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How Facebook is shaping travel decisions

July 09, 2012 | Online Travel

Recent studies reveal that what matters most when planning a trip is not where you’re going, but rather who you know that has already traveled to that destination. Without a doubt, the ubiquitous marketing tool’s unique brand interaction is setting a new beat to the travel pulse.

While trusted travel brands unquestionably provide valuable trip advice, word of mouth from a loyal group of friends may be more worthwhile. That all-too-familiar computer screen gaze at flashing photographs of friends in exotic places around the world is apparently enough for daydreamers to start packing. According to a 2011 poll featured on UK-based flight comparison site Skyscanner.com, 52% of Facebook users stated that seeing friends’ vacation pictures inspired them to book a trip to that particular place.

Numerous recent statistics speak to the revelatory link between social media & travel decisiveness. Consulting firm EyeforTravel released the 2012 report Social Media & Mobile Travel, which indicates that 7 out of 10 travel brands professed how social media has not only generated a remarkable amount of direct bookings from social media sites, but has also significantly improved engagement with customers.

This change in travel consumer behavior said to be a “permanent shift,” according to eMarketer. “Though the economy may be normalizing according to cyclical trends, the way consumers react to and interact with businesses may never be the same. Social media is the central hub of this new relationship.”

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