Travel social media to get stronger
Travellers remain most influenced by travel web sites and traditional media like television, rather than social media sites like Facebook.
“The research, by Conrad Advertising, a UK company, found that while UK social media sites may be extremely popular, they are still some way from being considered the best source of holiday recommendations,” says Travolution.
Instead, consumers turn to time-tested sources of information like travel company web sites and travel review sites. These are seen as both the first and best sources when looking for travel advice, concludes the survey.
Conrad said the finding that television, newspapers and travel websites are still the most important media does not mean companies should discount social media, but it should not be the dominant force in a campaign.
The study also found age was not the major issue in who uses the internet, which is commonly assumed to be younger users more comfortable with technology.
A majority of users also said they preferred online bookings because they could compare prices.
Said Kieron Keady, Director of Sales and Marketing – Americas, at TravelMole Media Group:
“This research illustrates the opportunity travel vendors have to leverage Facebook and other social media for sales, branding and loyalty. They have to get the content and tools up on Facebook which will help people’s planning, recommending and buying process. Remember a Google key word, banner, or email type advertising usually has a 1 to 1 reach, versus when someone posts something on their Facebook wall, its seen by all their friends, around 200. ”
By David Wilkening
David
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