Social media and its new role in tourism in 2021

Caribbean News Digital Writing

Social media, or social media, has become a lifesaver during the pandemic, with people turning to their devices to connect with distant family, friends and colleagues.

The social statistics related to COVID-19 are staggering: a 10% jump from the beginning of 2020, more than half the world is now active on social media.

We are talking about 4,000 million people who spend an average of 15% of their daily time browsing social networks. In Western Europe, Instagram’s monthly user count tripled pre-pandemic estimates, propelling that platform to more than 1 billion new users. Similar trends were seen on other platforms, such as Facebook, Snapchat, and TikTok, which saw massive spikes in usage.

The growing use of social media is a bright spot for brands looking to engage with consumers while they are stuck in their homes. The pandemic has accelerated the shift to digital, leading to a 61.7% increase in ad spend on social media during the third quarter of 2020.

So how will all this play out in 2021? Social media will continue to be a powerful brand marketing and communication tool. With social at the center of consumer engagement, it is time for tourism businesses to prepare for next year.

2020 was a challenging year not only financially, but also mentally, physically, and spiritually. And that has taken its toll, leading to a greater focus on wellness. Travelers are already researching wellness experiences that restore and rejuvenate. Terms like “immersive”, “conscious travel”, “sensory” and “local” are currently in vogue and trending on social media.

Travelers are not yet comfortable receiving direct or indoor therapy treatments and are looking for opportunities to “recharge their batteries” and restore themselves through alternative amenities offered by resorts. Wellness offerings at properties that connect guests to nature in a “socially distant” way, such as outdoor yoga or sound baths, take precedence in planning and purchasing decisions.

In mid-2021, as vaccinations become mainstream, travelers will turn to spa treatments and other indoor wellness experiences.

The public is driven to engage with brands that value social impact, either directly through their product or through a relevant cause. This is especially so among millennials, a demographic that is poised to travel more in the coming year. 75% of millennials expect brands to take a strong stance on the social issues that matter most to them. Brands that can speak genuinely about these issues and help guests make a difference will have the upper hand in 2021.

In addition, sustainability and environmentalism are key. The pandemic sparked a global debate on regenerative tourism, which puts local preservation ahead of economic imperatives.

Many destinations plan to reopen their tourism economies in ways that do not sacrifice the well-being of the environment or local citizens. This topic is an opportunity of great impact and visibility for the coming year.

With e-commerce, social media becomes an integral part of the shopping experience. Shopping tools and capabilities will continue to evolve as consumers turn to social as their new target market. This includes comments from friends, as well as recommendations from influencers who – worth the redundancy – influence purchasing decisions.

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