More than 200 million Twitter users send more than 140 million tweets daily, with another 500,000 new accounts opening every day. More than half of all people in the U.S. are now on Facebook and more travel suppliers are jumping into the social media game all the time.
Social media allows businesses to quickly and economically assemble a large audience for marketing promotions and communications. American Airlines' Facebook user base grew from 2,600 to 210,000 in 54 hours after launching a "Mystery Miles Journey" promotion where users earned 100 to 100,000 miles by simply entering their AAdvantage number on American Airlines' Facebook page.
Hotels are also taking a keen interest in location-based marketing for mobile users. Kerry Kennedy, Vice President of e-Commerce for Omni Hotels, sees an opportunity to combine location and personalized customer data to continually market targeted ancillary services, such as discounted spa treatments, golf course fees or restaurant meals during that customer's hotel stay based on the guest's social profile.
Travel suppliers are also using social media for customer service. Air Asia used Twitter to diffuse a potentially damaging situation by contacting the airline's 122,000 Twitter followers to calm frayed nerves and quell additional fears after a jet skidded off a runway earlier this year, according to Shashank Nigam, CEO of SimpliFlying.
"The majority of our customer service takes place on Twitter," says Holly Burns, Manager of Social Media at Travelocity. Burns says Travelocity closed more than 70 customer service cases through social media in the last two months.
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