For tourism industry, social media marketing offers a wealth of opportunities

For tourism industry, social media marketing offers a wealth of opportunities

German-based Aviareps, a tourism management agency, turned what initially was a challenge five years ago into a tool of opportunity. Since we started, our social and digital media divisions have experienced a double digit growth in terms of revenue,” the company’s CEO Thomas Drechsler told Malay Mail Online. “Digital media allows for a very targeted approach. You can track it hourly.” As a global general sales agent for the airline and tourism sector operating in 64 countries, Aviareps is aware that not everyone is jumping on the bandwagon as the tourism sector is market driven and marketing plans must be customised according to the client and the client’s targeted region. Giving Dubai as an example, Drechsler said the tourism board’s marketing strategy for Malaysia would be far different when compared to its marketing strategy for Germany. “Usually it will be a different mix between (how much is allocated for) social media, digital media and the traditional print and broadcast media. Aviareps Malaysia general manager Kelvin Ong pointed out that although Malaysia is a social media driven market, some demographics still prefer traditional media or print advertisements. In contrast, Aviareps would target the youth demographics with more affordable low-cost carriers through social media platforms, key opinion leaders “The youth market on the other hand prefers social media and is easily influenced by their friends. This is where we use Instagram and Facebook, as well as key opinion leaders, influencers and celebrities,” Ong explained. Malaysia on the other hand is a slightly grey market as the youth population here is influenced by their friends and people they trust instead of celebrities.

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Aviareps CEO Thomas Dreschler says social media offers those in the tourism sector a lot of marketing opportunities. ― Picture by Yusof Mat Isa
Aviareps CEO Thomas Dreschler says social media offers those in the tourism sector a lot of marketing opportunities. ― Picture by Yusof Mat Isa

KUALA LUMPUR, Nov 2 ― The advent of social and digital media has changed the tourism sector’s landscape, giving players a more diverse opportunity to capture the market.

German-based Aviareps, a tourism management agency, turned what initially was a challenge five years ago into a tool of opportunity.

“In the beginning it was a challenge (for us to adapt) but now we see it as an opportunity. Since we started, our social and digital media divisions have experienced a double digit growth in terms of revenue,” the company’s CEO Thomas Drechsler told Malay Mail Online.

“Digital media allows for a very targeted approach. It is a very targeted focus and you can see your KPIs and ROIs being achieved.

“That’s the benefit in contrast to traditional marketing where you can’t measure if you are hitting the target or not. You can track it hourly.”

As a global general sales agent for the airline and tourism sector operating in 64 countries, Aviareps is aware that not everyone is jumping on the bandwagon as the tourism sector is market driven and marketing plans must be customised according to the client and the client’s targeted region.

For instance, the United States and Asian market are the most tech-savvy regions with a demand for more social and digital media marketing platforms when compared to the traditional and conservative European and Middle Eastern markets.

Giving Dubai as an example, Drechsler said the…

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