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  1. Home
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  3. Social Media's Most Innovative Travel Companies

Social Media's Most Innovative Travel Companies

By Rich Beattie
June 03, 2013
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Credit: Courtesy of Contiki
What’s the next best thing to traveling to Cape Town? Sending your Facebook profile there, of course.

This feature—planning an itinerary for the city and watching your virtual self live it out—was part of the Cape Town tourism board’s entry in Travel + Leisure’s second annual SMITTY Awards, recognizing innovation in the social media space. And it proved a winner.

It was one of hundreds of entries we received for the SMITTYs (which stands for Social Media in Travel + Tourism). They came from every kind of travel company and from all over the world. And it was thrilling to witness the volume of innovative ideas. Over the past year, travel companies have been creating cool social media apps, dreaming up creative hashtags, and finding new ways to encourage photo sharing. Sure, it’s advertising and it’s marketing—but for consumers, it’s a lot more fun than it ever was in the Mad Men era.

We’ve evolved our awards as well, adding new categories and types of companies. And we enlisted a brand-new panel of elite, independent judges (see the list below). The winners they chose are fun (click on to see the video from Canadian airline WestJet); they’re useful (Four Seasons created a Twitter handle just for brides to chat about destination weddings); they’re beautiful (try to look away from Tourism Australia’s Instagram photos); and they’re helpful (the Bucks County, PA, tourism board used Twitter to assist those affected by Hurricane Sandy). We’re also giving our first award to a company in China—congrats, Westin Bund Center Shanghai!

The biggest development was opening up the competition to bloggers and independent journalists. It was kind of a no-brainer. After all, these folks are either on the ground or have their ear to the ground. And whether they’re reviewing local hotels or reporting from far-flung regions, their social activity is helping to evolve the medium as much as any company. So we’re excited to give Passports with Purpose our first SMITTY Award for a blog.

We launched the SMITTYs in 2012 simply as a way to recognize innovation in the social media space. But the result of this healthy competition has been to raise the bar for everyone. Companies have seen that it’s not enough to post random photos on Facebook or send out the occasional tweet. Social media requires generating irresistible ideas and powerful messages that break through the cacophonous clutter created by millions of distracting voices. And then doing it again the next day. And the next.

The payoff goes beyond winning awards and fans. Effective social media use increases the allure of travel and the excitement of discovery. It eases the process of planning and the resolution of complaints. And it brings people closer together through the power of sharing. And let’s face it—the more people travel, the better a place the world becomes.

We can’t wait to see what comes next.



2013 SMITTY Award JudgesJason Calacanis (@jason)
Serial entrepreneur, angel investor, and founder of Inside.com

Brian Cooley (@briancooley)
Editor at Large, CNET

Kim Mance (@KimMance)
Founder of TBEX (Travel Bloggers Exchange), TV host, and writer

Lee McCabe (@leemccabe)
Head of Travel, Facebook

Chris Mohney (@chrismohney)
Former editor in chief, Tumblr

Mari Smith (@MariSmith)
Social media strategist, speaker, and author

Jake Stangel (@jakestangel)
Travel + Leisure photographer

Ivanka Trump (@IvankaTrump)
Executive Vice President of Development and Acquisitions, The Trump Organization
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Delta Air Lines

Credit: Lyndsey Matthews

Winner: Overall Airline, U.S.

Multiple Twitter handles help Delta assist passengers easily, whether for reservations (@DeltaAssist) or breaking news (@DeltaNewsroom). Meanwhile, calls for travel photos and campaigns (“Show us your #BiscoffBowTie”) keep the airline’s 460,000 followers inspired and engaged. Oh yes, and Delta is also a runner-up in the SMITTYs contest category. —Maria Pedone

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San Francisco International Airport

Credit: Courtesy of San Francisco International Airport

Winner: Overall Airport, U.S.

SFO won a SMITTY award last year, and it’s not surprising to see the airport in the top slot again: social media marketing company Viralheat ranked it the most social media–savvy airport in America for 2012. One of the ways it achieved that ranking: postcards. While a Dickensesque character greeted passengers throughout terminals, staffers snapped photos to create both digital and physical holiday postcards. Followers and fans were prompted to share them using the hashtag #SFOHolidays. —Maria Pedone

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Aurora Expeditions

Credit: Courtesy of Aurora Expeditions

Winner: Overall Cruise Line

Before embarking on their journey, Aurora Expeditions’ passengers could opt to stay in touch using the TrekTraka social media app. Real-time, location-based updates were made to linked Facebook accounts, allowing friends and family to see when the cruise had made it to its destination—even remote spots like Antarctica or Papua New Guinea. —Maria Pedone

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Visit Myrtle Beach

Credit: istockphoto

Winner: Overall CVB, U.S.

