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In today’s digital world, more and more travelers are turning to online resources to plan and book vacations. But to what extent does social media have the power to shape travel planning?
Let’s take a look!
Research shows that social media can significantly impact travel plans. In fact, 52% of Facebook report that friends’ photos have inspired travel plans. Additionally, 55% of people like social media pages related to trips they are planning.
This presents a valuable opportunity for travel marketers and brands looking to attract more customers. And travel brands have started using social media to make it easier for people to find and book with them. For example, 50% of hotel companies have a booking engine or widget on their Facebook page.
When planning a trip, 1 in 5 travelers use social media for inspiration when researching. Those who use social media for trip planning research:
After using social media to research bookings, only 48% of travelers stuck with their original plan. People who used social media to research bookings:
This means that travel brands who maintain a presence on social media can significantly influence travel plans.
But what happens during vacation? Do travelers still use social media?
Research shows that travelers remain plugged into social media while on vacation. An estimated 72% of people post photos on social networks while traveling, and 70% of travelers update their Facebook status while vacationing.
In addition to updating personal accounts, travelers also use social media to connect with brands during vacation. Social media is a great way for travelers to ask questions and voice their concerns and opinions— and they expect quick responses from travel brands.
This means that it’s important for travel brands to build relationships with customers on social media to encourage loyalty and positive word of mouth marketing.
Travelers continue to post on social media after a trip.
After returning home, travelers:
This post-vacation feedback is important because friends and family may consider these opinions when planning their own trips.
In addition to social media, mobile technology allows travelers to research and book trips anywhere at any time. Research shows that 85% of leisure travelers use their smartphones while traveling.
Let’s take a look at a few more stats.
People also use mobile devices while planning a trip to:
Like social media, mobile technology can impact travelers’ plans, and it presents a significant opportunity for travel brands and marketers to reach more customers.
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