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Social media’s evolving role in travel: More than just inspiration, it’s driving bookings

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A new study by Phocuswright, a travel industry research firm, reveals that social media has evolved beyond a mere source of travel inspiration.  It’s now a powerful force driving actual bookings and influencing key decisions throughout the traveler’s journey.  The report, titled “F Is for Funnel: Social Media and the Path to Travel Purchase,” uncovers how travelers are increasingly turning to social platforms to not only dream about their next trip but also to plan and book it.

The study found that 65% of travelers who used social media for trip planning made a purchase or visitation decision based on content they encountered.  This influence spans across demographics, with younger travelers, frequent travelers, and those embarking on international trips being particularly susceptible to social media’s sway. Close to three in four international travelers made decisions based on social media content for a recent trip.

Key findings:

  • Conversion is king – Nearly two-thirds of travelers under 55 who used social media for trip planning converted, making a purchase or visiting a destination based on social media content, along with 53% of over 55s.
  • Beyond inspiration – Social media is used for active trip planning, with 39% of converters using social media to compare specific options and prices.
  • Visual content wins – Images (55%) and short-form video (53%) are the two format types most likely to produce a conversion.
  • Authenticity is key – Travelers crave genuine content that showcases real experiences, both positive and negative. User-generated content (UGC) is seen as particularly trustworthy, with an added layer of credibility embedded in content that’s self-posted without any financial stake.
  • Multi-platform approach – Travelers use a variety of social media platforms for trip planning, with Facebook (69%), Instagram (68%) and YouTube (65%) leading the pack, and TikTok (47%) gaining popularity among converters.
  • The long game – The path to purchase on social media can be lengthy, with 54% of converters recalling first viewing the influential content within a month of taking the actual trip, and 82% viewed it within two months of departure.

“The study’s findings highlight a massive opportunity to use social media as a marketing channel,” said Madeline List, Analyst at Phocuswright and author of the report. “Travelers – and not just the young – are actively seeking out information and making decisions based on social media content.   To remain competitive, travel companies should create a strategic social presence of interest-based content, candid collaborations, authentic UGC, smart targeting and an emphasis on priorities over avoidance.”

The Phocuswright study was conducted through an online survey of 1,064 U.S. travelers who had taken at least one leisure trip in the past six months and used social media for trip planning or sharing content.  The survey was fielded between March 29 and April 6, 2024.  In addition to the survey, Phocuswright conducted in-depth interviews with travel brands, marketing agencies, and other ancillary services in social media marketing to gain qualitative insights.

The evolving role of social media in travel and other key industry trends will be further explored at The Phocuswright Conference, taking place Nov. 13-15, 2024, in Phoenix, Arizona.  The conference will bring together leading travel executives, innovators, and investors to discuss the latest developments and strategies shaping the future of the industry.

 

 

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Accor partners with World Monuments Fund

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Accor, a global leader in hospitality, has entered into an industry-pioneering three-year partnership with World Monuments Fund (WMF) to protect cultural heritage and strengthen local communities. Through this partnership, Accor will work with WMF to share their expertise, resources, and global presence on projects that enhance destinations, connect with communities, and support long-term resilience.

The travel and tourism industry plays a critical role in the global economy, accounting for up to 10% of global GDP — and as much as 70% in certain countries — while supporting 10% of global employment.  At the same time, the consequences of climate change and the impact of over-tourism can also affect some cultural and historical sites and treasures that make up the richness of the territories and local communities. Both Accor and WMF are dedicated to developing and promoting innovative travel solutions that address challenges and contribute to sustainable progress, rather than exacerbating existing issues. In partnering with WMF, Accor aims to make its full contribution to the preservation of local heritage and to the environmental and social development of these destinations.

