While many Australians take inspiration from social media for their travel plans, most feel let down by social media travel reccs for restaurants, accommodation and activities when overseas, according to a new study. Here’s where advisors can tap into those site inspections and firsthand experiences to connect travellers to the real deal.
A Wise x YouGov survey showed 70 per cent of Aussies reported feeling disappointed with social media travel recommendations and almost two-thirds (59%) would be wary of them in the future.
Unsurprisingly, 72 per cent of Gen Zers use social media for travel planning, but 81 per cent felt let down or misled by social media travel reccs sourced from popular platforms.
The travel money app found travel experiences that did not meet Aussie expectations overseas included misleading restaurant reccs (23%), cat-fishing accommodation (28%) and subpar activities (27%).
Restaurants were one of the biggest culprits catching Aussies out while overseas as 70 per cent reported feeling overcharged or misled by restaurants.
A third (33%) of Australians also said the food quality did not match the price when travelling.
How travel advisors can leverage social media travel reccs for sales
Agents report that clients who booked directly based on social media influences were disappointed by their experiences, which were either unavailable or didn’t match expectations, and turned to knowledgeable agents to plan their ideal holiday.
Here’s where savvy travel agents can use their social media profiles to showcase the reality of travel from their firsthand experiences and one-up the non-industry influencers.
From videos of hotel site inspections and stays to highlighting the hidden gems, you can share your own personal insights from your travels to inspire clients.
Australian and New Zealand agents, such as Destination Canada’s Radical Ambassadors and Visit California’s Agent Advisory Council, are already bringing their unique (and bookable!) experiences to life to inspire travellers to explore more.
And their eye-catching coverage here, here and here is nothing short of swoon-worthy!
Need a crash course or refresher on social media for travel professionals? Hit us up at partnerships@karryon.com.au for a Karryon Social Media Masterclass!
