Airlines and Aviation

Sama: The world’s first digital human cabin crew debuts on social media

Through her Instagram account, @SamaOnTheMove, Sama offers a curated mix of travel tips, personal anecdotes from her layovers, and an insider’s perspective on some of the world’s most exciting destinations Meet Sama, the world’s first AI-powered digital human cabin crew, now taking flight on social media. As the face of Qatar Airways’ innovation, Sama will soon inspire and connect with a global audience on Instagram. Her account, @SamaOnTheMove, will offer followers a mix of travel tips, personal stories from her layovers, and a behind-the-scenes look at the life of a cabin crew member—all with a creative, human touch.  Qatar Airways Senior Vice President Marketing and Corporate Communications, Babar Rahman, said: “Introducing Sama on Instagram is an extension of our vision to blend human connection with technological innovation. Sama is not just a digital human; she’s a reflection of how we see the future of travel—personal, engaging, and deeply connected to the experiences that matter. Her presence marks a step forward in how we humanise our brand and create moments that resonate with our global audience.”  Unveiled during ITB Berlin 2024 to great acclaim, Sama represents Qatar Airways’ commitment to blending innovation with emotional engagement. As the first digital human cabin crew to debut on social media, Sama is designed to connect with a digitally native audience through relatable and inspiring content.  Whether she’s discovering hidden gems in Paris, sharing tips on navigating a new city, or offering a behind-the-scenes look at life in the skies, Sama will showcase Qatar Airways’ network of over 170 destinations in a fresh and imaginative way. Her content invites followers to explore new cultures, discover inspiring traditions, and see the world through her eyes.  Follow Sama on Instagram at instagram.com/SamaOnTheMove to join her journey and experience the future of travel storytelling, one post at a time.      

Global

62% of travellers who planned trips on social media made purchase decisions based on content they viewed: Phocuswright

Representative Image   Madeline List, Manager of Research and Special Projects at Phocuswright, presented key findings from the firm's latest consumer research study, "Scroll, Heart, Fly: Social Media's Impact on Travel 2024." The research delves into how social media influences travel decisions, the nuances of conversion, and the challenges marketers face in measuring its true impact. List highlighted the growing prevalence of social media usage in travel planning, with 57% of US leisure travelers utilizing platforms like Facebook, Instagram, and YouTube for inspiration, research, and sharing.  She emphasized the importance of understanding the "mindful, intentional consumers" who plan trips over extended periods, differentiating travel from more impulsive industries like fashion and beauty.  List added: "Travel decisions are made with such a long conversion window, there's so much room for people to get lost remembering where they originally got inspiration from as they plan trips over a span of months, sometimes even years." The research revealed that 62% of travelers who planned trips on social media made purchase or visitation decisions based on content they viewed. Food and beverage, cruises, accommodations, and destination selection were among the top categories influenced by social media.   Notably, 72% of those who converted attributed their decisions to content from creators, influencers, or bloggers. List emphasized the importance of credibility and community building on social media, stating that "portraying things honestly and building real social relationships among followers is going to precede any kind of sale that happens." The research also uncovered challenges in measuring the true impact of social media on travel decisions. List noted that many conversions are "categorical," meaning travelers choose a type of experience rather than a specific brand. Additionally, click-through rates provide a limited view of influence, as travelers often turn to search engines and review sites for further research. List cautioned against conflating likes and shares with actual influence, urging marketers to focus on depicting accessible experiences and providing valuable information to support trip planning. She also highlighted the need to cater to the "mid-tier" traveler, who may feel underrepresented amidst an abundance of luxury and budget travel content. Key Takeaways: Social media plays a significant role in influencing travel decisions, particularly for younger generations and those seeking inspiration and recommendations. Credibility, community building, and authentic content are crucial for driving conversions on social media. Measuring the true impact of social media requires a nuanced approach that goes beyond click-through rates and considers categorical conversions. Marketers should focus on providing valuable information, depicting accessible experiences, and catering to the needs of the mid-tier traveler. Social media should be viewed as one component of a broader digital strategy, not the sole driver of conversions.    