Over the next three years, Accor and WMF will harness their complementary expertise, resources, and global reach to deliver projects that enhance destinations, offer meaningful connections with communities, and build long-term resilience. WMF’s preservation projects – included in their signature program the World Monuments Watch, often include training local communities and working with authorities to develop sustainable tourism that lessens the harmful effects of mass tourism. As part of this partnership, Accor will actively participate in redefining these tourism schemes, ensuring that sites are preserved and continue to attract visitors, sustaining the local economy and developing skills of the local community, without compromising cultural heritage. Additionally, Accor and WMF aim to distribute tourism flows, showcasing monuments and heritage places beyond traditional tourist hotspots, and helping new destinations emerge through thoughtful, sustainable development.

Accor and WMF’s collaboration will continue to unfold over the next three years, with the first initiatives by the beginning of 2025 as well as Earth Day on April 22, 2025. Together, these two leading organizations are setting new standards in sustainable tourism, ensuring that the world’s most treasured places will be preserved for generations to come.

Sébastien Bazin, Chairman & CEO Accor said, “Through this meaningful partnership, Accor is deepening its commitment to safeguarding the cultural heritage while preserving the world’s most cherished destinations. This collaboration also aims to foster new initiatives for a sustainable and responsible development of the travel sector. We continue our purpose to pioneer the art of responsible hospitality, connecting cultures with passion and generosity.”

Bénédicte de Montlaur, CEO of the World Monuments Fund said, “At WMF, we believe that sustainable tourism is crucial for the protection of cultural heritage. When tourism is managed responsibly, it not only preserves sites but also strengthens local communities by fostering socioeconomic growth. One of our key priorities is to ensure that tourism helps communities build the capacity to manage their sites effectively, providing long-term benefits that protect heritage while promoting sustainable development. This collaboration with Accor enables us to further our mission of preserving the world’s cultural treasures, while also advancing sustainable tourism. With Accor’s support, we will continue to protect heritage sites and empower local communities to thrive.”

 

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Indonesian government implements Bali development moratorium this month

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The Indonesian government is gearing up to implement its Bali development moratorium some time this month.

This new legislation is meant to counter overtourism as it effectively bans the development of new hospitality centres and entertainment venues in the island destination. Once in place, the construction ban may last for up to five years.

As of press time, Indonesian tourism minister Sandiaga Uno has advised the public that the law will be implemented in the first half of October 2024. However, despite updates on the scheduled implementation, the government has yet to show a final draft for public scrutiny.

What exactly is this ban supposed to do?

According to government authorities, the Bali development moratorium is meant to control the rate of growth in some of Bali’s most popular areas. These are mostly resort zones to the south of the island, particularly in Canggu and Uluwatu.

Uno has advised urgency regarding the implementation of the moratorium, as it can reduce the amount of agricultural real estate transformed into commercial properties for the use of the tourism sector. Based on estimates, Bali loses approximately 2,000 hectares of prime rice-growing land per annum to commercialisation. This is on top of the conversion of non-rice paddy agricultural plots, coastal landscapes, and existing village common lands into tourism-ready commercial real estate.

In its own way, the moratorium may also aid the reduction of traffic congestion on the island which has grown significantly worse as travel reopened after the pandemic.

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Visit Qatar announces partnership with E1

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Visit Qatar announces its partnership with the Union Internationale Motonautique (UIM) E1 World Championship and United Development Company (UDC) to host the inaugural edition of Visit Qatar E1 Doha GP at the signing ceremony held on September 30th at Corinthia Yacht Club.  The signing ceremony was attended by, Eng. Abdulaziz Ali Al Mawlawi, CEO of Visit Qatar, Mr. Alejandro Agag, E1 Chairman and Mr. Ibrahim Jassim Al-Othman, President, CEO and Member of The Board of United Development Company.

The Championship’s innovative electric race boat, the RaceBird, is scheduled for February 21-22, 2025. Set to be held at The Pearl Island in Doha, Visit Qatar E1 Doha GP will represent a significant highlight on the 2025 race calendar and marks the establishment of a racing hub in the Middle East. Corinthia Yacht Club at The Pearl Island will host E1’s thrilling racing series, where teams will compete for the title of Champions of the Water.

