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The latest trends show that Social Media is rapidly becoming a preferred online booking method for international travellers. One commentator in a Skift article had this to say, “There is a notable shift towards direct bookings, especially post-pandemic, with about 51% of respondents preferring direct channels over OTAs. Additionally, social media platforms are becoming influential tools for not only travel inspiration but also direct bookings. Around 34% of travellers are comfortable booking directly through platforms like Instagram, Facebook and YouTube, indicating a growing trust in these channels”. I think there are positives and negatives to be aware of regarding this trend as I believe that Social Media can be a bit like that friend you want to trust but know there’s always a possibility that they are going to let you down. So, let’s take a look at what’s positive first and then delve into what needs to be approached with caution.
Social media as a friend
Primarily Social media should always be seen as a great marketing tool but with so much other stuff surrounding the marketing, the lines of what is good and right, and what is just fake, can become blurred. It is great when Social Media is used as an inspirational tool to whet the appetites of those who may not usually venture out to explore new experiences and it is certainly expanding people’s horizons and informing them about what’s out there. I believe therefore as a TMC, instead of thinking of online booking as the enemy you should jump at the opportunity to promote these experiences for yourself. It’s a great opportunity for the travel industry to bring more bookings in by leveraging what social media is generating and, utilising the right technologies, to take advantage of the opportunities to sell your products and services to people who prefer to shop in this space.
It’s all about trust
Another positive, is that reliable operators offering genuinely good products are engendering a higher level of trust in this mode of marketing and therefore good travel companies with a good track record now have a far greater playing field on which to demonstrate and market their businesses. I think what’s important here though is to caution those booking online to ensure that the company you are booking with can be trusted. The best advice I can give here is twofold. Firstly, go with tried and tested travel companies, those that have been around and operating for some time, or who are at least fully accredited within the industry – don’t just trust anyone offering something tempting. The old adage of “if it seems too good to be true it probably is” stands here.
Secondly, I would advise that, with the level of trust that needs to be adopted by the traveller, online bookings are probably best limited to smaller bookings and experiences. For example, in South Africa, if you are exploring different hikes or short-term accommodation then going direct is possibly worth the risk, but, booking large packages to international venues with overseas agents with whom you are not familiar carries quite a high level of risk.
Friend or foe?
In summary, it is my experience that Social Media can be both a friend and a foe. It is great that it is inspiring more people to travel but, as always, one needs to beware of scams and promises that can’t be kept. Direct booking through social media can be beneficial if it is a well-known and well-researched destination with a lower risk. Lesser known, or more expensive are a lot more risky, so booking through professional Travel Advisors in these cases certainly minimises your chances of a bad outcome. When all is said and done, like many other things in life, it comes down to the individual’s risk appetite. There’s no one size fits all. So, in the immortal words of the great Clint Eastwood, “You just need to ask yourself one question – are you feeling lucky today?”.
LIDIA FOLLI
CHIEF EXECUTIVE OFFICER
