Travel industry Social Media benchmarking report 2010.

Download the travel industry social media benchmark report 2010.

With nearly 100 key players in the industry taking part from travel organisations large and small, Qube has gathered key insights into how this sector views and engages with the challenges and benefits of Social Media.

Social Media Benchmarking

81% of marketeers and directors in the travel industry say they use Social Media due to pressure from customers. And despite the fact almost two thirds of respondents felt Social Media was important for the future of their business, nearly 50% still use non-expert staff to deliver Social Media marketing.

Platforms

Bebo and MySpace, perhaps unsurprisingly, were the least popular social networks for marketing activity within the travel industry, while Twitter is by far the most popular tool in use for this sector.

Setting Key Performance Indicators (KPI)

Whilst there are many ways to measure Social Media activity and quantify ROI, difficulty in measuring direct impact of sales was far and away the greatest reason cited for not engaging with Social Media marketing.

Interesting, a large proportion of respondents don't actually set any Key Performance Indicators for any of their current digital marketing activity.

Download the full travel industry social media benchmark report 2010.