Eng. Abdulaziz Ali Al Mawlawi, CEO of Visit Qatar said: “Through our partnership with E1, Visit Qatar will bring to the country a new sporting championship, further enriching the country’s sports scene. Qatar continues to enhance its sports infrastructure and hosting mega-sporting international tournaments for residents and visitors to experience. The significance of Qatar’s sporting legacy lies in the country’s track record of hosting and supporting major sporting events. Qatar has built a reputation as a hub for international sports tournaments, hosting the FIFA World Cup 2022™, the FIFA Club World Cup, and the AFC Asian CupTM to name a few. We are also preparing to host FIBA World Cup in 2027 and the Asian Games 2030, all of which showcases the country’s state-of-the-art infrastructure, organisational capabilities, and commitment to excellence”.

E1 Co-Founder and Chairman, Alejandro Agag said, “E1 is in the infancy of an incredible journey that will not just transform racing on water forever but drive technological advancement in marine mobility that will impact millions around the world. “Our partners in Qatar have a deep understanding of the power of the electrification of sport, and the Visit Qatar E1 Doha GP is a further commitment to being at the forefront of this exciting legacy.”

United Development Company’s President, CEO, and Member of The Board Mr. Ibrahim Jassim Al-Othman said “Hosting E1 at The Pearl Island exemplifies our unwavering commitment to sustainability and innovation. As an iconic waterfront landmark, The Pearl Island reflects Qatar’s architectural brilliance while promoting tourism and establishing itself as a premier hub for water sports. We are proud to host this event at Corinthia Yacht Club which stands as testament to exceptional hospitality and boating experiences. This event promises to be a remarkable celebration of our passion and dedication, all within a breathtaking setting that will undoubtedly captivate both local and international audiences”.

The E1 World Championship is the world’s first electric powerboat racing tournament, licensed and authorised by UIM, the world governing body of powerboating. Designed to promote clean technologies that protect marine life and coastal waters, the E1 World Championship transforms nautical racing to being powered entirely by electric. The tournament will see eight races around the world, with Doha being one of the stops. The Championship entails multiple formats including practice and qualifying sessions, in addition to the line race.

 

 

 

 

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AYANA Hospitality Group updates its AYANA Rewards loyalty programme

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AYANA Hospitality Group announced that it has updated its AYANA Rewards loyalty programme with a broader selection of privileges for its members.

The rewards programme likewise extends its benefits across the company’s properties in Bali, Jakarta, and Komodo, as well as aboard its luxury yacht AYANA Lako di’a at AYANA Komodo Waecicu Beach.

Under the updated programme, members with Gold or Platinum membership can now enjoy a variety of fresh benefits, including exclusive welcome gifts; extensive dining discounts; late check out; spa and wellness benefits in the form of extended massage time for maximum benefit; and green fee discounts for avid golfers.

With over 200,000 members and growing, AYANA Rewards offers personalized and refined services to those seeking exceptional experiences at some of the most breathtaking destinations in Indonesia.

Along with the new additions, the program continues to provide members with unique benefits such as room, dining, and spa discounts, preferential room upgrades, and complimentary wellness activities.

Flexible point redemption

AYANA Rewards also offers flexible redemption options, enabling members to use their points for free stays at participating AYANA properties, as well as spa treatments, dining experiences, and even conversion to KrisFlyer Miles, Singapore Airlines’ frequent flier program. 

The Pay-with-Points feature, available exclusively through the AYANA Booking Website, allows members to combine points with other payment methods, giving them greater flexibility when booking their next stay.

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Akasa Air launches ‘Akasa Holidays’

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Akasa Air, India’s fastest-growing airline, has announced the launch of ‘Akasa Holidays’. This unique offering provides an extensive range of affordable, and customised holiday packages across India and overseas holiday destinations. Designed to cater to the diverse needs and preferences of travellers, Akasa Holidays can be customised for a family vacation, a romantic getaway, or even a corporate retreat.

