EyeforTravel SpecialTravel suppliers especially in the mature markets are definitely inclined towards adoption of social media marketing. According to the data available in the US, users are spending on an average of 30 minutes on top social networking websites on a monthly basis.

Published: 30 May 2008

EyeforTravel Special

Travel suppliers especially in the mature markets are definitely inclined towards adoption of social media marketing. According to the data available in the US, users are spending on an average of 30 minutes on top social networking websites on a monthly basis.

But same may not be the case in Asia as the participation from consumers isn't strong enough to evince adoption on the part of suppliers as of now.

According to James Sundram, Head of Asia, Lonely Planet Publications, the presence of brands on sites such as YouTube, Second Life, Facebook etc is definitely worth the investment, but the Asians are generally not ready nor committed to use such community sites for their travel planning and arrangements.

On the role played by Travel 2.0 sites especially networking sites in consumer marketing, Sundram referred to specific areas.

"(It) opens up more options for travellers. Previously only brands / products with huge advertising budgets could make the `noise' and get noticed. With web 2.0, its the worthy that are getting the share of voice and endorsements. Secondly, (it) eradicates the barriers between generic travel and standard itinerary with what's really out there for the world to explore. More of destinations are being covered and visited and travellers who engage are getting better satisfaction," shared Sundram.

For their part, companies like Lonely Planet are integrating content and community so that travelers feel they are playing a meaningful part in the travel cycle. On the other hand, user-generated content sites are strengthening/ adding networking sites to their portfolio.

Assessing such developments, Sundram said it is great that travel as a whole is being promoted.

"Our vision is for more people to travel and if this objective is being attained through Travel 2.0, then we are all for it," he says.

LP is also enhancing connectivity via mobile so that travelers can communicate their travels faster and better manner.

"These developments will benefit the Asian traveller much more simple because of usage trends. Asians are not know to be avid readers but Asians love their mobile phones, and penetration in HK / Korea / Singapore / Philippines etc are more than one per person," said Sundram.

Considering that customers begin planning many months ahead and there is an opportunity to engage them when they are researching, how can travel companies in Asia can expand their opportunities to develop a trusted relationship?

Sundram advocates that trust is the key word.

"Whatever we have to offer, be in a trial or something that is part of a larger service, these community sites must be useful and practical for the purpose of planning a trip. If its done in the manner of internet hijacks, then all credibility will be lost."

On the limitations of travel 2.0 sites especially social networking sites, he said from an Asian perspective, a larger majority are still shy to participate, and the rest are too afraid and non-trusting, especially with the numerous warnings going out about phising / web theft etc.

He added, "Furthermore, travel is very must still perceived as a luxury and the general mass are comfortable with paying a slight premium to get face to face service or at least another person at the other end of the line."

Ritesh Gupta,

EyeforTravel.com