The Future of Social Media, Influencers and Social Commerce in Travel

Summary

A key goal of travel industry marketers is to build efficient, direct-to-consumer relationships by expanding brand reach, enhancing traveler engagement and maximizing customer lifetime value. But consumer privacy protections and a relatively high level of dependence on OTAs in certain segments can often complicate campaign realization. Further, outpacing by other industries leaves travel marketing strategies looking stale. Forward-thinking travel providers are realizing that they can engage directly with consumers through social commerce – a rapidly growing sector where they currently lag. 

Part of a content series that explores some of the most significant technology-driven trends that will influence travel distribution in 2023 and beyond, this article addresses the following topics:

• Broad overview of direct-to-consumer marketing and social commerce in travel
• Comparison of different marketing/commerce partnership styles, including benefits and challenges
• Examples and success stories from other industries
• Recommendations on how the travel industry could benefit from embracing social commerce