Social Media Strategies Travel 2008 SpecialTravel suppliers and intermediaries have started to partner social networking sites, integrating relevant content from such sites.

Published: 03 Apr 2008

Social Media Strategies Travel 2008 Special

Travel suppliers and intermediaries have started to partner social networking sites, integrating relevant content from such sites.

Admitting that such integrations are already occurring, though at a slow rate, Jim Kovarik, GM Travel, AOL says the industry will witness controlled experiments around how to approach this, and perhaps more of a focus on incorporating social networking functionality vs. content.

"Everyone's approaching this cautiously as you give up control when you open yourself up to 'conversational media' around your brand," Kovarik told EyeforTravel.com's Ritesh Gupta.

Kovarik feels even though suppliers are being represented on sites like YouTube, Second Life, and Facebook, such initiatives on Travel 2.0 sites quantitatively have still got a long way to go before they realise potential.

"There is a great deal of exploration happening in the industry to find the right balance between compelling consumer experience and valuable business application. I think you'll find, as many of these sites are learning, that we are still in the very early stages of figuring out that balance and right now most of the focus is on the consumer experience," he said.

Kovarik also spoke about how suppliers should participate in online conversations and much more. Excerpts:

Ritesh Gupta: As social networking sites aggregate and rank trusted reviews from other travelers, and as the semantic Web becomes a reality, how do you think travel suppliers should participate in the conversation and use the medium to address issues head on and to serve the needs of customers?

Jim Kovarik: Well, before joining the conversation the first thing suppliers should do, if they aren't already, is listen. Visit as many of these sites as possible, carefully read what consumers are saying about their brands and see if it aligns with the marketing message they're trying to convey. If it doesn't, you have a problem. Participating in the conversation is a little more risky as, depending on the site, consumers may or may not be receptive to having a supplier responding directly to their comments.

Ritesh Gupta: According to data available, users are spending on an average of 30 minutes on top social networking websites on a monthly basis. Considering that customers begin planning many months ahead and there is an opportunity to engage them when they are researching, how can travel companies expand their opportunities to develop a trusted relationship?

Jim Kovarik: I think it's important to understand the underlying reasons behind why people travel, why they feel the need to talk about and share their travel experiences, and try to help them satisfy those needs. In doing this you begin building trust with that consumer. Because travel is such an emotional purchase, there's definitely an opportunity to develop a trusted relationship.

Ritesh Gupta: In your opinion, how can travel suppliers and intermediaries partner with social networking sites? Do you foresee integration of relevant content from top social networking sites to suppliers and intermediaries websites (for example, a section of hotel brand on social networking site getting linked with the same hotel brand's website)?

Jim Kovarik: These types of integrations are already occurring, though at a slow rate. Everyone's approaching this cautiously as you give up control when you open yourself up to 'conversational media' around your brand. I think you'll continue to see controlled experiments around how to approach this, and perhaps more of a focus on incorporating social networking functionality vs. content.

Ritesh Gupta: What according to you are the limitations of travel 2.0 sites especially social networking sites?

Jim Kovarik: For social networking to really work you need critical mass. Most travel 2.0 sites that are struggling are lacking that mass and there are actually only one or two travel 2.0 sites that have achieved it thus far. With regard to social networking sites the question I always ask myself is: what do consumers want to do most - meet new people that share their interests in travel OR tap into their existing social networks more deeply?

Ritesh Gupta: Companies like Lonely Planet are integrating content and community so that travelers feel they are playing a meaningful part in the travel cycle. On the other hand, user-generated content sites are strengthening/ adding networking sites to their portfolio. How do you assess such developments?

Jim Kovarik: This question points out an important to distinction between 'user-generated' and 'social networking' sites, as they are not the same beast. There are plenty of sites out there that have succeeded in securing user-generated content, which is relatively easy in the travel space. However it's a different challenge to harness the forces at work in social networking and apply it to travel.

Ritesh Gupta: When it comes to negative publicity emanating via UGC, then some say instead of being frightened by UGC, companies should be harnessing its power in order to learn by their mistakes, improve quality control and ensure that in the future their own house is in order. How critical is negative publicity when it surfaces on social networking sites? Do you see the same impact on the brand and travel service provider?

Jim Kovarik: One of the most fascinating things about the Internet is how it's shifted power to consumers. Entire industries are being redrawn based on this shift. Within travel, there is now so much transparency in the purchase process that it forces everyone to reevaluate how they market their products, and companies should absolutely be harnessing this to create new ways to service their customers. This type of real time feedback loop is invaluable.

Ritesh Gupta: How do you foresee the role of social networking sites shaping up in travel industry in the time to come?

Jim Kovarik: I think we'll certainly continue to see social networking becoming more prominent in travel sites, much like we've seen user-generated content proliferate across them. There also will be further experimentation with travel applications on social networking sites as these sites begin to figure out how to tie more business applications to them in a way that is appealing to the consumer.