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
Travel Technology
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