China

East Chinese province of Ningbo promotes itself with a social media micro-drama

A bilingual micro-drama in Chinese and English titled 144 Hours in Ningbo recently captivated viewers on various online platforms. The micro-drama has been published on Facebook, X, and LinkedIn through the accounts of Xinhua News Agency's China Economic Information Service. The micro-drama has received wide viewership since its initial posting, as well as positive responses from those following it online. The agency reports that the first three episodes have each been shared more than 100,000 times. At present, the total online views of the three episodes have exceeded 100 million, and the interactions on social media platforms have exceeded one million. A creative cultural showcase Featuring unique creativity, rich cultural connotations, and captivating storylines, the micro-drama has piqued the interest of both domestic and foreign audiences in the Eastern Chinese province. This unique production highlights the glorious evolution and unique charm of Ningbo from ancient times to the present through the wonderful 144-hour time-travel journey of Lucas,  an ancient French merchant. 144 Hours in Ningbo also features the region’s rich marine culture and sound business environment, choosing nearly ten representative scenes such as the Ningbo Zhoushan Port, the Old Bund, and the Ningbobang Museum whilst using a narrative technique intertwining ancient and modern times to vividly portray the great changes of Ningbo.

Features

Surfshark’s thought-provoking ‘naked people’ campaign highlights social media privacy concerns

Cybersecurity company Surfshark ran a thought-provoking campaign on the streets of London. The campaign featured individuals wearing signs instead of clothes, urging social media giants to prioritise privacy and stop leaving their users feeling ‘naked’. The signs read “Don’t strip users of their privacy” and “Don’t leave your users naked”. The campaigners visited several busy areas across London, including the offices of major tech companies, to amplify their message. ‘Naked People’ raises awareness about social media security practices and the exploitation of user data. Surfshark’s mission is clear: safeguard individuals' online identities and empower them to regain control of their personal information. Europe’s General Data Protection Regulation (GDPR) was expected to change invasive data collection practices with strict regulation and high fines. However, the huge increase in fines given to top social media platforms for GDPR violations shows that user data protection is still a pressing concern. Facebook, Instagram, TikTok, and other big platforms — all fined for mishandling user data “An analysis of GDPR fines shows that the Media, Telecommunications, and Broadcasting sector is the most heavily fined sector overall. Notably, the top social media companies, which are the largest data collectors, have also received the highest fines,” says Goda Sukackaite, Privacy Counsel at Surfshark. “Such penalties demonstrate the imperative to hold major social media players accountable for their data handling practices, ensuring that the privacy and safety of all users is given the utmost consideration and care.” To highlight these alarming statistics, London’s vibrant and influential landscape offered the perfect setting to spark critical conversations around privacy and challenge the current norms in the tech industry.          

Global

Social media’s evolving role in travel: More than just inspiration, it’s driving bookings

A new study by Phocuswright, a travel industry research firm, reveals that social media has evolved beyond a mere source of travel inspiration.  It's now a powerful force driving actual bookings and influencing key decisions throughout the traveler's journey.  The report, titled "F Is for Funnel: Social Media and the Path to Travel Purchase," uncovers how travelers are increasingly turning to social platforms to not only dream about their next trip but also to plan and book it. The study found that 65% of travelers who used social media for trip planning made a purchase or visitation decision based on content they encountered.  This influence spans across demographics, with younger travelers, frequent travelers, and those embarking on international trips being particularly susceptible to social media's sway. Close to three in four international travelers made decisions based on social media content for a recent trip. Key findings: Conversion is king - Nearly two-thirds of travelers under 55 who used social media for trip planning converted, making a purchase or visiting a destination based on social media content, along with 53% of over 55s. Beyond inspiration - Social media is used for active trip planning, with 39% of converters using social media to compare specific options and prices. Visual content wins - Images (55%) and short-form video (53%) are the two format types most likely to produce a conversion. Authenticity is key - Travelers crave genuine content that showcases real experiences, both positive and negative. User-generated content (UGC) is seen as particularly trustworthy, with an added layer of credibility embedded in content that's self-posted without any financial stake. Multi-platform approach - Travelers use a variety of social media platforms for trip planning, with Facebook (69%), Instagram (68%) and YouTube (65%) leading the pack, and TikTok (47%) gaining popularity among converters. The long game - The path to purchase on social media can be lengthy, with 54% of converters recalling first viewing the influential content within a month of taking the actual trip, and 82% viewed it within two months of departure. "The study's findings highlight a massive opportunity to use social media as a marketing channel,” said Madeline List, Analyst at Phocuswright and author of the report. “Travelers – and not just the young – are actively seeking out information and making decisions based on social media content.   To remain competitive, travel companies should create a strategic social presence of interest-based content, candid collaborations, authentic UGC, smart targeting and an emphasis on priorities over avoidance.” The Phocuswright study was conducted through an online survey of 1,064 U.S. travelers who had taken at least one leisure trip in the past six months and used social media for trip planning or sharing content.  The survey was fielded between March 29 and April 6, 2024.  In addition to the survey, Phocuswright conducted in-depth interviews with travel brands, marketing agencies, and other ancillary services in social media marketing to gain qualitative insights. The evolving role of social media in travel and other key industry trends will be further explored at The Phocuswright Conference, taking place Nov. 13-15, 2024, in Phoenix, Arizona.  The conference will bring together leading travel executives, innovators, and investors to discuss the latest developments and strategies shaping the future of the industry.    

