Social media travel marketing has become more important to the hospitality industry, and the public relations firms serving it, since the economic downturn hit the travel industry in 2008.  

Social media PR in particular is also becoming more vital with consumers demanding incentives, requiring more online touch points to make decisions and deals in real time via social networking, says Karen Gee McAuley (@gemtweet), executive vice president of Blaze PR and a 25-veteran of the travel and tourism industry.  

Online travel agents like Priceline, Orbitz and Travelocity have grown dramatically through the recession, forcing consultants to promote discounts offered by these services on their client’s properties with Twitter-like speed.  

Karen sat down with “On the Record…Online,” the official podcast of the PRSA International Conference to discuss social media marketing for the travel and hospitality in hard economic times.  

This episode is guest hosted by Joann Killeen-Furtney of Killeen Furtney Group.

Show Notes:  

1:11 Travel marketing has been shaped in recent by the recession that hit in 2008 and by the mistakes of insurance giant AIG, which achieved notoriety by holding a luxury event at a hotel just after it had received federal bailout funds. Hospitality public relations pros were left grapple with the “AIG effect,” with companies becoming wary of travel spending, just as leisure travelers were scared into staying home by the residential real estate crash.  

5:10 Hotel marketing strategies to emerge during the recession included “keeping the guest dollar on property” with stronger promotion of in-house spas, restaurants and golf courses.    

5:37 Recession marketing plans began to reflect a change of focus in the hospitality industry with marketers switching to a regional “drive-in” strategy to attract the “staycation” customers in their backyard who were now less willing to fly.   

6:34 Recession marketing PR programs shifted as “the deal” became all important to consumers. Customers wanted a reduced rate, and at the luxury level, demanded extras be thrown in with the price of the room (a spa treatment or a round of golf).  

8:02 Social media travel PR, more than ever, had to advance client priority metrics, whether it be message delivery, preserving the rate charged, driving click throughs to a website or capturing data to guide distribution of an e-newsletter.    

9:06 Online travel marketing gained added credibility when a survey by the Hospitality Sales and Marketing Association International found travel consumers need seven online touch points to influence their travel decisions. If travel companies are not working online, they are failing to influence half of a given consumer’s buying decision.  

9:45 Online travel marketing has grown dramatically on the backs of the online travel agents like Priceline, Expedia, Orbitz and Travelocity, but travel agents still play a key role for people who want more than just a room (packages, advice, personal service).  

10:33 Social media travel marketing in the last three years has come to play a central role in outreach by public relations firms to media that customers consume, along with an upswing in direct communication to customers. 

10:47 Social media travel PR includes the pushing out of promotions via Facebook and Twitter pages that the travel customer communities have learned to pay attention to, including online venues of major traditional media outlets. Every major daily newspaper now has an online operation that often offers content not available in that newspaper’s Sunday tra...