Reach.ly is a social media filtering system that extracts Tweets in which users announce travel plans to particular cities, allowing hoteliers to target them as potential guests and bypass OTA fees.
With travel a consistently popular theme on Twitter, Reach.ly claims that 9 per cent of users that receive a message from a hotel operator follow through and make a booking.
Ernests Stals, chief executive of Reach.ly, said: “Consumers are tremendously responsive to such direct outreach via Twitter. About 20 per cent more respond that they appreciate the direct communication. According to Google, the average online travel shopper visits 22 sites across nine or more sessions prior to making a reservation. But one good direct offer could secure the guest’s booking.”