Social media has grown in importance since the COVID-19 pandemic, according to a survey of more than 200 travel advisors, part of TravelAge West’s Need to Know research series.
Nearly half (47%) of respondents say that they are spending more time and resources on social media than they did before the pandemic.
Forty-seven percent of travel agents say that social media is more important to their businesses post-pandemic.
Credit: 2021 TravelAge West
Most advisors (73%) use social media to connect with existing clients, and the same number use it to increase their customer base. Another 64% of respondents say social media helps them grow their professional networks.
Seventy-three percent of travel agents use social media to increase their customer base.
Credit: 2021 TravelAge West“Social media is a great way to increase your customer base,” said Brianna Glenn, owner of Milk and Honey Travels in Newport Beach, Calif. “It works best when you’re clear about the type of person you’re speaking to and create content that works at forming connections that they can engage with. You can use your platforms to showcase your value.”
There is a big difference in being on social media and actually having a strategy on social media.
While two-thirds (66%) of advisors say that social media is either very or somewhat important to their business, many (30%) report that they spend less than 25% of their overall marketing efforts (including time, money and other resources) on social media. Nearly half (44%) also say that social media accounts for less than 25% of their overall revenue.
“There is a big difference in being on social media and actually having a strategy on social media,” Glenn said. “The strategic element is what helps it be an effective marketing tool for your business. I believe that having a strong online presence and using social media as an extension of my brand is a no-brainer when it comes to an effective marketing strategy.”
It can be the most effective marketing tool in your toolbox when used correctly.
The majority (61%) of respondents use Facebook as their primary platform, followed by Instagram (12%) and YouTube (3%). Another 9% listed “other” as their social media choice.
When it comes to social media expertise, most advisors (42%) say they are only somewhat knowledgeable, with 17% defining themselves as beginners. Only 4% of respondents consider themselves an expert. Nearly two-thirds (62%) say they would want more information and education about social media.
Sixty-two percent of travel agents would like more education about social media.
Credit: 2021 TravelAge West“What I see are travel advisors with awesome skill sets and abilities, but they don’t know how to let people know what they do, and how they can help them,” Glenn said. “Or, I see a lot of people coming into this industry wanting desperately to get their business off the ground, but they really don’t know where to invest their time and energy into making that happen. What can be helpful to both groups of advisors is to see their social media as an extension of their brand — so, first, they need to understand what their brand is (the experience they provide) and then work at sharing that correctly on social media. It can be the most effective marketing tool in your toolbox when used correctly.”
Need to Know Survey Series
“Need to Know” is a research series from TravelAge West that tracks the responses of advisors as they relate to various travel trends and topics. This survey recorded the responses of 225 advisors across the U.S. Click here to see more Need to Know stories.
