In this day and age, social media is very much a part of consumers' lives, as they are using social media platforms for sharing content, interacting with other consumers, and praising or complaining about brands and experiences. As a result of all of the content that is being shared, social media analytics are only just beginning to understand the importance that social media influence can have.
According to new research, social media also is very influential to consumer travel decisions as well, which serves as a lesson to marketers and travel communications professionals that social media can be a very beneficial outlet to promote travel packages, locations, and especially promotions.
The research firm Redshift Research and the global public relations agency Text 100 recently surveyed 4,600 consumers in 13 countries about their travel decisions. Interestingly, they found out that 87 percent of travelers under the age of 34 use Facebook, among other social media platforms for their travel inspiration.
Not only are social media platforms a source for consumer travel research, but the survey also found that 43 percent of the respondents rely on travel bloggers to advise them where to go, eat, play, and stay.
Since 68 percent of travelers use their mobile devices while on traveling, this is another beneficial lesson to travel communications professionals that they should address travelers concerns, and praise, as quickly as possible, as this market of consumers is very impressionable and can influence the travel decisions of others.
Overall, the results from this survey are further proof that the best brand ambassadors when it comes to making travel decisions are those who have already experienced what marketers, researchers, and communications professionals are selling, and that social media has the power to influence the way consumers spend their money when it comes to selecting a travel destination.