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For eBusiness & Channel Strategy Professionals

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


  • By Henry H. Harteveldt,
  • Elizabeth Stark
  • with Zia Daniell Wigder,
  • Benjamin Zeidler

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.

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  • Travel Social Fans Are Slightly Older And Spend More On Leisure Travel
  • One In Three TSFs Follows Travel Companies To Learn About Deals