Myrtle Beach, SC, set out to show that its 60 miles of coastline are just as great during the 60 days of fall as they are in the summer. The tourism board posted unnamed spots (like local attractions and restaurants) on Pinterest and Twitter. Then, on “Trip Tuesday,” followers were asked to guess these secret locations, resulting in a new winner each week. —Maria Pedone

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Visit Denver

Credit: istockphoto

Runner-Up: Overall CVB, U.S.

Themed road rallies—including beer, history, and adventure—sent travel bloggers on a scavenger hunt across the Mile High City’s landmarks, from the Denver Zoo to the Phoenix Gold Mine. Check-ins on Visit Denver’s app and live tweets using the hashtag #tbexrr revealed QR code tips about their next destination. —Maria Pedone

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Cape Town Tourism

Credit: Matora

Winner: Overall CVB, Global

The next best thing to sending people to Cape Town? Sending their Facebook profiles. More than 150 point-of-view videos were shot (think hang gliding around Table Mountain), along with 400 first-person status updates, and posted onto participants’ timelines. A few lucky users received gifts from trips on their newsfeed (e.g., wine from a vineyard visit), while grand-prize winners were sent on a real holiday to the Mother City. —Maria Pedone

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Tourism Australia

Credit: Courtesy of Marriott International

Runner-Up: Overall CVB, Global

Fans create more than 95 percent of content on this tourism board’s profiles. By taking advantage of digital media’s 24-hour time loop and dedicated interaction with its followers, Tourism Australia has inspired the contribution of more than 1,000 photos every day across its social media networks. —Maria Pedone

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Four Seasons Hotels

Credit: Courtesy of Four Seasons Hotels

Winner: Overall Hotel Chain

The luxury group put customer service first by creating custom Twitter accounts for both its guests and hotels. Brides-to-be can follow the @FSBridal handle for wedding inspiration, while other guests can follow any of the 84 specific property handles for location-based tips and deals. —Maria Pedone

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The Pfister Hotel

Credit: Courtesy of Pfister Hotels

Winner: Overall Individual Hotel, U.S.

The Pfister is so committed to fine art that it keeps an artist in residence. What better way to engage fans than to let them vote for the next one via Facebook and Twitter? The winner was artist Stephanie Barenz, and the hotel now posts her sketches on its social networks—a unique way of keeping tradition alive in a digital world. —Maria Pedone

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Four Seasons Toronto

Credit: Courtesy of Four Seasons Hotels

Winner: Overall Individual Hotel, Global

Now this is how you open a hotel over social media. Thirty days of spa giveaways created a buzz around Toronto’s new Four Seasons property, with more than 1,000 people entering the Facebook sweepstakes. A live tweetup during the hotel’s ribbon cutting ceremony added to the excitement, while the hashtag #FSNewEra emphasized its modern design (55 glass stories; Yabu Pushelberg interiors). —Maria Pedone

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Westin Bund Center Shanghai

Credit: Courtesy of Starwood Hotels & Resorts

Runner-Up: Overall Individual Hotel, Global

As a sponsor of the 2012 Shanghai International Film Festival, the Westin Bund Center reached out to movie producers via social networks, posted timely updates about China’s pop culture, and cross-promoted its Weibo account with the organizer’s official website and Weibo account. —Maria Pedone

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Ski Vermont

Credit: Courtesy of Ski Vermont

Winner: Overall Marketing/Trade Association

From lift tickets to five-night ski-and-stay getaways, Ski Vermont entered visitors to win with every Facebook or Foursquare check-in. Fans were also encouraged to send pictures of themselves skiing and boarding with the hashtag #vtskibrag. Ski Vermont rewarded persistent braggers with extra sweepstakes entries. —Maria Pedone

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Big Five Tours & Expeditions

