How Travel eBusiness Can Win Friends And Influence Travelers
An In-Depth Look At Travel Social Fans, The Travelers Who Friend, Follow, Or Fan Travel Companies And Destinations On Social Media Sites
September 3, 2010
Why Read This Report
Travelers view social media as more than a way to stay in touch with people they know. Forrester data reveals that two in five US online leisure travelers have friended, followed, or become a fan of a travel company or destination on a social networking site like Facebook, YouTube, or Twitter. Travel eBusiness professionals have many reasons to love these travel social fans (TSFs) — but they mustn't give in to stereotypes. As one might expect, TSFs are online booking advocates. But, perhaps countering initial assumptions, TSFs are slightly older than the typical user of travel-related social media and mobile apps. TSFs interact with travel companies on social networking sites for a variety of reasons, but the most common one is for offers and discounts. In order to get TSFs to transact and become loyal customers, travel eBusiness professionals should focus on engagement, promote mobile strategies within social strategies, and take advantage of TSF advocates.
Already a Client?
Log in to read this document.
Become a Forrester Client
Timely and relevant, Forrester's RoleView research aligns to 13 leadership roles across business and technology management. Our expertise in customer experience, mobile, digital business, and big data will help your teams win in the age of the customer. Contact us to learn more.
This report is available for individual purchase ($499 USD).Purchase
Tools And Templates
Models and Calculators
- Travel Social Fans Are Slightly Older And Spend More On Leisure Travel
- One In Three TSFs Follows Travel Companies To Learn About Deals
Pleasing Online Travel's Technology Pessimists Can Lead To Greater eBusiness Success
September 28, 2010 | Henry H. Harteveldt
Travelers Are Cashing In On Loyalty Programs
November 16, 2009 | Henry H. Harteveldt
Travel eBusiness Must Champion Mobile Booking Benefits
July 22, 2009 | Diane Clarkson