40pc of Brits Use Social Media for Travel Decisions
The number of Brits referring to social media sites when choosing and booking their holidays has grown to 40 per cent over the past year, up from 36 per cent in 2010.
The figure was revealed as part of the World Travel Market 2011 Industry Report, released just this week, which also showed that TripAdvisor was the most popular site for travel advice. TripAdvisor was used as a reference by two thirds of social media users, while Facebook and other travel sites were accessed by around a quarter of users.
The survey was comprised of 1,000 Brits who had taken at least one holiday lasting at least seven days in the past year.
Over a third of the respondents using social media said they had changed a hotel booking because of what they had found on a social site. The survey also found that while almost half of social media users stuck to their original choices (48 per cent), that left more than half who were influenced by social media when choosing operators, agents, countries and airlines.
Looking at the year ahead, more than a third of all of those surveyed (36 per cent) said that social media sites would influence their travel plans over the coming 12 months.
Fiona Jeffery, chairman at World Travel Markets, summed up the findings of the report: “The World Travel Market 2011 Industry Report shows while most Brits are not using social media when planning their break, more than half of those that do are changing their mind as a result.”
Travel Industry news posted by Jan Moys on 08 November 2011
Destinations:
Balearics |
Canary Islands |
Egypt |
Red Sea |
Greece |
Majorca |
Spain |
Turkey |
Ibiza |
Tenerife
Holiday Hypermarket is a trading name of TUI Travel PLC. Registered office: TUI Travel House, Crawley Business Quarter, Fleming Way, Crawley, West Sussex, RH10 9QL.
Company Number: 6072876
