughts on social media during their holidays and after their holidays?
As can be seen in the chart, a small majority of respondents indicated that they talk about their holiday experiences on social media. As you would expect, the younger the visitor, the more likely it is that thoughts and pictures are being shared. Meanwhile, amongst visitors aged 55+, a minority of respondents talk about their holidays on social media. That said, however, our research shows that 40% of travellers aged 55+ share their holiday pictures or thoughts via social media..
“So what?”, the sceptic in you may ask: “There’s so much noise on social media platforms. What’s the quantifiable benefit from them talking about my business?” Well, we asked those who talked about their holidays on social media if they thought that the content they published would inspire their friends to visit the same place as well and a staggering 67% thought that it would!
How can you make use of these findings as a tourism marketer?
You should try to control as much as possible what your customers post on social media. There are a couple of tricks you can apply to do this: firstly, invite them to use certain #hashtags with their posts (these could be suggested on an entrance ticket) to generate posts, for example, like these about the British Museum in London:
Knowing which hashtags to look out for enables you to find out more quickly how visitors talk about you. You can enter the conversation more easily, too. Click here if you want to see how Visit Denmark have used this approach.
Secondly, consider creating a “selfie” opportunity by providing a background (for example, on a poster or a wall) with the right light to invite your guests taking an attractive selfie. You could leave a very short message on this selfie-background as well (e.g. “Had a great time at #BritishMuseum. You should be here.”). That way, you make best use of the visitors’ willingness to share their experiences with their peers.
About LJ Research
LJ Research is a full-service market research agency based in Edinburgh, Scotland undertaking quantitative and qualitative market research. LJ Research is a tourism specialist who conducts various types of travel research and tourism research, including visitor surveys and hotel research. See here for more information.
About this study
Between September 2014 and December 2014 LJ Research surveyed 1,000 visitors about their usage of mobile devices during their holidays. The sample is comprised of respondents who have visited Edinburgh, London, York, and other destinations.
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