12 . 4 . 18

Social Travel Trends to Watch in 2018

New places to go, new foods to try, and more things to Instagram


Creating the authentic experience

Realtime social sharing has evolved massively in the last year, making the perfect holiday as much about your own experience as it is about the story you create for you friends and family through social media.

People want to share their travel experiences from start to finish, and the destination has to provide plenty of picture-perfect moments, regardless of the reality of actually being there.

With so many travel companies also posting images on social media in the hope of a like or share, so destinations get even more exposure, putting pressure on travel providers to find new and ever more enticing destinations.

Content in the moment 

Most hotels and tourist hotspots now offer free wi-fi, and with data-roaming charges being removed across the EU, this is allowing people to fully utilise their mobile phones abroad. There’s a social expectation to be able to see content as it’s happening, or at least within a few hours, whether that’s first hand news from Twitter or a live story on Instagram.

Increased bookings on mobile

This social sharing is leading to a rise in mobile bookings, as people see these perfect images of destinations and immediately want in on the action. Creating reliable and comprehensive booking engines that offer as much information as desktop is key, and travel agents and airlines are finally starting to catch up.

More Instagram stories

Instagram stories are a great way to show the people behind the brand. Getting different departments involved, learning your target audience, and repurposing content are three vital ways your Instagram stories should be part of your 2018 social strategy. Instagram stories also lend themselves to more casual everyday content, as they usually only exist for 24 hours.

Rise of the chatbots

Chatbots allow for 24-hour customer service, encouraging people to contact brands via their social channels before contacting them directly with complaints or general comments. It allows for a more personal experience than making public posts on Twitter, though public brand shaming will still no doubt be a big part of community management.

Influencers are here to stay

With the rise of ad blockers and a decline in traditional media consumption, influencer marketing isn’t going anywhere any time soon. From taking quotes from influencers to using photos and videos in some form of paid media, everyone is looking for the authentic and relevant influencer that will be the best person to represent their brand. Of course, the chosen influencer needs to have a strong connection to the brand and its audience for it to be authentic and high quality.

Creating high quality and genuine content will always be key to any brand, and social media is creating ever more diverse ways to create and share it.

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