Social media is gradually gaining a good position as a marketing channel for the travel industry. Lately, according to the World Travel Market survey, 40% of UK travelers consulted with social media to plan a holiday. Though, a survey held by the Conrad Advertising shows that social media, including Twitter and Facebook had minimal influence on 40% of consumers, but in the travel domain it is viewed as the most significant marketing channel, ahead of consumer reviews. Moreover, it is expected by 48% of the industry that in a span of five years, social media will gain more impetus in the travel industry in comparison to PPC, while 37% opined that its popularity would not surpass PPC. However, according to the rest 15%, this social media is already at an unstable condition and its popularity will soon decline.
The survey performed by WTM revealed that 22% is already utilizing social media as a revenue system and 27% are planning to move forward. The surveys also reveal that most consumers who consider social media to chalk out their travel plans has a positive experience and many said that they are referring it more in 2011 than 2010. It has been found that this social media has remarkable impact on the travel plans of many consumers as many said that they have changed their hotel choice after referring social media channels, while one-in-ten also switch their resorts.
Some more findings of the World Travel market 2011 Industry Report:
– According to the report, 66% of tourists believed that they did not refer any websites via mobile, while planning holidays.
– Two travelers out of 10 said that they do not have web access in their mobile phones.
– It has been surveyed that only 9% travelers may use their mobile in booking in the year 2012.
– According to the industry experts in the next five years, 30% may only take mobile into account to book a holiday.
– Majority of consumers do not use their mobiles while enjoying holidays, roaming charges being a prime cause for many.
The report is based on a survey conducted amongst 1,006 consumers, who went for vacationing for at least seven days, either in the UK or overseas in 2011.
