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.

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.

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]

Use social media to plan your trip – International travel tip

by Gadling Staff on

Social media provides the easiest channel to prepare for a trip and gather information from friends — or from individuals you don’t even know. Let’s face it, people are willing to share their personal information.

On Facebook, update your status and ask friends for advice on places to see, food to eat, and more. Return the favor, and let everyone know how about your experience by posting updates via comments. Don’t forget to share pictures, too.

Another popular site, Twitter, can be used to perform keyword searches from the homepage. You won’t even need to build a network to find the most current information on any destination.

Hint: Be sure to follow Gadling for travel tips on Facebook and on Twitter.

Spain giving away travel on Facebook

by Tom Johansmeyer on

It looks like Spain is the latest destination to use a clever Facebook campaign to drum up some interest among traveling social media users. Free vacations are being offered to users who provide the best answers to questions about Spain and its customs. The contest is set to last through the end of February, so there’s still time for you to get in on the action. Winners wil receive a one-week trip ever year for three years, including airfare and lodging at Parador hotels, which are refurbished castles and monasteries – not a bad way to roll. If you think you have what it takes to get your vacations covered for the next three years,head over to Facebook to prove it!