I recently wrote about how the travel industry likes to think that it cares about the environment and global warming, and I invited a number of companies like Travel Trade Gazette, to prove me wrong, well, they didn’t because none of them commented.
I think they’re a minority of travel companies who are keen to give travel consumers their point of view, which is great. The majority of travel companies are afraid of blogs and bloggers. Maybe it’s because we can within reason write about anything as we are not restricted by editors.
I think, it’s important that both points of view of a particular topic are discussed. Get used to it, blogs are here to stay, and we have a voice. So do travel companies, so stop hiding behind your corporate desks and communicate.
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Kevin May | 21 July, 2008 at 1:22 pm
That is a fair comment.
Travolution and Travel Weekly are probably two of the only business media titles in the UK that do actively monitor and comment on blogs about issues relating to our area.
And i’m glad we do.
I can’t speak for our competitors as to why they do not, but have a good ideas as to why.
[incidentally, FYI: The Green if you Scream campaign which came up in the comments on the original post is run by TTG]
Darren Cronian | 21 July, 2008 at 1:45 pm
@ Kevin
It wasn’t just travel media who I invited, a number of travel agencies and operators were also invited. TTG, were invited, because of that exact campaign. Primarily because I am sceptical about it. They are over 2,000 visitors read this blog each day, and that’s increasing, so they should care what people read about issues affecting the industry.
It’s not like people even have to enter who they’re associated with, website field is mandatory, and their association is kept confidential – only I know who is reading this blog! 
Kevin May | 21 July, 2008 at 1:49 pm
don’t worry, pal – i’m totally with you on this one. 
Nathan Midgley | 21 July, 2008 at 1:55 pm
Hi Darren – maybe a little harsh to highlight the fact that TTG didn’t comment on that post while leaving out that Travel Weekly (i.e. me) did, unprompted, several times – we’re as much a part of the industry as that lot
But I think what you say is right – outside of the travel tech and online market there are not many travel companies engaging with bloggers, and still fewer running blogs of their own. But I also think that is true of most industries (again, with the exception of tech, and to an extent media) – it’s corporate culture that prevents it, and that’s not specific to travel. It would be nice if we were the industry to break the mould, though.
Nick | 21 July, 2008 at 3:38 pm
Darren,
I think you know where I stand and along with Kevin. All I can say is keep ranting. In a way it saddens me that I was only person to reply. 
pam | 21 July, 2008 at 3:51 pm
I sat next to a hotel GM at a recent event and he said this: I HATE THOSE BLOGGERS. Um, hello, I said, nice to meet you I am sitting right HERE.
I think the fear comes from Not Getting It. When travel companies communicate effectively with bloggers, they can benefit tremendously – even if the blogger posts a less than glowing review of the service.
Also, I think they dislike the unaccountability of bloggers – independent bloggers can say whatever they want without fear of losing advertisers. But traditional media doesn’t always provide useful info for travelers. I was really hacked off when an editor cut some very useful but critical copy from a piece I wrote – why not give guests advice about where the best rooms are in a hotel? Why not put the hotel on notice that you’re paying attention to such things?
I believe they’ll figure it out. Eventually.
Darren Cronian | 21 July, 2008 at 4:03 pm
@ Nathan
I didn’t want to point that out (even though I’m impressed that you had the balls to stand up and put your points forward) because the post wasn’t aimed at just TTG, or any other media company, it was aimed towards travel companies who were invited to post a comment (or travel companies who read this blog) on what I see as an important issue.
I thought it was important that I gave an example to back-up my rant, and it’s unfortunate that I invited TTG, and that they have promoted the ‘Scream if your Green’ campaign, yet didn’t want appear to comment on the blog. I have since thought that their comments could have got stuck in my spam box, so I will email them tonight.
@ Nick
I think you and Lee (where is Lee lately!) are the only travel agencies who ‘actively’ comment on this blog but I know they are many that read it. I know on most occasions you don’t agree with what I have to write, but that’s why blogs exist – me as a consumer, no working knowledge of the industry can rant and moan, and whinge, and people, like you are in the thick of it can give readers your opinions.
