Jenn Seeley at Disney Parks Canada

Social media is changing the way people travel, and more importantly the way relationships are developed as a result.  Whether you’re ready to embrace it or not, the ship is already sailing. Technology and the internet have made this vast planet easier to navigate as social media helps fuel the lust for travel.

Just last week, I was in beautiful Montreal for the CAA Vision Travel Conference. Although the keynote presentations were largely unique, the idea and importance of relationships carried on throughout. Just how does the travel industry connect with passengers and form long lasting relationships? Let’s journey through a few thoughts together.

Travel Romanticized

Whether laughing with the WestJet flight attendant, touring with Contiki, or running through a Disney Park with abandon, the love for travel has not changed. The method in expressing and sharing that love has, however, evolved. The world’s largest industry continues to tug at heartstrings and seduce people into that next trip.

Your guests fall in love with the idea of travel before even beginning that overwhelming  search for the right travel agency, booking engine or inspiration. Among social media users, 52% admit to being inspired in their travel choices by photos posted by friends on Facebook. (see more cool stats in this fancy infographic by tripl.com)

Exhilarating Rush

From research, seeking out the right travel agent for the job, booking and planning an itinerary and finally packing the bags, your passengers/guests/new found friends are typically pumped and excited to be on their way. Adventure seekers and sun worshipers alike have the opportunity to fall for a destination, a site, an attraction, a freshly fluffed pillow, a sunset, or a single moment. But will that lust-turned-love return the good feeling and have a forever soul mate?

Passionate Connections

Typically, the fountain in your courtyard or the characters in costume do not go home with your guests, but your brand can remain with customers via social channels. Social is about making connections and forming a lasting relationship. In fact, “social needs to be embedded in everything you do,” according to our very own David Alston, and I could not agree more.

Did you know that, 72% of social network users are checking in on a daily basis while on the move, at your resort, in line at your ticket counter or checking out of your hotel? If you aren’t connecting with them, forming legitimate friendships with them and feeling confident that they’ll choose to dance with you again when the next slow song plays on the radio, then another travel brand just like you is taking advantage of a new relationship left un-nurtured.

Jeff Walker of CAA National talked about the ‘antidotal voice of the member’ and how members are a credible voice. Targeted listening and strategic engaging across social media channels will allow you to help keep the love of your travel brand burning. If your guests are talking about their vacation, sharing pictures in social spaces and engaging with their friends, you should be vying for better-than-BFF status, and giggling excitedly with your customers as they recall the sights in Africa on an AmaWaterways riverboat cruise.

The love song that woos your next passenger and delights your next guest resonates on social media channels and without targeted social media monitoring and listening, you may miss opportunities for relationships with your guests that will have them coming back for more.

What changes have you made to be more intimate and connected with your passengers & guests via social media? What changes do you see in the horizon?

Jenn Seeley is pretty happy to have hung out with the CAA, WestJet, Disney Parks Canada, Contiki and AmaWaterways folks she recently met. Here’s to lasting social media friendships!

** interesting fact to note: 97% of Canadians are familiar with the CAA brand, but not all are aware of the fullness of the travel services they offer.

Tags: #traveltuesday, Customer service, engagement, relationships, tourism, travel