40% of Airports Worldwide to Increase Budget for Social Media Strategy

In September 2012, SimpliFlying surveyed 55 airports across the globe to gain a better understanding of how they arepositioning social media within the overall airport marketing, communications, and organizational plans.

Despite the fact that majority of the airports surveyed are unsure of the expected impact social media has in the years to come, 40% of airports plan to increase their budget for social media.

The Airport Social Media Outlook 2012 is the first of its kind to delve into airports’ resource allocation to social media. Involving some of the best airports on social media, including the likes of Kansas City International Airport and London Heathrow, the report explores key variables in terms of budget, staffing, challenges and return on investment (ROI). The findings from the inaugural report also show that airports are conservative in investing time and money into social media.

One phenomenon observed is that while airports are taking small steps towards incorporating social media into their businesses when compared to airlines, their budgets for social media span a smaller range. About 63% of the airports surveyed allocate less than $10,000 annually to social media.

Over 55% of airports invest fewer than 100 man-hours per month on social media, showing that most airports are still being conservative in investing resources in social media.

“It took the better part of the 21st century for airport management to buy into the true need for airport marketing initiatives and we are seeing a similar trend with the adoption rate of social media investment,” said Shashank Nigam, CEO of SimpliFlying. “Social media adoption by airports may not be as fast as seen in airlines but the outlook is optimistic.”

Other key findings from the Airport Social Media Outlook 2012 are:

• Airport budgets for social media span from a few thousand dollars to more than $100,000.
• The biggest challenge faced by airports is the insufficient allocation of resources to social media, as cited by over 60% of them.
• 98% of the airports surveyed have social media staff working across departments, with marketing as the most common cross-functional role.
• Many airports have mapped the value of social media performance to business goals, among which the top three are 1) brand engagement 2) customer service 3) revenue.
• Airports are also reaping benefits from social media metrics with the biggest reward being customer-centric data For an in-depth analysis, the Airport Social Media Outlook 2012 report is available for purchase. The early-bird promotional price of USD199 (usual price USD249) applies from now till 15 November 2012. The premium report features the latest trends, insights and expert recommendations on resource allocation for airlines on social media.