Have you seen the United breaks guitars video on YouTube yet? Country singer Danny Cole’s tale of how his handmade guitars were destroyed in transit with United Airlines has already attracted 8,098,560 clicks. United Airlines took 48 hours to react to the posting – simply too late in the age of social media. This was one point all the panelists could agree on: with such crises, reaction times must be very, very fast.
On the podium of the second PhoCusWright@ITB Bloggers Summit entitled “Brand Management, Fighting Fires and Finding Fans through Social Media” was Uwe Frers, founder and Managing Director of Escapio, alongside other significant names in the tourist industry including Claude Benard from Hotelitour, Robert Cole from RockCheetah and Samuel Daams from Travellerspoint.
Nowadays there is no doubting the huge significance of social media. Escapio has its own fan page on Facebook and a Twitter account, both of which allow us fantastic opportunities to interact with our customers. One blog article where we asked our readers for their tips for the most romantic spots in Paris attracted 128 comments – plenty of them secrets to even the travel obsessed Escapio team. Even negative comments are valuable for us to let us react quickly and resolve the situation, whereas previously we were perhaps unaware of many complaints.
Social media have undoubtedly contributed to the success of Escapio – 2010 began with above average growth and reservations in March were 90% up on the same period in Escapio’s best previous year. Thanks to all our readers and customers who help us keep on growing – stay in touch!




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