Global

Can autonomous AI bots help travel agents automatically grow their social media?

    Marketing and promotions, especially through social networks, appear to take out a large chunk of a travel agency’s annual operational budget. According to recent figures from Airbnb, Booking Holdings, the Expedia Group, and the Trip.com Group, these firms spent a record amount of money to promote their brands online and increase their respective customer bases. Indeed, the four largest online travel agencies in the world collectively spent $16.8 billion for sales and marketing in 2023, an increase of around 20 percent from where it was in 2022. However, it is easy for the likes of these four global players to spend so much to promote their services. Budget constraints remain the largest barrier to success for many small- to medium-scale travel agencies who are challenged to grow their respective marketing teams internally or outsource such services to external contractors. Surprisingly, a solution may be found in one of the most controversial of contemporary technologies: artificial intelligence (AI.) Indeed, the use of AI is changing the game, enabling smaller travel agencies (both offline and OTAs) to access relevant technologies for managing their presence on social media. Autonomous AI bots, in particular, are proving to be a great help to travel professionals. This post was generated using enso's AI bot What are autonomous AI bots? Autonomous AI bots are like ChatGPT but instead of just giving text replies are actually capable of performing action.  For example, AI bots can search for trends, create instagram posts and automatically post on a travel agency's Instagram profile, all at a fraction of the cost.  As a result, instead of paying thousands of dollars to an agency, technologies like enso make AI accessible to travel agents all over the world.

  Addressing challenges One of the most challenging processes is producing video content. Currently, on social networks like Instagram and TikTok, the most popular content format is video.  Traditionally this process needed a specific expertise that travel agents don’t possess. Hence, agencies who want to create a strong social presence have to use external service providers who cost dearly and take many back and forward communication. This is a great example of the value agents are getting from autonomous AI bots.  But it doesn't stop at Instagram. With enso, travel agents can handle their entire marketing strategy. They get access to bots that work together to create a smart marketing system that runs in the background all day, every day.  It's easy to set up, and no technical skills are needed. Just tell the bot what to focus on and give it feedback to help it learn. Evolving beyond sales and marketing The future of autonomous AI bots far beyond marketing. These intelligent systems are evolving to tackle even more complex tasks, such as handling legal requirements and facilitating bookings across multiple platforms. Later iterations of autonomous AI bots will be capable of ensuring compliance with various regulations, managing contracts, and even drafting legal documents. These are tasks that, traditionally, would require a legal expert. The capabilities don't stop there, though. Autonomous AI bots are also poised to revolutionize how travel agents handle bookings.  In the near future, these bots will be able to automatically search for the best deals across multiple booking platforms, compare prices, and even book accommodations, flights, and activities on behalf of the agent or the client.  This level of automation will free up agents to focus on personalizing the travel experience for their clients, while the bots handle the tedious details. This expansion into legal and booking assistance represents the next frontier for AI in the travel industry. By automating these critical aspects of the business, enso’s autonomous AI bots will empower travel agents to operate more efficiently and effectively, reducing overhead costs and allowing them to compete with the biggest names in the industry. In essence, the future of autonomous AI bots is not just about automating marketing but about creating a comprehensive tool that can manage multiple aspects of a travel agency's operations.  As these technologies continue to evolve, they will become indispensable tools, enabling travel agents to offer a seamless, end-to-end service that is both efficient and cost-effective.

Training

Lemongrass launches Springboard, a new social media and influencer marketing programme for travel brands

