Marketing metrics in generalist social networks in travel agencies. The case of Spain

Angel Rodríguez Pallas, Ana Montoya Reyes


Social networks are ideal tools for developing relationship-marketing activities in companies and achieving consumer engagement. Its use is widely spread, as evidenced by the figure of 3.8 billion users all over the world. This figure represented 59.4% of the total inhabitants of the planet who use them regularly in 2019. The main objective of this research is to know the state-ofthe-art in the development of relational marketing activities in social networks in Spanish travel agencies. Aquantitative methodology was used to achieve this objective, focusing on the effects of marketing initiatives implemented in Spain by 10 agencies on YouTube, Instagram, Twitter and Facebook for 1 year, from August 1, 2019, to August 1, 2020. The results obtained show valuable information related to total engagement, number of publications, total average engagement per publication, audience, conversation rate, amplification rate and approval rate reached by the different travel agencies analysed. Among the main conclusions achieved, the results show the existence of great disparity and lack of homogeneity in the actions carried. Due to this, it is necessary for travel agencies to plan their relationship marketing actions in social media better, to improve the degree of customer engagement, the customer confidence and customer loyalty to the brand.

Keywords: Customer engagement, KPI, online marketing,social media marketing, travel agencies.

En 2019 se alcanzaron globalmente más de 3.800 millones de usuarios de redes sociales; el 48% de los habitantes del planeta las utilizan regularmente. Por ser interactivas y colaborativas son herramientas idóneas para desarrollar actividades de marketing relacional en las empresas y lograr el compromiso del consumidor. El principal objetivo de esta investigación consiste en averiguar el estado de la cuestión sobre el desarrollo de actividades de marketing relacional en redes sociales en las agencias de viajes españolas. Para alcanzar dicho objetivo se emplea una metodología cuantitativa analizando los efectos de las actividades de marketing digital realizadas por 10 agencias de España en YouTube, Instagram, Twitter y Facebook durante 1 año; desde el 01 de agosto de 2019, hasta el 01 de agosto de 2020. Los resultados muestran información valiosa al respecto de audiencia, participación total, número de publicaciones, participación promedio total por publicación, tasa de amplificación, tasa de conversación y tasa de aprobación alcanzados por las diferentes agencias analizadas. Entre las principales conclusiones destaca la existencia de gran disparidad y falta de homogeneidad en las acciones desarrolladas; resultando necesario mejorar la planificación para aumentar el grado de compromiso del cliente y su confianza y lealtad a la marca. 

Palabras clave: Compromiso del consumidor, KPI, marketing digital, marketing en las redes sociales, agencias de viaje

Palabras clave

Customer engagement, KPI, online marketing, social media marketing, travel agencies

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