How travel brands can fill the social media void
As organizations in the travel and hospitality space adapt to the reality fo the global pandemic, there’s still a way for them to engage on social media platforms, even without user-generated content.
The surest way to make people long to travel is to tell them they can’t. That’s the impact of COVID-19 on those who love vacations and destinations.
As a rule, 86% of would-be travelers—from Zoomers to Boomers—look to social media for vacation inspiration. COVID has impacted this too, and in ways that can bolster your travel brand. While this statistic has remained the same since the onset of the pandemic, there’s been a significant change in travel-related social content. Pre-COVID, 60% of consumers made vacation plans based on a friend’s social post (also known as user-generated content or UGC). But that “look-at-my-fabulous-vacation” content has suddenly dried up. And this gives travel brands a golden opportunity to fill the UGC void by delivering the captivating imagery and ideas that escape-craving consumers want.
Lockdown awakens wanderlust
Become a Ragan Insider member to read this article and all other archived content.
Sign up today
Already a member? Log in here.
Learn more about Ragan Insider.
