Deloitte: Tourism Players Still Not Tapping Into Social Media Advantage

International consultants Deloitte found that tourism enterprises still haven’t tapped into the far-reaching benefits of the social media, and travel operators have a long way to go before reaping the rewards of a strong digital presence.

According to the report’s findings based on Deloitte Global’s review of data from a Facebook-commissioned world survey of 10,500 social media users, travel entrepreneurs must fully integrate social platforms into their business plans in order to capitalise on market opportunities and better engage with the consumer.

The survey released late last month revealed that 50 percent said friends and family provide the main source of travel ideas. Social media ranked second at 33 percent, followed by TV shows at 32 percent, travel brochures at 31 percent and search engines at 31 percent.

At the same time, a recent Deloitte and MIT Sloan Management Review study found that over 50 percent of travel executives believe their companies are behind the competition with respect to digital media presence.

“The unique ability of digital channels to create dialogue is reason enough for tourism businesses to invest in social media as an effective tool for growth. If tourism enterprise in Greece moves from the social media to a more in-depth understanding of digital channels, then the potential is limitless,” explains Vassilis Kafatos, Strategy & Operations – Travel, Hospitality & Leisure Leader for Deloitte Greece.

The report recommends that entrepreneurs active in tourism and leisure should begin by maintaining digital activities at the same standards to ensure measurement effectiveness, targeting the right consumers and creatively integrating digital channels into the broader business.

Deloitte is a global network of professionals providing audit, tax, consulting and financial advisory services.