Social media thrives in tough travel market

by Tom Johansmeyer on

Travel used to be recreational (well, recreational travel, at least), but now even vacationers are finding ways to turn it into work. The latest report from travel research firm PhoCusWright, Social Media in Travel: Traffic & Activity, finds that the average vacationer is becoming more like the average blogger on a press trip. Travel reviews are written, photos popped onto the likes of Flickr and Facebook and personal blogs are peppered with opinions and observations. And, immediate reactions wind up on Twitter with incredible speed. All this content, straight from the horse’s mouth, is having a profound effect on the online travel market.

According to Douglas Quinby, senior director of research at PhoCusWright, “There continues to be a big gap between the enormous promise of social media and the current reality of realizing and measuring those returns.” He continues, “With our partners, we analyzed nearly 1.9 million traveler reviews and visitor referral and conversion traffic from more than 50 social travel Web sites, as well as general social networking sites like Facebook and Twitter. The result is the most expansive research into where and how online travelers are creating, consuming and acting upon social content.”PhoCusWright is staying a bit tight-lipped with the reports details, holding them back for people with skin in the game (and thus willing to foot the $995 tab), but one observation was released that shows just how powerful an impact the social media environment can have on the travel industry: despite the hit the travel business took last year, monthly visitors to social travel sites surged from the first half of 2008 to the first half of 2009.

The fact that social media is having an impact on the travel community may be obvious, but the extent is staggering.

“Place-dropping”: the new social currency?

by Jeremy Kressmann on

You just landed in Paris. What’s the first thing you do? Head for the passport line? Withdraw some money at the ATM? How about updating your Twitter/Facebook status? It’s called ‘place-dropping,’ an increasingly popular form of “digital bragging” about where you’ve been online. With many of us carrying laptops, checking mobile phones and using location services, it’s easier than ever before to log on and update our status, notifying our friends back home about our adventures. But is there a difference between simply sharing news and simply being obnoxious?

Like so much of social media etiquette, the proper rules of place dropping are still up for debate. Writer Spud Hilton took a stab at laying some ground rules in a place-dropping article on World Hum last month, suggesting a good place drop “conveys you were there” but doesn’t “overplay your hand.” But Hilton is talking mostly about place dropping during face-to-face conversations. What about doing it online? In some cases, there’s justification. For instance updating curious friends and anxious family members on where you are. For frequent travelers, a place drop is also a research tool. I often sent requests for destination insights during my recent trip to Southeast Asia. And it’s a handy way to find travel friends who are nearby.

Yet place dropping has limits. It prevents us from truly immersing and enjoying ourselves in our destinations. And if done excessively on social media, place-dropping alienates friends and followers. At a time when we can get anywhere on earth in 24 hours or less, it also seems increasingly redundant.

What do you think about place dropping? Is it just a sign of our ever-more-connected global lifestyle? Or something more heinous? Leave us a comment to start the discussion.Related:
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Before you go, be sure to check out Travel Talk, in which the guys visit the spiciest restaurant in NYC — try to slake their thirst with beer.

Vacation homes and social media worth a million dollars

by Tom Johansmeyer on

Did someone mention a travel slump? Second Porch, up in Portland, Oregon, must not have received the memo.

Damned memos.

The new company just picked up $1 million in A-round financing (an early round, for those not of the finance world) which was led by the Oregon Angel Fund. Translation: a few people are making a seven-figure bet on a travel company in a shitty market. And I think it’s pure genius. Now is the time to make a play in the travel market, as there’s nowhere to go but up. Also, Second Porch has a nice social media connection which is not only all the rage with the kids right now (and the Baby Boomers and everyone else, for that matter) but has demonstrated continued potential for the travel and tourism industry.

The premise behind Second Porch is straightforward: these guys want to harness the power of social media to make it easier for you to book a vacation home. The company has put together a free Facebook application – a portal into the vacation home rental process. End-user ease, however, is only part of the plan. Second Porch CEO Brent Hieggelke says, “The typical Facebook personal network comprised of ‘friends of friends’ reaches almost 17,000 people, all of whom can be vouched for by a friend in common. For a homeowner, this is an obvious opportunity to find prospective guests to rent to with a higher level of comfort and peace of mind.”

Right now, Second Porch has only 1,100 fans and 2,450 users … but give it time. A million dollars buys a lot of friends.

Blog it or Facebook it or Tweet it or … – Road trip tip

by Gadling Staff on

Let friends and family share in your road trip adventure by posting details along the way via your blog, Facebook, Twitter or other social media site. People at home are curious about your adventures, and seeing your update may trigger a memory or suggestion they have to improve your trip.

With a smartphone such as the Apple iPhone, Motorola Droid or Research in Motion’s BlackBerry, it’s a snap to post a status update of your trip or take and upload a photo or video of a roadside attraction. Smartphone Facebook apps and apps such as Bloglive make it easy to upload your content.

Of course, don’t do any of this while driving. Wait until you’re stopped, or have a passenger do the posting.

Use Facebook to plan your next park vacation

by Tom Johansmeyer on

Municipalities are always feeling a financial squeeze, and the fallout from the financial crisis has only made an already grim norm even worse. It’s hard enough to get money for maintenance, let alone marketing. So, how can you get the info you need to plan your next park trip?

Try Facebook.

According to Inside Facebook, cities, counties and states are flocking to the social networking site to promote their parks to locals and prospective visitors from across the country and around the world. Most of the pages created, says Inside Facebook, focus on photos and Wall content, with few using notes and none really relying on Facebook’s discussion tools.

Most of the pages belonged to cities, though some states and counties were represented. Interestingly, larger destinations, such as New York City, Los Angeles County and Oregon haven’t experienced the level of success seen among smaller or less prominent locations. The little guy, it seems, already has a tight community feel that translates easily into a social media presence. Monterey, California’s page, for example, boasts 222 fans of a 61,000-person municipality. Meanwhile, Los Angeles County’s Department of Parks and Recreation Facebook page has only 55 fans. The county is home to 10 million people.Cost is among the reasons for the migration to Facebook. Using existing photos and content to populate a page brings no incremental cost to a medium that’s already free. Says Dan Costley, Monterey, California Park Recreation Superintendent: Literally we were told, ‘If you can borrow something from another department, cut back.’ You can look at something like Facebook and say, ‘Nobody is charging us for this.'” He continues, “So if it helps us save money and send the message to the right people, that’s always going to help us.”

Need some ideas? Check out these local park Facebook pages:

Click here to become a fan of Gadling on Facebook.

[Photo: Flickr | Buck Forester]