24 Jan 2012

2012 is going to be “the Year of SoLoMo” for travel marketers – Social, Local and Mobile

Social, local, and mobile are lending a new dimension to plans of travel marketers. 

To get started, travel brands must have a mobile website optimised with fresh, local content and location-based offers; accurate and optimised listings on local mobile directories; and mobile engagement via SMS and social platforms.

HeBS Digital believes that 2012 is going to be The Year of SoLoMo (Social, local, and mobile). In travel marketing, there is a major convergence of channels, and social, local, and mobile will work as part of an integrated initiative.

These three initiatives speak to key components of a travel consumer's behaviour. Social speaks to what we do as human beings and how we share our travel experiences, mobile speaks to our "always on-the-go" nature, and local speaks to the need for information from our immediate environment. The power of these initiatives combined, fills an inherent need for consumers and allows the hyper-interactive travel consumer to stay hyper-connected with brands.

The future of SoLoMo looks promising. Local data drives better engagement and conversions and 1 in 3 mobile searches has local intent. As for future trends, SoLoMo is changing the way consumers access information. Instead of researching attractions during a hotel stay, mobile applications will detect a traveller's location, what they are looking for, provide directions, push specials based on geo location, and even allow guests to share their experiences in real time. SoLoMo will ultimately provide more customer service solutions to enhance the travel experience.

Mobile applications such as Foursquare, will be more deeply integrated into a mobile strategy and a key touchpoint in the mobile brand experience. SMS marketing and geo-location offers will become key in how hoteliers target travellers not after but during their travel experience. Hoteliers and travel brands need to begin thinking local and immediate. (eyefortravel, January 2012)

Article source: NewMediaTrendWatch