04 November 2009

Travel industry tweet-rate rising

The use of micro blogging site Twitter is gaining rapid penetration within the travel industry, according to a new study.

It revealed that more than half of users (52%) tweeted between four and 10 times a day, with over a quarter sending more than 10 Twitter updates daily.

Managing directors, commercial directors, hotel owners and government officials are actively using the social media tool to forge connections with their customers and stakeholders.

The survey of 90 Twitter users who tweet on travel matters was conducted by Andy Jarosz, writer and owner of travel blog 501 Places.

It found that the majority of users surveyed had started using Twitter within the last six months.

"This is no surprise given the exponential growth of the site in 2009, and it does indicate that it is not too late for those who are still considering whether they should get to grips with using Twitter as a way of communicating with the online travel community," Jarosz said.

The survey responders included business owners and directors from both overseas suppliers and UK tour operators, with more than half of the sample group working in paid roles within the travel industry.

Of particular interest is the amount of travelling done by the sample (62% travelling internationally three or more times a year) and the fact that more than 60% used Twitter to connect with local suppliers, hoteliers or transport companies before they travelled, with 28.8% reporting that they made a reservation following an initial contact on Twitter.

This suggests that travellers are starting to move beyond merely looking for information on destinations and services, and are actually making buying decisions based on their Twitter conversations.

Those suppliers who are able to engage with these buyers at an early stage are claiming a distinct advantage.

by Phil Davies

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Your Comments (4)

Use doesn't equal benefit

Loads of people may use Twitter, but this is a non-story without telling us what they use it for and how impactful it is on business decisions. Most of us have been to school, but that doesn't make us geniuses. Most of us use telephones too. By applying the(uncritical) logic of this story, does that mean any booking made by someone who's ever used a telephone can be attributed to that medium? Come on, let's have some critical analyis.

By Tom Buncle, Tuesday, November 17, 2009
It's not a survey though is it

Completely agree with Kevin. Non-story chaps. 90 users? There is nothing statistically useful here.

By JEremy Head, Thursday, November 5, 2009
Survey?

While I don't particularly disagree with the findings, I worry that something like this is seen as an industry barometer. "The survey responders included business owners and directors from both overseas suppliers and UK tour operators, with more than half of the sample group working in paid roles within the travel industry." So, that's 45 Twitter users then, given that the survey was of 90 people? Another, err, wide-ranging survey hits the headlines.

By Kevin May, Thursday, November 5, 2009
The value of tweeting

In the space of a week, as a result of one tweet to an unknown person, rather than a business, the site-hiddenpousadasbrazil.com (cool independent places to stay throughout Brazil) got picked up and recommended by LA Times- with article subsequently syndicated to NY Tmes, SF Chronicle and Nashua Telegraph. No way could you have ever got this much free publicity in past. Not surprisingly I am hooked on twitter.

By Alison McGowan, Wednesday, November 4, 2009