Consumers turn to social for travel decisions: Text 100

Eighty-seven percent of travelers under the age of 34 use Facebook to choose their destination, according to a study on travel and tourism by Text 100.

Eighty-seven percent of travelers under the age of 34 use Facebook to choose their destination, according to a study on travel and tourism by Text 100.

More than half of survey respondents also use Pinterest, Twitter, and other social media platforms for travel inspiration. The study, conducted by market research firm Redshift Research and commissioned by Text 100, surveyed 4,600 consumers in 13 countries.

Based on these findings, communicators in the travel industry should bear in mind that consumers are influenced more by digital sources, family, and friends, said Text 100 global CEO Aedhmar Hynes.

“A consumer is not necessarily making a travel decision based on what a corporation, airline, or destination says,” Hynes explained. “There has to be consistency across all touch points and experiences to ensure that the consumer ultimately has a positive experience and becomes a brand advocate. Your greatest ambassador is someone who has had that experience already.”

The survey also found that 43% of respondents rely on travel blogger reviews to make decisions about trip activities and purchases. While on vacation, 68% use their mobile devices to stay in touch with friends and family, which means travel brands must react quickly to consumer concerns.

“If the consumer doesn't have a positive experience, address it and address it quickly to turn the negative experience into a positive one. We need to ensure that we're interacting with the consumer and not just pushing messages out,” Hynes said.

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