Why doesn’t Swiss Tourism use more social media platforms to promote its destinations and brands ?
A country renowned for its world-famous ski resorts (St-Moritz, Verbier, Villars, Crans-Montana, Zermatt), great lakeside cities (Zurich, Geneva, Lucerne) and chocolate should be far more active as it offers modern hospitality infrastructures and efficient public transport networks.
This is even more suprising knowing that some new companies base successfully their marketing strategies on new media. Such is for example the case of an innovation hotel chain based in the Netherlands called CitizenM which uses YouTube, Twitter, Facebook and Foursquare to engage urban mobile consumers and promote its brand.
Is Swiss Tourism too cautious about social media ?
A professional approach is necessary.
Engaging consumers via new media is not as easy as some big companies like Nestlé are discovering. Managing a Facebook page, for example, isn’t just posting statuses and videos for friends but interacting with new followers. Developing communities on Twitter and Facebook require specific storytelling & conversation skills as consumers and companies can both engage conversations.
Why are New Media so important for Swiss Tourism Management ?
As a good friend was telling me recently, social media, geolocalization, augmented reality and GPS guided tours offer infinite possibilities to create events and promote destinations.
Just take example of the city of Basel that sends you a little pack of Baslerläckerli for your birthday if you checked in the Basel Train Station in the last year and are not living in Switzerland. Isn’t this a great way of associating emotions to a brand ? Isn’t this a great way of building loyalty ?
This example just shows the importance of new media and the strategic necessity to acquire the conversation 2.0 skills to remain competitive.
What do you think about tourism brands using new media to engage consumers ? Do you have any examples you would like to share ? I’d be glad to have your comments !