How social media is changing the travel search landscape

In today's digital era, social media has a fundamental impact on the way people plan, experience and share their travels. Generation Z (*1997-2012) in particular use platforms such as Instagram, TikTok and Pinterest as primary sources of inspiration and information when planning their next adventure. What impact does this have on travel searches and how can hoteliers benefit from it?

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The importance of social media for the travel industry

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Social media has become an indispensable tool in the travel industry, not only providing a platform for marketing but also enabling direct interaction between hotels, destinations and tourists. These platforms play a crucial role in various aspects of the travel experience.

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Overall, social media has become an integral part of the travel industry, serving not only as a marketing tool but also as a critical tool for inspiration, planning, information and customer service. By utilising the diversity and reach of social media, hotels and destinations can increase their visibility, effectively market their offerings and build strong relationships with their guests, ultimately leading to an enhanced travel experience.

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Why the change?

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The change in travel search is closely linked to technological developments. In the past, travellers relied on printed travel guides and recommendations from friends. Today, they have access to a wealth of information via social media. The visual representation of hotels and destinations has changed and travellers expect authentic insights.

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With the proliferation of smartphones and the ever-increasing availability of the internet, people now have permanent access to digital media. This development gives them the opportunity to search for and share travel information at any time and in any place.

Platforms such as Instagram, TikTok and Pinterest serve as inexhaustible sources of visual inspiration. Other people's pictures and videos can inspire travellers to discover completely new destinations, and in contrast to traditional travel guides, social media offers authentic insights and recommendations based on real experiences.

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By using social media, companies can create personalised content based on users' individual preferences and behaviour. This enables travellers to receive tailored recommendations that meet their personal needs and it allows hotels and travel companies to interact directly with their customers. This direct communication allows companies to respond quickly to questions, concerns and feedback, which can lead to greater customer loyalty.

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The role of social media for hotels

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The importance of social media for hotels spans a variety of areas that are essential to strengthening their presence and building a meaningful connection with potential guests.

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Above all, it is vital that hotels have vibrant and engaging social media accounts. Platforms such as Instagram, Facebook and TikTok provide an ideal stage to showcase impressive photos and videos of their accommodation. By posting high-quality content, hotels can not only showcase their amenities and facilities but also publicise current offers and promotions to pique the interest of potential guests.

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In addition, the use of location tags and hotel-related hashtags plays a crucial role, especially for the younger target group. Many Generation Z travellers discover hotels through location tags and relevant hashtags. Therefore, it is advisable to use both general tags such as those of local tourism associations and your own specific hotel hashtags to maximise visibility and attract interest.

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Another important aspect is the integration of hotel reviews and recommendations into the social media presence. Positive feedback and recommendations from satisfied guests give potential customers an authentic picture of the accommodation. Hotels can use such words of praise by reposting or sharing testimonials on their social media channels to build trust and credibility.

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Paid social with myhotelshop

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Paid social gives hotels the opportunity to optimise their marketing strategies on social media and target potential guests. myhotelshop, as a specialist in customised solutions for the hotel industry, offers hotels a valuable partnership to improve their visibility and effectively achieve their marketing goals.

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Through targeted ads on platforms such as Facebook, Instagram and TikTok, hotels can expand their reach and precisely address their target group. myhotelshop has the expertise and experience to develop customised paid social campaigns that meet the individual needs and goals of each hotel. From creating engaging ads to targeting based on audience demographics, interests and behaviours, myhotelshop provides comprehensive support to ensure campaign success.

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In addition, hotels benefit from industry-leading knowledge of the latest marketing trends and best practices in paid social. By partnering with myhotelshop, hotels stay on top of the latest developments and can use innovative approaches to continuously improve their presence on social media and achieve their marketing goals.

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