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La transformación del turismo con el auge de los dispositivos móviles y las redes sociales

De cara al inminente verano, es más que obligatorio hablar de la importancia que el móvil y las redes sociales tienen en los hábitos de consumo. En un mundo cada vez más tecnológico y conectado, los consumidores se vuelven más exigentes a la hora de elegir, y las marcas no tienen más remedio que ponerse las pilas para llamar su atención.

Según un estudio de Bq, sólo un 16% de los viajeros españoles dejan su móvil en casa durante las vacaciones. 9 de cada 10 lo llevan consigo en todo momento, ya sea como cámara, como gps o como guía de viaje, de hecho ha habido un incremento de su uso para realizar reservas o buscar dónde ir.

Pero las empresas deben estar al tanto de todo el proceso de toma de decisión e involucrarse desde el principio hasta el final. El momento anterior, el durante y el posterior a un viaje son fundamentales para la captación y fidelización de los viajeros.

young couple on picnic taking a selfie

Las recomendaciones de amigos y familiares son fundamentales a la hora de comprar

A los viajeros les encanta hablar de sus vacaciones en redes sociales. Así lo constata un reciente estudio encargado por Facebook a Deloitte, donde se desprende que un 42% de los usuarios de esta red «comparte experiencias de viajes» de manera regular.

Esa afirmación supone que 20 millones de personas activas al mes en Facebook comparten contenido sobre sus vacaciones, fotografías o sus destinos deseados, influyendo a su vez en los viajes de amigos y familiares. Esto supone una excelente oportunidad para que los anunciantes lleguen a esos usuarios en cualquiera de las fases de preparación del viaje con ofertas adaptadas a sus necesidades.

La red social despierta el deseo de realizar un viaje

No hay nada que genere más confianza que la opinión de alguien conocido. De hecho, el 89% de los encuestados afirmaron que las vacaciones de la familia y los amigos les inspiran a la hora de preparar las suyas. E incluso la red social parece despertar el deseo de viajar, ya que un 84% afirma que las experiencias compartidas por familiares y amigos les han animado a visitar algún sitio nuevo.

En definitiva, cabe destacar la necesidad, cada vez mayor, que sienten los consumidores de llenar la experiencia de compra de emociones, de convertirla en algo más que una transacción. De hacer de ella una experiencia que merezca la pena compartir.

Las marcas que puedan entender esta nueva forma de segmentar al cliente, podrán conectar realmente con él. Hasta la próxima.

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