Commenting on the concept, Belson Coutinho, Co-Founder and Chief Marketing & Experience Officer, Akasa Air said: “At Akasa Air, we are committed to create experiences while we deliver seamless and affordable travel. Today, travellers are increasingly looking for personalised experiences and Akasa is creating moments of delight making travel memorable and fulfilling for our customers. Whether you are looking for a quick weekend getaway or a meticulously planned heritage tour, Akasa Holidays has something special for everyone.”

Akasa Holidays, launched in collaboration with TripFactory, provides comprehensive services from air travel and hotel stays to transfers, activities, and 24/7 on-tour assistance, allowing passengers to explore domestic and international destinations with ease. TripFactory is India’s largest holiday store that provides the largest selection of holiday packages globally.

This unique offering has focus on convenience, affordability, and excellence in customer service at its core. The complete suite of holiday packages features theme-based vacations such as Weekend City Breaks, Wellness Tours, and Heritage & Pilgrimage tours. Additionally, travellers can enjoy the flexibility to choose from highly customisable packages, attractive deals, and value-added services that cater to individual preferences and groups alike.

Akasa Air’s consistent on-time leadership, operational efficiencies and extremely positive customer feedback have made it a preferred carrier in India, serving over 12 million passengers since its launch in August 2022. Akasa Air currently connects with 22 domestic and five international cities, namely Mumbai, Ahmedabad, Bengaluru, Chennai, Kochi, Delhi, Guwahati, Agartala, Pune, Lucknow, Goa, Hyderabad, Varanasi, Bagdogra, Bhubaneswar, Kolkata, Port Blair, Ayodhya, Gwalior, Srinagar, Prayagraj, Gorakhpur, Doha (Qatar), Jeddah, Riyadh (Kingdom of Saudi Arabia), Abu Dhabi (UAE) and Kuwait City (Kuwait).

 

 

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Diljit Dosanjh’s Dil-Luminati Tour ignites a Flight Booking surge across India!

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Could the rising popularity of Diljit Dosanjh and his Dil-Luminati concert tour be the reason behind this dramatic surge in flight bookings across Indian cities? The dates of his concerts seem to align with the increased demand for flights. According to World on a Holiday by RateGain, particularly in cities like Hyderabad and Guwahati, which have experienced extraordinary spikes in flight bookings, at 295% and 281%, respectively. Seems like Punjabi aa gaye oye! Fans are flocking to these destinations, eager to catch a glimpse of the Punjabi superstar live in action.

Indore and Pune, with 179% and 100% growth in bookings, also show a strong correlation with the concert dates, hinting at a broader national movement of fans. Even traditionally quieter markets like Ahmedabad and Chandigarh have seen impressive jumps, with 73% and 67% growth, respectively—proof of Diljit’s dil-jeet-ing hearts across India!

This travel trend may not be just about routine flights, but a large-scale fan movement as loyal followers make their way across cities to celebrate and vibe to Diljit’s electrifying performances. While speculation rises on whether his Dil-Luminati tour is truly behind this travel boom, one thing’s clear: entertainment and cultural events like this have a dil-pounding impact, driving big boosts for the hospitality and airline sectors.

 

 

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Eight Continents launches new consultancy services division

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Eight Continents, a renowned name in the global hospitality industry, is proud to announce the launch of its latest venture, Eight Continents – Consultancy Services. This new vertical marks a significant expansion of the company’s offerings, leveraging its extensive expertise in hospitality and business acquisitions across the United Kingdom, Europe, India, and Africa. The consultancy division is set to provide comprehensive advisory services, designed to meet the unique needs of investors, entrepreneurs, and corporate clients aiming to expand their portfolio in the hospitality sector.

