Interview: Professor Mike McGuirk on How Brandwatch For Students is Used in His Classroom
By Olivia SwainSep 6
Do you remember going into a physical shop to decide where to go on your next vacation? Can you think back to when you’d need to wait for plane tickets to arrive in the post, and forgetting them would mean you couldn’t board the flight?
Somehow, somewhen, things changed.
It’s fair to say the way we travel and go on holiday/vacation is gradually becoming more and more like Arnold Schwarzenegger ‘s trip to Mars in Total Recall.
But if you’re a brand operating in the tourism sector, what on earth are you supposed to do? How do you make sure your company remains relevant to the radically changing holiday-making, vacation-taking public?
Airlines, travel agents, hotels, accommodation providers, theme parks, cruise operators, summer camps and other subsectors of the industry: listen up.
Standing still and relying upon established best practices is no longer enough.
To adjust to the market-shaking effects of Expedia, Skyscanner, TripAdvisor upon the subsectors outlined above, organisations need to be working on innovative ways to meet evolving and demanding customer expectations.
We’ve identified three key stages to the customer tourism journey: before, during and after.
From researching trips prior to travel to the actual trip experience, and on to the post-trip behaviour, customers are engaging in three key stages of their vacations.
A Facebook picture of friends on vacation, TripAdvisor reviews, BuzzFeed articles of top travel destinations; the list of influences upon those inspired to travel vary greatly.
B The punctuality of the flight, the speed and quality of the customer service, the cleanliness of the rooms, the amount of legroom; the volume of contributing factors to the customer tourism experience is practically infinite.
C Finally, the reaction and advocacy shared by those following travel experiences via disgruntled tweets to airlines, positive reviews on Yelp, Facebook posts to friends, advice posted to consumer forums; each of these helps cement the reputation of brands in the tourism sector.
We’ve conducted a lengthy piece of research into some of the ways brands could, should and are using intelligent application of social media to get ahead in this industry.
In the recently-released report, we’ve outlined:
You can download the complete report, for free, to get an in-depth understanding of all of these bullet points and more. We’d love to know what you think.