Social Commerce: The Journey and the Destination

Summary

In less than two decades, social media has radically transformed the travel planning process and reshaped the way that humans socialize, communicate and share experiences. Participation in an online social network is nearly ubiquitous among travelers, yet travel companies continue to struggle with the question of how best to monetize social media. In fact, the relationship between social media and commerce is both more complex and more impactful than originally thought. While increased social conversions may be the ultimate goal for travel marketers and executives, the path that travelers take en route to the "buy" button is often circuitous. Understanding the purchase decision process — and social media's potential role in each phase — is essential to profitably navigating the rapidly changing social media landscape. This Analysis highlights the various roles social media plays in driving revenue within the travel vertical, providing an inclusive vision of social commerce, rather than focusing exclusively on transactions. The insights are designed to help travel companies optimize their social media strategies and boost ROI. Questions? Contact our experts: +1 860 350-4084 x501