Travel agents have been urged to create mobile and socialstrategies to engage more with online consumers, delegates at the ABTA TC weretold today.
David Rowan, editor of Wired UK magazine said agents must developseparate strategies to step out from the crowd, using the fundamentals So.Lo.Mo.(Social, Local and Mobile). In his seminar, Rowen outlined how agents should beusing geolocation, data and added value to engage with customers and extendcommunication.
“Don’t be scared of technology, is it simplifying communicationsand being human,” he said. “It makes sense for travel companies to build thesesocial communities and build trust”.
In addition to standing out from thecompetition, Rowan added that audiences will become more involved in business,content and product through not only their choices but the sharing andrecommendation aspect of social media. “The power has moved to the crowd,” heexplained. “However there are things that the internet cannot do, such asquality recommendation and companies still need to be the most reliable anddeliver”.