Tourism Study Shows Consumers Relying on Social for Travel Decisions

By Rob Scott
December 3, 2012

According to a study on travel and tourism commissioned by Text 100, young travelers are increasingly turning to social media for destination recommendations.
The study, conducted by market researcher Redshift Research, surveyed 4,600 consumers from 13 countries and learned that 87 percent of those younger than 34 years of age actively use Facebook to solicit advice before booking their travel.
More than half of the survey respondents also reported using Pinterest, Twitter and other platforms for inspiration regarding potential travel.
“A consumer is not necessarily making a travel decision based on what a corporation, airline or destination says,” explains Text 100 CEO Aedhmar Hynes. “Your greatest ambassador is someone who has had that experience already.”
“The survey also found that 43 percent of respondents rely on travel blogger reviews to make decisions about trip activities and purchases,” reports PRWeek. “While on vacation, 68 percent use their mobile devices to stay in touch with friends and family, which means travel brands must react quickly to consumer concerns.”

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