I don’t even mind people ranting at me in the comments. (That wasn’t an invitation though! )
Gareth | 21 July, 2008 at 4:22 pm
Interesting that you raise TTG as a something that doesn’t follow the blogs. I’m just starting out in this blogging world (I am beginning to blog for a travel company) and we’re actively following everything very closely.
Also, at the risk of being a spammer, I’m going to be interviewing the former Editor of TTG for our blog – so will ask him this very question on their stance from his point of view…
Gareth
Darren Cronian | 21 July, 2008 at 4:48 pm
@ Gareth
In the past I have emailed a number of companies including Thomas Cook to ask for their opinion on a specific topic of discussion, and they have for whatever reason, ignored me. TTG did reply to my initial email, but I think for whatever reason, they made the decision not to comment.
Fair enough, this made me think though that they were afraid about commenting.
It’s an interesting subject because I wonder what response I would get if I was a journalist. Would I get ignored. I email companies instead of calling them, so this could be the reason why I get ignored.
A warning to any travel company, don’t assume blogs don’t have readers or followers. This blog gets an average of 10-15 comments per post, but they’re many many more people reading what I have to say, who come from Google etc.
I have a feeling this post has opened up a big can of worms.
Darren Cronian | 21 July, 2008 at 5:23 pm
@ Pam
That is a great example. So, in other words ‘I dislike bloggers because they have a voice, have opinions, and we can’t shut them up” We were discussing blogging and journalism at WordCamp UK, and it was very interesting to hear from a journalist and a blogger.
Apparently, journalists are told what to say, even to the degree what keywords to use to improve ranking of the article in the search engines.. I’d hate to be a journalist or a travel writer for a living. Like you say though hopefully, one day your right, they will understand it.
Andy BK | 21 July, 2008 at 5:46 pm
Hi Darren, it was nice to chat to you over coffee at the WordCamp UK event this weekend. I have just created the perfect job for you. Social media educator for the travel industry. Tell them how it should be done, tell them how to interact with people like yourself. You would be perfect at it.
Keep on ranting mate!
Kevin May | 21 July, 2008 at 8:09 pm
Darren: sweeping statements such as “apparently, journalists are told what to say, even to the degree what keywords to use to improve ranking of the article in the search engines” are, frankly, rather insulting to those of us who consider ourselves ‘journalists’ by profession and will look for stories and new angles on existing ones, day-in, day-out as part of our jobs.
there is a growing tendency, i agree, for a lot of the travel media (and i mean both consumer and business) to be spoonfed stories from PR agencies or the corp comms department of a company, but there are many committed journalists out there who are determind to find something new for their readers. it’s a matter of professional pride.
we’re getting into new territory here!! and don’t get me started!!
many of my presentations whilst at Travolution have argued that the corp comms HAVE to keep an eye on what is being said about them in forums, social networks and blogs (simple through Google Blogs/Technorati/etc). But more importantly they should be ENGAGING with these bloggers – and their readers – as well.
the reality is you would be pleased to learn that many companies are actually doing the first part (understanding what the blogosphere is saying about them) but very few are taking part in the conversations.
there are a number of reasons for this:
1) corp comms will actively respond to those they have relationship with first of all, and then deal with others after. if you are unknown (and with the no holds barred attitude of many bloggers), then you will be way down the pecking order. time is also a factor – as a rule, bloggers and journos have an intense dislike of PRs [:-)], but they are still busy people and work hard.
2) if they unsure about whether to engage with bloggers, as in answering your questions, they would i suspect gauge the value of getting involved – i.e. are clients reading it, how many potential customers will be, do we need to engage?
there’s no excuse for media titles not to get involved, though, as i said previously.
klm, ed, travo
Nathan Midgley | 21 July, 2008 at 9:18 pm
Darren, have you ever read Cluetrain Manifesto? It’s a bit utopian at points, but has some interesting things to say about corporations, brands and ‘the conversation’.
Darren Cronian | 21 July, 2008 at 10:17 pm
@ Kevin
I knew I had opened a can of worms when I posted this. The word ‘apparently’ I think confirmed that these aren’t my actual opinions, but I wanted to clarify that fact. Even so, I am sure you will agree that journalists on some publications do not have the freedom that others may.
