A major study of online consumer behaviour and travel buying in Germany suggests the impact of social media on travel decision making has been exaggerated and remains way below the impact of traditional media.
The study by leading online marketers at German group Agof suggests internet consumers remain mostly interested in traditional media and technology providers.
The findings, released at the recent German trade show ITB, appear to fit the conclusions of an academic report to be published next month at the World Tourism Forum in Lucerne. This concludes social media in travel “is less important than so far believed”.
Of these, 69% showed interest in travel and tourism products: 51% in flights, 47% in a holiday or last-minute trip, 38% in hotels (business and leisure) and 5.5% in car hire. Just over half (54%) made an online travel purchase, although this included 12 million-plus rail tickets (mainly domestic).
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