Tuesday, March 15, 2011

How antisocial are social media during holidays?

As per MyDestinationinfo.com press release via PRNewswire (March 14, 2011)

Antisocial Media: iPad Madness Causing Holiday Sadness?

The age of antisocial media is upon us. A recent online MyDestinationInfo.com survey, conducted by YouGov, revealed that 30% of UK holidaymakers who use a portable multimedia device update their Facebook status when on holiday, while 26% check their social feeds and 8% tweet (of those holidaymakers updating Facebook, women are busiest: 35% compared to 25% of men). Even more startlingly, 48% of the holidaymaking technology generation (those aged 16-24) use their devices to update their Facebook status when on holiday, while 43% check social feeds and 19% tweet. 

These figures underline the notion that we are quite literally incapable of switching off from social media, as we become increasingly interconnected.
The iPad 2 launches today; will this increase the trend in antisocial media whilst on holiday?
The survey revealed that only 2% of people currently use an iPad in the UK, which is surprising given the hype surrounding the product's launch.
Given that the iPad is a portable multimedia device, its usage whilst on holiday is expected to increase as it gives the user the capability to stay connected and be entertained whilst away from home. This 
increase is most likely to affect the way full time workers interact with their devices whilst on holiday.

Full time workers have many uses for their devices whilst on holiday, but use such devices mainly for emails (61%). The antisocial media trend is also highlighted -this group is not just working on holiday, they are also connecting socially with their devices. 28% of full time workers say their device usage, whilst on holiday, is geared towards checking their social feeds (Twitter, Facebook newsfeeds etc.) with a further 32% using their devices on holiday to update their Facebook status. This begs the question; do we ever really switch off on holiday?The iPad would provide the perfect platform for workers to regularly satisfy their social and working and entertainment needs (watching movies, playing games etc.) whilst on holiday.

The trend of antisocial media becomes clearer when studied across a wider range of devices. The percentages of smartphone users who keep using their device while on holiday are as follows:

- 88% Apple iPhone
- 79% Android
- 85% Blackberry
- 86% Symbian phone (Nokia)

James Street, MyDestinationInfo.com co-founder commented: "My dream holiday is one without my phone, laptop and iPad so I can completely switch off, relax and enjoy myself. Unfortunately it remains a dream. There's nothing more antisocial than only having someone's partial attention while they check their feeds and update their status."

In addition, the overall usage figures across all devices being used while on holiday (tablets, smartphones, laptops, desktop computers and e-book readers) are as follows:

                                    Activity    Percentage

                                      Emails           61%
                                       Calls           37%
                                         SMS           39%
        Checking Social Feeds (e.g. Twitter,
                         Facebook Newsfeeds)           26%
                           News Subscription            5%
                               Reading books           18%
                              Watching films           12%
                          Listening to music           31%
                               Reading blogs            6%
                               Playing games           25%
                         Updating my blog(s)            3%
                     Facebook Status Updates           30%
                              Twitter Tweets            8%
                               Photo Sharing           15%
               Checking In (Facebook places,
                                 foursquare)           14%
             Localization (maps, local info,
                                  languages)           27%

These figures show that social media has very much become a part of the modern holiday experience, and with the new iPad 2 which became available to the public last Friday, it will be easier than ever for holidaymakers to stay connected wherever in the world they are. Whether this is cause for gladness or sadness is a debate that is only likely to intensify for years to come.

All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2205 adults. Fieldwork was undertaken between 7th - 9th March 2011. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 16+).

Friday, March 11, 2011

Live map on the phenomenal contribution of Twitter on tsunami and earthquake affected populations

The contribution of Twitter on the distribution / exchange of information regarding the recent tsunami and earthquake is expected to be phenomenal among the populations affected today.  You can witness live the huge information flow on http://trendsmap.com/  I am sure that Twitter and associated mapping / tweets aggregating platforms will prove today very useful to million of people around the globe. Let's hope for the best for those affected. 

Thursday, March 10, 2011

Social Media and the Hospitality Industry: Holding the Tiger by the Tail

The Center for Hospitality Research (School of Hotel Administration, Cornell University) just released a new report on social media and the hospitality industry, by Glenn Withiam.  To download the full report (free registration is required) click here.