Credit: istockphoto

Winner: Overall Tour Operator

For its 40th anniversary, this tour operator challenged its audience to come up with creative ways to travel sustainably. In YouTube video clips shot around the globe, the president encouraged users to share their ideas via Facebook, Twitter, Pinterest, and Google+ using the hashtag #40ways. Four participants with the best submissions will win Google Nexus Tablets. —Maria Pedone

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Expedia

Credit: Courtesy of Expedia

Winner: Overall Travel Agency/Online Travel Agency

Expedia put an emphasis on individual journeys with its “Find Yours” campaign. Facebook fans and Twitter followers were encouraged to share their tales, as well as create their own itinerary using the company’s many travel services. —Maria Pedone

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Passports with Purpose

Credit: Courtesy of Passports with a Purpose

Winner: Best Use of Social Media by an Independent Travel Journalist/Blogger

During a 15-day period, some 200 travel bloggers combined efforts to digitally solicit $110,000 for Water.org, an organization dedicated to delivering clean, drinkable water to communities worldwide. —Maria Pedone

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Everything Everywhere

Credit: Gary Arndt

Runner-Up: Best Use of Social Media by an Independent Travel Journalist/Blogger

For the past six years, Gary Arndt has been blogging his travel stories and sharing photos via social media—quite a job to keep up with, considering he’s been to more than 100 countries and seven continents since 2007. The goal of Everything Everywhere is to create a community where travelers can share tips and experiences, with Gary often crowdsourcing information on where to stay and what to eat around the world. —Maria Pedone

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Greater Philadelphia Tourism Marketing Corporation

Credit: Courtesy of Visit Philly

Winner: Best Twitter Feed

This tourism board made sure Philadelphia extended its Brotherly Love to Twitter. The @VisitPhilly handle tweets out exclusive cyber deals on hotels and events to keep its visitors in the know. As for the city’s local fan base (like Philadelphia Eagles coach Chip Kelly), @VisitPhilly is known to send love letters via TwitPic. —Maria Pedone

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VisitSweden in Conjunction with Glitterati Incorporated

Credit: Courtesy of Visit Sweden

Winner: Best Pinterest Photos

VisitSweden wanted followers to view the country through a more artistic lens. Utilizing photographs from the avant-garde Hilton Brothers, the bureau dedicated a Pinterest board to showcase its capital city and inspired nearly 1,000 Stockholm itineraries in the process. —Maria Pedone

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Tourism Australia

Credit: Courtesy of See Australia

Winner: Best Instagram Photos

The down under destination turned its Instagram account over to followers. The @SeeAustralia handle encouraged followers to tag their photos using the hashtag #SeeAustralia, then watched more than 240,000 images poured in. Followers continue to send in 1,000-plus photos a day across Tourism Australia’s social networks, making 95 percent of its social content user-generated. —Maria Pedone

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Fairmont Hotels

Credit: Courtesy of Fairmont Hotels

Winner: Best Facebook Timeline

Fairmont Hotels had staffers from each property dish out insider tips on its Facebook timeline. Fun, personality-based quizzes add tailored itinerary suggestions, from chef-selected restaurants to exclusive fitness classes (Hula-Hooping in Hawaii, anyone?). —Maria Pedone

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Ritz-Carlton, Half Moon Bay

Credit: Courtesy of Ritz Carlton

Runner-Up: Best Facebook Timeline

Concierge recommendations and a focus on California’s epicurean culture fill the Ritz-Carlton, Half Moon Bay’s Facebook timeline. Behind-the-scenes photos from events such as Yappy Hour (where guests can savor drinks with their canine companions) show off the many offerings of this Bay Area getaway. —Maria Pedone

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Meet Minneapolis

Credit: istockphoto

Winner: Best Blog

The Meet Minneapolis blog caught our attention with its star-studded contributors. Restaurateur and television personality Guy Fieri listed his top spots to eat in this Twin City, while NFL punter Chris Kluwe—a former Minnesota Viking—shed light on his daily duties as an Oakland Raider. —Maria Pedone

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Four Seasons Hotels

Credit: Courtesy of Four Seasons

Winner: Best Facebook Chat/Twitter Chat/Tweetup/Hangout

Four Seasons’ 90 hotels catered to brides-to-be during its #LuxBride Twitter chat. Tweets from the company’s dedicated bridal handle, @FSBridal, inspired wedding themes, while Brides Magazine and celebrity baker Peggy Porschen also chimed in about the big day. —Maria Pedone

