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\r\nconsumers directly or by means of social media and travel-related platforms\r\n(e.g., TripAdvisor, Booking.com etc.). Over the past few years, travel companies\r\nhave increased the usage of social media as tools to communicate and\r\nengage with existing and potential consumers. The purpose of this paper is to\r\ninvestigate the role of social media within the omni-channel marketing strategies\r\nof tourism companies. We conducted a case study of the company Club Med by\r\ncollecting semi-structured interviews with key-informants. Findings provide\r\ninsights regarding the use of social media as main touchpoints for tourism\r\ncompanies’ strategies and the type of engagement activated with consumers.\r\nFurthermore, this research suggests some practical implications for the management\r\nof the social media marketing activities.