Advances in technology and increasingly sophisticated social platforms have made it easier than ever for today's travelers to engage online. From posting travel reviews to interacting with travel brands online and sharing trip experiences through their favorite online networks, travelers are making the most of social media. Now an integral part of the online travel ecosystem, consumers are not just participating, but are actively shaping the travel search, shop, buy and share experience. Social media is undeniably one of the past decade's biggest trends in travel marketing. Yet its role and value in travel search, shopping and buying is still being defined. While over nine in ten travelers are active on social networks, social sites collectively account for less than 4% of inbound traffic to travel websites. For many travel companies, the enormous targeting potential of social media remains elusive. A new PhoCusWright report takes an in-depth look at the global social travel landscape, with a focus on the U.S., Europe and Asia, to assess social travel initiatives, identify best practices, and uncover needed tools/services across key industry segments and sectors. The research features a global survey of travel companies, social media performance analysis in partnership with Socialbakers, and case studies highlighting successful social media initiatives. Get the full story at PhoCusWright