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The road to harnessing socially curated content for the bookings path is riddled with tactical obstacles.
Generating earned content for your travel properties can create a noticeable impact on bookings conversion. In fact, research from McKinsey indicates that it can contribute to 250% greater sales conversion compared to companies with less earned content competency.
Earlier this year, a global cruise line capitalized on these trends and increased time on site by 60% after earning greater than 1,500 traveler stories to display and share.
For most companies in travel and hospitality though, this content continues to be the “not quite low enough” hanging fruit. It is clear that travelers are sharing their experiences through photo, video, testimonial and other mediums, but capturing those guest stories and leveraging them to drive bookings comes with unforeseen obstacles and hidden costs like:
- Hashtag education and deployment hassle at scale
- Questionable image and video quality
- Lack of contextual location data
- Rights permission and usage restrictions
- Audience attention loss and attrition
For any organization using or considering social curation to tell traveler stories, these challenges will sound familiar. Avoid the unforeseen headaches of curation and download Rivet’s best practices guide, 5 Pitfalls of Social Curation.