Will Facebook leave users Wanting?

Rumours of a Facebook “Want” button are fuelling discussions about what this could mean for social commerce in the travel industry. Acting in a similar way to the “Like” button, “Want” is predicted to allow users to create and share a virtual wishlist of goods and services.

As with Pinterest, “Want” will become another form of “aspirational bookmarking” – where users associate themselves with brands and products to define themselves to their social network.

If the button can deliver the same levels of traffic and conversions that Pinterest has, the travel industry can’t help but take notice. It will not only provide companies with richer information about their customers, but also allow for easier integration between websites and Facebook.

It will mean greater content sharing and drive sales for agencies that offer low-value travel giftcards or vouchers in particular.

Though this “Want” tool remains in development with no set date for launch, I’d advise travel sellers to keep a close eye on Facebook updates and their brand pages fresh in the coming weeks so they can be first to take advantage.

Originally published in TTG on 02 August 2012