With social media proving to be the most cost-effective and impactful way of directly getting engaged with younger consumers, travel companies have begun to invest time and resource into this space for faster outreach and connection, finds GlobalData, a leading data and analytics company. GlobalData’s Job Analytics Database reveals that there was a 175.8% increase in social media-related jobs in the travel and tourism industry from 2020 to 2021. This showcases that an increasing amount of travel companies have acknowledged the importance of social media for brand engagement and customer service. According to GlobalData, 30% of Gen Z and 32% of Millennials state that direct engagement with a brand is a key driver of a purchase. These percentages are significantly higher when comp...
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