Il travel industry, which has definitively left the dark period of Covid behind us, is a world characterized by continuous turmoil. Among the trends that are characterizing this period is undoubtedly the focus on sharing and sharing seeking advice from online communities.
The new trends in the travel sector are affecting both organized group trips – a type of product which, at the moment, sees a particularly solid target in singles over 35 – both those for couples and families, see in the foreground the use of tools which, for years now, have represented a cornerstone of online communication.
Any examples? The storytelling, which must aim for authenticity and which is experiencing a new phase of success thanks to influencer marketing and customisation. We are talking about two key aspects that have allowed online travel bookings to experience a growth rate of over 120% over the last year.
Contents
When inspiration comes from social media
Inspiration about places to visit around the world increasingly runs on social media. TikTok and Instagram, by virtue of the exclusivity of the video format in the first case and its undisputed centrality in the second, represent two places where generation Z - but also Millennials, who are starting to experience the turning point of the anta - find ideas on where to go and the itineraries to follow once you reach your destination.
Numbers in hand, social media represents a source of inspiration that has now surpassed Google.
The crux of reviews
Another factor that users rely on to decide the details of a trip are the reviews that are published online. According to a recent survey conducted by the Kantar group, a global survey and data processing company, 74% of Italians consider the reviews that appear on the web on sites, social platforms and apps to be truthful and reliable.
Despite this, 91% say they were disappointed by a location or accommodation facility after reading positive points of view about it online. An aspect worthy of note concerns the fact that, in particular, it is young people who express disappointment.
The phenomenon of pet traveling influencer marketing
In the previous lines, we have mentioned theinfluence marketing - creatorhave always created a community around themselves, otherwise they wouldn't have the success they have - among the reference columns for travel numbers. Among the sea of communities linked to influencers who talk about their experiences on social media, there are those in which the travel experience is narrated in the voice of our best friends, pets.
Among photographers' cats who travel the world and are photographed in breathtaking landscapes - one of the examples that can be called into question is that of the photojournalist Martin Gutfreund or, better said, of his cat Suki, followed by almost 2 million people on Instagram – hedgehogs and dogs, you are truly spoiled for choice.
What is this success due to? In addition to the high quality of the images, the role that pets have in our lives. Real family members, they accompany us in many situations, including trips.
There is no denying it: in a period in which prices are skyrocketing - the pages of the newspapers of the summer that is ending have reminded us of this several times - there is no shortage of those capable of ingenuity and, above all, those who consider, among the criteria for choosing a trip, the fact of recognize yourself in certain values as the most important aspect of saving.
Social media, and influencers in particular, with their storytelling and their ability to create communities, help significantly from this point of view.
Posted in Digital Travel
Comment first