Lemongrass announces the launch of Springboard, a new fast track social media and influencer marketing programme specifically designed to help travel brands optimise and amplify their social media and content marketing offering and achieve long-term social, content and influencer partnership success. The eight-week programme, devised by the Lemongrass digital marketing team provides a range of tools and tactics to enable brands to upskill their teams, provide guidance on publishing content, and effective strategies for brands to gain knowledge and build confidence for successful and impactful influencer engagement. The virtual course is curated and personalised to each brand’s requirements and delivered via a series of collaborative virtual workshops, hosted by the Lemongrass digital team. It includes four modules: audit and strategy, content pillars, assets and calendar and influencers, and travel brands will get discover what is and isn’t working for their audience, what content to prioritise, what gaps their competitors are leaving for them to fill, how to measure success in the long term, and which influencers will work for their brand. Abi Best, Managing Director at Lemongrass said: “We increasingly talk to travel brands, whether a hotel, wellness resort, tourist board or tour operator that are struggling to implement  a successful social and influencer campaign. This can be for a number of reasons; they may be struggling to find resources to prioritise social media marketing, unsure of what content is performing well or what to measure in order to grow their social media following and engagement. This programme has been specifically designed to address those challenges, offering clear and concise insight, practical guidance, practical steps to take and outcomes aligned with the company’s brand goals.” Brands that choose the Springboard programme receive a defined roadmap for success based on data and with measurable goal setting, a content audit of one social channel, a competitor analysis overview, defined SEO optimised content pillars to plan ongoing content and best-in-class content lookbook for inspiration. Brands are also provided with a template content calendar outlining social output for six months, a style guide aligned with brand guidelines, KPI’s to measure ongoing success, an influencer target list aligned with content pillars and suggested influencer activations aligned with brand goals. As an added bonus, the Lemongrass team will outreach and activate three influencer visits from the influencer target list, selected by the client, leveraging the reach and trust of their tailored audience to grow social following and generate ‘new look’ social-first content that exemplifies the brand to the target audience. Tara Schwenk, Head of Content Marketing and Search at Lemongrass concludes: “This programme will be a game changer for travel brands and properties who want to remove the guesswork from their social media marketing efforts and gain a greater understanding of what they can do to optimise their social media output. We know that teams can be under resourced and overstretched. Social media marketing can often be put on the backburner, so we wanted to design an effective course within a clear framework that delivers tangible and valuable outcomes. We also wanted to open it up to not just brand marketing teams to attend but anyone in the business who wants to learn and upskill their knowledge – there is no limit on numbers. Our industry expertise will provide all the tools and thinking needed for brands to deliver on social media marketing objectives and ensure teams will be confident to apply the skills learnt to amplify their brand campaigns and achieve positive ROI.”      

Global

Top 10 best locations for a destination wedding on social media

It's estimated that just under a fifth of couples will get engaged on Valentine's day, with some data suggesting that as many as 6 million couples pop the question that day every year! Now a month on and with wedding season on the horizon, many newly engaged couples will start to plan their big day - and one of the first things they will need to decide is where to get married. The study by Bounce analysed social media popularity in each location on the list to reveal the best destinations for a wedding abroad in 2024. The 10 best locations for a destination wedding on social media: Rank Destination Country Hashtag No. of Instagram Posts No. of TikTok Posts Total No. of Social Media Posts 1 Bali Indonesia #baliwedding 1,356,647 13,600 1.4M 2 Hawaii USA #hawaiiwedding 648,901 6,046 654.9K 3 Dubai UAE #dubaiwedding 610,839 9,756 620.6K 4 New York City USA #newyorkwedding 380,511 3,563 384.1K 5 Tuscany Italy #tuscanywedding 306,686 3,246 309.9K 6 Santorini Greece #santoriniwedding 201,836 3,015 204.9K 7 Paris France #pariswedding 190,628 2,929 193.6K 8 Mallorca Balearic Islands #mallorcawedding 149,042 1,351 150.4K 9 Lake Como Italy #lakecomowedding 136,788 6,253 143.0K 10 Ibiza Balearic Islands #ibizawedding 138,708 1,194 139.9K   The most popular wedding destination on social media by far is Bali. There are over 1.3 million posts under the hashtag #baliwedding. This includes 1,356,647 posts on Instagram and 13,600 posts on TikTok. On Instagram, there are many photos of couples outside traditional holy temples in Bali, wearing extravagant outfits and headdresses for their special day. On TikTok, most videos showcase the stunning beaches and mountainous views that couples have chosen for their wedding venue. The second most popular destination wedding location according to social media data is Hawaii. Hawaii has over 648,000 posts on Instagram and a total of 6,046 posts on TikTok. In third place for the most popular overseas wedding destination is Dubai with a total of 620.6K social media posts - including over 610,000 on Instagram and almost 10,000 on TikTok. Further study insights indicate that the most popular destination wedding location overall is Tuscany, Italy with a wedding score of 8.25 out of 10.      

