Digital Marketing in Travel and Luxury Brands

Recently, I read a report about Digital IQ in the Travel Business and another one about the Luxury Brands.

Both industries have a different relationship with the Digital Marketing. On one hand, in the travel industry, there is a direct interaction between digital marketing and online sells which is one of the major ways of selling. More is the website adapted to the customers’ preferences, better is the online sells.
On the other hand, in the luxury brands, the digital marketing is used to increase the number of fans, followers and make the brand more trendy. Moreover, the digital marketing is a way to create a buzz for the launch of a new product in the market.

Other main difference between travel and luxury brands is that in the travel business, the users’ reviews and Online Travel Agents (OTA) are an important digital marketing's key. Consequently, those reviews influence the customer's decision to buy or not the product.However, in the luxury market, the social marketing (specially Facebook) is a key to create a good image thus, is a way to get new customers.

Another aspect to be pointed is that in the travel business the digital media (specially social marketing) is not as developed as that in the luxury brands. For instance, only 9% of travel brands’ websites have a user review tool.
Nevertheless, the leaders in the travel business understood that the social marketing is important to extend and enhance the customer service, because it is a way to create a connection with customers.

The Four Seasons Hotel Chain has developed a strong social marketing policy, including the use of Facebook and Twitter.

Here, there is an interview of a Four Seasons’ Hotel Marketing Director:
Interview

From this interview, we can conclude how the social marketing has influenced the digital strategy of a top hotel brand.

2 reports:
Travel Report
Luxury Brands' Report