Prior to COVID, travel, tourism, and hospitality brands used social content to inspire discovery.
Their social content was meant to amplify campaign messaging and create offers that would encourage bookings. Social content – social media postings, videos and podcasts, blog posts, traveler reviews, and more – consisted of content that brands produced themselves as well as content produced by travelers on their customer journeys.
The early days of the pandemic derailed the normal flow of social content production and application. When travel ceased, people stuck at home couldn’t document the trips they didn’t take, and many travel and tourism-dependent brands had little reason to market. In many regions, when people would leave home, it was often by car or RV, heading for the great outdoors.
These activities did lead to fantastic visual content, much of which was then shared on social channels. Now that travel is re-emerging, the application of social content will play an even bigger role in the entire customer journey.
This paper explores the importance, consumption, and application of social content in travel pre-COVID, what has changed since the pandemic, how and with what expectations travel-centric brands should apply social content going forward, and what is in store for travel when it comes to social content and UGC.
This exclusive report, produced by PhocusWire in association with TINT, examines what has come before and what comes next for travel brands as they utilize social to assist in their recovery efforts.
The full report is available to download after completing the form below.