PHOENIX, Az., Sept. 30, 2024 – A new study by Phocuswright, a leading travel industry research firm, reveals that social media has evolved beyond a mere source of travel inspiration. It’s now a powerful force driving actual bookings and influencing key decisions throughout the traveler’s journey. The report, titled “F Is for Funnel: Social Media and the Path to Travel Purchase,” uncovers how travelers are increasingly turning to social platforms to not only dream about their next trip but also to plan and book it.
The study found that 65% of travelers who used social media for trip planning made a purchase or visitation decision based on content they encountered. This influence spans across demographics, with younger travelers, frequent travelers, and those embarking on international trips being particularly susceptible to social media’s sway. Close to three in four international travelers made decisions based on social media content for a recent trip.
Key findings:
Expert Commentary:
“The study’s findings highlight a massive opportunity to use social media as a marketing channel,” said Madeline List, Analyst at Phocuswright and author of the report. “Travelers – and not just the young – are actively seeking out information and making decisions based on social media content. To remain competitive, travel companies should create a strategic social presence of interest-based content, candid collaborations, authentic UGC, smart targeting and an emphasis on priorities over avoidance.”
The Phocuswright study was conducted through an online survey of 1,064 U.S. travelers who had taken at least one leisure trip in the past six months and used social media for trip planning or sharing content. The survey was fielded between March 29 and April 6, 2024. In addition to the survey, Phocuswright conducted in-depth interviews with travel brands, marketing agencies, and other ancillary services in social media marketing to gain qualitative insights.
The evolving role of social media in travel and other key industry trends will be further explored at The Phocuswright Conference, taking place Nov. 13-15, 2024, in Phoenix, Arizona. The conference will bring together leading travel executives, innovators, and investors to discuss the latest developments and strategies shaping the future of the industry. To register and learn more about The Phocuswright Conference, visit https://www.phocuswrightconference.com/
Phocuswright, a wholly-owned subsidiary of Northstar Travel Media, is the world’s leading travel industry research authority. For over 25 years, Phocuswright has facilitated discussions that have shaped the travel ecosystem. With a focus on innovation and emerging trends, Phocuswright’s research, conferences, and awards programs provide valuable insights and networking opportunities for travel professionals worldwide.
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