Travelzoo is a company founded in 1998 that provides travel deals to consumers through partnerships with travel agencies. While it initially interacted with over 1 million US members by 2000 and 7 million by 2003, it now focuses on increasing engagement on social media platforms beyond just Facebook. The document proposes a plan to increase traffic to Twitter by 25% in 6 months by boosting consumer interactions there by 10% and using Facebook to advertise the website and other social media. Targeting families seeking affordable vacations and cruises, strategies include restricting some deals to Twitter followers and running Instagram contests for travel experiences. This aims to make Travelzoo's platforms more active and attract customers, deals, and revenue while connecting with target audiences.

1. Travelzoo
Social Media
Marketing PlanBy Jordan Ruffin

2. History
Travelzoo is a company that works with other travel agencies to provide deals to consumers looking for
places to go at an affordable price. The company was created in 1998 by Ralph Bartel, investing $10,000 into
the company itself. By the year 200, it had already interacted with over one million U.S members and had
became very successful. By 2003, it had became popular, contacting over 7 million members and by 2006,
became the best travel site for traveling information and deals.

3. What Social Media Brings?
Social Media Allows the company to introduce their deals in a more public manner. Rather posting their
deals on just their website, they use facebook as a viable platform to present their deals to the public and
create interaction with their interested consumers. They also show consideration to good and bad reviews of
travelzoo, and even give them contact information so they can further investigate issues and concerns. This
allows them to look into the concerns and needs of their consumers and affectively act on their dilemma
accordingly.

4. Problem
With most of the attraction coming from Facebook, all the other Platforms, Such as Twitter or Instagram,
aren’t being paid attention to by our audience. This development makes only Facebook the only liable
platform they could use to present most of their deals and be able to receive feedback from their audience.

5. Focus
● Objective- increase trafficking to Twitter by 25% in 6 months
● Goal 1: increase consumer interaction on twitter by 10%
● Goal 2: Use facebook to advertise website and social media trafficking

6. Target Audience
The Target Audience catters more toward large families that are looking for deals for vacations. This is due to
the available trips and cruises that are presented on the site at a fair and reasonable price. Most of the trips
that are labeled from a variety of genres, from peaceful, to chaotic, to amusement, to scary. This is because
Travelzoo has been linked with over 2000 travel supplier companies so they can conduct these deals with the
permission of the companies they are working with.

7. Social Media- Facebook
Since this platform is the one that gains the most attraction to our audience, we can use it to further
promote our website and our other social media sites as well, informing everyone of our contests,
saying that the information on it is provided on our Twitter or Instagram feed. It would definitely help
us gain followers on our other platforms without any drawbacks at all. Since the platform is so
successful, it wouldn’t impact it as much if we talk about our other platforms on it, and might even
bring in new consumers from those sites we are promoting for.

8. Social Media- Twitter
Twitter is the main site to be worked on, so one thing we can do is restrict most of the deals to twitter and
make it so only people that have followed us on twitter can access these deals and show proof that they
have done so. The pros will be that we increase awareness of the company on the platform, as well as
increase interaction on it. A drawback that could possibly happen is that all the deals that are being
presented on other separate sites might not get the same hospitality as the site that is restricting the deals
on. If some of our consumers move to twitter, the same ones on facebook probably wouldn’t pay as much
attention to it anymore, but regardless, the most important site is the use of our website, which will be
advertised on all social media platforms.

9. Social Media- Instagram
With instagram, we could make contest for others to post pictures on their instagram and link it to their
twitter where they talk about their experience in a positive manner. The company could offer prizes such as
a half-off deal on a trip of their choice. The pros for this will that it will give people a reason to visit our
platforms more, as well as increase trafficking to Instagram, which also doesn’t receive much interaction. A
drawback would be that maybe some of the consumers wouldn’t want to participate, causing us to cancel
the contest, which would be very embarrassing and might ruin our image as a company.

10. SWOT Analysis
Strengths: One of the top travel deal companies known.
Has social media sites that have over 100,000 followers.
Weaknesses:Some social media platforms don’t get as
much attention as others. Doesn’t monitor their other
platforms effectively.
Opportunities: is great for family friendly audiences.
Works with many other companies to provide decent
deals.
Threats: Not the only company providing travel deals.
Consumers dislike customer service, according to reviews.

11. Conclusion
With my plan going, it should reach its goal very soon. Our platforms already has a very high amount of
followers, but needs more trafficking interaction on them to make them look less dead and more viable for
our target audience to use. This attraction could spark better customer service, more revenue for better
deals and even more trips. The plan to increase trafficking through Twitter will not only increase knowledge
about the company, but also help us connect to more target audiences such as young couples looking for
affordable trips, or even holiday deals for hotels for upcoming events that are being presented.