Delta and GOL Highlight Social Media Potential at 42nd ABAV Expo

Published on : Saturday, September 27, 2014

delta (1)Delta Air Lines and its Brazilian alliance partner, GOL Linhas Aéreas Inteligentes, both renowned for their innovative customer interaction through social media and other related technology applications, led a panel discussion on the impact of social media on the travel and tourism industry at the 42nd Brazilian Travel Agencies Association (ABAV) International Tourism Expo.

The panel discussion, titled “Social Media: Risk and Opportunity”, was moderated by Luciano Palumbo, Editor of Mercado & Eventos and featured blogger Silvia Oliveira from; Marlise Rodrigues, Planning Manager for RIOT; Lilian Santos Farias, E-Commerce and Digital Marketing Manager for GOL; and Fabio Mendes, Delta’s Marketing Manager as speakers.

“It is important to have a plan to properly participate in social media. Travel agencies must define goals and strategies to successfully engage in any social media channel and keep up its dynamics,” said Fabio Mendes.


“From the costumer’s point of view, image is key to keep an audience’s attention. The task of an airline’s marketing department is to engage the costumer in a genuine manner, listening and responding to their needs.”

The expert panelists shared social media best practices when engaging travel and tourism industry customers.


Mendes spoke about Delta Air Lines’ own implementation and adaptation of its global and regional branding strategy for Business-to-Business and Business-to-Consumer channels, as well as its strategy for the implementation of media partners with the integration of multiple communication channels and sales support programs.

“Social media is not only Facebook or Twitter; this is only the beginning.


Travel agencies must create opportunities to link to other tools, such as travel blogs.

. This will help travel agencies to sell by influencing their audience with credible third parties,” said Silva Oliveira from the blog Matraqueando.

“Customers will talk about you anyway, if you are on social media or not. In this case, if airlines and travel agencies are participating in customer’s conversations they can generate strong brand connections and genuine loyalty,” said Lilian Santos Farias, GOL’s marketing manager.

For nearly a decade both GOL and Delta have been participating in multiple platforms to engage customers and share a common passion for travel by offering promotions and travel tips, as well as providing an inside look at the airlines and their culture.


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