Eight Continents has consistently demonstrated its prowess in the acquisition and management of high-value hospitality assets. With this new consultancy service, the company will extend its strategic insights and industry knowledge to a broader audience, helping clients navigate the complexities of market entry, property acquisition, and post-acquisition management.

Eight Continents – Consultancy Services offers a comprehensive suite of solutions tailored to the hospitality and business sectors. These services begin with Market Research and Analysis, providing in-depth studies to identify lucrative hotel and business acquisition opportunities. This includes competitive analysis and feasibility studies to assess potential risks, rewards, and financial viability. Property Identification and Evaluation services assist clients in selecting suitable properties, covering critical factors such as location, brand potential, and operational prospects, supported by thorough due diligence.

Financial Advisory services are also available, offering financial modeling, ROI assessments, and guidance on deal structuring and financing options. Legal and Regulatory Compliance support ensures that all transactions align with local regulations, with assistance in contracts, licenses, and permits. Expert Negotiations and Acquisition Support services help secure favorable terms, manage negotiations, and oversee the entire transaction process. Finally, Post-Acquisition Services provide essential transition planning, strategic advice on rebranding, renovation, or repositioning, and ongoing advisory services to maximize asset value and ensure long-term operational success. These offerings collectively empower clients to make informed, strategic decisions in their business ventures.

Commenting on the launch, Richa Adhia, Managing Director of Eight Continents, said:  “The launch of Eight Continents – Consultancy Services is a testament to our commitment to expanding our service offerings and delivering unmatched value to our clients. By leveraging our deep industry knowledge and extensive network, we are confident that this new division will set a benchmark in the hospitality consultancy space, enabling clients to achieve their business goals with precision and efficiency.”

With this new consultancy arm, Eight Continents is poised to redefine how businesses approach acquisitions and expansions in the hospitality sector, offering a one-stop solution for all advisory needs. This initiative underscores the company’s dedication to providing tailored, client-centric solutions that drive growth and success.

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Taj Hotel & Convention Centre, Agra: Redefining MICE & Wedding Destinations in India

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Agra, globally renowned for the Taj Mahal, is establishing itself as a premier MICE and wedding destination, combining heritage with modern infrastructure. Spearheading this transformation is the Taj Hotel & Convention Centre, Agra, offering state-of-the-art meeting spaces seamlessly integrated with the city’s rich cultural backdrop, making it an ideal venue for both business and leisure.

The hotel boasts the largest event and room inventory in the city, with versatile venues designed for grand celebrations and intimate gatherings alike. The Mansion, a 25,000 sq ft hall, can be divided into two spaces, each hosting up to 900 guests. The Grand Ballroom, adaptable for corporate conferences or wedding ceremonies, can be partitioned into three distinct spaces. For more intimate events, the 1300 sq ft Celebrations venue is ideal for cocktail parties and soirées. In addition, the hotel offers three modern boardrooms for high-profile meetings, smaller breakaway rooms for group activities, and dedicated areas for banquets, ensuring seamless experiences.

Complementing these venues is the hotel’s renowned culinary excellence. Guests can enjoy dining at Palato, the all-day diner; Daawat-e-Nawab, an Indian specialty restaurant with live classical music; or Infini – The Sky Lounge, offering panoramic views of the Taj Mahal. Whether for a corporate gala or a wedding, the culinary team provides a modern yet authentic dining experience.

Rajesh Chakraborty, General Manager of Taj Hotel & Convention Centre, Agra, stated: “Agra blends heritage with modernity, making it a dynamic destination. Our hotel offers cutting-edge technology, ideal for hybrid events accommodating both in-person and virtual attendees. With world-class amenities, tailored menus, and personalized service, our hotel is continuously redefining luxury and personalised service in the MICE and wedding industry. Our team strives to ensure that every event is as memorable and extraordinary as the city itself.”

