Created in partnership with Circos, Compete and Travelport, PhoCusWright's Social Media in Travel 2011: Traffic, Activity and Sentiment finds that average monthly unique visitors to social travel category websites – travel review sites, traveler review pages of online travel agencies and travel blogs – grew more than 35% from 2008 to 2010. And Facebook's reach in online travel appears to be gaining as well; the social network referred more than 15.2 million visitors to hotel websites in 2010, a 35% increase from 2009, and a 428% jump from 2008. "Social media and social content are no longer a trend in online travel. They are pervasive and essential components of the traveler search-shop-buy process," says Douglas Quinby, senior director, research at PhoCusWright. "Travel companies now operate in a landscape where everybody has something to say, and ample means to say it. Their customers are sharing their experiences, airing grievances and inspiring friends." Get the full story at PhoCusWright