PR companies work for their clients companies, PR companies work with journalists because they want to promote their clients products or services, this isn’t just the travel sector, and travel companies do not particular want to work with bloggers because, bloggers have the editorial freedom to write about what they want (within reason)
You’d be surprised how many travel companies (or their PR agencies) contact me only when they have a product or service that they want to promote. When you ask them to participate in a important discussion, they’re not interested.
I have to say the majority because they’re a minority who comment and partcipate in the discussions here. Interesting discussion. For now we’ll put on hold the bloggers and journalist discussion, but its an interesting one, I’d like to pick up soon.
Kevin May | 21 July, 2008 at 10:20 pm
seriously, i am not surprised at all that PRs only contact you when they want you to plug something.
That’s the only time they contact mainstream media hacks!!
Darren Cronian | 21 July, 2008 at 10:27 pm
@ Nathan
I haven’t read that book, to be honest I do very little reading, and I should do more.
@ Kevin
Sorry, stupid thing to say to a journalist!
Richard | 22 July, 2008 at 12:59 am
Kevin is correct.
I work in marketing for a well known travel company, and we have a two person team who spend nearly all of their time searching for blogs that mention our brand, if it’s good PR then we leave it alone, if it’s negative, then we intervene.
I am not sure the management would want us getting involved in hot discussions though, which is why I would prefer to remain anonymous.
Darren Cronian | 22 July, 2008 at 7:03 am
@ Richard
No problem at all wanting to remain anonymous.
Why do you think that the management would not like to get involved in important discussions, for example about the environment? Surely issues like this need to be discussed, or do they prefer a closed door approach, or would you prefer not to comment!
Karen Bryan | 22 July, 2008 at 9:04 pm
Darren I don’t think it’s only fear, travel companies don’t really understand blogs. I think that blogs are still not mainstream in the UK and are perceived by many travel companies (and consumers) as something geeky. It would almost be better to call blogs something like online interactive magazines.
Claude | 23 July, 2008 at 8:58 pm
Bonjour from France
I agree with Kevin : very few are taking part in the conversations.
In France we see little initiative with tourism corporate blog
http://leblogdemarmara.com/blogs/marmara/Default.aspx
and more like this one http://blog.opodo.fr/blogs/opodo/Default.aspx
It’s handle by a small team (a couple) from http://blog.levacomm.com/Blog/Default.aspx who write for Mamara blog or Opodo blog (sorry only in french)
But in general, even France it’s a bloggers country, I don’t see many communication and conversations in the travel blog, only just when PR guys or others want some visibility ))) in this last case, PR are agressive and punchy, but unfortunatly doesn’t understand bloggers mind and bloggers process.
Maybe we can make a training process for the PR guys huge needs !
Best regards from my sunny Marseille where I engage conversations as well.
Claude
Kevin May | 23 July, 2008 at 9:03 pm
I meant to mention this on my earlier comment: many companies see bloggers as opinion formers rather than producers of factual reportage and therefore it is easier (and safer) for them to comment against fact rather than opinion.
Very few would want to get involved in a slanging match against effectively what is one person’s opinion.
Richard | 24 July, 2008 at 1:49 am
We certainly do not see blogs or bloggers as geeky. I think that travel companies have not yet grasped how to communicate with bloggers. We use journalists to promote our company, where as, we read blogs because people want to share an experience. Be it good or bad and we can learn from that.
Kevin I agree with you but its the opinions and experiences that travel companies should be listening to. We have been reading this blog and others for some time and it is good to read consumer experiences.
I do not always agree with Darren.
Richard J.
Richard | 24 July, 2008 at 1:51 am
Sorry I forgot to mention.
In my opinion. It’s not true that companies prefer to comment on facts. You only have to look at Travelmole where the number of comments has dwindled in recent months because they report fact but do not have an opinion.
Kevin May | 24 July, 2008 at 10:13 am
i must clarify: i think companies would only rather comment on BLOGS when they are factual, rather than newsy. there is still a mindset that says bloggers are a touch single-minded and therefore a slanging match is not actually going to benefit the company.
@Richard: interesting that you think the dwindling number of comments on travelmole is due to its factual reporting.
Richard | 24 July, 2008 at 11:42 am
Kevin: so are you saying that there is no use for consumer blogs or bloggers because it is just one person, one voice? I am sure you will not want to comment, but why do you think people do not comment on factual news on the likes of Travelmole. Your blog gets comments because it is written in a personal voice, and discusses factual news, rather than just write about it.
