Social media’s influence on travel inspiration might be overrated too
August 21, 2012 | Online Travel
We already learned that social mediain travel does not convert to bookings, now a new study of 500 UK travellers reveals that less than 1% of people use social media when looking for inspiration when selecting a destination for their annual trip.
Family members as influencers came out on top, according to the survey, with 30% of respondents citing it as an influential source. Friends accounted for 12%, while general web content featured in just 10% of the minds of those in the study, carried out for Directline by One Poll in June this year. Traditional media (newspapers, TV and magazines) grabbed 13% between them and 7% relied on work colleagues.
Directline CEO Maria Whiteman says the results are “intriguing” as many consumers “still prefer a personal recommendation” despite the importance of sites such as TripAdvisor.
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