How Social Media Builds Travel Communities
Travel research is being revolutionized by social media, empowering users to discover unique traveling experiences through personalized communities and presence cultivated by destinations throughout different online platforms.
Consumer travel behavior has evolved significantly in recent years. Traditionally, travelers relied heavily on Google and other search engines for their trip planning research. Today, platforms like TikTok have emerged as powerful influencers, shaping travel preferences, perspectives on destinations, and even becoming the go-to place for travelers to find information that they can’t get from a search bar. Consumers increasingly turn to these platforms for authentic recommendations and visual inspiration, often prioritizing social media-discovered locations over traditional guidebooks or online suggestions. It's also important to recognize that social media can be either the first or last step in a traveler's research process. A recent article published by Forbes Advisor noted a 25% decrease in Google usage among Generation Z compared to Generation X, further proving the growing importance of social media in the modern travel landscape.
Boost SEO with Community Management
It is not new that destinations have taken to social media to show their personality through their unique voice, strategy, and community management efforts. By doing this, they are “cultivating a unified community where everyone feels they are welcomed and belong” (DI24). One key factor is the adoption of community management, a brand's way to connect to its audience with its own voice. For example, take the trend approach used with our client Discover Atlanta and the witty commentary we used to effectively engage with their followers.
Community management plays a big role in social media search performance by not only staying on top of trends but also incorporating keywords into captions and responses to user comments, increasing the likelihood of the social post appearing for specific search queries.
Stay Trendy to Stay Relevant
While SEO is becoming important for social media, keeping up with trends will always be important to be favored by the algorithm, especially on TikTok and Instagram. Rather than the destination inspiring travel, niche experiences that go viral on social media have been attracting travelers to the destination. When creating content around a trend, make sure it is as relevant to the destination as possible while avoiding relevant experiences or topics for different trends. For example, All’Antico Vinaio, a once hole-in-the-wall sandwich shop in Florence, gained fame through social media, leading to its expansion into the US. Now, it boasts wrap-around lines for its paninis in Italy. This phenomenon benefits both businesses and travelers and helps promote travel to lesser-known destinations.
A great way to maintain this mindset is by leveraging User Generated Content (UGC) that follows current travel trends or incorporating influencer strategies with creators who fit specific needs. For example, partnering with a local ‘foodie’ influencer to showcase spots that will satisfy the current food trend, like rooftop bars for the summer, or sourcing a local influencer to highlight hidden gems and activities in your destination, similar to the niche local gems we feature for our client Travel Oregon.
Travel influencers, the most common type of creator used by destinations, have built their reputation by promoting their travels to anywhere from popular destinations like Madrid and Rome to more niche and lesser-known destinations like Slovenia and Belize. A trend used by travel influencers for destinations is the travel “dupe” trend, in other words, an affordable alternative to a popular destination — a take on “Do This, Not That.” While some destinations have unique qualities with no true alternatives, 40% of travelers agree that they have been inspired by a celebrity or influencer to visit a specific destination.
Not all Search is Good Search
Social media has become more than just a hotspot for positive recommendations; it is also a platform for warnings. This dual nature of social media underscores the importance of active community management for destination marketers. By showcasing the best aspects of a location while also addressing concerns and providing accurate information, destinations can foster trust and authenticity with their audience. For example, locals or frequent travelers warn new tourists about pickpockets, street vendor scams, misleading tours, and overpriced and overrated tourist traps from attractions to dining. Social media has given these warnings a space to go viral and an easier way to reach unsuspecting travelers. As a destination, it is crucial not to ignore this type of content but to create a plan to respond appropriately. This approach enhances authenticity and shows that you are aware of what is really happening at your destination. While it may not be necessary to respond to all negative comments, develop a strategy to address certain issues that align with your brand values and demonstrate transparency.
Listen to the Audience to Ignite Their Passions
Destinations that use social media to promote travel also adopt a ‘make your own adventure’ concept when they offer diverse content pillars. This strategy caters to a wide audience, allowing individuals of all ages to envision their ideal trip rather than following a one-size-fits-all itinerary. While it’s essential to create content tailored to specific demographics, understanding that not every post resonates with every audience is crucial. By conducting thorough market research and listening to audience engagement, destinations can craft a social media presence that truly connects with their target market.
The travel research landscape has undeniably shifted. Social media has transformed from a source of inspiration to a powerful research tool, with destinations actively cultivating online communities and users taking advantage of the power of search. By embracing unique experiences and flair through content, destinations can craft itineraries for every type of traveler, whether you are targeting a meticulous planner or a spontaneous explorer.
About the Author
Sarah Correa-Dibar is a social media strategist at Sparkloft Media. She’s dedicated tailoring social media strategy to each of her accounts, mostly working with travel & tourism clients. Sarah has always loved to travel, and takes every opportunity to learn as much as the destination by researching everything from its history to its offerings to have built out detailed itineraries, which she makes for every place she travels to.
Submit Your Thought Leadership
Share your thought leadership with the Destinations International team! Learn how to submit a case study, blog or other piece of content to DI.