Social Media and Omni-Channel Strategies in the Tourism Industry: An Analysis of Club Med

In tourism, digital media represent a primary channel to interact with consumers directly or by means of social media and travel-related platforms (e.g., TripAdvisor, Booking.com etc.). Over the past few years, travel companies have increased the usage of social media as tools to communicate and engage with existing and potential consumers. The purpose of this paper is to investigate the role of social media within the omni-channel marketing strategies of tourism companies. We conducted a case study of the company Club Med by collecting semi-structured interviews with key-informants. Findings provide insights regarding the use of social media as main touchpoints for tourism companies’ strategies and the type of engagement activated with consumers. Furthermore, this research suggests some practical implications for the management of the social media marketing activities.