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Facebook influence in travel overrated

November 16, 2011 | Online Travel

A study featuring over 2100 adults in the UK has indicated that only eight percent of online adults who have taken a holiday in the past year, have discussed their holidays or read other people’s advice and recommendations on Facebook.

The study, Mapping the Travel Mind - The Influence Of Social Media, was recently released by Conrad Advertising, in association with YouGov.

Key Findings:

- Holiday reviews are by far the most important type of social media content used when planning a holiday, with 58 percent of people agreeing they are the most important source of independent advice available; 32 percent of people who have been on holiday abroad in the last 12 months say they have been influenced by independent travel reviews on their choice of booking.

- A negative review would only definitely stop 11 percent of people from booking a hotel in which they are interested; a further 82 percent of people would investigate further and may still book.

- Advice and recommendations from unknown web users or companies, whilst not liked (only 19 percent of respondents who have been on holiday abroad in the last12 months say they like to receive such advice from these parties), is likely to create further investigation by 37 percent of people.

Get the full story at EyeForTravel

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