Social Media Keys to the Adventure Market

By Lorraine Abelow Founder & President, Abelow PR | September 04, 2016

Capturing the adventure travel market, which encompasses a wide span, is a challenge for resorts in today's competitive media environment. Adventure travel is undeniably one of the most popular trends all over the world and growing by leaps and bounds. Social media PR is a vital way to highlight your property's involvement to reap more reservations from this category. While there are many travelers that enjoy a tranquil, white beach with turquoise waters for a calming vacation, the thirst for adrenaline filled and thrilling activities you offer has tremendous promotional opportunities. Finding those influencers who have huge followings on Instagram, in particular, will attract guests to your property.

Quick Facts

  • The global adventure market has a total value of $89 billion.
  • Adventurers have higher levels of household income and therefore feel more
    comfortable spending more money on a trip.
  • 70% of hard adventurers and 63% of soft adventurers have post-secondary
    education, compared to 47% of other travelers who have a two year degree or
    higher.

Social media PR is a vital way to highlight your property's involvement to reap more reservations from this category. While there are many travelers that enjoy a tranquil, white beach with turquoise waters for a calming vacation, the thirst for adrenaline filled and thrilling activities you offer has tremendous promotional opportunities. Finding those influencers who have huge followings on Instagram, in particular, will attract guests to your property.

Social media should be one of your key tools to attract this market, as it reaches all the target generations from Baby Boomers to Millennials to Gen-Xers and Gen-Yers. A social media PR agency savvy in this arena recommends that you post strong images regularly on Instagram, Facebook, Twitter, and if possible, Pinterest. Building an image library for this campaign is vital. Using popular hashtags is a key tactic to get noticed on these platforms. In addition, it is crucial to respond to comments on your posts and engender lively and positive interaction.

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Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.