Al Futtaim Travel
• Launched a Facebook page in August and has 209 friends.
• The page has features a ‘Dear Bill’ travel clinic, where people can ask manager Bill Horsely travel related questions

Samantha Watson, sales & marketing manager, al futtaim travel:

How are you using social media at Al Futtaim?
We are using social media as a promotional and advertising platform, as well as for interaction with our customers and potential new markets. We use it to have a dialogue, get feedback, bookings, and constant communication with our followers.

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What are the benefits?
Aside from the promotional opportunities, the benefits are a critical communication channel in real time; and an opportunity to test products and new markets. We can actually have a dialogue and complete solid market research. We also generate bookings and enquiries!

Is social media driving revenue for your business?
We post all of our offers and promotions. We also take direct booking requests.

Who is responsible for your social media strategy?
Currently the responsibility is shared in the marketing department. Social media is critical in our strategy going forward, as the opportunity grows then so will the dedicated resource.

What’s your top tip for others looking to start using social media?
Don’t delay!

Utravel.Dubai
Basel Abu Alrub, managing partner, Utravel, Dubai:

How are you using using social media at UTravel?
We are using social media to engage our community by coming across as an innovative and customer-friendly agency with an edge and an eye for “cool” travel ideas and products. We communicate interesting news, articles, hotels, and destinations.

How much effort do you devote to social media?
One to two hours per day at most. It does not take much and frankly, it should not. You need to maximize the return by minimising how much time you spend on it.

I think it will take time to gauge whether it is paying off or not, and that is understandable because social media is building Utravel’s brand equity, and that takes time to be accomplished. People do not fall in love with a brand overnight, do they?

Is your Facebook page an effective marketing tool?
Of course. It gives Utravel constant visibility in the social media community; it is an inexpensive and effective way of communicating with your target market; it can be used to differentiate yourself from the competition; it creates a personal environment between Utravel and its followers and it builds brand loyalty and brand equity.