Twitter provides tangible return on time invested, new survey reveals

A recent survey suggests that the use of Twitter is gaining rapid penetration within the travel industry, with MDs, commercial directors, hotel owners and even government officials actively using this social media tool to forge connections with their customers and stakeholders.
The survey of 90 Twitter users who tweet on travel matters was conducted by Andy Jarosz, writer and owner of travel blog 501 Places. It revealed that the majority of users surveyed had started using Twitter within the last six months. “This is no surprise given the exponential growth of the site in 2009, and it does indicate that it is not too late for those who are still considering whether they should get to grips with using Twitter as a way of communicating with the online travel community”, says Jarosz.
The survey responders included business owners and directors from both overseas suppliers and UK tour operators, with more than half of the sample group working in paid roles within the travel industry. It also revealed that the majority of users (52%) tweeted between 4 and 10 times a day, with over a quarter sending more than 10 Twitter updates daily.
Of particular interest is the amount of travelling done by the sample (62% travelling internationally 3 or more times a year) and the fact that over 60% used Twitter to connect with local suppliers, hoteliers or transport companies before they travelled, with 28.8% reporting that they made a reservation following an initial contact on Twitter. According to Jarosz this suggests that travellers are starting to move beyond merely looking for information on destinations and services, and are actually making buying decisions based on their Twitter conversations. Those suppliers who are able to engage with these buyers at an early stage are claiming a distinct advantage, he claims.
The users surveyed had much to say about the benefits of using Twitter. Kathryn from Travelfusion said “Twitter has been a great way to connect with like-minded people quickly and easily”, while Sophie from Norway described it as “an easy and free information channel to thousands of potential customers; a no-brainer.” There were also some words of advice for those starting out on Twitter. Abi Dare commented that for her “the most interesting tweets are those that combine useful, practical advice and travel inspiration with a bit of personality, whether they come from an individual or a brand”. Meanwhile travel writer Andy Hayes summed it up with typical Twitter-like succinctness: “Be yourself. Talk about what excites you. Connect: it’s a new neighbourhood!”