Executive Summary (as published in School of Hotel Administration, Cornell University website) 

Social media present a golden opportunity for the hospitality industry to make greater contact with its customers, with an ultimate goal of developing a partnership for brand growth and development. Underlying that opportunity are the twin dangers that hospitality operators will mishandle their social media connections or that customers (and the media themselves) will move on, leaving the industry behind. So, just as hotels and some restaurants have built their websites, they now have to make sure that their site is optimized for search engines, have mobile apps, and, more to the point, keep customers involved in a conversation about the operation. Although many hotel chains have embraced mobile apps, Facebook, and other channels, others are hardly represented at all in the social media firmament. One great potential advantage of social media is that guests are willing to share information about their likes and dislikes. By using appropriate analytic methods, hoteliers can get a sense of what guests want generally and how they react to the hotel specifically. Most important right now is the development of mobile apps, since travelers expect to use their mobile devices to book rooms or other travel services on the spot. A comprehensive strategy of customer engagement will employ all social media, whether it’s Facebook or Flickr, YouTube or Twitter—or all of them, and will also help you keep an eye out for new applications and customer desires.

Tuesday, March 8, 2011

The 2011 Travel & Tourism Competitiveness Report

The World Economic Forum recently released its 2011 Travel & Tourism Competitiveness Report:  "Slowly recovering", and "cautious optimism" are expressions used, to describe the current status of the industry. The Travel & Tourism Competitiveness Report measures and analyzes the drivers of T&T competitiveness in economies around the world. In this year's report findings, Switzerland, Germany and France have the most attractive environments for developing the travel and tourism industry.  

Saturday, March 5, 2011

Mapping the travel mind: A study by Conrad advertising

As published in a Press Release in Conrad Advertising's website:

Whilst conventional industry research tells us in general terms what media is used by travel consumers, Conrad Advertising recognised that travel marketers and advertisers need a more sophisticated understanding of the role played by different media at each stage in the consumer’s holiday planning and buying process. Which media is used and when, and which media and content influences a consumer’s choice?

When we can answer this question, we begin to understand how best to integrate conventional digital and social media into successful travel advertising strategies.

Conrad Advertising worked with YouGov and TNS Research to interview 1,340 respondents. 1,040 completed an online questionnaire and 300 were interviewed in person. The sample was designed to be representative of the general population’s age, gender and social profile and all respondents had taken an overseas holiday of at least five days in the previous twelve months.

The research produced a number of key insights including:
It challenged conventional thinking into the link between age and internet usage when planning a holiday, demonstrating that older consumers are neither more nor less likely than other age groups to use the internet. The extent of their online usage is reliant on other, social factors, an insight that has important implications for marketers targeting the ever-growing grey market.
TV, Newspapers and the Travel sections of Media websites continue to be the most used media sources of holiday ideas and inspiration, with Travel review websites and Travel company’s own websites also considered as highly trusted sources of holiday recommendations. Even so, despite the popularity of review websites, only 8% of respondents voluntarily write reviews after each holiday!
The internet was recognised as playing a key part in the planning and buying process with 70% of respondents preferring to book their holiday online. Interestingly, for a majority of Travel consumers, online search and research is used mainly for price comparison rather than convenience. With travel company websites the most mentioned source of holiday packages and offers, the role of advertising is now surely to drive targeted traffic to company websites. Response management then ensures that campaigns are optimised to maximise results.
Although Social Media is a great topic of debate amongst marketers and advertisers, it is not considered the best source of inspiration and recommendation by travel consumers, who are more likely to turn to company websites or travel review sites for ideas.

Commented Nick Henley, Media and Planning Director of Conrad Advertising: “This research is highly relevant to travel marketers and advertisers as it demonstrates the different roles played by each media type at the various stages of the travel planning and buying process. It has long been recognised that media selection and creative strategy must vary according to the consumer’s position on the path to purchase – this research provides new insight to optimise planning accordingly”.

Friday, March 4, 2011

How DMOs use social media? How they measure performance?

A very comprehensive picture (just six slides) to give a glimpse on how 100 Destination Management Organizations use social media and the social media metrics they use, through the findings of a study made by Destination Marketing Association International.
Originally posted by destinationmarketing.org
Thank you abouTourism

View more presentations from abouTourism.

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