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Noble House Hotels

Credit: Courtesy of Noble House Hotels

Runner-Up: Best Facebook Chat/Twitter Chat/Tweetup/Hangout

Happy hours are indisputably the best hours of the workweek—that’s why Noble House Hotels, with its corresponding restaurants, decided to host a nighttime Twitter chat around its love for this social scene. Dozens of recipes—from fish tacos to pineapple-infused martinis—were tweeted, along with crave-worthy photos. —Maria Pedone

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W New York Times Square

Credit: Courtesy of W Hotels

Winner: Best Contest/Giveaway

Playing off W Hotels’ reputation for great design, the W New York Times Square partnered with its Instagram community to create the first-ever Instagram photography exhibit in Manhattan. More than 6,000 entrants fought for 10 spots in the exhibit, with one grand-prize winner chosen for a two-night stay at the hotel. —Maria Pedone

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Delta Air Lines

Credit: Courtesy of Delta

Runner-Up: Best Contest/Giveaway

Delta launched its multiplatform Red Coat Challenge to show its love for the Big Apple. Insider clues about New York City were released to players in a real-world challenge to find the Delta Red Coat who was hidden around the city each week. Forty lucky winners were treated with a flight from New York to Los Angeles and a private acoustic concert with the band Fun at Nobu. With more than 70 million impressions on Twitter, the airline won over quite a few hearts. —Maria Pedone

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Golden Gate National Parks Conservancy

Credit: Emrecan

Winner: Best Location-Based Campaign

For the Golden Gate’s 75th birthday, the park conservancy wanted to create the “longest bridge in the world.” Using Google Maps, more than 2,000 Facebook, Twitter, and Google+ users stitched together images of their favorite bridges, creating a digital bridge spanning 18 million feet. —Maria Pedone

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National Car Rental

Credit: Courtesy of National Car Rental

Runner-Up: Best Location-Based Campaign

While road trips may be novel for their spontaneity, a tip here and there can be a major relief. Foursquare lists in cities including Denver, Nashville, and San Francisco encourage drivers to stretch their legs (at dance studios, art galleries) along the way, and point them to some of the best food joints (Italian, Thai, Mexican) in town. —Maria Pedone

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Turkish Airlines

Credit: Courtesy of Turkish Airlines

Winner: Best Mobile-Friendly Campaign

During the 2012 London Olympics, the airline sent spectators on a scavenger hunt. National flags acted as QR codes; when scanned, they allowed users to check in to that country via Facebook. The countries’ Olympic progress was also monitored through the app, so fans wouldn’t miss a play. —Maria Pedone

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Qatar Airways

Credit: Courtesy of Qatar Airways

Winner: Most Creative Hashtag

The hashtag #Tweetameet allowed Qatar Airways followers to share cool facts about the airline’s various destinations. Pairs of these wishful travelers faced off in #Tweetameet “races,” tweeting factoids about their destination of choice, with the most knowledgeable twosome winning tickets to that country. —Maria Pedone

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Travaasa Resorts

Credit: Courtesy of Travaasa Experiential Resorts

Runner-Up: Most Creative Hashtag

From last-minute shopping to intrusive in-laws, it seems we’re all stricken by #HolidayProblems. Luckily, Travaasa Resorts offered relief with its campaign, from a Pinterest board filled with healthy winter treats to gift ideas on Facebook. Followers who used the hashtag the most earned a Travaasa Resorts vitality package. —Maria Pedone

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InterContinental Hotel New York Barclay

Credit: Coutesy of InterContinental

Winner: Best Social Media Use For Public Service (TIE)

During Hurricane Sandy, the InterContinental Barclay served as a source for those affected, tweeting about news and transportation updates, as well as on-site relief efforts. Family-friendly events at the hotel kept children busy, and shared photos from the efforts helped the campaign reach 500,000 impressions. —Maria Pedone

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Visit Bucks County

Credit: istockphoto

Runner-Up: Best Social Media Use For Public Service

During Hurricane Sandy, the bureau transformed its Facebook and Twitter platforms into news sources for affected Bucks County, PA, residents and visitors. All alerts included the hashtag #BucksSandy, and local businesses were encouraged to utilize Facebook comments and the #BucksSandy hashtag to spread the word about their status. —Maria Pedone

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