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Social media benefiting travel businesses

January 19, 2010 | Online Travel

Jasons Travel Media recently conducted two surveys: one that looked at how travellers use social media and another that examined whether accommodation and activity operators were embracing the opportunities of web 2.0.

Of a total 216 travel consumers surveyed, 89% plan on taking at least one domestic holiday this year.  They select from a range of sources when it comes to planning, with 91% heading to websites related to their destination, and 47% swearing by travel books and guides. Third party sites such as Jasons top the list of most trusted sources of information, ahead of advice from travel forums and likeminded others.
When planning travel, 64.5% of consumers surveyed also read online reviews of accommodation and activities. Of those returning from a trip, 30% share their experience online in photos and travel stories. This level of activity is set to increase, based on current uptake trends among travellers: 32% of social media-savvy consumers have begun to use these websites in the last year. Of those who use social media in general, 33% interact with businesses on Facebook, Twitter and other social media websites.
Of the accommodation, activities and i-SITE operators who responded, 41% were actively engaged in social media on behalf of their business – predominantly on Facebook, online travel communities and Twitter. This engagement was highest among activities operators. Of those not involved, a third declared “I wouldn’t know where to start!” though another third have been “thinking about getting started”.

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