The hotel recently showcased its world-class facilities by hosting the prestigious G20 summit, highlighting its capability to host high-profile global events and solidifying its reputation as a trusted partner for international gatherings.

The Taj Hotel & Convention Centre enjoys a prime location near the Taj Mahal, offering panoramic views that attract international travelers. With direct air connectivity to Mumbai, Bangalore, and Ahmedabad, and easy access via the Delhi NCR expressway, the hotel is perfect for both leisure and business travelers. Its proximity to Agra’s historic landmarks, including Fatehpur Sikri and Agra Fort, makes it an ideal venue for domestic and international events, blending convenience with luxury.

 

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TeamLease Services highlights 64% workforce expansion in India’s travel and hospitality sector amidst rising air travel and tech integration

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Representative Image

India’s Travel and Hospitality sector is experiencing an unprecedented resurgence, spurred by a combination of rising air travel, religious tourism, and evolving consumer preferences for personalized, tech-driven experiences. According to TeamLease Services’ Employment Outlook Report (EOR) for H1 FY25, 64% of employers in the Travel and Hospitality industry are expanding their workforce as they adapt to growing demand, while 19% report reductions and 17% indicate no change in workforce size. This resurgence reflects a broader industry recovery, with the sector projected to grow by 8-10% annually.

This renewed hiring momentum is further fueled by tech-enabled services such as ghost kitchens, AI-driven personalized guest experiences, and expanding domestic travel. As a result, Travel and Hospitality has seen a net employment change of 9.86%, marking a significant rebound compared to previous years. The sector’s growth is being driven by adaptive strategies like off-season travel incentives and premium travel experiences.

Kartik Narayan, CEO- Staffing, TeamLease Services, remarked: “India’s travel and hospitality sector is at the cusp of unprecedented growth. The rising demand for premium travel experiences, coupled with innovations in technology, is creating a catalytic impact on how the industry operates. As more travelers embrace digital platforms, companies are focusing on roles that enhance customer experience, positioning the sector as a major employment generator in the coming years. We are committed to offering workforce solutions that align with this evolving landscape, enabling companies to meet the growing demand while driving job creation.”

The workforce expansion is especially prominent in key cities. Delhi leads the way with 58% of employers actively hiring, followed by Mumbai at 57% and Bengaluru at 55% in existing job locations. New hiring hotspots include Bengaluru at 16%, with Pune and Chennai at 12% each for emerging job markets. These cities are seeing robust hiring activity, driven by increased travel demand and the expansion of travel infrastructure.

Sales roles are at the forefront of this hiring boom, with 82% of employers prioritizing these positions in the Travel and Hospitality sector. Marketing roles also remain crucial, with 44% of employers focusing on digital and offline promotion efforts to capture new market opportunities. Additionally, as gig work participation is expected to increase to 15-20% by the end of 2025, there’s a growing reliance on seasonal hires, with a 25-30% increase in seasonal hiring projected during peak travel periods.

Balasubramanian A, SVP and Business Head at TeamLease Services, stated: “The Indian travel industry is entering an exciting phase of growth, driven by innovations in air travel, religious tourism, and the rising popularity of solo travel. Our data shows that employers are ramping up their hiring efforts, particularly in customer service, sales, and operations roles, which are set to account for 30-40% of new jobs over the next year. This hiring uptick aligns with the sector’s anticipated growth trajectory, and with government initiatives like UDAN making air travel more accessible, we expect even more roles in airlines, airports, and related travel services.”

Furthermore, religious tourism is set to be a major growth driver, with faith-based travel becoming increasingly popular across regions. Solo travel is also contributing to this hiring boom, particularly for personalized tech-driven experiences, leading to an increase in roles centered on digital marketing, data analytics, and AI-driven platforms.

As the Travel and Hospitality sector continues its growth trajectory, TeamLease Services remains committed to providing industry insights and staffing solutions, helping businesses navigate the complexities of this rapidly evolving market and meet the demands of modern travelers.

 

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