How travel marketers calculate ROI on Social Media – and why the future is Mobile

In partnership with our friends at SimpliFlying, we’ve developed an informative infographic looking at the burning issues that airlines and travel marketers in general will be looking to tackle over the next twelve months. Two questions in particular are addressed in this infographic:

1. In what direction does the industry see social media evolving?
2. What business goals travelers are driving and if they’re calculating ROI

Uncertainty still remains about how to measure ROI on social media – primarily because there are so many divergent ways that people approach measuring ROI.   A favourite approach of ours is that of Barbara Pezzi, Fairmont Raffles International.   A self-confessed analytics geek, Barbara offers detailed advice on how to add real meaning to the varying elements of social media campaigns.  Importantly, she takes a holistic approach and does not attempt to analyse social media in isolation.

Barbara’s next presentation for EyeforTravel will take place at EyeforTravel’s upcoming Social Media & Mobile Strategies for Travel conference, March 5-6, San Francisco.

With regard to mobile, the infographic highlights the trend for travel consumers to use mobile at the pre-purchase stage to research their travel plans.  Many also use mobile during their trip – providing a new and exciting window for innovative travel brands to further inform, engage and potentially up-sell during their trip.

Note: The findings in the infographic below are all sourced from Eyefortravel’s “Social Media and Mobile Strategies for the Travel Industry 2011″ report. The full report can downloaded here. You can use the discount code: SIMP100 to save $100!


Infographic: (click here to see the original, bigger size)

Vote For Your Favorite Mobile in Travel Initiative

We believe that those travel brands who are taking the plunge and investing their valuable time and resources in mobile, paving the way for others to follow, should be rewarded.  


EyeforTravel's Mobile Innovation in Travel awards seeks to do just that.  The nominations stage has now closed and it's been fantastic to see such a wide variety of brands - all experimenting with mobile.  We've read many insightful mobile case studies and it's great to see so much innovation in the industry!


Whittling down the entrants has been tough but we have now announced the short list for the next stage of the awards process.  Voting is now live and we encourage you to vote for your favorite initiative in each category.  Make sure you vote before February 20th.   


The 3 lucky finalists per category will be invited to present their present their pitch at the awards ceremony which will take place at EyeforTravel's Mobile Strategies for Travel conference, San Francisco, March 5-6. 

Will Peer-to-Peer Marketplaces Impact Your Travel Sales in 2012?

Peer-to-peer marketplaces are causing a quiet revolution that could change the way your travel products and created and sold - to the same extent that Ebay changed retail 15 years ago.

It's already a sizeable business model. This July, following investment in Air bnb, its estimated worth was US$1.3 billion. But it's not a one company wonder. Wimdu the German equivalent has 35,000 accommodation options on offer and their website says they are doubling their inventory every month.

It's also not just accommodation.  Peer-to-peer marketplaces are spreading across the travel industry.

One of the earliest movers in this space was car hire. The UK’s Whipcar boasts over 1,000 cars for hire and the business model is being looked at seriously by innovative car companies such as Sixt. I mentioned technology enabled - if your mobile phone can open your hotel room it won’t be long before it can find and open and start cars sold through the peer-to-peer marketplace - making the system even more functional.

Gidsy is one of a host of marketplaces to find guides for all sorts of activities. While http://campinmygarden.com/ is just brilliant way for gardeners and campers to make money, connect and enjoy life.

The whole movement is inspired by austerity, environmentalism and the ever present  human desire to connect. People are looking for new ways to make and save money. Many are rejecting consumerism and looking to enjoy what’s sustainably available.  Indeed, one of the oldest and biggest sites www.couchsurfing.com does not make a penny.  However we must not forget it's being driven by the desire to connect with other humans not a corporation or business.

These are a strong set of motives and the industry needs to look at them carefully. As ever, we are always looking to embrace the latest travel trends and Air bnb, Wimdu, HouseTrip and Gidsy are all speaking at the Travel Distribution Summit in London this April 17-18. For more information go to http://events.eyefortravel.com/travel-distribution-summit-europe/