Did you know that 77% of travelers in Europe already pass through a social-media enabled airport, according to research by ACI Europe? Increasingly, airport patrons will find the need to have social portals tied to traditional sites. By pulling social streams into the functioning format of a traditional airport website, the airport will be able to connect real-time with patrons.
By integrating content that is being posted on Facebook, Twitter, Pinterest, and other dynamic mediums, the airport will be able to have fresh and current content on its website. Rather than being the repository of owned marketing content. A good example of an airport doing that right now is Harrisburg International Airport, in PA, USA.
4. Traditional marketing skills will be needed to succeed in social media
As airport executives begin to look for return on investment (ROI) and return on engagement (ROE) from social media efforts, traditional marketing skills would be in demand too. Airports and airlines alike are going to see a shift towards wanting to tap into the social data provided as a CRM tool and a portal to better understand passengers. In 2013, we are going to see both airports and airlines shifting into the use of traditional marketing disciplines for social media, and targeting customers in all campaigns and engagement efforts rather than just broadly broadcasting to all who might be listening.
Hence, in 2013, not only will the overall social media budgets for airports increase, airports will focus on driving revenues, providing better customer service, and learn a little more about travelers to cater their offerings better. Essentially, better customer engagement will lead to happier travelers, who wouldn’t want to just get out of the airport the minute they land.
Airports Council International (ACI) is proud to announce its collaboration with SimpliFlying to provide social marketing training to ACI’s airport members worldwide.