Social media is still huge, but messaging is growing faster — especially globally — and could be as big as social media in a few years. Since the growth is undeniable, savvy travel firms like Hyatt and Southwest Airlines are exploring how best to harness the platforms to enhance customer experiences and aid marketing.
Providing such one-to-one communications with customers via platforms like Facebook’s Messenger or WeChat is terra incognita for marketers, and most are still figuring out the platforms. The potential is huge, though. Not just on the consumer side, but also on the operations front where messaging can be used to track customer requests and complaints to help provide a better overall experience.
This report delves into these issues with interviews with top execs from Southwest, Hyatt Hotels, and Silvercar, among others, who discuss the possibly game-changing possibilities of messaging. This is the first in a series of two reports on the topic. The second, scheduled for April, will look at the use of messaging for booking.