While trusted travel brands unquestionably provide valuable trip advice, word of mouth from a loyal group of friends may be more worthwhile. That all-too-familiar computer screen gaze at flashing photographs of friends in exotic places around the world is apparently enough for daydreamers to start packing. According to a 2011 poll featured on UK-based flight comparison site Skyscanner.com, 52% of Facebook users stated that seeing friends’ vacation pictures inspired them to book a trip to that particular place.
Numerous recent statistics speak to the revelatory link between social media & travel decisiveness. Consulting firm EyeforTravel released the 2012 reportSocial Media & Mobile Travel, which indicates that 7 out of 10 travel brands professed how social media has not only generated a remarkable amount of direct bookings from social media sites, but has also significantly improved engagement with customers.
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| Social engagement at Innovation Norway |
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| "Norway Daily Challenge" at Innovation Norway |
In addition, the World Travel Market 2011 Industry Report states that more than one fifth, or 22%, of travel companies generate revenue from social media efforts, and 27% are planning to make strides in social over the next 5 years. The report further indicates that by 2016, social media will be in the forefront as a primary way to generate travel bookings and revenue for half of the travel industry.
Website eMarketer confirms this trend in travel, as their Social is the New Normal for Travel Marketers report provides charts that validate the deep connection between travel and social.
The chart below shows expected change in the Digital Marketing Budget in 2012, according to travel professionals worldwide, by Tactic, as seen on eMarketer.
The chart below shows reasons that US social network users decide to “like”/follow a travel brand/company on a social network, April 2011 as seen on eMarketer.
This change in travel consumer behavior said to be a “permanent shift,” according to eMarketer. “Though the economy may be normalizing according to cyclical trends, the way consumers react to and interact with businesses may never be the same. Social media is the central hub of this new relationship.”
According to the 2011 Digital Marketing and Content Survey, as conducted by Frommer’s and Tnooz, “65% of travel professionals polled worldwide planned to increase their social media marketing budget in 2012, a higher percentage than for any other digital marketing tactic.” And that speaks to the power of social media.
“When it comes to travel, though the wisdom of crowds is crucial, the advice of friends is better still,” says Roger Katz, CEO of Friend2Friend.
Welcome to the world of digital travel marketing and be sure to post your best and brightest travel photographs – the envy alone will entice your friends to stop dreaming and make their travel fantasies a reality.
Source: http://www.forbes.com/sites/traceygreenstein/2012/07/06/how-facebook-is-shaping-your-2012-travel-decisions/
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| Source: Frommer's Unlimited and Tnooz, 2011 |
The chart below shows reasons that US social network users decide to “like”/follow a travel brand/company on a social network, April 2011 as seen on eMarketer.
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| Source: ROI Research Inc., 2011 |
According to the 2011 Digital Marketing and Content Survey, as conducted by Frommer’s and Tnooz, “65% of travel professionals polled worldwide planned to increase their social media marketing budget in 2012, a higher percentage than for any other digital marketing tactic.” And that speaks to the power of social media.
“When it comes to travel, though the wisdom of crowds is crucial, the advice of friends is better still,” says Roger Katz, CEO of Friend2Friend.
Welcome to the world of digital travel marketing and be sure to post your best and brightest travel photographs – the envy alone will entice your friends to stop dreaming and make their travel fantasies a reality.
Source: http://www.forbes.com/sites/traceygreenstein/2012/07/06/how-facebook-is-shaping-your-2012-travel-decisions/
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