Darren Cronian | 24 July, 2008 at 11:51 am
@ Richard
If consumer blogs have no place in the travel industry I might as well give in now!
I don’t agree with Kevin about bloggers being single-minded, the point of having a blog is that I as the blogger can have an open opinion, not be restricted about what I write, and people can either agree or disagree, and say so by leaving a comment. You then get both points of view, which I think is very important.
I do not expect everyone to agree with me, and it would be a pretty boring blog if you did.
If I say that the travel industry is doing stuff all about the environment then that’s because as a consumer I cannot see what they are doing to improve global warming. I’d then expect the travel industry to come on here and say no, actually Darren you are wrong because we are doing this that and this.
Organisations like TTG, were all invited to comment – but didn’t for whatever reason.
Kevin May | 24 July, 2008 at 11:56 am
richard: no, i am not saying there is no point in having blogs at all. i believe that many companies do not want to engage with opinionated or opinion forming bloggers simply because it is a difficult area for them to get sucked into. They are nervous about it.
But you’re absolutely right, there is no way i am going to comment on why a competitor once had lots of comments against its news articles (and used to show the number of times it had been read) and no longer does.
Kevin May | 24 July, 2008 at 12:01 pm
Darren:
for fear of being really pedantic, but i think you’ve contradicted yourself:
“I don’t agree with Kevin about bloggers being single-minded, the point of having a blog is that I as the blogger can have an open opinion, not be restricted about what I write, and people can either agree or disagree, and say so by leaving a comment. You then get both points of view, which I think is very important.”
That’s the point i’m making. Bloggers HAVE an opinion and WRITE WHAT THEY LIKE, so that sounds like being single-minded to me!!
It’s the discussion in the comments section after which gives the balance.
Darren Cronian | 24 July, 2008 at 12:23 pm
@ Kevin
Okay, point taken, you got me there I meant to say that whilst the blogger might have an opinion, it’s not necessary right and the comments do give the balance. Which is why I would expect more companies to jump in and disagree (or agree!)
@ Richard
I love getting comments, it means people want to form a discussion, but it’s worth pointing out (I don’t know if this is the case with Travelmole) but I reckon only 8-10% of my visitors actually comment, the majority are here to find information, advice or tips, and have come from the search engines.
Kevin May | 24 July, 2008 at 12:41 pm
Darren: i wonder, as an aside to all this, what the “majority” of your users would think about this current topic given that it’s a bit navel-gazing about journos and bloggers, rather than handy tips and advice for travellers.
Darren Cronian | 24 July, 2008 at 12:55 pm
@ Kevin
I’ll tell you that when I look at this weeks stats for visitors and RSS readers on Sunday! Let’s be honest travel is such a vast area to talk and rant about. I’d be crazy to think that everyone is going to love reading every single blog post that I write. They’re going to be subjects that some readers don’t like reading about, and some they love.
That’s the advantage of RSS, in you can pick and choose what you read. Then you have the search engines where people are finding the content that they want to read or information they are looking for.
The last week has been very travel tip and advice related, but I’d be stupid not to take advantage of the peak times of the year when people are looking exactly for that advice. The stats for last week prove that. I think people tend to forget that this is a personal travel blog, written as a hobby, in my spare time.
Sam | 28 August, 2008 at 5:21 pm
Hi Darren,
I totally agree with you that companies, (not just travel ones) need to engage with their customers better, and blogging/commenting on blogs is a very good way to do this.
I think some of the more traditional companies are yet to realise the power of blogs, and don’t see it as something worth putting much resource into.
I expect this will change – and within 5 years or so, pretty much every company will have a blog of some sort.
Darren Cronian | 28 August, 2008 at 5:37 pm
@ Sam
Sorry, I don’t allow keywords/business names as part of the Name field in comments. I have used your first name on your email address, if this is a problem then let me know and I will remove the comment.
I think it’ll be 5 years too late if companies are so slow to take on blogs and social media, because those that have jumped in first will be ahead. Your right thats blogs are a good way to communicate, but they are much more than just a communication tool.
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33 responses to “The Travel industry is afraid of blogs and bloggers”