More than just inspiration
A new study by Phocuswrigh has revealed social media has evolved beyond a mere source of travel inspiration
The report, titled "F Is for Funnel: Social Media and the Path to Travel Purchase," highlights the growing trend of travelers using social media platforms to not only get inspiration for future trips, but also to plan and book them.
Key takeaways
- The study found that 65% of travelers who used social media during the travel planning process made a purchase or travel decision based on the content they found;
- This influence cuts across demographics, with younger travelers, frequent travelers and those planning international trips being particularly influenced by social media;
- Nearly three out of four international travelers made a decision about a recent trip based on content they saw on social platforms.
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