3 Reasons Why Social Listening is Essential for Tourism

  • Author

    Nikola Krolo

  • Published

    Sep, 26, 2023

  • Reading time

    4 min

As of 2023, there are around 5.3 billion internet users in the world. This means that over 65% of the world’s population has access to the Internet. Out of these over 5 billion, an appalling 92.7% use social media. And one of the most popular topics posted and read about on social media is definitely travel.

💡 Read Social Listening Guide: Proven Hacks, Strategies, and Tools

Why is this important? You’re in the travel industry and your business depends on people traveling and booking places to stay. Getting a grip on everything people are saying about their experiences while traveling the world may be crucial.

This is where social listening is an indispensable asset.

Read on to find out how social listening helps you if you work in tourism.

How to Use Social Listening for Tourism

Social listening is a process of monitoring and analyzing online conversations, discussions, and mentions across various social media platforms, websites, forums, blogs, and other digital channels. These mentions are specific keywords, brand names, products, or topics. And they are tracked to gain valuable insights into what people are saying about a particular subject.

Knowing when your desired keyword is mentioned gives you great advantage for numerous reasons if you work in tourism. You can easily detect and stay ahead of trends, understand traveler preferences better and enhance customer engagement which can ultimately lead to greater sales and better reviews for your business.

Let’s take a closer look.

Imagine you’re the marketing manager of a boutique hotel on a charming island.

Through social listening, you’ve been closely tracking conversations and mentions related to travel and tourism in your region.

Determ dashboard for the topic “boutique hotel”

Lately, you notice a growing trend on social media and travel forums. An increasing number of travelers are seeking unique, off-the-beaten-path experiences that immerse them in local culture.

a mention from deterem about a boutique hotel
A mention from Determ from a travel forum

Recognizing this trend early on, your hotel can take proactive steps to align with it. You can begin curating specialized packages that include immersive cultural experiences. These can be cooking classes with local chefs, guided neighborhood tours led by knowledgeable locals, and artisanal craft workshops. These offerings not only cater to the emerging trend but also set your hotel apart from competitors.

Read our Case Study Zadar Tourist Board automates tracking their online mentions.

By the time the trend reaches its peak, your boutique hotel has a great chance of becoming known as the go-to destination for travelers seeking authentic cultural experiences. Your early adoption of the trend not only boosts occupancy rates. It also enhances your hotel’s reputation as an innovative and trendsetting establishment in the tourism industry.

In this scenario, social listening allowed you to anticipate and capitalize on a travel trend, giving your boutique hotel a competitive edge and appealing directly to the desires of modern travelers.

Read 6 Steps on How to Monitor Trends & News in Your Industry

Understand traveler preferences

One of the most important reasons to include social listening in the tourism industry is its ability to unveil various traveler preferences.

Let’s say you’re a PR/marketing manager for a renowned cruise line, and you’d very much want to tailor your offer to meet the desires of your passengers. While studying social media conversations and reviews, you discover a consistent trend – travelers are increasingly seeking eco-friendly and sustainable travel experiences.

Word cloud from Determ containing words most frequently used next to “cruise”

Armed with this important insight, your cruise line can take decisive action. You can introduce eco-conscious practices such as waste reduction, clean energy solutions, and partnerships with local conservation organizations.

As a result, your cruise line becomes a top choice for environmentally conscious travelers, not only meeting but exceeding their expectations. This understanding of traveler preferences, gained through social listening, not only elevates your brand’s reputation but also aligns your offerings with the values and aspirations of today’s responsible travelers.

Enhance customer engagement

It’s rather easy to participate in the conversation when travelers tag your company profiles on social media expecting you to react. But what happens when they don’t?

This is where social listening is the key.

Read our Case Study The City of Dubrovnik stays in tune with public perception.

A negative Twitter mention for MSC cruise; source: Determ

It allows you to take part in the discussion, entice it or even mitigate a crisis if a bad review starts a thread. 

In addition, by actively monitoring social media conversations and reviews, you’re not only attuned to what your guests are saying but also responding promptly and personally to their feedback.

When a honeymooning couple shares their enchanting sunset view on Instagram, you can engage by acknowledging their experience and suggesting additional romantic activities. Similarly, when a guest raises a concern on Twitter, you can swiftly address it, demonstrating your commitment to customer satisfaction.

This heightened level of customer engagement fosters loyalty, encourages positive word-of-mouth marketing, and transforms satisfied guests into enthusiastic brand ambassadors. 

Read Why You Should Talk to Your Customers Beyond Owned Social Media Channels


Monitoring your brand and your online reputation has become a key factor for the tourism industry in the last decade. The information is just a few clicks away. Customers don’t really care about your great marketing if they’ve read hundreds of negative experiences about you online. Use social listening to respond immediately to anything that’s happening and create new opportunities for your brand.

If you’d like to explore the benefits of social listening for tourism book a demo with one of our experts.

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