Seventy percent of American travelers are on social media at least once a day, spending an average of 82 minutes, while 83% of millennial travelers access social media once a day at minimum, averaging 113 minutes, according to travel marketing organization MMGY Global’s “Portrait of American Travelers 2018-19” provided to Marketing Dive. Among travelers on social media, 46% are active on Instagram, a 350% increase since 2013, and 60% of millennial travelers use the platform, a 375% increase from 2013. Among travelers on Instagram, 55% (66% of millennials) say the platform is important for their personal use. Despite the increased use of Instagram, Google remains the top travel website, with 41% of travelers using the site to find prices and information throughout their vacation planning. Social media posts from destinations or travel service providers were considered by 18% of all travelers (21% of millennials) during the inspiration stage of vacation planning; 11% (15% of millennials) seek advice and ratings; 8% (11% of millennials) compare prices and features; and, 5% (8% of millennials) make reservations. Search engines were used by 33% of travelers (32% of millennials) for inspiration; 31% (28% of millennials) for advice and ratings; 45% (43% of millennials) for comparing prices and features; and, 25% (24% of millennials) for making reservations. Get the full story at Marketing Dive