Conducted by the travel website Skyscanner, the recent poll emphasises the growing importance of social media in consumer behaviour.
It found that 52 per cent of Facebook users were influenced by their friend’s holiday photos to book a trip to the same place. In addition, the site is being increasingly used to organise group travel, with 46 per cent of respondents reporting that they had planned group trips via Facebook.
Platform for business
“They say a picture is worth a thousand words and here is the proof. Facebook is the perfect platform for two very powerful influencers of travel; a personal recommendation combined with alluring images,” said Sam Baldwin, Skyscanner travel editor.
“From Orlando to Australia, seeing our friends’ adventures can certainly plant a seed that later leads to a trip to somewhere you never previously thought about visiting.”
Over the past few years, the UK hospitality sector has become more aware of the business potential of social media networking sties, such as Facebook and Twitter, which are valued as an extra avenue to engage and communicate with customers.
More information on the use of social media in your business can be found in the BigHospitality feature on online marketing.