Social media and the tourism industry: impact on buying decisions

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Social media for professionals Clo Willaerts (@bnox)

Mercator Roadshow, 26/09/2011

Social media and buying decisions How travelers use social media to decide on where to go next

Clo Willaerts (@bnox)

An average of !

6 days and 18 hours !elapse between beginning of

purchase cycle and final booking

52% !

of travelers use social media

Social media in the world

52% !

of Facebook users got inspired to travel by friend’s photos!

https://www.facebook-studio.com/gallery/submission/aquipode

44% !

Asia-Pacific leisure travelers used social media for advice and

inspiration on travel destinations

87% !

used internet for travel planning

64% !of affluent travelers watch online

videos for deciding trips

https://www.youtube.com/watch?v=yqna8-Mh7p0&feature=youtu.be

59% !post on Facebook !

about their upcoming trips

52% !

“like” a page specific to an upcoming vacation

39% !

upload photos to social networks during their trip

http://www.marketingpilgrim.com/2013/11/infographic-a-look-at-instagram-influencers.html

74% !

use social media when traveling

As an example it hijacked @RealMattLucas’ “Ugh. This water’s all wet!! tweet and sent it on an adventure to South Africa where it was ripped apart by two hungry lions. https://www.youtube.com/watch?v=l0cfN0e3xVI

46% !check in to a location using Facebook or Foursquare

http://images.fastcompany.com/upload/foursquare_2010.jpg

39% !

share travel experiences on social channels following their trip

40% !

of travelers post restaurant reviews

Sources:!http://www.tripadvisorbarometer.com !http://www.allianzassistance.com !http://www.phocuswright.com !http://www.tnooz.com !http://www.stikkymedia.com !http://www.hospitalitynet.org/news/4055361.html !http://www.hotelmarketing.com !http://www.comscore.com