Just You launches travel trade solo experience

Just You launches travel trade solo experience

Friday, 21 October 2016 14:00

Just You h...

Spontaneous people are happier according to Snaptrip survey

Spontaneous people are happier according…

Friday, 21 October 2016 11:00

Spontaneous people are often believed to lead more exciting or glamorous lifestyles and a new study has confirmed that they are happier in all aspects of their lives.

Top Brighton attractions on Combi-Saver tickets for half term

Top Brighton attractions on Combi-Saver …

Friday, 21 October 2016 09:00

Visitors to Brighton this October half term can save up to 20% on its top three paid-for attractions with combination tickets now available for British Airways i360, SEA LIFE Brighton...

Free cabin upgrades with Cosmos Tours

Free cabin upgrades with Cosmos Tours

Thursday, 20 October 2016 14:00

There still’s time for agents to book a Croisieurope river cruise for their customers with a free cabin upgrade on a range of river cruises throughout Europe, when booked with...

Last minute autumn breaks available at Haven

Last minute autumn breaks available at H…

Thursday, 20 October 2016 11:00

Agents can still give their customers a last minute family break this autumn from £99 when booking a Haven holiday between now and November 5.

Skiers urged to head east for best piste costs reveals new report

Skiers urged to head east for best piste…

Thursday, 20 October 2016 08:00

Cash-conscious skiers can avoid the slippery slope of higher prices for their annual downhill trip by heading to ski resorts in Eastern Europe.

Design an anniversary poster for DFDS competition

Design an anniversary poster for DFDS co…

Wednesday, 19 October 2016 14:00

Ferry operator, DFDS, is putting out a call to professional and amateur artists to create a poster that will be used in their 150th anniversary celebrations this year.

Savings on worldwide adventures with Explore

Savings on worldwide adventures with Exp…

Wednesday, 19 October 2016 11:00

Explore has launched a new collection of worldwide adventures with a launch offer of up to 10% discount on all new trips booked by November 7.

New route to Seattle makes it one to watch for 2017

New route to Seattle makes it one to wat…

Wednesday, 19 October 2016 09:12

Seattle is expected to be one of the fastest growing US destinations for UK travellers next year with a Virgin Atlantic direct non-stop daily flight launching March 2017, new hotel...

Air Transat launches 2017 programme with increased connections across Canada

Air Transat launches 2017 programme with…

Tuesday, 18 October 2016 14:04

Air Transat has expanded its programme of flights from the UK to Canada with increased capacity and connections for travel in 2017.

Oceania Cruises reduces single supplement fares

Oceania Cruises reduces single supplemen…

Tuesday, 18 October 2016 14:02

Oceania Cruises has launched a reduced single supplement promotion for solo travellers, with guests offered single supplements fares from 25% on seven itineraries, booked before December 31.

Mall of America welcomes arrival of MythBusters

Mall of America welcomes arrival of Myth…

Tuesday, 18 October 2016 14:00

Running throughout autumn until January 15, 2017, visitors can ignite their curiosity and discover whether they can really huff and puff to blow a house down; if running in the...

Emirates to launch new daily service to Fort Lauderdale

Emirates to launch new daily service to …

Monday, 17 October 2016 11:00

Emirates has announced that it will launch a daily service between Dubai and Fort Lauderdale-Hollywood International Airport, on December 15, serving the South Florida area, including Fort Lauderdale, Miami and...

New tours in UK & Europe from Back-Roads Touring

New tours in UK & Europe from Back-R…

Monday, 17 October 2016 08:42

Small group tour specialist Back-Roads Touring has launched its summer 2017 brochure to reveal a unique line up of new itineraries in Switzerland, Scandinavia, the Baltics, France, Iberia and Russia.

Star studded cruise line up from CMV in 2017

Star studded cruise line up from CMV in …

Friday, 14 October 2016 10:16

Cruise & Maritime Voyages has announced five star-studded cruises for 2017 following the arrival of its new main brochure.

Non-stop flights to Manchester from SIA

Non-stop flights to Manchester from SIA

Friday, 14 October 2016 10:11

Singapore Airlines will fly non-stop between Singapore and Manchester from October 30 as part of its northern winter schedule.

Over the past decade, the world has experienced a technological revolution.




When mobile access to the internet was born, with this came exponential and unprecedented growth that has seen access to the internet via a mobile device increase by 60.3% in the last two years. There are now more than 200 social media platforms for consumers to voice their opinions, share their photos and broadcast their location. 

Social media has changed the way in which consumers act, react and interact and this month ANTOR surveyed its members to understand the way destinations feel social media has had an impact on their marketing strategy and consumer engagement levels.

Facebook, Twitter, Instagram and YouTube are four of the most established platforms in terms of active users, and Facebook - the oldest of the four platforms - claimed 135 billion monthly active users in 2014. Our opinion poll showed an appreciation of this, as 100% of respondents said that they were not only active on Facebook but that they felt it was one of the most effective platforms for raising brand awareness and distributing their key messages. Other platforms that were highlighted include Twitter, Instagram, YouTube and Pinterest, all of which are very image led.

Davina Took, travel trade manager of Samoa Tourism Authority UK and Europe, highlighted that Facebook and Pinterest were crucial for what is “a very visual destination”, to be able to share images and raise brand awareness.

Darrin Des Vignes, account manager of the Trinidad and Tobago Tourist Board, noted equal importance for both Twitter and Facebook for overall marketing strategy. “Our Facebook is used as a showcase tool applicable to both the trade and consumers as the audience is split 50/50. Our Twitter is aimed at the press/media space”, Darrrin said.

With these increasing levels of online activity, tourist boards have had to adjust their marketing strategy to incorporate the digital world. Kylie Clark, head of PR and marketing, Japan National Tourist Organisation, responded that social media has provided a more cost effective and direct, real time link to reach the public than was possible via traditional print media.

Feedback was variable when establishing the percentage of budgets allocated on digital marketing. Results ranged from 5% to 60%, with 80% of respondents reporting a budget allocation of up to 20%, some destinations reported as much as 60%.

ANTOR members also illustrated that it is important to recognise that consumers lean towards social media for authentication through friends or trusted brands when picking a destination.

This is further supported by data from TourismLink that found that 52% of Facebook users said their travel plans were affected by seeing friends’ pictures of trips. ANTOR’s poll suggested that this type of organic promotion of the destination by the public provides a gateway for brands to provide targeted and focused information whilst creating visual, interactive content with a live feedback function, to engage with consumers.

Looking forward, the challenge for the travel trade will be translating destination brand awareness and engagement into bookings and for destinations to convert this into visitor numbers.

Let us know your thoughts and join the discussion on Facebook on the ANTOR page - www.facebook.com/ANTORMembership

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