Features

68% of MENA consumers name social media as their primary source for news

68% percent of MENA consumers have identified social media as their primary news source – emphasizing a significant shift in the way people are consuming news, according to the latest research by Strategy& Middle East, part of the PwC network, in collaboration with Google. Aligned with this trend, 90% of respondents also indicate their mobile phone as their preferred device for accessing news. The report, entitled ‘Building a Vibrant News Industry in the Middle East and North Africa,’ analyzed three of the largest news markets in MENA - Egypt, Saudi Arabia, and the UAE - which together account for 80 percent of advertising spending in the region’s entertainment and media industry. The survey of 4,500 consumers shows that the shift away from direct consumption from the news media, particularly among younger cohorts, has also created a major financial challenge for traditional news organizations, eroding their revenues. The transformation in MENA consumers’ news consumption habits is driven by factors such as widespread mobile connectivity, high internet penetration, and social media usage, particularly among young, tech-savvy consumers.  In terms of news formats, 66% of respondents named mobile video as their favorite for news consumption. Short-form articles were also popular, enjoyed by 58% of respondents. Financial pressure The research presents evidence that the region’s news organizations are grappling with financial pressures. MENA region newspaper and magazine revenues have fallen every year since 2018, from a high of US$2 billion in 2018 to US$1.4 billion in 2022. The analysis also forecasts a compound annual growth rate (CAGR) of -4% up to 2027, which could cause total MENA revenues to fall even further to US$1.2 billion. The figures also show that while digital advertising revenues are slowly increasing at a rate of 1% per year, print advertising revenues are set to slump by 11.3% by 2027. “The rapid changes in the news media industry in the MENA region have created real avenues for growth. To successfully capitalize on these opportunities, news organizations will need to digitally transform, adopt sustainable business models, and pursue operational agility, innovation, and productivity,” said Karim Sarkis, Partner at Strategy&, part of the PwC network, and the leader of the media and entertainment sector in the Middle East.  Opportunities for growth The report argues that MENA news organizations should revamp their business models and content delivery methods, focusing on new content types, formats, and digital engagement. Notably, 45% of respondents indicated a willingness to pay for high-quality reporting, especially for popular categories like entertainment, health, and sports. “For more than 20 years, Google has been working collaboratively with news publishers around the world to help address the industry’s toughest challenges and create new opportunities. We’re equally committed to supporting a healthy news ecosystem in the Middle East and North Africa that drives value for consumers, creators, and news publishers,” said Mazen Sabbagh, News and Publishing Partnerships Lead with Google MENA. “The research by Strategy& underpins the need for the MENA region's news industry to evolve fast and to focus its efforts on developing ways to better engage with news consumers and a strategic approach to diversifying its revenues and business models,” he added. As part of the growth opportunity identified in the analysis, advertising revenues in the MENA region are expected to grow at a CAGR of 6% between 2022 and 2027 — compared with 4.5% globally. However, traditional news business models have limited growth prospects; between 2022 and 2027, newspaper and magazine revenues in the MENA region are forecast to drop by a compound annual growth rate of 4%. Notably, digital ad spending in MENA has significant room for growth, accounting for 79 percent of the $7.6 billion total ad spend in 2022. It is also expected to outstrip global growth by 2027, with a 6.9% rise — compared to 6.5% globally. Generational divide The way in which news outlets engage with consumers must, however, be nuanced and tailored to specific demographics. Although 61% of MENA respondents have increased their news consumption in the past three years, the frequency of news consumption varies widely by age.  In particular, the report finds that younger consumers, especially between 18 and 24, access news less frequently than those older than 45 who access it every day. This constitutes a large and mostly untapped audience, because the MENA region has one of the youngest populations globally; 54% of its residents are under the age of 30. If MENA region news media players are to capture these opportunities, new strategies and close collaboration among all relevant stakeholders will be required to modernize and strengthen the ecosystem. Specifically, the report highlights the need to achieve three objectives: (1) digital transformation, (2) an updated enabling environment, and (3) a reliable and trustworthy news ecosystem.  Karim Daoud, Partner with Strategy& Middle East, part of the PwC network, added: “A thriving news media industry relies on a supportive, updated enabling environment involving all stakeholders in its modernization efforts. By working together, stakeholders can support the development of a talent pool for news organizations, offer the necessary financial support to the industry, provide access to the required infrastructure and innovative technologies, and establish up-to-date policies and regulations.” Governments in the MENA region, as well as regulators, global tech platforms, advertisers, and academia need to support news organizations through talent development programs, targeted financial support, media literacy initiatives for consumers, and an updated regulatory framework. More initiatives are also needed to bolster and modernize the technological infrastructure. In particular, the implementation of cloud solutions, AI, and machine learning tools can increase operational efficiencies for news organizations, as well as quality of reporting, and enhance consumer engagement.